VP, Brand Performance & Consumer Insights Global Premium, Midscale & Economy Brands (F/M/X)

Job description

Brand Performance & Decision Enablement Act as the single point of reference for brand performance across the PME portfolio. Integrate financial, consumer, and commercial data into clear, digestible, and actionable insights for brand leaders. Enable informed decision-making by providing structured analysis, scenarios, and recommendations across key brand topics. Constructively challenge brand assumptions, priorities, and trade-oJs through factbased analysis. Support brand leaders in assessing the performance and impact of strategic initiatives and investments. Consumer Insights Leadership Lead the consumer insights capability at the portfolio level through a dedicated Consumer Insights Lead. Define the consumer insight agenda in direct support of brand and portfolio performance objectives. Oversee consumer insight programs, including brand equity, segmentation, audience strategy, testing, trends, and guest feedback. Manage relationships with research agencies and insight partners, ensuring methodological rigor, consistency, and relevance. Ensure consumer insights are systematically connected to brand positioning, performance drivers, and commercial outcomes. Drive synthesis and comparability of insights across brands, avoiding fragmentation and duplication. Design and lead robust consumer research programs, combining quantitative and qualitative methodologies, including surveys, segmentation, usage and attitude studies, concept testing, pricing research, and experience measurement. Translate multiple sources of consumer data, including NPS, CSAT, CES, behavioral analytics, social listening, funnel analysis, competitive intelligence, and panels into clear, actionable insights. Manage research partners and insight processes end-to-end, from questionnaire design, sampling quality, focus group moderation, statistical analysis, and data visualization to executive storytelling and business recommendations. Business Performance Lead business performance management across financial, commercial, pricing, margin, cost, customer profitability, operational, and productivity dimensions, ensuring clear visibility on business drivers and performance gaps. Build robust KPI frameworks, dashboards, data models, reporting tools, and planning cycles, using business intelligence platforms, SQL literacy, CRM and ERP data interpretation, and strong data governance. Translate variance analysis, trend analysis, scenario planning, root cause analysis, business cases, and investment appraisals into actionable recommendations for leadership decision-making. Portfolio Performance Governance & Planning Rhythm Own and orchestrate key brand performance and planning cycles, including Strategic Marketing Plans, Quarterly Business Reviews, multi-year brand plans, and budget cycles, ensuring that agreed commercial performance targets and metrics are consolidated, analyzed, and used as a consistent backbone for portfolio-level QBR discussions. Define and maintain common performance frameworks, KPIs, templates, and standards across brands. Consolidate brand-level plans and performance into a coherent portfolio-level view. Ensure alignment between brand ambitions, resource allocation, and expected business impact. Act as guardian of performance discipline, rhythm, and consistency across the portfolio. Budget Orchestration & Performance Translation Orchestrate the brand budgeting and planning process in close partnership with Finance. Consolidate individual brand budgets into a portfolio-level vision and narrative. Translate brand strategies, initiatives, and roadmaps into quantified financial and business impact, highlighting implications at brand and portfolio level across topline evolution, channel and segment mix, and key performance indicators. Support portfolio-level prioritization and trade-oJ discussions, without owning budget execution. Cross-Functional & Transversal Initiatives Lead selected transversal, portfolio-level initiatives aimed at improving decision quality and brand performance. Examples may include brand and consumer knowledge management, performance tools, insight platforms, and best-practice sharing frameworks. Coordinate cross-functional contributors to ensure adoption, consistency, and impact of these initiatives across brands, without duplicating execution or agency management owned by other teams. Key Interfaces & Ways of Working This role operates at the intersection of multiple global functions and regions, with close and continuous interaction, including but not limited to: Brand Leadership : Decision enablement, performance reviews, portfolio trade-oJs, insight-based recommendations, and planning support. Commercial, Digital & Tech (CDT) : Integration of digital, e-commerce, and full-funnel performance data into brand and portfolio analysis, leveraging data and reporting produced by Full Funnel teams. Global Sales & Distribution : Understanding of B2B performance dynamics and contribution to brand and portfolio outcomes. Finance : Budget orchestration, performance translation, financial impact assessment, and portfolio-level narratives. Corporate Strategy : Contribution to portfolio strategy discussions, prioritization, and long-term value creation