Vice President, Prudential Brand Portfolio
The VP, Brand Marketing & Advertising within the CMO organization is responsible for the brand reputation and marketing of the Prudential brand in support of business objectives across key audiences. This position is responsible for driving consideration and growth of the brands through multifunctional go-to-market brand marketing strategies and supporting acquisition and retention campaigns developed within the CMO organization.
This role will lead the brand strategy and drive the operational delivery of strategy, inclusive of communications campaigns for the brand ecosystem. This individual must have a strong understanding of the platforms, channels, and strategies/approaches that will enable the brand to reach all key audiences. The ability to develop a team to work within a cross-functional organization, driving new ideas and crucial day-to-day operations with the support of senior management is a requirement. This position reports into the VP, Head of Brand Reputation Center of Excellence.
Leadership & Management
Build and lead a brand team, define a vision and instill it throughout to make up part of the working culture.
Partner with senior marketing leaders and play a leading role in the establishment of the business's brand building strategies across all channels.
Lead the go-to-market brand planning process inclusive of defining the strategy, target audiences and the development of marketing mix and strategies to encourage consideration and purchase intent. Requires cross-functional collaboration within the CMO organization, businesses and corporate departments.
Lead the development and refinement of the brand's messages, creative development/designs and campaigns in order to drive consideration and relevancy of the brand across key audiences. Requires strong partnership skills with internal creative teams and external agencies.
Manages and maintains research efforts inclusive of consumer insights, consumer segmentation, competitive intelligence, industry trends, and developments in partnership the Marketing Research & Insights COE.
Extend the brand into all touch points creating a unified brand experience both internally and externally
Partner with sales, acquisition and retention teams with the purpose of creating brand differentiation and consideration and marketing plans in support of driving revenue for the enterprise.
Partner with media and website team in the development, deployment, and enhancement of strategies across the website, digital and social media, email campaigns, SEO/SEM etc.
Knowledge & Creativity:
Responsible for keeping up with and understanding industry best practices and emerging strategies that will keep the brand marketing up to date and ensure the business a competitive edge.
Become an expert in brand marketing on behalf of the business, constantly honing skills and developing a deep understanding of consumer mindsets and barriers to brand marketing, subsequently offering creative and sustainable solutions.
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