Accor

Curating and launching Accor’s flagship Supreme-luxury lifestyle brand in North America

Brand Build | New to the World Luxury Hotel Brand

Sienna Senior Living

Led Marketing, Brand Strategy, and Business Intelligence at Sienna Senior Living. Architected the company’s first enterprise BI platform—now a cornerstone of strategic decision-making.

Commercial Strategy | Vice President - Marketing, Brand Strategy & Business Intelligence

Brought a new brand to life. Launched Aspira—a fresh Active Retirement Living experience built for today’s aging population.
As VP of Marketing & Brand Strategy at Sienna Senior Living (TSX:SIA), I led the full brand development and go-to-market launch across Canada.

Brand Build & Launch | Vice President, Marketing & Brand Strategy

Four Seasons Hotels and Resorts

A global role leading the Distribution strategy and execution, Distribution operations and Call Centre, B2B Sales and support for the group.

Key responsibilities included

✅ Turnover of $500 million business segment
✅ Manage $25 million expense budget
✅ B2B marketing, sales, contracting, and management 
✅ Responsible Distribution Channel technology and strategy
✅ Responsible for the Global Call center
✅ Lead a global team of 100+ team members

Commercial Strategy | Senior Director, Global Distribution & Channel Strategy (Marketing)

Shangri-La Group

Based in Corporate Headquarters of Shangri-La Hotels & Resorts, Hong Kong.
The role entails managing Corporate Reservations, Customer Contact Centers & Distribution for the group.
Established a new contact centre in Guangzhou, China, to support inbound and outbound interaction in Mandarin and Cantonese.

Commercial Strategy | Director Distribution Management & Corporate Reservations (Marketing)

Based in Corporate Headquarters of Shangri-La Hotels & Resorts, Hong Kong.
The role entails developing new Marketing concepts
Establishing and opening new hotels; Led Brand and Marketing to open hotels in Brisbane, Singapore, Puteri Harbour (Malaysia), Abu Dhabi, Muscat, amongst others

Brand Build & Launch | Director of Sales & Marketing - pre-opening hotels (new markets development)

Based at Shangri-La Hotel, Doha, Qatar
Hotel Pre-opening Executive Committee member
Leading Sales & Marketing

Brand Launch | Director of Sales & Marketing

Based in Traders Hotel Dubai
Leading the Sales & Marketing Department
Responsible for Revenue, Sales, Distribution, Events & Public Relations teams.

Director of Sales & Marketing

Based at the Shangri-La Hotel in Bangkok
Leading the Revenue Management Department
Responsible for Revenue Management of all revenue-generating areas of the hotel, Pricing and Optimising yields.

Director of Revenue Management

InterContinental Hotels Group

Based in Holiday Inn Silom, Bangkok
Marketing Plan
Revenue Management & Pricing
Budgetting & Forecasting

Revenue Manager

Taj Hotels

City Revenue Manager

VP-Marketing & Brand Strategy | On a mission to make Strategic Marketing your superpower, so you can add value, drive commercial success, get unstuck and grow. I do this 1 post, 1 conversation, 1 mentee at a time.🏍

Building Brands That Drive Growth and Command Loyalty

I’ve spent my career at the intersection of luxury hospitality, brand strategy, and commercial leadership, working across global markets from India to Thailand, Dubai, Doha, Hong Kong, China, and Canada. With over two decades of experience in revenue management, brand positioning, and customer experience design, I’ve had the privilege of building strategies that not only drive revenue but also strengthen brand equity and customer loyalty across diverse cultures and business environments.

My journey took an unexpected turn during the COVID-19 pandemic, which disrupted my career’s upward trajectory and gave me the chance to step outside hospitality into the retirement living sector. That experience, combined with my pursuit of an MBA at Kellogg School of Management, helped me realize that my core strength lies in connecting customer insights, brand identity, and revenue strategy into a cohesive, competitive advantage.

Today, I leverage my global leadership experience, strategic mindset, and customer-first philosophy to help organizations align brand promise with business performance, ensuring they remain customer-obsessed, commercially smart, and future-ready. Whether repositioning a brand, driving market growth, or building high-performing teams, I believe great brands are built at the intersection of people, profit, and customer experience.

Contact: arvind.bala@kellogg.northwestern.edu

Arvind Bala

•	Oversee the strategic development and execution of communications across Sienna’s network of long-term care (LTC) communities and retirement (RET) residences 
•	Develop the programs and platforms that deliver effective, consistent communication to residents, families and team members, maintaining a satisfaction rating of 82+% among families
•	Provide communications counsel and leadership on a variety of matters including issues and crisis management, property acquisitions and dispositions, investor relations and ESG
•	Integral partner with cross-functional teams to support the rebranding of the RET division, the development of a new LTC approach to care, and a company-wide cultural refresh with new Purpose, Vision and Values

