Brand Strategist, RL Cross-Portfolio Marketing

3 weeks ago

Los Angeles, United States META Full time

At Reality Labs, we're building tools that help people feel connected, anytime, anywhere. The RL Marketing team drives adoration and everyday usage for RL products by unleashing data-driven marketing and creativity to accelerate business results. We are seeking an experienced Brand Strategist for the Reality Labs Cross-Portfolio Marketing team. This role will be responsible for the most important brand opportunities across RL's portfolio, defining the blueprints and building the tools that help teams make enduring decisions. For example, (1) helping the organization understand and implement brand architecture and naming strategies across RL products, (2) develop and refine RL portfolio-level brand strategy frameworks, and (3) collaborating closely with partners throughout the Reality Labs organization and across Meta. The ideal person for this role has a strong background in developing cogent, creative, and insights-driven brand strategies. They are a doer with the unique ability to solve problems, collaborate, and drive stakeholder alignment on high-priority brand initiatives. They are a highly-skilled communicator with a proven ability to ask and answer difficult questions, form quick (but sound) perspectives, advise senior stakeholders, and be a true partner to creative and cross-functional teams. They are a hybrid thinker: equal parts analytical acumen and creative fluency. Finally, they are able to look beyond individual brands and teams to optimize for our goals as a portfolio of brands. It will be critical that this person is able to unify teams around a strategic north star in a fast-paced, highly cross-functional, dynamic environment built to move fast. They are excited about the technologies that Meta creates and the potential of the metaverse.

Brand Strategist, RL Cross-Portfolio Marketing Responsibilities

  • Develop guidelines and socialize strategies to equip the RL organization
  • Develop and refine brand strategy frameworks, translating them into design experiences
  • Lead naming strategies for cross-portfolio products
  • Consult with cross-functional teams within Reality Labs to help them understand and apply our brand architecture and naming strategies
  • Craft value propositions and messaging frameworks that are all fueled from consumer and cultural insights to build brand equity
  • Develop a deep understanding of our consumer personas, mindsets, attitudes, values and behaviors across RL products and industries
  • Partner with research and insights teams on programs to identify and measure long and medium-term brand value
  • Ensure the brand is translated across different dimensions including tone of naming, design, creative, media and experience
  • Analyze, monitor and report on the competitive landscape to determine where our brand and products fit over time, where to target consumers and how to have the greatest impact for our brand
  • Consult Integrated Marketing on inspiring briefs to reach our target audiences and achieve business goals
  • Collaborate closely with partners throughout the Reality Labs organization and across Meta, including Local markets, Product Marketing, Insights, Decision Science, Social, Influencer, Communications, Planning and Media investment, Creative X (In-house Creative and Production Agency), Media and Advertising Agencies, Growth Marketing and Product Management
Minimum Qualifications
  • 10+ years experience developing and driving insight-fueled marketing brand strategies and plans at a consumer brand
  • Experience building, implementing, and optimizing brand systems, brand architecture, and naming systems
  • Experience with brand positioning and messaging frameworks
  • Experience with creative strategy, brand strategy, comms strategy, working closely with Creative, Marketing, and Product executives alike, while also feeling comfortable diving demonstrated into research and insights to quickly test new ideas
  • Experience in effectively demonstrating the value of strategic thinking within highly-cross functional product-driven organizations, collaborating with creative, research, measurement and marketing channels counterparts, where influence as well as direct responsibility matter in equal measure
  • Experience simplifying complex information into consumer narratives, with proven storytelling prowess
  • Expertise in interpreting and deciphering quantitative and qualitative data and distilling the insights to unlock creative marketing platforms and programs
  • Analytical/data-driven experience
  • Experience presenting to executive and senior leadership
  • Thrive in a self-starter, fast-paced and changing environment
Preferred Qualifications
  • Experience in consumer product categories and brands such as consumer technology, wearables, AR/VR technologies, or culture driven brands
  • Experience working for a developing or emerging brand with multiple products
  • Experience developing and rolling out cross-org strategies for brand implementation and/or governance
  • Interest in retail innovation and desire to keep a pulse on the latest technologies
  • Experience collaborating within dynamic and matrixed organizations

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