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

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 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

Brand Leadership: Decision enablement, performance reviews, portfolio trade‑offs, 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, prioritisation 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, ensuring consistency across brands and supporting decision‑making and governance forums.

Role This role operates at the intersection of multiple global functions and regions, with close and continuous interaction.

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.

Qualifications

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.

Benefits

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.

ALL – Heartist® programme: preferential rates and flash offers for unforgettable stays and experiences across all Accor locations and with partners worldwide.

Heartist® for Good volunteering programme: one day offered during your working time to get involved with a non‑profit organisation.

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 programme 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 if you enrol dependents.

Attractive working conditions with collaborative workspaces, restaurants, game areas and well‑being and sports spaces on site or through Gymlib.

Equity and Inclusion We encourage all applications, without distinction of gender, so dare to apply.

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