Sr. Director, Global Brand Equity

1 month ago

Lake Forest, United States STAAR Surgical Full time

JOB OVERVIEW

The Sr. Director, Global Brand Equity & Communications will lead brand equity and communication activities; shaping and executing the overall brand strategy of the company and portfolio of brands. This leader is responsible for driving brand growth, enhancing brand equity, and ensuring brand consistency across all touchpoints. This role will ensure that our efforts are unified across the multiple teams and ladder up to the overarching brand and business goals. This role reports to the Chief Marketing officer and will work closely with the multiple teams in Global Marketing and across the regions to create evergreen compelling marketing communications for the brands/portfolio. The Sr. Director, Global Equity & Communications will serve as a critical leader for helping advance organizational capabilities and integrated approach; providing guidance, mentorship and clear direction to achieve brand objectives. A focus on insights & analytics, innovation in engagement and agility in execution is critical.


  • Oversee the development and maintenance of a global communication approach; including execution of a global brand audit, global asset repository; global claims matrix and global brand guidance.
  • Define and refine the brand's unique value proposition, ensuring it resonates with the target audience and distinguishes the brand from competitors. Develop a comprehensive brand strategy that aligns with the company's overall goals and objectives for the brands, portfolio & platforms.
  • Lead the creation of marketing campaigns, in partnership with Global Marketing and the regions to effectively communicate the brand, portfolio & platform message - ensuring delivery against critical performance KPIs for communications against each body of work; including business goals and marketing metrics based on the recommended deployment strategy outlined with the critical partners.
  • Partner with regions/markets to roll out and localize the brand strategy and communication execution – ensuring brand values remain intact while market dynamics and cultural considerations are incorporated.
  • Partner across Global Strategic Marketing and regions in executing appropriate market research to stay updated on industry trends, customer insights, and competitive landscape to inform brand decisions.
  • Develop and manage the brand budget, allocating resources effectively to achieve brand goals.
  • Establish, measure and evaluate against benchmarks and KPI’s toward yearly goals, strategic initiatives and individual campaigns. Leverage this data to inform cross-functional teams and help optimize future strategy. Disciplined use of metrics for the measurement of global promotional effectiveness in order to pursue the optimal approach in the market.
  • Establish recommendation for global agency approach to ensure global consistency while allowing for local adaptation. Lead agency engagement to ensure delivery of above. Partner with Commercial teams to ensure close collaboration across key in-market decision-making.
  • Partner with Global Marketing, Commercial teams & training in establishment, deployment and optimization of marketing processes, including launch excellence, strategic and business planning cycles, etc. Ensure continuous improvement of efficiency within the Marketing group.
  • Oversee contracts and agreements for brand partnerships and talent agreements.
  • Able to travel approximately 20% to 40%.
  • Other duties as assigned.


EDUCATION & TRAINING

Bachelor’s degree in marketing, business administration, or directly related field or equivalent combination of education/experience. MBA strongly preferred.


EXPERIENCE

  • Minimum 15 years’ experience in leading marketing/brand management preferred.
  • Consumer marketing experience required in fields where products are focused on actively utilizing Direct to Consumer Advertising to drive revenue growth; preference for B2B2C markets. Additionally, Medical Device experience preferred.
  • Experience in global marketing required; building global marketing plans, developing global marketing campaigns, implementing global brand guidance for synergistic regional and local deployment across strategy and execution.
  • Demonstrated ability to understand and navigate global marketing and communication landscape; with respect to cultural diversity, regulatory differences and operating models across markets of relevance.
  • Significant experience within integrated communication planning across multiple channels; including digital, social media, PR to support branding and drive brand awareness and consideration through these channels.
  • Demonstrated experience driving financial and analytical acumen in the deployment of marketing plans for performance and growth. Areas of focus to include marketing mix investment, causal forecasting, A/B testing, KPI deployment; etc.
  • Experience in leading organizational change management to adapt to and reflect changing business landscape, organizational shifts, etc.


SKILLS

  • Proven skills at leading Marketing personnel across direct and indirect reporting lines to achieve business objectives in agile business environment across divergent global markets.
  • Strong strategic acumen, quantitative/analytical skills with the ability to prioritize growth opportunities based on financial impact and results. Ability to demonstrate a positive ROI based on marketing efforts for master-brand and portfolio.
  • Strong Brand Management experience, with an ability to interface with cross functional teams, agencies (of all types and sizes), and senior leadership to achieve brand equity goals and campaign milestones.
  • Highly motivated, organized and self-starting leadership; demonstrated ability to partner across departments, functions and regions to deliver key marketing plans and execution.
  • Strong communication skills and cross-cultural sensitivity with experience presenting to executive teams as well as key stakeholders (customers, partners, etc.)
  • Ability to assimilate information quickly, navigate complex business environments and ensure agile decision-making to ensure the best interest of company.


STAAR Surgical is an equal employment opportunity employer.

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