Mr. Inns is responsible for the group’s brand communications, directing creative strategy, photography, advertising, design, and collateral, providing creative direction and management of external design teams.  He develops the brand communication standards and guidelines for all brands and product lines.  Prior to his current position, Mr. Inns was the vice president - quality assurance responsible for enhancing the delivery of the brand promise across the group through quality standards and programmes, best practices, benchmarks and performance monitors.  Previously, he was the vice president - corporate marketing.  Prior to joining Shangri-La in 2000, Mr. Inns spent 14 years with Hyatt International in senior sales and marketing positions in China, Hong Kong, Indonesia and his native Australia.