Executive Vice President, Marketing

“A good brand is one that makes a real difference in the lives of those it touches. Our guests, employees and business partners tell us that is exactly what the Four Seasons brand name represents for them. Our job is to make sure it continues to have this kind of meaning for years to come.”

Susan Helstab thinks that a great brand is not simply a product of smart marketing. “Consumers relate to those brands they understand, and that understand them. A brand promise is the delivery of what an organisation truly believes in,” she says.

“Four Seasons has always been synonymous with what matters most to people – as travellers, as business partners and as employees,” she notes. “It’s about enjoying every minute of a vacation with family or friends, being as productive as possible when travelling for work, worry-free social events and business meetings, and fulfilling careers.”

Overseeing the company’s worldwide sales force, central reservations organisation, fourseasons.com, public relations, marketing communications and advertising, Susan’s responsibilities are wide, but her work is focused. “All of these tools are used for one purpose, and that is to continually demonstrate who we are, while connecting in the most meaningful way with consumers and those who book their travel.”

Watch Susan Helstab talk about how Four Seasons is managing through the current economic environment.