Director of Brand Strategy

I. Position Overview
The Director of Brand Strategy is responsible for formulating, executing, and continuously optimizing the company's brand strategy. This role involves establishing a clear, consistent, and competitive brand positioning while ensuring the brand strategy aligns with the company's overall business strategy.
Leveraging market research, customer insights, competitive analysis, and brand data, the Director defines brand positioning, messaging, architecture, and development plans. They collaborate with teams such as Marketing, Communications, Product, Sales, and Customer Experience to implement the brand strategy across various business functions and customer touchpoints.
II. Key Responsibilities
1. Brand Strategy Formulation
Develop the company's mid-to-long-term brand strategy and annual brand plans.
Establish brand positioning, value propositions, and core brand messaging.
Ensure alignment between brand strategy and corporate business strategy and objectives.
Continuously adjust brand strategy and direction based on market dynamics.
2. Brand Positioning and Architecture
Establish and optimize corporate brand positioning and brand architecture.
Manage the relationships between corporate, business, and product brands.
Define the brand mission, vision, values, and points of differentiation.
Establish a brand messaging hierarchy and a unified messaging system.
3. Market and Competitive Analysis
Conduct research on the market, industry, competitors, and customers.
Analyze consumer/customer perceptions and needs regarding the brand.
Identify opportunities for brand growth and potential market risks.
Translate market insights into actionable brand strategies and business recommendations.
4. Brand Communication Strategy
Formulate brand communication strategies and core communication themes.
Collaborate with Corporate Communications, PR, and Marketing teams.
Ensure consistency of brand messaging across media, digital platforms, advertising, and industry events.
Support executives and business leaders in establishing thought leadership.
5. Brand Content and Creative Direction
Guide the direction for brand content, campaigns, and creative work.
Collaborate with Creative, Content, and Digital teams.
Ensure visuals, language, and content align with the brand strategy.
Oversee the creative quality and strategic alignment of major brand initiatives.
6. Digital Brand Strategy
Develop the digital brand strategy.
Optimize the corporate website, social media, digital content, and other online brand touchpoints.
Leverage digital data to analyze brand performance. Drive synergy between digital channels and traditional brand communication.
7. Customer Experience and Brand Consistency
Integrate brand strategy into the customer lifecycle and key customer touchpoints.
Collaborate with Customer Experience, Product, and Sales teams.
Ensure alignment between the brand promise and the actual customer experience.
Identify process and service issues that impact the brand experience.
8. Brand Asset Management
Establish brand guidelines and brand management standards.
Manage brand visual identity, brand voice, and core brand assets.
Ensure the correct use of brand assets across different departments and regions.
Maintain brand consistency and long-term brand value.
9. Brand Project Management
Lead brand upgrades, rebranding initiatives, and major brand projects.
Define project objectives, budgets, timelines, and execution plans.
Manage external brand consultancies, creative agencies, and other vendors.
Evaluate the effectiveness of brand projects and drive continuous optimization.
10. Cross-functional Strategic Collaboration
Collaborate with Marketing, Communications, Product, Sales, Business Development, and Operations teams.
Provide brand strategic support for product launches, market entry, and major business initiatives.
Drive the effective execution of brand strategy across business units.
Establish mechanisms for cross-functional brand collaboration.
11. Brand Data and Performance Management
Establish brand KPIs and a brand performance dashboard.
Analyze brand awareness, brand preference, brand equity, and customer feedback.
Measure the impact of brand marketing and the return on brand investment.
Provide regular brand analysis reports to senior management.
12. Senior Management Support
Report on brand strategy to the CMO, Chief Brand Officer, CCO, or CEO.
Provide brand-related advice for corporate strategy, market expansion, and major business decisions.
Support corporate reputation management, brand risk management, and major communication projects.
Participate in long-term corporate brand and market strategic planning.
III. Qualifications
Education
Bachelor’s degree or higher in Marketing, Brand Management, Business Administration, Communications, International Business, or a related field.
MBA or relevant advanced management education preferred.
Work Experience
20+ years of experience in brand strategy, brand management, marketing strategy, or corporate communications.
8+ years of experience in brand management or strategic management.
Experience managing brands for large enterprises or international brands preferred. Experience in financial services, investment management, technology, healthcare, or professional services sectors is preferred.
Experience in rebranding, brand revitalization, or corporate brand building is preferred.
Professional Requirements
In-depth understanding of brand strategy, brand positioning, and brand architecture.
Familiarity with market research, customer insights, and competitive analysis.
Strong strategic planning and business analysis capabilities.
Familiarity with digital branding, content strategy, and corporate communications.
Experience in managing brand projects and vendors.
IV. Core Competencies

Work arrangement
Yes