Open to Hybrid Remote or Remote. Some travel will be required.
The brand strategist's responsibilities include developing brand initiatives designed to fortify the brand's positioning, identity and message alignment with the overall business and brand strategy. Collaborating closely with marketing leaders, teammates and cross-functional stakeholders, this person will continuously strive to ensure a cohesive and effective expression of the brand across all touchpoints and channels, internally and externally. In addition, the Brand Strategist will facilitate a brand governance model that aligns with the brand's vision and drive brand cohesion and differentiation in the market. This role will also be responsible for assessing brand health, recommending areas of improvement, and communicating progress with leadership.
ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.
Brand Strategy Responsibilities
Articulate the comprehensive brand strategy and look for opportunities to quantify/correlate brand equity/value to business outcomes.
Socialize the unique value proposition, positioning and differentiation internally and develop strategies to effectively communicate the brand's positioning to target audiences.
Clearly represent the defined brand guidelines. Work collaboratively with Communications to maintain alignment and effectively distinguishing components of corporate brand and product level brand.
Collaborate with various internal teams, vendors or agencies to identify market trends, customer behaviors and opportunities for brand differentiation that enable relevance in a dynamic market.
Brand Architecture Responsibilities
Manage the defined brand architecture to include clear relationships between sub-brands and the corporate brand.
Create brand architecture guidelines that outline brand naming conventions and rules for consolidating, retiring or integrating existing or new sub-brands. Ensure these guidelines align with the overall brand strategy.
Develop strategies and plans for integrating brands during mergers or acquisitions.
Educate internal customers about brand architecture and guidelines to ensure consistent understanding and implementation throughout the organization.
Brand Activation Responsibilities
Collaborate with internal teams, external agencies, and partners to execute brand-related projects.
Form partnerships with internal stakeholders to provide strategic guidance on expressing the brand creatively and cohesively in all visual and content assets.
Contribute to thought leadership that demonstrates the organization's point of view on brand, customer experience and emerging trends.
Brand Governance Responsibilities
Facilitate internal socialization of brand guidelines across communications, marketing, and CX teams as well, cross-functional partners such as product development and sales.
Collaborate cross-functionally on the development and facilitation of continuous training and resources to internal teams to reinforce brand guidelines.
Develop and maintain auditing tools and resources to ensure continuous brand compliance throughout the organization.
Collaborate cross-functionally to ensure new products, services or brands align with the overall brand strategy and brand architecture.
Develop initiatives, programs and communications that continuously champion and reinforce the brand's purpose internally and ensure employee understanding and engagement.
Brand Measurement Responsibilities
In alignment with the brand health strategy, propose clear and measurable objectives for brand health, aligning them with the broader business goals.
Propose key performance indicators (KPIs) and other metrics to measure the effectiveness of brand strategy and to continuously optimize brand strategy as needed.
Work collaboratively with the Marketing Insights Analyst to establish a cadence to communicate brand health findings, progress and areas of improvement to marketing and non-marketing leaders.
EDUCATION AND EXPERIENCE
Bachelor's degree in business, marketing, communications or social sciences.
7+ years required experience in brand strategy development, brand governance, brand consulting or strategic planning.
5+ years preferred experience in the insurance industry.
Has demonstrated knowledge and experience with brand strategy planning, execution and governance.
Has a deep understanding of people and culture, while demonstrating an ability to translate customer insights into actionable brand marketing strategies
QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
OTHER SKILLS AND ABILITIES
Ability to translate quantitative data into qualitative insights and effective strategies.
Ability to collaborate with diverse teams to execute brand strategies.
Ability to manage multifaceted projects within a given period and budget.
Excellent oral and written communication skills.
Excellent presentation and facilitation skills.
Demonstrated leadership and project management abilities.
Ability to make competent, strategic, independent decisions in a fast-paced, ever-changing marketing landscape.
Ability and proficiency in the use of computers and Company standard software specific to position.
ADDITIONAL INFORMATION
The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required of personnel so classified. This job description does not constitute a contract for employment.
WORKING CONDITIONS:
Work is performed in an office/remote setting with no unusual hazards. Heavier travel during Rebrand Journey then minimal travel required.
The qualifications listed above are intended to represent the minimum education, experience, skills, knowledge and ability levels associated with performing the duties and responsibilities contained in this job description.
Pay Range "Actual compensation decision relies on the consideration of internal equity, candidate's skills and professional experience, geographic location, market and other potential factors. It is not standard practice for an offer to be at or near the top of the range, and therefore a reasonable estimate for this role is between $78,800 and $132,100."
We are an Equal Opportunity Employer. Diversity is valued and we will not tolerate discrimination or harassment in any form. Candidates for the position stated above are hired on an \"at will\" basis. Nothing herein is intended to create a contract.
