Head of Global Brand Marketing
Introduction:
We are an organisation that exists to drive progress. That's the “red thread” that connects everyone at The Economist Group (TEG). Our businesses share a devotion to innovation, independence and rigour in their fields of expertise. We empower people to understand and tackle the critical challenges and changes facing the world.Our analytical rigour, global expertise and evidence-based insights enable individuals and organisations to make sense of these shifts and chart a course through them.
Our story began in 1843, when a Scottish hat manufacturer founded The Economist newspaper to further the cause of free trade. Since then, we have evolved into a staunchly independent global media and information-services company that provides intelligent thinking for an international audience.We deliver our analysis and insights in many formats to subscribers and clients in 170 countries with four businesses, each of which upholds our global reputation for excellence and integrity.
Based in New York, the Head of Global Brand Marketing is a newly-formed senior-level marketing role at The Economist reporting directly to the EVP marketing.
The position is responsible for overseeing all aspects of The Economist’s brand marketing efforts, including developing and executing comprehensive media strategies to build and amplify the brand across various channels in key strategic markets.
You will manage a team consisting of in-house media buyers and campaign planners, with matrixed reports in Creative Studios and Research. In doing so the role will be responsible for designing and delivering brand campaigns to a wide range of consumer segments, which deliver on the brand promise and drive awareness of The Economist proposition – enhancing brand awareness and consideration in order to boost subscription rates, conversions, and customer retention in key markets.
Accountabilities:
- Brand strategy development: Leading the creation and execution of a brand strategy, defining brand positioning, messaging, and visual identity to capture the hearts and minds of key audience targets
- Media planning and buying: Managing a team of in-house media planners and buyers to drive reach and engagement, with a keen eye on improving our key brand metrics
- Campaign management: Overseeing the development and execution of brand marketing campaigns, including creative briefings, budgets, and creative testing, and performance tracking, all with a focus on delivering high quality, high impact campaigns on time and on budget
- Audience insights: Work with research to understand our target demographic, their behaviours and interests, and the competitive landscape and build campaigns that build awareness and brand salience
Experience, skills and professional attributes:
- Deep understanding of brand marketing principles and best practices
- Both a left and right brain marketer, understanding how to measure success and how to develop high quality campaigns
- Collaborative leader and contributor
- Able to work in a fast-paced environment, and always striving for excellence
- Proven brand strategy and execution from campaign design to delivery, preferably for a luxury and/or heritage brand
- Passion for both strategic and creative excellence
- Track record in successfully working in a matrix organisation with multiple stakeholders
Market and organizational factors are also considered.