Powering the agentic revolution in travel. Sabre is an AI-native technology leader, backed by one of the world’s largest travel data clouds. Built on an open, modular, cloud-native architecture, Sabre serves as the backbone for both established leaders and bold, new disruptors, guiding them to the next age of travel retailing through intelligent, connected, and personalized experiences. With AI at its core and operating at unparalleled scale, Sabre transforms insights into innovation, empowering airlines, hoteliers, agencies and other partners to retail, distribute and fulfill travel worldwide.

Sabre is in the early stages of rolling out a new brand, currently focused on the visual and cosmetic phase of that rollout. This role is being created to take Sabre's brand beyond that first phase: to build and lead a consistent, enduring brand management programme that grows in scope as the brand itself evolves, from visual identity today into full brand experience across every part of the business.

The Brand Director owns three things: the discipline of brand management itself, consistency, training, and governance across Sabre's departments; the leadership of Sabre's external content strategy, social, video, thought leadership, and campaign storytelling, delivered in close collaboration with the Creative team; and the delivery of strategic, integrated brand-level marketing programmes. The role also carries a fourth, more operational mandate: building the systems, including AI-enabled tools and workflows, that let the rest of the business work with brand and content efficiently, rather than through ad hoc requests.

This is a hands-on leadership role. The Brand Director leads the current phase-one rollout directly, while building the foundation, team, process, and programme, for where Sabre's brand needs to go next.

Core Responsibilities

1. Brand Management & Governance

Own consistent brand management across Sabre, leading the current phase-one (visual identity) rollout while establishing the longer-term programme that will carry the brand through future phases of experience and application.

• Lead brand guidelines, standards and toolkits, and their consistent application across all Sabre-facing materials and touchpoints.

• Identify brand training needs and skills gaps across departments, and build the resources and programmes to close them.

• Act as advisor and coach to departments outside the core marketing function, predominantly product, service, sales and support, helping them apply the brand consistently, rather than acting as a gatekeeper or approver.

• Partner directly with Product Marketing and other teams whose work carries brand and narrative impact, to keep messaging and application aligned.

• Track brand consistency and health across the organisation, and calibrate directly with departments where application drifts from standard.

• Explore AI-assisted tools for brand consistency checks across tone, visual and messaging on high-volume touchpoints.

• Evolve the brand management programme in step with Sabre's brand rollout, from visual and cosmetic consistency today to full brand experience over time.

2. Content Strategy & Storytelling Leadership

Lead Sabre's external content strategy: social, video, thought leadership and campaign storytelling, connecting Sabre's narrative across every customer-facing touchpoint.

• Own organic social media strategy and execution, with the social media team reporting directly into this role.

• Lead the campaigns function, with the Senior Campaigns Manager reporting into this role, to deliver brand-level and integrated campaign execution.

• Work closely with the Creative team to bring content to life: this role sets the story and direction; Creative brings the design, video and production expertise to execute it.

• Build story arcs and narrative threads that stitch together thought leadership, campaigns and content for events into one coherent through-line, rather than disconnected assets.

• Collaborate with Product Marketing on narrative and storytelling for product-related content, while Product Marketing retains ownership of positioning and product-specific content strategy.

• Identify where AI tools can accelerate content production and ideation across social, video and thought leadership, without compromising quality or brand voice, working closely with Creative on adoption.

• Focus is external marketing content, enablement and campaigns, not internal comms or investor-facing content, which sit elsewhere in the organisation.

3. Strategic Integrated Marketing Programmes

Help shape, support and drive the strategic, integrated brand-level programmes that carry Sabre's biggest narrative shifts, in the model of recent thought-leadership campaigns and multi-channel brand activations.

• Partner with the VP, Brand & Commercial Marketing to design and deliver integrated programmes that combine thought leadership, campaign execution, and brand activation.

• Ensure these programmes connect brand narrative through to commercial and vertical execution, so messaging stays coherent from the top-level story down to individual campaigns.

• Lead delivery of major brand shifts and changes as they arise, coordinating across content, social, campaigns and creative to execute at pace.

4. Operational Enablement

Build the operational backbone that lets the rest of Sabre work with brand and content effectively, rather than through ad hoc requests.

• Design and implement a robust ticketing and workflow system for content and brand deliverables, in close collaboration with the Creative and Design teams.

• Use this system to manage intake, prioritisation and delivery of requests from across the business, giving other departments clear visibility on status and turnaround.

• Ensure the system scales support without the team becoming a bottleneck, enabling faster, more consistent delivery as demand grows.

• Introduce and champion AI tools and processes to improve content production, workflows and turnaround times, continuously assessing new tools as they emerge and implementing the ones that add real value.

What Good Brand Management Looks Like

Beyond Sabre's specific priorities, this role is expected to bring and apply standard best practice for brand management in a B2B environment:

• Brand guidelines and toolkits that are genuinely used, not just published, supported by training, not just documentation.

• Regular brand health tracking (consistency audits, perception, share of voice) to catch drift early and make the case for investment where needed.

• A clear escalation and calibration path for when departments or regions apply the brand inconsistently, focused on coaching and enablement rather than policing.

• Close, ongoing partnership with the teams who generate the highest-volume or highest-risk brand touchpoints, for Sabre, that means product, service, sales and support.

• A content and campaign engine that connects every output back to a small number of core brand narratives, rather than treating each piece of content as a standalone deliverable.

• A workflow and intake process for the rest of the business, so brand and content support scales as a system rather than a queue of one-off favours.

• A content and campaign engine that uses AI where it genuinely speeds up production or sharpens insight, balanced against maintaining quality and brand distinctiveness.

What Success Looks Like

• Phase-one brand rollout (visual identity) is embedded consistently across the organisation, with clear ownership of what happens next as the brand evolves.

• Departments outside marketing, product, service, sales, support, have the training, resources and confidence to apply the brand correctly, with a working escalation path when they don't.

• Social media and campaigns are running as one connected function, delivering content that ties back to Sabre's core narrative rather than one-off requests.

• At least one strategic integrated programme has been delivered end-to-end under this role's leadership.

• A ticketing and workflow system is live and being used by other departments to request and track brand and content support.

Requirements

• Significant experience in brand management or brand marketing within a B2B organisation, ideally including a brand rollout, evolution or repositioning.

• Track record of leading or closely partnering with social media, content and campaign functions.

• Experience training or upskilling teams outside of core marketing on brand application and consistency.

• Strong storytelling and narrative skills, with experience translating brand strategy into content, campaigns and integrated programmes.

• Comfortable operating both strategically (shaping brand direction and integrated programmes) and operationally (building workflow systems, managing day-to-day team output).

• Experience working cross-functionally with product marketing, creative/design and commercial teams in a matrixed organisation.

• Comfortable evaluating and adopting new AI tools for content and workflow, with sound judgement on where they add value and where they don't.

We will give careful consideration to your application and review your details against the position criteria. You will receive separate notification as your application progresses. Please note that only candidates who meet the minimum criteria for the role will proceed in the selection process.

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