Xenia Seidel

Founding member of RevConLab, HR Group's internal brand & innovation unit — leading brand architecture, go-to-market strategy & marketing activation across a scalable hospitality concept portfolio. Accountable for the full brand architecture framework, concept pipeline & marketing strategy across the portfolio — defining brand positioning, channel approach & launch planning for new hospitality & F&B concepts.

Held executive accountability for commercial strategy, revenue performance & integrated marketing across three luxury properties in Germany & Belgium. Led the full restructuring of the commercial & marketing organisation — redesigning team structures, introducing integrated S&M planning frameworks & establishing cross-property KPI reporting. Developed & implemented cross-property marketing strategies covering brand positioning, digital marketing, distribution channel optimisation & sales activation.

Led IHG's largest hotel-based marketing & commercial team in Europe across four flagship properties — full P&L accountability for 1,000 rooms & 74 meeting rooms across Berlin's most prestigious hotel cluster including InterContinental Berlin, Regent Berlin, Crowne Plaza Potsdamer Platz & Hotel Indigo Ku'Damm. Directed the full marketing repositioning of a renovated flagship asset — competitive benchmarking, brand refresh, segment re-targeting & agency briefing.

Full commercial leadership & P&L accountability for a 402-bedroom landmark IHG property in Budapest — led a team of 25 across revenue strategy, sales development, market positioning, budgeting & commercial development.

Commercial leadership & P&L accountability for a 467-bedroom flagship IHG property in Frankfurt — led a team of 20 across revenue strategy, sales development, new market development & stakeholder engagement.

Managed full marketing mix across owned, earned & paid media — from strategic brief & brand positioning to agency management, channel deployment & performance measurement. Drove growth in loyalty programme enrolments through OTA channel strategy & partnership optimisation. Delivered year-on-year growth in commercial partnerships through targeted B2B development. Led a large-scale MICE marketing campaign generating significant revenue

Business Administration, International Marketing, Tourism & Travel Management, Asia Pacific