Description:
Essential Functions:
Brand and Organizational Strategy:
- Develop and refine the company's brand strategy, its programs and affiliates to align with organizational goals and values.
- Collaborate with senior leadership to ensure that brand messaging and positioning are integrated into all marketing and communications assets.
- Drive brand development, including identity, tone of voice, and messaging consistency across all touchpoints.
- Collaborate with creative teams to produce compelling marketing materials and campaigns that align with the brand strategy.
Large Scale Activation Programs:
- Working with the Director, Brand Marketing, create and execute comprehensive activation programs to boost brand visibility and engagement across the network.
- Oversee large-scale marketing campaigns, events, and initiatives that drive brand awareness and audience participation.
- Manage relationships with external marketing agencies, working collaboratively to deliver compelling results.
Brand building and awareness owned channels:
- Oversee development and execution of social media and web (owned digital channels) strategies to maximize brand exposure and engagement.
- Manage of all top-of-funnel marketing strategies including paid media campaigns to drive awareness, reach and conversion of target audiences effectively.
- Ensure the creation and distribution of digital content across various platforms, ensuring consistency and quality.
Market Research:
- Oversee market research initiatives to gain deep insights into customer behavior, market trends, and competitive landscapes.
- Build and measure brand awareness/ brand health metrics to understand impact of marketing programs to targeted audiences.
- Use research findings to inform brand strategies, messaging, and audience targeting.
Team Leadership and Management:
- Build, mentor, and lead a high-performing team of marketing professionals.
- Set clear objectives, provide guidance, and foster a culture of creativity and collaboration.
- Ensure effective teamwork and alignment across market research, brand marketing, social, paid media, and web/digital content management functions.
- Build marketing capacity within the broader organization through sharing of best practices, training and development of guidelines and tools kits.
Qualifications and Experience:
- Bachelor's degree in Marketing, Business, or a related field (MBA preferred).
- Proven track record of at least 15 years of experience, including 5 in senior leadership roles in brand marketing and strategy. An equivalent combination of education and work experience will also be considered.
- Experience in digital marketing and developing and implementing large scale activation programs.
- Strong experience in leading cross-functional teams and managing a diverse range of marketing functions.
- Exceptional strategic thinking and problem-solving skills.
- Proficient in data analysis and using insights to drive marketing decisions.
- Excellent communication, presentation, and interpersonal skills.
- Demonstrated ability to adapt to changing market dynamics and consumer trends.
- A passion for innovation, creativity, and staying at the forefront of marketing trends.