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Director, Brand Strategy
2 months ago
About the Role
The Director of Brand Strategy & Insights is responsible for developing comprehensive and innovative marketing strategies across all of Banana Republic's marketing activities that align with the brand's overall business objectives and target customer segments. Reporting to the Sr. Director, Brand Strategy & Marketing, you will leverage consumer, product, and strategic insights to create brand and product positioning, messaging, and value propositions for Banana Republic. In this role, you will ensure Banana Republic remains culturally resonant, leveraging deep insights to craft strategies that authentically connect with diverse audiences. In this role, you will own the creation of a forward looking brand framework that sets the team up for successfully delivering on the strategic vision. You will partner closely with Brand Marketing to support the creation of full-funnel marketing plans and campaign briefs, ensuring that all marketing strategies, messaging and creative concepting align to defined brand strategy, identity, and positioning.
What You'll Do
Develop and implement Banana Republic brand objectives and strategy, including defining and overseeing brand architecture approach, developing a best-in-class messaging strategy, and defining cultural positioning for Banana Republic through a forward looking strategic framework (annual + seasonal).
Own the core value proposition and build a strategic competitive positioning for Banana Republic that resonates with consumers and defines how the brand is differentiated from competitors
Develop and segment consumer targets based on growth and revenue goals, and drive consumer-led, data-driven strategies that guide the messaging for all Banana Republic products
Cultivate a master understanding of Banana Republic's customer personas, including what drives them, how they feel about the brand, and what is resonating in culture across all consumer segments. Work closely with the consumer insights team, ensuring the most relevant insights are available to the broader marketing team.
Work closely with the Sr. Director to develop the asset guidelines and formats playbook that will ensure that brand identity, look, and feel come through across all marketing assets and consumer-facing touchpoints
Provide governance that works horizontally across Banana Republic products and vertically from awareness platforms through local retail store touchpoints
Leverage consumer, product, and strategic insights to create brand and product positioning, messaging, and value propositions that drive cultural relevance and consumer engagement
Contribute to the creation of Banana Republic marketing briefs with Brand Marketing
Interface regularly with internal and external partners to ensure that creative, marketing plans, and campaigns align to brand strategy, brand identity, and cultural positioning
Who You Are
8+ years marketing experience with 5+ years experience in brand strategy, brand management, and/or brand marketing
3+ years of experience managing teams, with a proven track record of collaborative leadership, team building, and managing individual contributors
Experience owning and holistically managing brand strategy development
Experience in a highly complex, matrixed organization with a proven track record of working cross-functionally to drive change
Exceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functions
Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap
Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels
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