Head of Corporate Wellness

JOB SCOPE:

The Head of Wellness is the corporate authority and lead for wellness strategy, direction, brand standards, and commercial performance across Adeera’s hotel portfolio.

The role is responsible for defining, translating, and delivering integrated, destinationled wellness experiences encompassing spa, fitness, pools, recreation, recovery, and preventative wellbeing, aligned with each brand’s positioning and Saudi Vision 2030 ambitions.

This role shapes the vision, governance, and longterm performance of wellness acrossall Adeera assets — from concept and design through preopening, launch, and steadystate operations — while ensuring financial discipline, guest satisfaction, and brand differentiation.

MAIN DUTIES & RESPONSIBILITIES

Wellness Strategy & Brand Leadership

• Define and continuously evolve Adeera’s groupwide wellness vision and pillars across all hotel brands, drawing on approved wellness guidelines and brand philosophies.
• Translate brand intent into clear, operational wellness frameworks, covering spa, fitness, pools, recreation, and holistic wellbeing experiences.
• Ensure consistency of wellness positioning, treatments, rituals, naming logic, and guest journeys across the portfolio, while allowing for brandspecific differentiation.
• Lead wellness concept translation from narrative to operation, ensuring brand ideas are deliverable, scalable, and commercially viable.

Pre-Opening, Design & Concept Development

• Act as the corporate lead for wellness during design development and pre-opening, with hands-on involvement on the ground as required.

• Lead wellness concept operationalization from early design stages through to opening readiness.

• Provide specialist wellness input into:

• Space planning and adjacencies

• Treatment room mix and capacity planning

• Back-of-house functionality and operational flow

• Pool, hydro, and recovery wellness requirements

• Lead wellness naming conventions in collaboration with the Brands Team, third-party consultants, and designers to ensure brand alignment and clarity.

• Validate wellness concepts, treatment menus, fitness offerings, and activity programming prior to opening.

• Ensure structured handover to hotel operations teams, with clarity on standards, staffing, and performance expectations.

Procurement, OS&E & Equipment Leadership

• Lead wellness-related OS&E strategy during pre-opening phases.

• Define requirements and recommend specialist wellness equipment and machines, ensuring operational suitability, durability, safety, and ROI.

• Work closely with Procurement, Design, and Technical Services to ensure wellness facilities are properly equipped and commissioned.

Commercial Performance & Revenue Optimization

• Own wellness-related commercial strategies and performance benchmarks across all properties.

• Drive revenue optimization across:

• Spa and wellness treatments

• Fitness memberships, classes, and programming (where applicable)

• Wellness retail, partnerships, and product strategies

• Destination and experiential wellness programming

• Monitor key wellness KPIs including revenue per treatment room, therapist productivity, capture rates, yield, and guest satisfaction.

• Ensure wellness offerings maintain strong commercial viability and disciplined ROI.

Guest Experience & Destination Integration

• Ensure wellness offerings are fully integrated into the overall guest journey, particularly within destination and mixed-use developments (including resorts and waterpark hotels).

• Align wellness experiences with:

• Seasonal demand patterns

• Peak operational calendars

• Family, leisure, and experiential guest profiles

• Champion innovation within wellness while maintaining operational feasibility and brand relevance.

Standards, Governance & Quality Assurance

• Develop, document, and enforce wellness brand standards, SOPs, and service rituals across all properties.

• Ensure compliance with health, safety, hygiene, and regulatory requirements.

• Establish quality assurance frameworks including audits, inspections, and mystery guest programs.

• Act as the escalation point for wellness-related operational risks, guest issues, and reputational matters.

Talent Strategy & Capability Building

• Define wellness organizational models and leadership structures across brands.

• Provide functional guidance and performance oversight to Spa Directors, Wellness Managers, and Recreation leadership at property level.

• Support Saudization objectives through national talent development initiatives, leadership pipelines, and structured training frameworks.

• Champion specialist capability development across therapy, fitness, and holistic wellness disciplines.

ESG, Sustainability & Wellness Ethos

• Champion environmentally responsible wellness practices including water stewardship, energy efficiency, and sustainable product sourcing.

• Ensure wellness products, treatments, and equipment align with approved sustainability and wellness charters.

• Support wellness initiatives that contribute to employee wellbeing, community engagement, and Vision 2030 objectives.

Stakeholder Management & Representation

• Act as Adeera’s subject-matter expert for wellness in owner, developer, and brand discussions.

• Support PR, media, and marketing initiatives related to wellness launches, destination activations, and brand storytelling.

• Represent Adeera in strategic partnerships with wellness brands, third-party consultants, and product suppliers.

KEY INTERFACES

• VP Operations / COO

• Brand & Design Teams

• Pre-Opening & Technical Services

• Procurement

• Commercial & Marketing

• Property General Managers

• Spa & Wellness Leadership Teams

Requirements

QUALIFICATIONS & EXPERIENCE

• Bachelor’s degree in Hospitality, Wellness Management, or related field (Master’s preferred).

• 10+ years of senior leadership experience in wellness, spa, or resort operations, including multi-property or corporate roles.

• Proven experience translating wellness concepts into operational reality.

• Strong commercial acumen with demonstrated success in wellness revenue optimization.

• Experience operating within culturally sensitive markets; Middle East experience preferred.

CORE COMPETENCIES

• Strategic and commercial mindset

• Concept-to-operation leadership

• Brand stewardship and guest-centric design

• Multi-property governance and performance management

• Stakeholder influence and leadership credibility

• Innovation balanced with operational discipline