Lead and evolve the brand strategy across the Society and serve as a thought leader and key brand liaison to partners, including The Walt Disney Company, that are licensed to amplify the brand leading brand positioning, brand expression and activation and brand guardianship.
Lead in development of gathering audience insight and market data into actionable brand positioning and compelling reasons to believe that drive differentiation and brand performance.
Lead the development of comprehensive, integrated marketing plans that align with overarching business goals working across divisions translating business priorities into integrated calendars and seasonal initiatives and ensuring alignment with larger brand priorities.
Develop marketing strategies and execute multi-channel marketing plans for the Advancement and Education divisions growing impact with donor, educator and learner audiences.
Defining the short- and long-term objectives and goals for marketing, establishing quantifiable metrics to track progress and ensure all efforts are data-driven and seamlessly integrated with broader fundraising and organizational goals.
Synthesize market trends, competitive intelligence, and audience insights into a compelling brand narrative.
Provide strategic direction for brand, creative, marketing, and other teams across the Communications division and the entire Society to produce innovative, compelling work of the highest standard.
Able to build and execute marketing campaigns and effectively lead the creative development process.
Serve as "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 with internal teams to vet new opportunities and partnerships and assess how they align with NGS' brand standards and mission and assess potential brand or reputational risk versus reward and recommend opportunities to leadership.
Lead team responsible for Society-wide brand training working with key partners to ensure a unified brand voice and determine the appropriate brand education cadence.
Content Strategy and Content Orchestration (20%)
Leads the Society-wide process for developing the comprehensive content roadmaps, annual content and editorial plan and guidelines and multi-channel distribution strategies across partner, owned and other applicable channels.
Lead Brand and Content Committee that consists of decision makers across the
Benefits
Vision insurance
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 develops and executes mission-driven,-brand strategies and integrated strategic communications, marketing, creative and audience growth for the National Geographic Society and unifying our efforts across owned channels, partners and earned media. The team is composed of seven integrated departments: Creative, Integrated Brand Marketing, Partnerships Marketing, MarCom Operations and Internal Communications, Strategic Communications, Executive Communications, and Crisis Communications and Public Relations.
The VP, Integrated Brand Marketing is responsible for orchestrating a unified brand narrative across all touchpoints working closely across all Marketing and Communications teams. This role defines the high-level brand strategy and ensures it is connected to tactical execution, working across channels to deliver a seamless and consistent experience. The VP of Integrated Brand Marketing will oversee 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.
The VP of Integrated Brand Marketing will also lead customer growth and digital strategies to ensure a holistic digital growth growth roadmap, clear customer experience and connected journey across channels that leads to audience growth and engagement. This role will partner closely with Advancement and Campus & Experience marketing teams building the integrated strategy and ensuring coordination and optimization across all marketing, channel and audience engagement efforts and will work as a business partner to ensure delivery against broader fundraising goals and in support of Education and Mission Programs. This leader will also ensure we amplify efforts supporting our major multi-year comprehensive campaign, including planning and managing all internal and external marketing aspects to ensure impact and goals are achieved.
Ngs · Washington, DC