topics. Regions : Consolidation of regional performance insights, support to brand-region dialogue, and alignment on planning and review cycles. Global Brand Full Funnel Team : Full Funnel teams retain full accountability for Full Funnel strategy execution and performance measurement. The Performance & Consumer Insights team leverages FF analyses, dashboards, and post-campaign results to synthesize insights at brand and portfolio level, ensure consistency across brands, and support decision-making and governance forums. Team Leadership Build, lead, and develop a small, high-impact Brand Performance & Consumer Insights team. Set clear priorities, ways of working, and standards of analytical excellence. Foster a culture of collaboration, rigor, and constructive challenge. Represent the function with credibility and executive presence in senior governance forums. What This Role Is Not Not a brand strategy owner Not a data production or reporting factory Not a research agency Not a standalone or autonomous division Senior leadership experience in brand management, marketing strategy, consumer insights, performance management, or related disciplines within a complex, multi-brand environment. Deep expertise in brand performance, consumer insights, audience strategy, and marketing effectiveness measurement. Proven experience in brand strategy, positioning, portfolio management, and brand equity development. Strong analytical capabilities with the ability to synthesize complex consumer, commercial, and financial data into clear executive-level recommendations. Proven experience operating in highly transversal roles, influencing without direct authority. Strong executive presence and credibility with senior stakeholders. Ability to balance rigor and pragmatism, structure and agility. Global mindset and experience working across regions and cultures. Perfect English is mandatory. 💡 Why join us? And what are our commitments? To the world Accor is committed to the world around us, with a strong employer culture focused on the development of our 300,000 talents. We adopt a continuous improvement approach to reduce the environmental impact of digital across all our projects. To your career We enable all our employees to maintain a healthy work-life balance and give them the means to shape their working environment in their own image. Dedicated Talent Management, continuous improvement, and training and development paths are defined both individually and collectively so that we can grow together, every day. Concretely, at Accor: Remote work possible several days per week from France and flexible working options: work from home, our offices, or even our hotels and coworking spaces thanks to Worklib. And also, ALL - Heartist® program: preferential rates and flash offers for unforgettable stays and experiences across all our Accor locations and with our partners worldwide. Heartist® for Good volunteering program: 1 day offered during your working time to get involved with a non-profit organization. A Social and Economic Committee (CSE) that supports you in financing your cultural and sports activities. Sustainable Mobility Package for using an eco-friendly means of transportation or a “company bike” program in partnership with Zenride. Coverage of urban public transport subscriptions between home and workplace, in accordance with the French Finance Law scale. Meal vouchers with a face value of €11. A mandatory health insurance plan funded at 50% by Accor, at no additional cost in case of enrollment of your dependents. Not to mention attractive working conditions with collaborative workspaces, restaurants, game areas, as well as well-being and sports spaces on site or through Gymlib. Your talent and motivation are our only selection criteria. We value the richness of diverse nationalities, personalities, and professional backgrounds. We know how to adapt to the specific needs of our employees, particularly those with disabilities. We encourage all applications, without distinction of gender, so dare to apply! For us, recruitment is above all a story of encounters. Does this role appeal to you? Apply, and we will offer you: An initial discussion with our recruitment team to present the key elements of the role or guide you toward a position that may better suit you, One or more interviews with managers and team members, For certain roles, you may also be asked to complete a test or case study, as well as a questionnaire about your personality and motivations. A final interview with our Human Resources team to discuss our Group culture, working environment, training program, and career prospects, as well as the different Group benefits. Personalized feedback. 🌍 Join Accor – a professional journey at the heart of a committed, international and transforming group Accor, a global leader in hospitality, present in more than 110 countries with 5,500 hotels, welcomes you to its offices located in Issy-les-Moulineaux. This is where the Group’s global expertise comes together: strategy, finance, human resources, legal, technology, marketing, sustainability, communication, audit, procurement, etc. Joining Accor means actively contributing to defining, structuring, and supporting the transformation of an international group, in direct connection with operational teams around the world.