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Brand Director

  • Location

    London

  • Sector:

    Trade / Retail

  • Salary:

    Not Specified

  • Job ref:

    28341

  • Published:

    about 16 hours ago

  • Expiry date:

    2023-12-29

  • Client:

    CBRE

Job Description

The Head of Brand will build the value of the CBRE brand in EMEA by embedding brand strategy into CBRE's storytelling and experiences, helping us to extend our leadership position in the commercial real estate industry and expand beyond to keep the company of world-renowned advisory firms. The role is responsible for supporting successful translation and application of the brand across the UK and Continental Europe and developing new and innovative ideas to support business strategy. The role requires a mix of personal delivery and agency management, with a key focus on campaigns and activation strategies created centrally to execute across EMEA. This will include creating briefs, providing strategic direction, creative direction and process management, and resolving challenging brand issues, including acquisitions. You will build the value and relevance of our brand by inspiring and empowering our people, giving them tools and guidance to create branded experiences that are continually relevant and well executed. The role will require working across cultures and services, with key stakeholders globally, so excellence in account management is vital. There is a need to foster strong partnerships across the company, to guide and influence. A creative approach to problem-solving and ruthless attention to detail is essential, as well as a desire for continuous improvement. A willingness to find solutions to a variety of strategic and tactical business issues is also crucial to the success of the role. Proactivity and responsiveness is required at all times, as well as the ability to multi-task across a range of projects with multiple stakeholders at different levels across the business. Context CBRE's go-to-market strategy is a solutions-led approach, as the firm seeks to provide its clients with insight around major issues affecting their businesses and the support to solve them. Marketing plays a crucial role in this by instigating and managing end-to-end campaigns that start in the media and digital space with brand building around key issues, through to developing relevant and timely content for relationship building in the boardroom which result in profitable and sustainable revenue. Vision For CBRE to be the pre-eminent, vertically integrated global commercial real estate services and investment firm serving their clients with market-leading collaboration., Brand Strategy & Planning

  • Client Insight - conduct and leverage research to understand our clients, prospects and the wider market, to identify opportunities for evolution and innovation of our brand and business

  • Brand Health - identify the brand-related metrics that ultimately create impact, and measure, monitor and report on the health of the brand

  • Brand Architecture - build and optimize our brand portfolio, architecture and naming strategies, and position our brand and sub-brands in the market

  • Brand Activation - Develop innovative B2B activation approaches in partnership with Business Segment marketing leaders to deliver on strategic objectives. Encompasses all paid media including sponsorships, media partnerships, OOH, digital, etc.

  • M&A - lead the integration of significant acquisitions across the region

  • Contribute to marketing and communications plans, ensuring tactics reflect the long-term brand strategy and vision

  • Ensure all marketing activity adds value, reflects CBRE's brand positioning and provides a consistent experience for clients

  • Continually challenge the status quo to deliver excellence in output and experience

  • Develop strategies and tactics to support consistent communication of brand positioning across all outputs, markets and service lines Brand Management

  • Implement and manage the day-to-day application of holistic brand systems that deliver results, inspire our customers, and reflect our brand strategy

  • Drive cohesion through our brand, including our brand's storytelling, experiences and identity; champion collaborations across advertising, design, communications and digital systems that reinforce the brand and the other systems

  • Provide close support and consultation to internal teams and agency partners, working with and through them to build the value of the brand

  • Identify and work with others internally and externally to deliver brand innovations that continually elevate the bar for the industry and spark the interests of our customers and employees

  • In addition to working with agencies and other teams, often be hands-on, applying a high level of skill to deliverables in one or more areas of brand strategy, design direction, user experience and/or service design

  • Innovate our approach year over year and build the reputation of the brand team as a relevant contributor who delivers clear business results

  • Accountability for brand and positioning communications including all visual identity, adherence and consistency, key messaging, creative expression, tone of voice, imagery and other expressions that build brand equity

  • Provide creative solutions to local and regional marketing business partners to advance CBRE's brand positioning and improve execution across the region, including championing of best practice

  • Sign off key marketing output across region, working closely with designers, freelancers and agencies to improve consistency and quality of all marketing communications Stakeholder Engagement

  • Build close and effective relationships with all country-specific and regional marketing teams, to become a trusted partner using excellent corporate, industry and competitor knowledge

  • Personify excellence in account management skills, ensuring each stakeholder interaction is first class and beyond expectation

  • Demonstrate excellent briefing and response skills at all times

  • Implement all tactics with a ruthless attention to detail and clear desire for continuous improvement

  • Act as brand guardian and problem solver to all business lines and markets

  • Demonstrate leadership and influencing skills,

  • Experience in complex business to business environments is crucial, with clear understanding of fundamentals of brand strategies and tactics

  • Understanding of business strategy, and how brand and business impact each other

  • Advanced knowledge of brand design systems and experiences, and a firm understanding of the theories that supports them, including:

  • Brand strategy and architecture

  • Brand Health tracking and Client Insight programmes

  • Brand implementation and management of brand identity systems

  • Branded experiences, behaviours and interactions

  • Understanding of various marketing, communication and experiential channels and the strengths and limitations of each Personal

Candidate Description

  • An impressive team player, and excellent account manager

  • Excellent communication, presentation and partnership skills

  • High levels of energy and enthusiasm required to stimulate creativity, lateral-thinking and positivity in all interactions

  • Strong ability to implement ideas, encourage excellence and get things done to an exceptional standard

  • Commercially aware with creative flair and ambition

  • Ruthless attention to detail and ambition for continuous improvement

  • Process-driven and a commitment to setting an example of best working practice

  • Ability to simultaneously manage multiple projects while remaining flexible and agile

  • Committed to the improvement of diversity throughout the workforce Qualifications and experience

  • A background in brand design, brand strategy, or brand experience required

  • Proven track record of stakeholder engagement and delivery of positive outcomes

  • Demonstrated success working within an agency or consultancy (advertising agency, brand firm, management consultancy, etc.) and a global enterprise-scale matrixed organization with complex product offers

  • International experience desirable