Product Marketing & Adoption Manager
Hotel Brand: IHG Corporate
Location: China, Shanghai, Shanghai
Address: 上海市, Shanghai, Shanghai, China
Job number: A561303745
This role owns end-to-end product marketing and hotel adoption for our Product & Technology digital solution portfolio — from pilot through full rollout, hotel enablement, adoption tracking, and product feedback loops. It is the key function ensuring new systems are successfully embraced by hotel GMs and frontline staff across dozens of brands and hundreds of properties.
This role is to make hotel teams want to use, know how to use, and keep using our new systems. You are the translator between Product and Operations — turning complex product capabilities into language that frontline teams understand and care about. You are also the driver who ensures adoption doesn't just start, but sticks.
This role mixes two very different skill sets: sharp thinking and hands-on execution. It requires the analytical skills of a consultant: breaking down complex problems, making sense of unclear information, and using data to guide decisions rather than relying on instinct alone. It also requires the influence of a strong leader: standing in front of a hotel GM, a front-desk agent, or a Rooms Council meeting, and earning their trust. Not because you hold authority over them, but because your message is clear, you believe in it, and you understand their perspective.
Your core metrics are: Adoption Rate · Active Usage · User Satisfaction.
Your day to day
Positioning & Messaging
• Develop differentiated WIIFM (What's In It For Me) messaging for each persona: Corporate functions, Owner, Hotel GMs, Front Desk, etc.
• Craft compelling value narratives that speak to both rational business outcomes and emotional user motivations
• Create FAQs, quick-reference guides, training video scripts, and operational toolkits
• Maintain the single source of truth for product messaging and value narrative
2. Enablement & Training
• Design and execute role-based training programs (live + self-serve)
• Host Office Hours, 1:1 support sessions, and Q&A meetings
• Build and nurture a Champion network to drive peer-to-peer adoption
3. Communications & Engagement
• Distribute change communications through internal forums and other comms channels
• Publish regular newsletters and share best practices
4. Adoption Tracking & Product Feedback Loop
• Define and track adoption KPIs: e.g. activation speed, usage frequency, satisfaction scores
• Synthesize quantitative data with qualitative insights from surveys and interviews
• Translate frontline feedback into structured, actionable product requirements and partner with Product teams on continuous improvement
What we need from you
We're looking for someone who combines structured, analytical thinking with the ability to influence and lead in a room. This background could come from a few different paths — what matters most is the mix of skills, not the specific title on your resume.
Must-Have Competencies:
• Analytical rigour — You structure problems logically, work comfortably with data, and make decisions based on evidence, not just intuition
• Influence & presence — You can hold a room. You simplify complexity without dumbing it down. People want to follow you — not because you tell them to, but because what you say makes sense
• Translational ability — You speak "Product" and "Operations" fluently, and move between the two with ease
• Comfort with ambiguity — You don't wait for perfect information. You move forward with partial clarity and adjust as you go
• Fluency in English (written and spoken)
Nice-to-Have:
• Experience with large-scale system rollouts or change management programs
• Experience working across multiple regions and cultures
• Familiarity with hotel front-desk operations and PMS systems (Opera or similar)
• Additional languages
You might come from:
• Strategy consulting, with experience on hospitality, consumer, or enterprise technology projects, and a genuine interest in execution rather than staying at the strategy level
• Hotel operations or training leadership, from a large international hotel group, with a strong understanding of how properties actually run day to day
• Customer Success, Implementation, or Enablement, from a SaaS or enterprise technology company, ideally one serving distributed, frontline-heavy clients
At IHG Hotels & Resorts, we work together to deliver True Hospitality for Good on a global scale. With corporate offices and over 6,000 hotel destinations worldwide, a career at IHG is the perfect way to broaden your horizons. You’ll experience our unique culture and brilliant colleagues who will support and inspire you. With a host of corporate opportunities to choose from, wherever you are on your career journey, and whatever you want to achieve there’s Room for You at IHG.
Over recent years, we’ve transformed our company. We have bold ambitions to drive performance and maintain our relentless focus on growth in order to be the hotel company of choice that guests & owners love.
We are a hospitality business at our core and value connections and being together helps us foster a unique sense of belonging that also supports productivity. That’s why here at IHG, we give our colleagues flexibility and balance – working in a hybrid way, blending office and remote working collectively. We recognise that every role is different, that’s why leaders work with teams to determine how and when they collaborate.
We provide a wide range of benefits designed to help you live your best work life. These include impressive room discounts across our many properties, recharge days and volunteering days throughout the year. Through our myWellbeing framework, we are committed to supporting wellbeing in your health, lifestyle, and workplace. We offer a unique and inclusive culture, where there is always Room for You to belong, grow and make a difference.
Our mission is to welcome everyone and create inclusive teams where we celebrate difference and encourage colleagues to bring their whole selves to work. IHG Hotels & Resorts provides equal employment opportunities to applicants and employees without regards to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability, or any other category protected by applicable laws. We promote a culture of trust, support, and acceptance. Always welcoming different backgrounds, experiences, and perspectives.
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