Hilton Appoints New SVP for Asia Pacific Brand Management

Hilton has announced the appointment of Alexandra Murray as its new Senior Vice President, Head of Brand Management for Asia Pacific. This significant leadership change was made public on November 7, 2025, with Murray succeeding Clarence Tan, who recently retired from the company. Murray will be based in Singapore.

In her new role, Alexandra Murray will be tasked with overseeing brand management and strategy across all 14 of Hilton’s brands within the Asia Pacific region. Her responsibilities will encompass ensuring brand consistency, driving innovation, and enhancing brand value throughout the region. She will lead dedicated teams responsible for brand performance, guest experience, and product quality. Furthermore, Murray will ensure that all regional efforts align with Hilton’s global brand standards and strategic commercial objectives.

Alexandra Murray brings extensive experience to this position, having previously served as Vice President, Head of Marketing, Brand & Loyalty, Asia Pacific for Hilton. Ben George, Senior Vice President and Commercial Director, Asia Pacific, highlighted Murray’s deep regional expertise and proven track record as invaluable assets. Her appointment is aimed at strengthening Hilton’s regional brand portfolio and supporting its strategic growth initiatives across the Asia Pacific market.

Key Points

* Hilton operates 14 brands in Asia Pacific.

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