Brand Strategy Director

I. Job Overview

The Brand Strategy Director is responsible for leading the company's overall brand strategy planning, brand positioning optimization, brand value system construction, and consistent management of cross-channel brand expression. Through deep insights into the market, customers, and competitive landscape, the Director develops brand strategies that enhance brand equity, drive business growth, and strengthen market influence. This role serves as a crucial bridge connecting senior strategic planning, marketing execution, and product/business teams.

II. Key Responsibilities

1. Brand Strategy Planning

Develop and continuously optimize the company's overall brand strategy, including brand positioning, brand architecture, brand visual identity (VI) strategy, and annual brand development roadmap.

Drive the construction of the brand value system, including brand vision, mission, proposition, core values, and tone of voice.

Align with the company's strategic goals to ensure that the brand strategy supports the company's growth, internationalization, or business transformation direction.

2. Market and Consumer Insights

Conduct in-depth analysis of market trends, competitor strategies, and industry changes to develop an insight framework that can be used for strategy formulation.

Organize and utilize consumer research (qualitative/quantitative research, brand tracking, NPS, etc.) to guide brand positioning and product communication strategies.

Collaborate with the data analytics team to build and maintain a Brand Equity Tracking system.

3. Brand Communication and Integrated Marketing Guidance

Lead the consistency of cross-channel Brand Messaging, including advertising, public relations, content marketing, social media, website, and offline experiences.

Develop an annual Brand Campaign Strategy, providing clear strategic guidance to the marketing team and partner agencies.

Review large-scale marketing campaigns/advertising creatives to ensure alignment with brand strategy, brand identity, and business objectives.

4. Brand Governance

Oversee the development and management of the Brand Guidelines, Visual Identity (VI), and brand asset portfolio.

Establish brand usage guidelines and approval mechanisms to ensure consistent use of brand assets internally, by agencies, and by partners.

Monitor and maintain global brand consistency (applicable to international business).

5. Cross-departmental Collaboration and Strategic Driving

Collaborate with senior management (CEO/CMO/CPO/COO) to embed brand strategy into the company's business strategy.

Work closely with teams in product, sales, digital, experience design (UX/UI), and human resources (Employer Brand) to enhance the end-to-end brand experience.

Manage external partners such as brand strategy firms, market consulting agencies, and advertising agencies.

6. Brand Value Assessment and Growth Drivers

Establish brand KPIs, including core indicators such as brand awareness, brand preference, brand equity value, and brand ROI.

Drive the integration of brand value and business value, increasing deeper value creation such as market price multiple and customer lifetime value (CLV).

Regularly report brand strategy achievements and future plans to the management team.

III. Qualifications

Professional Background

Bachelor's degree or above in Marketing, Brand Management, Communication, Business Administration, or a related field; MBA preferred.

Work Experience

Over 20 years of experience in brand management or brand strategy, including at least 5 years in a brand leadership role (e.g., Brand Director/Strategy Director).

Experience with large corporations or well-known brands is preferred; B2B/B2C brand building experience is a plus.

Experience in management consulting or strategic planning at creative agencies is also highly recommended.

Professional Skills

Deep understanding of marketing, brand management, consumer psychology, and brand equity models (e.g., Brand Pyramid, CBBE, Brand Archetype).

Familiar with brand research methodologies (brand tracking, user research, competitive analysis).

Excellent strategic thinking, business acumen, audience insight, and creative evaluation skills.

Strong cross-departmental communication skills and influence, capable of driving complex organizational change.

Leadership Skills

Able to lead cross-functional teams and manage external agencies.

Effective project management, problem-solving, and implementation capabilities.

High standards of judgment, brand acumen, and innovative spirit.