Executive Vice President of Brand Strategy

I. Position Overview
The Executive Vice President of Brand Strategy is responsible for formulating, driving, and overseeing the company's overall brand strategy and execution plans, ensuring alignment among brand positioning, brand communication, market perception, and long-term corporate development goals. This role requires translating strategic objectives into actionable brand-building initiatives—leveraging brand positioning optimization, market insights, corporate communications, brand equity management, and cross-functional collaboration—to continuously enhance brand influence, market competitiveness, and customer trust.
As a key member of the senior management team, the incumbent will collaborate closely with the CEO and teams across marketing, corporate communications, business development, product, and customer operations to drive the effective implementation of brand strategy across various business units and market regions, while evaluating brand investment and execution outcomes through performance metrics.
II. Key Responsibilities
1. Brand Strategy Formulation and Planning
Develop the company's medium- to long-term brand strategy, annual brand plans, and key execution objectives.
Define brand positioning and value propositions based on corporate development direction, target customer segments, and the market environment.
Translate corporate strategy into specific brand-building projects, communication plans, and execution metrics.
Periodically assess the suitability of the brand strategy and adjust execution directions in response to market changes.
2. Brand Strategy Execution and Implementation
Oversee the entire lifecycle of the brand strategy, from planning and resource allocation to implementation, evaluation, and optimization.
Formulate roadmaps, execution schedules, role assignments, and milestone objectives for brand projects.
Drive business units to conduct operations in alignment with the unified brand strategy and execution standards.
Monitor the progress, budget, delivery quality, and actual impact of key brand projects.
3. Brand Positioning and Brand Equity Management
Oversee the establishment of the company's brand positioning, core messaging, value proposition, and competitive differentiators.
Manage brand architecture, brand identity, visual identity systems, and related brand assets.
Ensure brand consistency across corporate websites, marketing materials, digital channels, and business communications.
Establish brand usage guidelines, review processes, and asset management mechanisms.
4. Market Research and Competitive Analysis
Analyze industry trends, customer perceptions, competitor brand performance, and market opportunities.
Identify brand strengths, perception gaps, and potential risks through market research and brand data analysis. Evaluate target customer feedback regarding the company's brand positioning, product value, and corporate reputation.
Translate market insights into adjustments for brand strategy and execution plans.
5. Corporate Communications and Brand Messaging Management
Collaborate with corporate communications and public relations teams to formulate a unified brand communication strategy.
Oversee core brand messaging, corporate profiles, marketing content, and external communication materials for executives.
Ensure consistency in brand messaging across internal communications, external outreach, and customer touchpoints.
Support brand communication efforts for major corporate projects, strategic partnerships, and market expansion activities.
6. Digital Branding and Multi-channel Communication
Oversee the implementation of digital brand strategies across corporate websites, social media, digital content, and online channels.
Drive synergy between brand content, digital marketing, and market communication initiatives.
Evaluate brand exposure, audience engagement, and target customer reach across digital channels.
Collaborate with digital marketing and technology teams to optimize online brand experiences and content management processes.
7. Global Brand Strategy and Regional Execution
Develop brand execution frameworks tailored to different regions and target markets.
Balance global brand consistency with the localization needs of regional markets.
Support international business expansion, regional brand building, and cross-cultural communication projects.
Establish global brand execution standards, regional coordination mechanisms, and performance evaluation systems.
8. Cross-functional Collaboration and Strategic Integration
Coordinate teams across marketing, corporate communications, product, sales, business development, and customer operations.
Integrate brand strategy into product promotion, customer experience, business partnerships, and corporate development projects.
Establish cross-functional brand project management mechanisms, clarifying execution responsibilities and workflows.
Resolve issues regarding inconsistent messaging, resource conflicts, and project progress during brand execution.
9. Brand Budget and Resource Management
Formulate budgets for brand strategy execution and annual resource allocation plans.
Oversee expenses related to brand projects, marketing activities, content production, and external service providers.
Evaluate the relationship between brand investment and market impact, customer perception, and business outcomes.
Optimize budget allocation to enhance execution efficiency and the effectiveness of resource utilization for brand projects.
10. Brand Reputation and Risk Management
Monitor brand reputation, public perception, and external market feedback. Collaborate with corporate communications, legal, and compliance teams to establish mechanisms for identifying and responding to brand-related risks.
Participate in the coordination and management of major brand events, negative public sentiment, and corporate reputation issues.
Ensure that brand communication content complies with applicable laws, regulations, industry standards, and internal company policies.
11. Brand Team Leadership and Organizational Development
Lead teams responsible for brand strategy, brand management, and related communication functions.
Define team organizational structure, roles and responsibilities, performance targets, and talent development plans.
Establish operational mechanisms for brand strategic planning, project execution, content review, and performance evaluation.
Cultivate professional talent in areas such as brand management, strategic analysis, cross-functional collaboration, and project execution.
12. Brand Performance Evaluation and Executive Reporting
Establish performance indicators, evaluation frameworks, and management reporting mechanisms for brand strategy execution.
Regularly evaluate brand awareness, brand consistency, market performance, and the completion status of key projects.
Report progress on brand strategy execution to the CEO, President, and relevant senior executives.
Propose strategic adjustments, budget optimizations, and brand capability-building initiatives based on performance data.
III. Qualifications
Education
Bachelor’s degree or higher in Marketing, Brand Management, Business Administration, Communications, or a related field.
MBA, Master’s in Marketing, or advanced education in brand strategy is preferred.
Work Experience
Over 20 years of experience in brand strategy, brand management, marketing, or corporate communications.
Over 8 years of experience in senior management, brand strategy leadership, or cross-functional management.
Proven experience in formulating and driving the implementation of enterprise-level brand strategies.
Experience managing large-scale brand projects, brand budgets, and cross-regional brand execution plans.
Experience in investment management, asset management, financial services, technology, or multinational corporations is preferred.
Professional Requirements
Deep understanding of brand positioning, brand architecture, brand equity management, and integrated marketing communications.
Proficiency in market research, competitive analysis, brand performance evaluation, and budget management.
Familiarity with digital brand building, multi-channel communication, and brand reputation management.
Strong capabilities in communicating with senior management, cross-functional coordination, and complex project management.
Ability to align brand strategy with corporate business objectives and long-term development plans.

Work arrangement
Yes