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Sr. Director, Brand Strategy

1 month ago

Columbus, United States Highlights for Children Full time
Job DescriptionJob Description

Sr. Director, Brand Strategy

Department: Consumer Business Marketing

Reports To: VP, Marketing

Position Summary:

This role leads branded content and product marketing strategy across our channels to drive awareness and engagement with our customer base. This role is focused on leading positive impact to brand health among our target audiences with a focus on increasing brand relevance, engagement and community through our internal strategies, partnerships and thought leadership. This role is critical in transforming our Consumer Business through customer-centric initiatives to expand our reach and engagement in the marketplace.

Essential Duties and Responsibilities:

Content Strategy & Product Marketing

  • Lead and oversee content strategy and execution, for both products and content as a product, to drive brand awareness and engagement with our targeted audiences to deliver on business goals, while furthering our brand mission.
  • Partner closely with Editorial and Creative leaders to shape our content strategy and voice, synthesizing our brand purpose, editorial principles, product, and promotional considerations, while being grounded in consumer needs, across all formats of our branded content and product marketing.
  • Partner with the Sr. Director, Creative and their team to promote content-based brand storytelling across our communications channels, particularly in content-centric channels.
  • Oversee organic social media strategy (incl. Community, Content and Channel) and community management for active Highlights social media channels including Facebook, Instagram, and LinkedIn. Lead exploration of channel expansion opportunities. Function as point-of-contact for senior channel reps at Facebook/Instagram and any other social or content channels we activate.
  • Partner closely with channel leaders, digital and traditional, to evolve our marketing approach with branded content strategies and enhance our customer experience, striking a balance between content and commerce.
  • Oversee Public Relations strategy with outside agency to deliver strategic initiatives, including media relations, corp. communications, executive thought leadership and crisis readiness and management.
  • Cultivate and communicate performance insights with engagement-based metrics and relevant KPIs to measure impact from associated marketing tactics, focused on but not limited to channels of direct oversight; supported by Insights and Analytics partners.
  • Define and oversee reporting capabilities and cadence for all social media, PR, and branded content initiatives, including focused success metrics and KPIs.
  • Own and track budget for brand team to ensure strategies are delivered within budget.

Strategic Initiatives

  • Lead and oversee planning, development, launch and ongoing management of our multi-year strategic initiative of (a) branded community(ies).
  • Support the expansion of our brand identity through strategic external partnerships to drive growth and establish our brand as category innovator and leader.
  • Partner with the Product Development, Editorial and Retail teams to understand scope and timing of key franchise and product line initiatives and identify ways to create maximum brand impact.
  • Partner with cross-department leaders to support other enterprise initiatives when needed, such as Early Childhood Education.

Competitive & Cultural Monitoring

  • Be a thought-leader on media landscape/market, the general consumer and cultural understandings that matter most to successfully grow our brand, along with category and competitive best practices and trends.
  • Continuously analyze market and competitive trends to identify opportunities and challenges.
  • Stay abreast of Consumer Trends and Consumer Insights that impact our target audiences.

Leadership & Development

  • Develops, engages, and retains extraordinary talent. Sets clear performance expectations and creates a climate of empowerment and accountability to achieve results.
  • Actively involved in improving climate, culture, and engagement across business unit.
  • Has a pipeline of the best internal and external talent to fill open roles, including a commitment to developing our BiPoc employee population.

Supervisory Responsibilities:

  • This role will directly oversee a team that manages Content, Communities, Social Media platforms, Email, SMS, and philanthropic partnerships (currently a team of 5).
  • This role will also serve as client point of contact for our social platforms, ESP, and PR agency partner.

Education and Experience:

  • 12+ yrs. experience in brand strategy, content strategy, digital and/or content marketing, or in a channel-, media-, brand- management or similar role
  • Bachelor’s Degree required.
  • Experience in media and/or content-based businesses, Consumer Packaged Goods (CPG), retail industry or similar preferred, children’s products and editorial experience is a plus.

Travel Expected: