Senior Director, Brand Strategy

Job Description

Leads key comprehensive brand development initiatives that advance the mission and goals of the enterprise including cross-disciplinary projects that drive system growth and expansion. Works across enterprise brand and clinical marketing teams, across other enterprise teams, with executive leadership, and with agency partners. Identifies, evaluates, and leads brand building efforts defining the architecture, application, and measurement of the brand across the Northwell Health portfolio. Leads planning, implementing and governing brand identity and portfolio architecture, naming, and market research management projects. Ensures department objectives are accomplished within prescribed timeframes and funding parameters.

Job Responsibility

1.Leads annual master-brand planning, positioning, development and corporate identity architecture and standards projects; oversees projects to deliver product and service positioning and naming strategy, and oversees structure and use of brand standards and guidelines across the enterprise.
2.Develops and articulates a short-term strategic vision for areas of responsibility.
3.Supports department-wide market research efforts to deliver consumer insights in service of brand, regional and clinical-marketing and development efforts.
4.Directs the staff and activities in support of branding initiatives for the organization.
5.Oversees brand-usage for prominent brand assets including signage, vehicles, team clothing, collateral, etc; and maintains updated centralized online Brand Center including latest brand logos, templates, and guidelines.
6.Maintains brand guidelines and governance, and oversees brand compliance by setting standards to guide brand-use questions; leads development of brand architecture, visual identity guidelines, voice guidelines, brand story, and naming.
7.Maintains and builds relationships with external branding agencies and vendors; collaborates with internal partners on brand measurement, market research, and analytics.
8.Manages resources including operating budget, vendors, and facilities.
9.Ensures stakeholder alignment, effective partnership, and role clarity within the department.
10.Supports leadership in the development, communication, and execution of the department's strategy and objectives; ensures strategic alignment across departmental projects.
11.Performs related duties as required. All responsibilities noted here are considered essential functions of the job under the Americans with Disabilities Act. Duties not mentioned here, but considered related are not essential functions.

Job Qualification

*Bachelor's Degree required, or equivalent combination of education and related experience.
*8-12 years of relevant experience and 7+ years of leadership / management experience, required.

Highly preferred skills:

• Translates consumer and market insights into Masterbrand strategy briefs, and into campaigns and branded content used across all channels.
• Leads annual brand planning, opportunity analyses, and provides inspiration and benchmarking of cultural and health care market trends and business dynamics.
• Influences and builds strategy and solutions for all brand campaigns and related activations, across channels, and up/down the brand funnel; and advises on clinical/regional campaigns and briefs to ensure cohesiveness.
• Delivers solutions that drive brand metrics and optimize performance of brand campaigns (attribution, linkage, recall, likeability, meaning, and intent)
• Builds relationships and influences work with external branding agencies and vendors; collaborates with internal creative, marketing, and strategic partners on brand usage across the enterprise, and maintains a deep understanding of performance metrics to guide all work and recommendations. Develops brand training sessions, and addendums to our brand guidelines to address specific needs and common usage questions.

*Additional Salary Detail
The salary range and/or hourly rate listed is a good faith determination of potential base compensation that may be offered to a successful applicant for this position at the time of this job advertisement and may be modified in the future.When determining a team member's base salary and/or rate, several factors may be considered as applicable (e.g., location, specialty, service line, years of relevant experience, education, credentials, negotiated contracts, budget and internal equity).