Vice President of Brand Management

The Vice President of Brand Management is one of the senior management positions in the company's brand and marketing system. He is fully responsible for corporate brand strategy, brand positioning, brand architecture, brand communication, brand assets and global brand operations. He is also responsible for the management of brand influence, market awareness and long-term brand value.
This position is responsible for transforming the company's overall strategy into a brand strategy and market communication plan, coordinating brand management, integrated marketing, content communication, regional brand operations and brand performance management, and collaborating with the CMO, sales, product, customer experience and business development teams to ensure that the brand strategy is consistent in different markets and business scenarios, while supporting corporate market growth and business goals.
Rank
Vice President / Vice President (senior management)
Department
Brand Management Department / Brand Management
Reporting objects
Chief Marketing Officer (CMO) / Chief Executive Officer (CEO) / President (President)
work place
United States / The specific office location will be determined based on the actual situation of the company
Nature of work
Full-time / Full-time
Main job responsibilities
1. Brand strategy and execution
- Formulate the company's mid- to long-term brand strategy and annual brand plan;
- Translate corporate strategy into brand positioning, communication goals and key actions;
- Determine the brand development direction, key markets and core customer groups;
- Continuously adjust brand strategy based on market environment, customer needs and competitive landscape;
- Supervise the progress of brand strategy implementation and ensure the implementation of key goals.
2. Brand positioning and brand architecture
- Responsible for corporate brand positioning, brand value proposition and brand architecture construction;
- Establish hierarchical relationships between main brands, sub-brands and product brands;
- Formulate management principles for brand naming, brand information and market positioning;
- Ensure consistent brand positioning across different products, businesses and regional markets;
- Continuously evaluate brand portfolio and optimize brand resource allocation.
3. Brand assets and visual management
- Establish corporate brand visual identity system and Brand Guidelines;
- Responsible for the management of logo, fonts, images, brand language and other brand assets;
- Review brand expression in major marketing, advertising and marketing communications projects;
- Supervise the standardized application of brand assets in digital, offline and commercial channels;
- Protect and enhance the company's long-term brand equity value.
4. Brand communication and marketing
- Lead integrated brand marketing and marketing communications plans;
- Coordinate advertising, content, social media, industry events and brand campaigns;
- Work with digital marketing and content teams to expand brand market influence;
- Monitor the consistency of brand communication messages and market performance;
- Promote the synergy of brand activities with the company's commercial growth goals.
5. Market Insights and Competition Analysis
- Establish brand market research, consumer insights and competitive intelligence systems;
- Analyze customer perceptions, brand preferences and market trends;
- Monitor competitive brand positioning, product communications and marketing activities;
- Identify brand growth opportunities and potential reputational risks;
- Translate market insights into brand strategy and marketing actions.
6. Global and regional brand management
- Develop global and regional brand management standards and enforcement mechanisms;
- Collaborate with regional marketing teams to implement localized brand strategies;
- Balance global brand consistency with regional market needs;
- Supervise regional brand projects, campaigns and use of brand assets;
- Promote the replication of excellent regional branding practices in other markets.
7. Brand performance and data management
- Establish an indicator system for brand awareness, brand preference and brand health;
- Build Brand Dashboard and senior management reporting mechanism;
- Analyze the actual effects of brand activities, marketing communications and brand investments;
- Evaluate the relationship between brand investment, customer growth and market share;
- Optimize brand budget and resource allocation based on data.
8. Cross-departmental collaboration
- Collaborate with CMO, sales, product, customer success and business development teams;
- Ensure brand strategy is aligned with product, sales and customer experience;
- Support brand positioning for new products, new businesses and new markets;
- Incorporate customer feedback and business needs into brand strategy;
- Promote branding as an important component of corporate market growth and long-term value.
9. Team and organization building
- Lead brand management and related marketing professional teams;
- Establish a talent echelon of Brand Strategy, Brand Marketing and Brand Operations;
- Responsible for the recruitment, training and development of talents for key positions;
- Establish team performance goals, capability models and succession plans;
- Create a brand-oriented, customer-oriented and result-oriented organizational culture.
request
Educational background
- Bachelor degree or above, major in marketing, business administration, brand management, communication, advertising or related majors;
- MBA, EMBA or master's degree in marketing related is preferred.
work experience
- More than 20 years of experience in brand management, marketing, brand strategy or corporate communications;
- More than 15 years of senior brand management or marketing management experience;
- Experience in VP, SVP, Brand Director or similar senior management positions is preferred;
- Experience in enterprise-level brand strategy, brand architecture and brand asset management;
- Have cross-regional, global or multi-brand management experience;
- Experience in SaaS, Technology, Consumer, FinTech or Professional Services industries is preferred.
Professional ability
- Possess enterprise-level brand strategic planning and execution capabilities;
- Familiar with Brand Positioning, Brand Architecture and Brand Equity;
- Have market research, consumer insight and competitive analysis capabilities;
- Familiar with Integrated Marketing and brand communication system;
- Have brand budget, performance and investment return management capabilities;
- Familiar with digital branding, content marketing and social media communication;
- Able to integrate brand strategy with corporate commercial growth goals.
core competencies
- Brand Strategy
- Brand Management
- Global Brand Management
- Brand Positioning
- Brand Architecture
- Brand Marketing
-Integrated Marketing
- Consumer Insights
- Market Research
- Brand Communications
- Marketing Analytics
- Executive Leadership
Prioritize background
Candidates with experience in one or more of the following fields are preferred:
Brand Management · Brand Strategy · Global Branding · Brand Positioning · Brand Architecture · Brand Marketing · Corporate Branding · Integrated Marketing · Consumer Insights · Market Research · Digital Brand Marketing · Content Strategy · Marketing Strategy · Go-to-Market · Customer Experience · SaaS · Enterprise Software · Technology · FinTech · Artificial Intelligence (AI) · Professional Services
Key Performance Indicators (KPIs)
- Brand awareness;
- Brand preference;
- Brand Equity;
- Brand health;
- Market share growth rate;
- Brand Campaign conversion rate;
- Brand communication coverage;
- Brand engagement;
- Brand-related customer growth rate;
- Marketing/Brand ROI;
- Regional brand execution consistency;
- Brand budget achievement rate;
- Brand asset compliance rate;
- Key brand project completion rates.

Work arrangement
Yes