Responsibilities
- Shape and evolve the company's global brand positioning, core narrative, and unique value proposition over time
- Convert market and business intelligence into actionable brand strategies tailored to diverse regions and customer groups
- Work alongside senior leaders to ensure brand strategy supports overarching growth goals
- Create multi-year brand roadmaps and initiatives designed to strengthen long-term brand equity
- Design a cohesive brand architecture spanning product lines, customer segments, and international markets
- Develop measurable indicators and evaluation systems to track brand performance, including awareness, perception, and value
- Define and manage a unified global brand identity system, covering visual elements, tone of voice, and official guidelines
- Build adaptable brand systems that maintain consistency across digital platforms, packaging, advertising, and social media
- Set enterprise-level brand standards and governance structures to direct internal teams and external collaborators
- Create strategic frameworks that enable team autonomy while preserving brand integrity
- Lead an internal creative studio focused on producing marketing and brand content
- Provide strategic direction to the creative studio, with operational execution managed by creative leadership
- Define the creative vision for campaigns, product storytelling, and content development
- Develop brand frameworks that guide campaign planning and creative execution
- Ensure all outputs meet quality standards and align with strategic brand goals
- Raise the bar for creative excellence across the organization
- Assess creative work based on alignment with brand strategy and business impact, not production management
- Ensure global brand consistency while enabling local market relevance
- Clarify approval authorities and governance processes for brand decisions across regions
- Put in place review systems and workflows to sustain brand quality at scale
- Collaborate with regional teams to adapt brand strategy without weakening core identity
- Reinforce scalable processes that protect brand standards across markets
- Act as the final decision-maker for cross-regional or cross-functional brand strategy issues
- Work closely with Growth, Product, Merchandising, and International departments
- Advise executive leadership on how business initiatives affect brand positioning and perception
