Head of Brand Strategy

The Head of Brand Strategy will drive brand messaging, meaning, and evangelism, internally and externally, across all Wayfair Inc stores and brands. Partnering closely with Consumer Insights, Marketing, and Creative counterparts, you will drive the evolution of the Wayfair brand vision and positioning and inspire the organization around the shared purpose of bringing the brand to life. In partnership with the Lifestyle Brand leadership team, you will develop and position these brands in the context of the broader Wayfair portfolio.

You will use consumer research and historical learning of what has hasn’t worked to architect strong consumer-centric and holistic strategies to influence consumer perceptions and drive consideration and preference for our portfolio of brands. To activate and optimize these initiatives, you will need to mobilize an expansive set of stakeholders across the org - for example, through marketing campaigns that span channels (TVvideo, digital, print, experiential), creative testing, and internal initiatives that ladder up to our brand promise.

Responsibilities

  • Determine what consumer perceptions we are trying to influence at any given moment and own overarching strategy for how to influence these
  • Own the brand messaging calendar (in collaboration with marketing) - this should articulate and centralize the key brand messages we intend to communicate at various levels of granularity (macro brand messages, promotional, category-level)
  • Architect and integrate campaigns (small and large) that aim to influence specific consumer perceptions about our brand
  • Formalize the brand architecture for Wayfair, Inc including not only our store portfolio, but also the products and services that complement and round out our offer
  • Collaborate with internal partners to infuse the brand across customer touch points, when there is ROI ensure core brand equity and messages are consistent throughout consumer touchpoints
  • Formalize and evolve the key elements of our Brand Identity, in collaboration with the Brand Creative team
  • Bring the brand into our office - devise methods and strategies to help our workforce live our brand and know our customer
  • Day-to-day management of Campaign Planning team, who will be responsible for vision, strategy, briefing, and coordinated execution across the org for brand and promotional campaigns (eg Black Friday, Way Day)
  • Get to know our customer intimately through close partnership with Consumer Insights, understanding marketing channel performance, and competitive trends

Desired Skills/Experiences
  • 8-10 years experience in e-commerce, consumer marketing, brand or campaign management, or related function
  • Experience developing consumer brand marketing objectives and translating these into functional strategies and tactics preferred
  • Success and aptitude in both the areas of consumer-led strategic thinking and quantitative analytics (creating insights from large data sets that drive action)
  • Creative sensibility and appreciation, meaning that you can confidently articulate your objective to a creative team and then effectively react to their work
  • Cross-functional agility – you have experience activating change in an organization by advocating with data, drive and passion across a diverse team
  • Effective manager and collaborative colleague in a fast-paced working environment
  • Evidence of thinking independently, objectively, and entrepreneurially


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