Brand Strategist

Our Customer’s mission is to give people the power to build community and bring the world closer together. Through their family of apps and services, they are building a different kind of company that connects billions of people around the world, gives them ways to share what matters most to them, and helps bring people closer together. 

We are seeking a Brand Strategist on a contract basis to work on a temporary basis (backfill) for the Global Consumer Marketing team. This role is responsible for developing integrated corporate marketing strategies and foundational brand elements such as brand architecture, visual identity, positioning, and messaging frameworks that influence brand perception and trust in the company among key stakeholders/audiences. 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 cross-org alignment on some of our most timely and 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 true partners to creative teams. They are a hybrid thinker: equal parts marketing, analytics acumen, and creative strategy fluency. Finally, they are able to look beyond individual brands and teams to optimize for a portfolio.

What You’ll Do: 

• Develop integrated brand narratives and campaigns to drive brand perception and growth for the Company brand


• Develop vital foundation elements such as brand positioning, vision, architecture, and identity to guide global consumer marketing and communication efforts


• Commission and lead global research projects (qualitative, quantitative, ethnographic), collaborating with internal research teams and external agencies to analyze cultural, competitive, and consumer insights


• Develop sharply focused creative briefs for campaign development, strategic product roadmaps, and experiential thinking to impact key outcome indicators for the brand


• Collaborate and align with various cross-functional teams including creative, research & analytics, and global marketing, throughout the strategic and creative development process


• Present strategies and ideas grounded in data to key stakeholders. Evaluate and optimize campaigns to influence brand perception and growth.


• Continue development of ongoing marketing campaigns, with an eye towards optimizing based on future vision (North Star) and past system performance.


• Write creative briefs for upcoming on-platform and in-product campaign refreshes (e.g., ads education efforts, social franchise efforts, and in-product tests for cross-app identity launches).


• Partner with creative teams and product partners.


• Develop strategies to evolve the current marketing efforts to better align with the future company vision


• Continue development of the Company Brand visual identity system, with an eye towards optimizing based on future vision (North Star) and past system performance


• Write creative briefs for individual system elements (e.g., data visualization, graphic language)


• Partner with creative teams and agency partners.


• Develop guidelines and socialize strategies to equip the company.


• Lead discussions and recommendations on what brand types are appropriate for new or existing products, services, and programs, and what brand within the portfolio they might leverage in-market


• Actively participate in the Brand Board, a group of cross-functional colleagues who advise on priority branding questions


• Lead a project for the development of a company-level organizing principle


• Develop and refine tools (e.g., frameworks, decision trees) to equip the company


• Partner with brand leads across the company to bring a cohesive portfolio strategy to life.


• Drive the process for naming or renaming company offerings, aligning relevant teams, and partnering with legal.


• Act as the key strategist to review all major brand portal initiatives for the Company Brand or company-wide guidance.


• Participate in weekly office hours to advise teams across the org to activate on-brand.

Must Haves:

• 8+ Years as a brand strategist at a brand-side company, agency, or research company


• Experience developing end-to-end marketing and advertising campaigns, from analysis and synthesis of quantitative and qualitative global research to campaign evaluation and optimization


• Experience crafting brand narratives to drive messaging and comms efforts


• Experience collaborating with dynamic and matrixed organizations


• Experience building, implementing, and optimizing brand foundations


• Experience building research plans and partnering with insights to craft compelling creative and product strategies


• Analytical/data-driven experience


• Comfortable presenting to executive and senior leadership


• Thrive in a self-starter, fast-paced and changing environment.


• Experience working in or with creative and design agencies


• Experience working with product teams


• Experience developing and rolling out cross-org strategies for brand implementation and/or governance

 Education: 

• Bachelor’s degree or additional 4 years of experience.

Hours & Location: 

• M-F, 40 hours/week. This role will be remote while COVID restrictions are in place. The expectation is to be onsite at our Customer’s Menlo Park, CA office once it is determined safe to do so. 

Perks are available through our 3rd Party Employer of Record

• Health Benefits: Medical, Dental, Vision, 401k, FSA, Commuter Benefit Program


• Accrued PTO: Up to 15 days per 12 months on assignment 


• New Child Benefit: Up to $4,000 for the birth or adoption of a child while on assignment (conditions apply)