Mandarin Oriental picks new global senior VP for brand

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Mandarin Oriental has appointed Alex Schellenberger as its senior vice president, brand.

In his newly created role, Schellenberger will support Mandarin Oriental's strategic vision in elevating its brand presence and increase its desirability as a luxury hospitality brand.

Schellenberger has over two decades in global luxury brand building, storytelling and brand experience and will be bringing his insights and expertise to this newly created role, said Mandarin Oriental Hotel Group in a release. He will also be joining the group leadership team.

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Schellenberger's career has been defined by his contributions to iconic global brands, said the hotel. In his career, he elevated the Hugo Boss fragrance line at Procter & Gamble's prestige division and held senior executive positions leading transformative marketing and communications initiatives to redefine and reposition beauty and luxury goods brands at Coty.

Prior to joining Mandarin Oriental, Schellenberger was the chief marketing officer, premium, midscale, economy brands at Accor France. There he participated in global business strategy development with Comex and McKinsey and delivered full transformation roadmap for the Ibis, Novotel and Pullman brands.

He also held the role of group chief brand officer at Accor from September 2021 to January 2023.

Schellenberger also served as senior vice president global brand management Swarovski crystal business at Swarovski in Zurich. In his role, he led global brand management teams, assortment planning, marketing analytics, collaborations and partnerships and more.

“I am proud to be joining this iconic brand that has captured the imagination and the loyalty of so many fans around the world. Mandarin Oriental is renowned for delighting its guests with legendary service, steeped in oriental heritage and we are uniquely placed to drive these exceptional experiences to new heights, further securing our position as a global leader in luxury hospitality," said Schellenberg.

On LinkedIn, he added, "After leading a wonderful team and portfolio of brands at Accor for the last 2.5 years, which provided a great stepping stone into the hospitality sector, it is an incredible opportunity to be offered the chance to work for one of the most iconic luxury hotel groups in the world."

Laurent Kleitman, group chief executive of Mandarin Oriental Hotel Group, said, "Schellenberger is a talented and transformational brand builder. His global experience will be instrumental in realising our ambitious plans to put the brand and the guest at the heart of the organisation and deliver enriching and innovative experiences stunning communications and innovative partnerships."

"Schellenberger has an outstanding track record elevating luxury brands and I am delighted to have him join our team and steward Mandarin Oriental as we accelerate and elevate our presence in the most sought-after destinations around the world," said Kleitman.

MARKETING-INTERACTIVE has reached out for more information.

Last year, Mandarin Oriental Singapore celebrated its reopening following a six-month closure to revamp the hotel. The reopening saw the launch of its new Royal Marina Bay Penthouse suite with a musical tribute and film that was inspired by the view of the Marina Bay skyline.

In collaboration with creative agency Forsman and Bodenfors (F&B), musicians were tasked to create a symphony to honour the view from the penthouse suite.

Titled The Exceptional Bay Symphony, the track was composed by pianist Jonathan Shin and performed by Orchestra of The Music Makers (OMM).

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