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Head of Brand (Marketing Manager V)
Location : North Carolina, Charlotte
Refer job # IWEI337368

Job Responsibilities and Requirements: Key Responsibilities Include: This role will lead a team with five key areas of responsibility. 1. Brand strategy: Define the enterprise-level brand strategy to deliver relevance and differentiation for . Define and lead master and sub-brand strategies. Lead brand health monitoring and management against key performance indicators. Partner closely with insights and analytics on a brand health measurement program. Partner with lines of business and staff teams to create and amplify brand relevance and differentiation in areas such as customer experience, culture and communications. This team will also be responsible for brand level strategic assignment brief development in partnership with the integrated marketing organization. 2. Brand identity center of excellence: Define and lead all aspects of brand identity. Act as center of excellence for brand identity including establishing/enforcing brand standards, enabling consistent brand identity execution across the enterprise, leading card design and implementation and leading the Wells Ware retail service. 3. Naming center of excellence: Lead naming strategy and execution for . Establish standards and practices for the range of naming options, monitor naming usage/quality, consult/lead high priority naming initiatives, and enable scalable naming/nomenclature development and execution within Marketing/LOB teams. 4. Customer value proposition center of excellence: Define customer value proposition (CVP) standards and practices, monitor CVP usage/quality, consult/lead high-priority CVP initiatives, and enable scalable CVP development and execution within Marketing/LOB teams. 5. Rebuilding trust initiatives: Act as the marketing lead for rebuilding trust initiatives. Work in partnership with enterprise and LOB teams on enterprise initiatives. Work with brand strategy and integrated marketing leads in identifying and pursuing marketing driven rebuilding trust efforts and assessing the state of trust for the brand.



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