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

Subway

Managing core menu categories covering close to 90% of Canadian business along with Menu Optimization, Packaging and a new Innovation platform to drive traffic and cheque for about 2900 franchise restaurants. Collaborating with Executive Stakeholders, Regulatory, Supply chain, Finance, Operations, Franchisee Board and External partners. Mentoring two fellow team members.
• Creating 3-year strategy and Innovation pipeline for respective menu categories.
• Led the launch of the new ‘Globally Inspired’ Subway Series builds from Ideation to Execution leading to double digit growth in pmix for Subway Series within first four weeks.
• Managed SKU Optimization effectively to eliminate the risk of close to $2 million for outgoing items.
• Created processes to improve efficiency for Innovation and category calendar management.

Senior Marketing Manager

Marketing Consultant

Mondelēz International

Brand lead for local cookies brands in Canada – Peek Freans, Fudgee O and Dad’s cookies. Managed marketing budget, media, packaging initiatives, innovation, and brand strategy with a direct report.
• Led the development of new Brand foundation through collaboration with Insights team and agency partners.

Senior Brand Manager

Managed annual production budget and menu categories (soups, kids’ menu, value and plant-based) for 3000+ franchise restaurants. Collaborated with Executive Stakeholders, Regulatory, Supply chain, Finance, Operations and External partners.
• Managed end-to-end launch of Beyond Meatball. It’s launch campaign garnered over 3 million impressions within 24 hours of launch and won SABRE Awards’ ‘BEST CANADIAN CAMPAIGN OF THE YEAR’ in 2020!
• Spearheaded Innovation strategy and worked with vendors on Innovation & Renovation projects. Developed Potato Buns for Subway’s sidekick value menu.
• Led In-store signage, integrated campaign development (TV, Radio, OOH, Digital, Loyalty). Loyalty Offer campaign increased app downloads by 4x and over-achieved on remote-order traffic goal. 
• Partnered with R&D and Insights for Research (Sensory study, Focus Groups) and Brand Tracking (IPSOS, NPD).

GreenSpace Brands

P&L responsibility and product portfolio management of 30+ SKUs for two Brands (Kiju Organic and Cedar).
• Achieved 102% AOP budget and launched Kiju FIT in Canada generating 10% incremental revenue growth.
• Launched 8 new SKUs and renovated +10 SKUs within a year for Cedar (Cold-pressed juices and Kombucha).
• Spearheaded cross functional team for Product Development, Business Planning and E-commerce initiatives.
• Executed Social media, Website, Influencer campaigns, Experiential and Shopper marketing initiatives.
• Developed multi-year Strategic growth plan for North America through data analysis (Nielsen and SPINS).

Marketing Director

Rubicon Food Products Limited

Managed Advertising, Market Research, Consumer Promotions and Social Media Marketing with a direct report. Executed Business growth Initiatives with Loblaw, Walmart, Sobeys, Metro, Costco, and Food Service customers.
• Developed Innovative Brand Strategy and Annual operating plan (Rubicon Exotic Juices, Shana Frozen Foods).
• Business growth through initiatives targeting mainstream and multicultural audiences across Canada.

Marketing Manager

Brand & Mortar

Project management for Website Development, Animation Videos and Social Media Management.
• Developed Strategy and Brand Identity; drive Creative, Digital Marketing and Graphic Design projects.

Project Manager

McCain Foods

Collaborated with Consultancies such as Boston Consulting Group, Technopak, Brand Opus UK and Spartan Group for business realignment, brand strategy and market segmentation
Accomplished 20% sustainable YOY business growth for Food Service business in India
Awarded twice as a marketer in 6 years for contribution to Retail and Food Service business growth
Achieved incremental 8% volume growth by leading pilot of the Global Food Service Program in India
Optimized Marketing Expense yielding 10% savings with 103% topline achievement
Developed Strategy, Sales Propositions and Promotions to drive growth with Key Customers
Executed Advertising and Marketing Communication activities to support business growth
Oversaw Food Service Product Innovation and Renovation, Research and Insights Development

Lead development of Brand Positioning and Celebrity brand campaign (including Kantar’s Link Study)
Oversaw Brand Equity and Home scan Research (AC Nielsen and Kantar IMRB)
Commercialized New Product Launches for Retail and Food Service channels through stage-gate process

Assistant Marketing Manager

Launched McCain’s first brand campaign establishing McCain as a CPG brand with over 80% YOY volume growth and the campaign featuring in top 50 launch campaigns for the year by ‘Campaign India’ Magazine
Executed Communications (PR) strategy for growth of McCain brand and frozen foods category in India 
Lead Advertising, Media planning, Communications, Customer Promotions, Shopper Marketing and trade shows

Marketing Coordinator

DDB Mudra Communications

Coordinated with International DDB network for Volkswagen (VW) and Philips
• Launched VW’s first National Brand Campaign and developed promotional elements for VW and HBO.

Account Manager

A data-driven brand management leader with extensive and diverse experience across CPG, Food Service and Advertising agencies. Deep understanding of brand P&L, communication, positioning, and Innovation. A track record of developing insights through market research and data analysis (Nielsen, SPINS, Euromonitor, NPD, IPSOS). Demonstrated ability to build and foster relationships within a cross-functional environment. Experience collaborating with Consultancies such as Boston Consulting Group, Technopak, Brand Opus UK and Spartan Group for business realignment, brand strategy and market segmentation. 

Core Competencies
Multicultural Marketing | Strategic Business Planning | Product Development and Launch | Loyalty
Budget Management | Research and Brand Tracking | E-commerce | Portfolio and Category Management
CPG, QSR, Advertising | Innovation and Digital Marketing | Brand Positioning | Consumer Research


Career Highlights
Launched plant based Beyond Meatballs for Subway Restaurants Canada. It’s launch campaign garnered over 3 million impressions within 24 hours of launch and won SABRE Awards’ ‘BEST CANADIAN CAMPAIGN OF THE YEAR’ in 2020!
Successfully launched Kiju FIT range across Canada with 10% incremental sales revenue growth
Awarded twice by Managing Director of McCain Foods India for impact to Retail and Food Service business
Contributed to development of Global Brand Positioning, Architecture and Range Segmentation as a member of McCain’s Global Food Service Marketing Leadership team
Launched McCain’s first Omnichannel Masterbrand campaign, establishing McCain as a CPG brand with +80%. YOY sales growth. Campaign featured in top 50 launch campaigns for the year by ‘Campaign India’ Magazine.

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