Provide strategic direction for brand, creative, marketing, and other teams across partner marketing and communications divisions and the entire Society to produce innovative, compelling work of the highest standard.
Translate audience insight and market data into actionable brand positioning and compelling reasons to believe that drive differentiation and brand performance.
Brand Identity (30%)
Develop and maintain comprehensive brand guidelines (logos, voice, tone, and visual style) to ensure consistency across digital, social, and physical channels.
Lead creative development process on the creation of branded assets and brand guideline documents.
Partner and collaborate cross-functionally with partner marketing team, editorial and content, and NGS divisions to gain alignment on brand identity guidelines and translation into various customer experiences (live events,museum exhibits) and marketing campaigns. creative strategy.
Brand Management (30%)
Lead global brand training and develop materials that inspire stewardship of the National Geographic brand.
Serve as the "brand guardian" and resident expert on brand guidelines, maintain brand integrity across all initiatives, products, partnerships, activations, and all opportunities, ensuring consistent adherence to brand guidelines and standards.
Partner on vetting of new opportunities and partnerships and assess how they align with NGS' brand standards and mission, lead deep dive analysis and facilitate approval committee on new partner opportunities.
Metrics (10%)
Develop measurement approach and ensure consistent tracking of brand-specific metrics to measure overall brand health and f equity-building initiatives with key audiences.
Assess potential ways to measure brand or reputational risk versus reward and recommend opportunities to leadership.
Develop executive-level reports on brand impact, brand awareness among audience targets and support of the NGS strategic plan.
Leverage data to inform brand and creative strategy.
Requirements
Educational Background
Bachelor's degree is required. Credentials in communications, branding, marketing, business or related field. MBA or advanced degree preferred.
Minimum Years and Type of Experience
10+ years, including at least 5+ working in a complex organization with global brand recognition with 3+ years of management experience in a complex, matrixed-driven team environment.
Necessary Knowledge and Skills
Excellent oral and written communication skills; ability to work with a variety of internal constituents.
Ability to handle sensitive information confidentially and exercise good professional judgment.
Strong leadership and interpersonal skills with the ability to navigate complex business environments.
Strong people and prioritization skills.
Excellent organizational skills and meticulous attention to detail.
Experience building a global brand, developing brand positioning and repositioning, assessing bra
Benefits
Health insuranceVision insuranceEquity / stock options
Additional Information
How You'll Contribute
The Communications, Marketing and Brand team uses creative and strategic tools to further the mission of the National Geographic Society (NGS), while maintaining our place as one of the world's most trusted non-profit organizations and global brands. The Division's creative minds develop and execute mission-driven, on-brand strategies and integrated strategic communications, marketing, creative and audience growth for the National Geographic Society and unifying our efforts across our owned channels, through owned channels, outside partners and earned media. The team is composed of seven integrated departments: Creative, Integrated Brand Marketing, Partnership Marketing, MarCom Operations and Internal Communications, Strategic Communications, Executive Communications, and Crisis Communications and Public Relations.
The Senior Director, Brand is responsible for developing brand strategies and brand identity guidance that optimize the National Geographic brand and further the mission and appeal of National Geographic Society. The Senior Director, Brande will establish strategies to reach global audiences in relevant and meaningful ways. Also responsible for stewarding brand leadership and management across the Society and its partners, the supporting the cultivation of a unifying brand story for the Society, emphasize and execute our "One Voice, One Brand, One National Geographic" approach, and ensure that National Geographic brand promise and pillars show up as an authentic brand expression across all existing and new marketing, communications, and brand activations.
Ngs · Washington, DC