Role Overview:
The Associate Director of Brand Marketing will be responsible for leading the global brand marketing strategy and brand communication efforts for Borderless Access and The Panel Station. This is a highly strategic role that requires experience in both B2B and B2C marketing, with the ability to drive impactful campaigns and initiatives across multiple regions. The role also entails spearheading global conferences, events, and webinars to amplify brand presence and drive customer and partner engagement.
The candidate must have strong experience in global brand marketing and communication, with an ability to create and implement consistent brand messaging across diverse markets. The candidate should also be adept at managing cross-functional teams and external agencies.
Key Responsibilities:
• Global Brand Marketing & Communication:
o Develop and execute a cohesive global brand strategy for Borderless Access and The Panel Station across all touchpoints.
o Lead brand positioning, messaging, and tone of voice to ensure consistency in communication across different regions and customer segments (B2B & B2C).
o Collaborate with Product, Sales, and Customer Success teams to align brand communication with business goals.
o Own brand identity development and ensure compliance with brand guidelines globally.
• Global Conferences, Events, and Webinars:
o Plan, manage, and execute global conferences, events, and webinars aimed at boosting brand visibility and engagement.
o Manage the logistics, budgeting, and post-event evaluation of all events to ensure maximum ROI.
o Oversee the creation of promotional materials, landing pages, and event-related communication to drive participation.
• Campaign Management:
o Lead the creation of integrated marketing campaigns to support lead generation, customer engagement, and retention across both brands.
o Analyze the effectiveness of brand marketing efforts and optimize them to meet KPIs.
• Digital Presence & Content Strategy:
o Lead the digital marketing team to enhance brand presence on websites, social media platforms, and other digital channels.
o Oversee the content strategy for blogs, social media, webinars, and other communication channels.
o Align content marketing strategies with SEO and performance marketing goals to drive organic growth.
• Stakeholder Management:
o Work closely with leadership, marketing, and business development teams to align brand marketing with organizational objectives.
o Manage relationships with external agencies, designers, PR professionals, and event organizers to deliver world-class brand experiences.
Required Platforms/Tools Knowledge:
• Marketing Automation Tools: HubSpot, Marketo, Pardot
• CRM Tools: Salesforce, Zoho CRM
• Analytics & Data: Google Analytics, Google Tag Manager, SEMrush, Hotjar, Tableau
• Social Media & Paid Ads: LinkedIn Ads, Facebook Ads, Twitter Ads, Google Ads
• Design & Content Tools: Canva, Adobe Creative Suite (Photoshop, Illustrator), Figma
• Webinar & Event Platforms: Zoom, GoToWebinar, Eventbrite, Cvent
• Project Management: Asana, Trello, Monday.com
Key Performance Indicators (KPIs):
1. Brand Awareness Metrics:
o Global brand recognition growth in key markets (through surveys, social media metrics).
o Increase in share of voice in B2B and B2C spaces.
2. Event Success Metrics:
o Number of attendees at conferences, events, and webinars.
o Audience engagement (participation rates, feedback scores).
o Lead generation and conversion from events.
3. Digital Engagement Metrics:
o Increase in social media followers, engagement rates, and content reach.
o Growth in website traffic, particularly from organic sources.
o Performance of digital campaigns (CTR, CPA, CPL).
4. Content Performance Metrics:
o Number of content pieces produced and their performance (views, shares, engagement).
o SEO improvements (keyword ranking, organic traffic growth).
5. Brand Consistency & Messaging:
o Compliance with brand guidelines across global teams and external communications.
o Consistent brand messaging and tone in all marketing materials.
Qualifications:
• 12+ years of experience in brand marketing and communication, with at least 5 years in a global role.
• Proven experience in both B2B and B2C marketing.
• Strong project management skills, particularly in event planning and execution.
• Excellent verbal and written communication skills.
• Experience working with cross-functional and cross-regional teams.
• Proven leadership and team management skills.
Preferred:
• Experience in the Market Research industry, SaaS or Tech companies.
• Familiarity with panel-based platforms or customer engagement platforms.
