Brand Management Lead, Global Communications Group

The World Economic Forum, committed to improving the state of the world, is the international organization for public-private cooperation. The Forum engages the foremost political, business, cultural and other leaders of society to shape global, regional and industry agendas.

The Global Communications Group is the central Forum team dedicated to communications with the public, media, stakeholders and staff in relation to the Forum’s mission. Through multiple channels, the Group is responsible for communicating the work of the Forum and its constituents, reaching, growing, engaging and inspiring diverse and interested audiences.

Why we are recruiting

The Group is expanding and consolidating its strategy. It is composed of four key functions: Strategic Communications & Coordination, Public Engagement, Media Engagement, and Stakeholder Engagement. The Brand Management Lead will be based in the Strategic Communications & Coordination unit and will be responsible for shaping and enhancing the Forum’s brand perception and reputation, as well as leading the organization’s proactive and reactive response to reputational threats, issues and managing crisis communications.

Reporting Lines & Interactions

The role will report to the Head of Strategic Communications & Coordination and will manage agencies in the Brand Management area. Internally, the role will act as the focal point for all Forum’s brand positioning activities. Externally, the role will work with a range of stakeholders, including agencies and consultants.

Position Overview:

We are looking for a dynamic and experienced Brand Management Lead to join our team and help us continue to build and maintain a strong and impactful brand. The Brand Management Lead will be responsible for developing and executing a comprehensive brand strategy that aligns with the Forum’s missions and values. This role requires a strategic thinker with a proven track record in crafting compelling brand narratives and managing relationships with external agencies. The ideal candidate will be adept at translating complex ideas into cohesive and engaging brand stories that resonate with our target audiences. Note: This role is not responsible for brand identity (e.g. logos) or brand guidelines.

Key Responsibilities

Brand Strategy Development:

• Develop and implement a cohesive brand strategy that supports the Forum’s overall objectives and enhances brand equity.
• Craft a compelling brand narrative that communicates our values, mission, and unique position.
• Use and leverage market research, conducted by our internal Metrics team, to stay informed about trends and competitive landscape, ensuring our brand remains relevant and differentiated.

Brand Narrative and Messaging:

• Create and maintain a consistent brand voice and messaging across all touchpoints.
• Streamline multiple overarching themes into brand pillars that creates the foundation for message house.
• Develop and maintain a comprehensive message house to ensure consistent messages and tone of voice across all institutional communications.
• Inform and align internal teams on the use of the message house to ensure all communications are unified and reflect the Forum’s mission, core values and strategic objectives.
• Lead the creation and execution of brand initiatives and activities that enhance brand equity and presence.
• Ensure consistent brand messaging across all channels, including digital, print, and in-person communications.
• Monitor brand performance metrics and conduct regular brand audits to maintain brand integrity and relevance.
• Collaborate with Stakeholder Engagement to ensure brand messaging is consistent across all marketing materials and service offerings.
• Engage with other internal stakeholders to ensure brand consistency and alignment across all functions and Centres.
• Collaborate with external partners, agencies, and vendors to amplify brand initiatives and extend market reach.

Agency Management:

• Serve as the primary point of contact for external agencies, including brand and design agencies
• Oversee the selection, onboarding, and management of agency partners that will support this work to ensure they deliver high-quality work.
• Manage the agency contracts and performance metrics to maximize ROI.

Brand Performance and Analysis:

• Monitor and analyze brand performance metrics to assess the effectiveness of branding initiatives in collaboration with the Metrics team.
• Utilize insights to refine strategies and improve brand impact and reach.
• Prepare and present regular reports on brand performance to senior leadership.

Stakeholder Engagement and Implementation:

• Work closely with internal stakeholders, including marketing and GCG Leadership team to ensure alignment and support for brand initiatives.
• Lead brand training sessions and workshops to educate employees and foster brand advocacy within the organization.
• Develop guidelines that document the brand narrative and message house (toolkit), ensuring everyone in the organization understands and can communicate the brand story effectively.
• Leverage advocacy platforms to amplify employee voices through curated institutional content on social channels to further build the brand of the Forum.

Required qualifications

• Degree in communications, PR or other relevant areas
• Minimum of 8+ years of experience in brand management, corporate communications or a related field.
• Excellent English communication skills, both written and verbal.
• Proven experience in developing and executing successful brand strategies and narratives.
• Demonstrated success in managing relationships with external agencies and driving high-quality results.
• Strong analytical skills with the ability to interpret data and make data-driven decisions.
• Excellent communication and presentation skills, with the ability to influence and engage stakeholders at all levels.
• Creative thinker with a passion for building and nurturing brands.
• Ability to manage multiple projects simultaneously and work effectively under pressure.
• Excellent interpersonal skills and ability to build and maintain strong relationships with internal and external stakeholders.

Why work at the Forum:

The Forum believes that progress happens by bringing together people from all walks of life who have the drive and the influence to improve the state of the world by building awareness and cooperation, shaping mindsets and agendas, and driving collective action. Join us and become a driver for positive change!