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Director, Brand Strategy
4 months ago
We work to connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible. Using secure data and networks, partnerships and passion, our innovations and solutions help individuals, financial institutions, governments and businesses realize their greatest potential. Our decency quotient, or DQ, drives our culture and everything we do inside and outside of our company. We cultivate a culture of inclusion for all employees that respects their individual strengths, views, and experiences. We believe that our differences enable us to be a better team - one that makes better decisions, drives innovation and delivers better business results.
Title and Summary
Director, Brand Strategy & Experience
Director, Global Brand Strategy
The mission of the Global Brand & Advertising Strategy team is to advance Mastercard's journey to become a top 5 global brand through industry leading strategic thinking and execution, advocating for a holistic and integrated view of the brand and brand expression throughout the Mastercard organization.
The team is a group of consultants of mixed disciplines, focused on cultivating a future proofed branding & advertising strategy that drives design excellence. We collaborate and partner with teams across the organization, including Regional Marketing, Product teams, Operations & Technology, and HR.
Overview
As the Director, Global Brand Strategy, reporting to the VP, Global Brand Strategy & Experience, you'll lead efforts to enhance Mastercard's brand presence worldwide. Your role involves setting and implementing strategies aligned with our One Brand Strategy and multi-sensory Brand Expression and is key to delivering on our corporate growth strategy which has expanded across a host of new capabilities and newly acquired businesses.
How our brand manifests itself in these new environments, to new audience segments will be informed by your vision and expertise. This role will be responsible for ensuring our key attributes - trust, security, innovative, inclusive - continue to be strengthened as our business evolves.
The Job
Responsible for the development and execution of innovative brand strategies aligned with corporate objectives and market dynamics. Leveraging comprehensive consumer insights and competitive analyses, you'll craft compelling brand narratives and messaging frameworks that resonate with key audiences worldwide.
Your responsibilities include defining the strategy for the Mastercard brand, ensuring alignment with our 'One Brand Strategy' across various stakeholders. You'll establish brand architecture and naming strategies to support business growth and maintain consistency globally. Collaborating with leadership, you'll develop branding solutions for newly acquired businesses and integrate multi-sensory brand elements into product design and user experiences and flows across payments and non-payment environments. Take the brand codes - new environments, new interfaces and applied design thinking to help problem solve
You'll drive exploration and development of the Mastercard brand to ensure future relevance and proactively identify opportunities to enhance brand visibility in emerging sectors like blockchain and healthcare. As a thought leader, you'll guide internal and external experts in shaping our multi-sensory brand strategy to maintain and grow our market leadership position of Top 9 Global Brand* and No.1 Audio Brand.
You will be required to champion the latest thinking about how our brand can stay relevant in an ever-changing environment. Undertaking proactive exploration and development of the Brand to ensure we future proof, and get ahead of the curve, identifying how new technologies and macro factors that will impact our role and visibility.
In addition, you'll engage agencies to establish clear expectations and goals for our collaborations, ensuring alignment with brand governance standards. Your role will involve critical discussions with business leaders, advocating for the power of our brand and its impact on business performance. Much of the dialogue you will have covers challenging topics, from the future of acquired brands to how new products and services need to be adapted and adjusted based on our brand guidelines, which you will be responsible for enforcing. Consequently, the individual in this role must have strong listening, negotiation, and communication skills.
About You
Education: College / university degree.
As a nurturing leader and motivator, you embody "the Mastercard Way" and exemplify a commitment to representation, inclusion, and fairness within the workplace. You have a passion for mentorship and team development, and thrive in an entrepreneurial, fast paced environment.
The ideal candidate possesses deep expertise in brand strategy, encompassing architecture, systems, and naming, demonstrated through a proven track record of developing and informing brand strategy and architecture for major brands, preferably within a specialized brand consultancy.
You are an exceptional communicator and strong presenter, commanding the attention of listeners with clear, concise, and persuasive communication skills. Your ability to influence others is evident, while maintaining openness to diverse perspectives.
Your strategic skillset includes strong analytical abilities, allowing you to leverage data and insights to inform brand strategy effectively. You possess the capacity to think clearly and cogently about complex brand strategy challenges, with a demonstrated history of applying your ideas to drive long-term brand improvements.
You are forward-thinking, driven by curiosity, and constantly seek innovative solutions to both large-scale and small-scale brand challenges.
In the US, Mastercard is an inclusive Equal Employment Opportunity employer that considers applicants without regard to gender, gender identity, sexual orientation, race, ethnicity, disabled or veteran status, or any other characteristic protected by law. If you require accommodations or assistance to complete the online application process, please contact reasonable_accommodation@mastercard.com and identify the type of accommodation or assistance you are requesting. Do not include any medical or health information in this email. The Reasonable Accommodations team will respond to your email promptly.
Corporate Security Responsibility
All activities involving access to Mastercard assets, information, and networks comes with an inherent risk to the organization and, therefore, it is expected that every person working for, or on behalf of, Mastercard is responsible for information security and must:
- Abide by Mastercard's security policies and practices;
- Ensure the confidentiality and integrity of the information being accessed;
- Report any suspected information security violation or breach, and
- Complete all periodic mandatory security trainings in accordance with Mastercard's guidelines.
