Senior Brand Strategy Lead, APAC
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Job Description
Senior Brand Strategy Lead for APAC at Airbnb managing brand narratives across multiple culturally diverse markets. Collaborating with marketing leads to ensure local relevance in branding initiatives.
Responsibilities:
- Partners closely with Regional Creative Directors and Senior Marketing Leads across India, Australia, Korea, China, and Japan to develop inspiring briefs for local programs - ensuring they are anchored in genuine local consumer insight, not surface-level localisation
- Works with the International Brand Strategy Lead to pressure-test global brand frameworks and campaign platforms for APAC relevance from inception - flagging tension points early, not late
- Develops cross-market strategic frameworks that map cultural similarities and differences across the APAC cluster, surfacing actionable opportunities for both regional and local marketing
- Creates localisation briefs for the International Creative team that synthesise market-specific research, cultural context, and country marketing input - going beyond translation into genuine creative relevance
- Partners with Consumer Insights to identify APAC research gaps and commission the thinking that builds long-term brand and cultural understanding across the region
- Builds and maintains deep cultural intelligence across the five core markets - staying ahead of shifts in consumer behaviour, cultural mood, and the competitive landscape
- Leads APAC immersion sessions for the Global Strategy and Marketing teams, helping global stakeholders develop genuine fluency in the region
- Acts as a strategic thought partner to country Senior Marketing Leads and APAC Marketing Director - helping them elevate briefs, sharpen insight, and connect local programs to the broader brand platform
Requirements:
- 15+ years of brand strategy experience, with demonstrable time spent working in or across multiple APAC markets - India, Australia, Korea, China, or Japan. Multi-market lived or embedded experience is a strong requirement, not a nice-to-have
- Deep cultural fluency across the APAC region - an understanding that goes beyond demographic data into the values, tensions, and behavioural patterns that shape how people in each market relate to travel, community, and belonging
- Strong track record of developing locally resonant briefs and campaigns - in partnership with market-level marketing leads and creative teams. From conception of core strategic insights, crafting creative briefs to helping hone creative based on strategic intent.
- Experience working client-side or at a creative agency of record; preference for consumer internet, travel, lifestyle, or technology brands
- Expert at translating global brand ambitions into market-specific strategic frameworks without diluting either the global coherence or the local authenticity
- Ability to navigate ambiguity and complexity across multiple markets simultaneously - comfortable holding both the macro and the granular
- Natural collaborator and bridge-builder, with a track record of building trust with senior country marketing stakeholders
- High emotional intelligence and the ability to read a room - this role sits at the centre of a large and varied web of stakeholders, from country marketing leads and global strategy teams to creative agencies and cross-functional partners. The ability to build trust, navigate competing priorities, and bring people with you is as important as the strategic rigour you bring to the work
- Strong qualitative and quantitative analytical skills; experience working with insights and research teams to commission and apply consumer understanding
- Excellent written and verbal communication - able to write a brief that inspires creative teams and present strategy that earns confidence from senior stakeholders
- Passion for Airbnb and travel. Experience as an Airbnb host or guest in the APAC region is a genuine plus
- Language skills relevant to APAC markets are advantageous but not required.
Benefits:
- Our Commitment To Inclusion & Belonging: Airbnb is committed to working with the broadest talent pool possible. We believe diverse ideas foster innovation and engagement, and allow us to attract creatively-led people, and to develop the best products, services and solutions. All qualified individuals are encouraged to apply.
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