Senior Director Communications

•	Develop and execute corporate communications programs that strengthen connections with residents and family members
•	Support pandemic and business continuity planning through critical incident communications
•	Engage employees as mission and brand ambassadors by improving the flow of communication and introducing new platforms with real-time, mobile message delivery
•	Work with CEO and other Executive leaders to connect stakeholders with key business priorities
•	Managed and built relationships with key external partners including hospital teams, supporting the execution of provincial management plans with certain LTC sites during a critical period of the pandemic

Director Communications

Recipe Unlimited Corporation

•	Lead all areas of communications and corporate affairs, including internal communications, employee and franchisee engagement, media and public relations, issues and crisis management, corporate social responsibility (CSR) and community investment.
•	Rebuild the entire communications function from ground zero following a 5-year gap, new corporate identity and new leadership. Includes strategic planning and prioritization, as well as implementing critical policies, programs and tools. Some examples include:  new website development, new intranet development, task force leadership for CSR, community investment strategy and HR recruitment and retainment communication strategy.
•	Work with Chief People Officer to build new corporate culture including establishing and embedding company Values, and executing an ongoing employee engagement and experience strategy.
•	Led the crisis communication for a malware/cyber attack in Fall 2018 and the COVID-19 Pandemic beginning January 2020, including positioning and key message development, franchisee and employee communication, media relations and guest issues management.

Senior Director, Communications

Sobeys

•	Developed and executed strategic corporate communications plans that delivered consistent messages across multiple media and audiences 
•	Provided CEO and executive level speech-writing and profiling support internally and externally
•	Launched game-changing intranet platform called The Market that combines information access with social media, making employees part of the conversation and completely shifting internal communication during a period of critical business change
•	Spearheaded a national campaign to celebrate Sobeys’ 110th anniversary in conjunction with Canada’s 150. Through multi-media story-telling about employees, suppliers and initiatives, the campaign helped showcase the heart of Sobeys to multiple stakeholders
•	Managed Sobeys’ corporate reputation through multiple issues including product recalls, and AIR MILES expiry and card fraud concerns

Director, National Communications and Corporate Affairs

Canadian Tire Financial Services

•	Led all internal and external, bank-related communications initiatives for the corporation, including executive support, issues management, employee engagement and media relations
•	Transformed communications team and function from transactional 'order takers’ to a strategic business partner and key driver of organizational success 
•	Launched Facebook at Work (now ‘Workbook’) across CTFS, leveraging social media to improve collaboration and putting communication in the hands of employees
•	CTFS communications lead with business continuity planning and all related issues
•	Appointed by the CEO to lead communications planning and execution for a Canadian Tire enterprise-wide finance transformation initiative to bring all teams onto one finance platform for greater efficiencies

Communications Lead

Nestlé

•	Maintained, promoted and protected the Nestlé brand with both internal and external stakeholders, working directly with the CEO and senior executive team
•	Created stronger employee ambassadors with creative, dynamic communications, achieving an 11 point increase in employee understanding of key strategies and goals to 94% 
•	Innovated in-house production through video and introduction of webcasting that saved $100,000’s in travel and supplier costs after an initial investment of $75,000
•	Canadian Market lead on global project to launch redesigned and consistent Nestlé intranet across 80+ worldwide markets
•	Established and launched the Canadian Global Healthy Kids program to increase child education about the importance of nutrition and physical activity 
•	Managed several Creating Shared Value (CSV) initiatives as well as overseeing all charitable partnerships including Kids Help Phone and Food Banks Canada

Corporate Affairs Manager

MHart Communications

•	Completed periodic short-term contracts at the Director and Vice President levels for various organizations and agencies including Ketchum Public Relations and Weber Shandwick
•	Provided senior level freelance counsel to clients including Hallmark, Bayshore Home Health, Omstead Foods, Crayola, Subway and CIBC 
•	Developed and managed programs including new product launches, seasonal communications and ongoing media relations

Public Relations Consultant

Choice Hotels Canada

Director, Communications

University of Toronto - University of St. Michael's College

Past President, Alumni Board of Directors

Led the process of redefining the St. Mike's positioning and outreach to alumni as well as future alumni via student recruitment and mentoring.

Established the Young Alumni Group to create long-lasting connections with St. Mike's soon after graduation.

Provided guidance in promoting and celebrating the rich history, current student life and future longevity of St. Mike's as a leading academic institution and home away from home for thousands of students every year.

President, Alumni Board of Directors

Public Relations Agencies

Senior Consultant

I help build brands from the inside out; connecting business strategy to the people who bring it to life. 

I'm a creative and innovative thinker, strong writer, relationship builder and effective leader who develops and executes strategic communication plans…with a sense of humour to keep it fun and interesting along the way.

What I bring to the table: 
•	Corporate communications
•	Strategic planning
•	Collaborative leadership
•	Brand and culture building
•	Reputation management
•	Issues and crisis management
•	Corporate social responsibility
•	Employee engagement
•	Key message development
•	Executive writing and support
•	Traditional and social media
•	Multi-media production


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