VP, Brand Performance

Company Description

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.

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‑offs through fact‑based 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 programmes, 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, behavioural 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 visualisation 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 agreed commercial performance targets and metrics are consolidated, analysed 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 prioritisation and trade‑off 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 ma