Industry Insiders: Eva Ziegler, Hotel Brand-Aid

If we start making a list of excellent career choices, Eva Ziegler may have to play role model right at the top. The Austrian-born marketing mastermind is the "Global Brand Leader" for W Hotels and head of the global launch for Le Méridien Hotels as part of parent company Starwood Hotels & Resorts. From her home base in New York, Ziegler spends her 9 to 5 working on strategic planning (establishing the Starwood brand, scope, marketing strategies, implementing design) for hotels across the globe. Arguably, the biggest perk is that her job also includes traveling to all of these hotels (from Istanbul to Bali). In a smooth Austrian accent, the charming power player makes it all look and sound effortless, in between jet-setting to exotic locations to conduct business, of course.

What’s a typical day in your job?
I don’t think there is such a thing as a typical day in my job, and that’s actually the beauty of the story. My job is global which means that I am on the road a lot; different locations around the world, different people to meet and different cultures to understand. So, to some extent I don’t find a real routine in my job. You can only really love a brand if you really know your product. Brand leaders are not just people who do communications and paint pretty pictures but actually set the strategic framework.

When you visit one of your hotel locations, what are some of the first things that you look for?
The first impression that you have is the people. When you meet the people it sets the tone and you kind of right away know the atmosphere that awaits you. The people are enormously important to the story. Also the overall look from a design perspective. It’s a very design-led brand. The first ten minutes are critical.

Which is your favorite location and why?
Overall, as a person I love vibrant, multidimensional cities. Cities that are multifaceted and that offer a spectrum of things. My dream has always been to live in New York one day so to live here is one of my dreams come true. Also I love Istanbul. I love Hong Kong. I also love creative, artsy places like Barcelona. Around the world in general, I love places that are full of life and creative potential.

Hobbies you’ve picked up while traveling?
I think helicopter skiing is one of the ultimate experiences of man and nature. To me it’s like complete freedom to some extent, when your eye has complete freedom.