Position Summary
The Brand Lead is responsible for developing and executing integrated brand and marketing strategies that strengthen the organization's brand positioning, enhance audience engagement, and support institutional objectives. The role leads strategic campaign planning, audience insight development, and cross-functional coordination to deliver impactful marketing initiatives across exhibitions, public programs, partnerships, commercial activities, and visitor engagement campaigns.
Working closely with internal stakeholders and external partners, the Brand Lead ensures a consistent and compelling brand presence across all touchpoints while driving data-informed marketing decisions that support audience growth, revenue generation, and brand equity.
Key Responsibilities
Brand Strategy & Campaign Planning
- Lead the development and implementation of integrated brand and marketing strategies aligned with organizational objectives.
- Drive strategic campaign planning across exhibitions, public programs, partnerships, retail, membership, and visitor engagement initiatives.
- Ensure brand consistency and alignment across all marketing and communication channels.
- Translate organizational priorities into audience-focused marketing plans that strengthen brand awareness and engagement.
- Develop annual campaign roadmaps and strategic marketing frameworks that support institutional goals.
Audience Insights & Market Intelligence
- Leverage audience research, visitor data, market trends, and performance analytics to inform marketing strategies and campaign planning.
- Develop audience segmentation frameworks and targeted engagement approaches.
- Translate research findings and audience insights into actionable recommendations that enhance campaign effectiveness and audience acquisition.
- Monitor industry trends and benchmark performance against leading cultural, tourism, lifestyle, and consumer brands.
Integrated Marketing Delivery
- Lead the planning and execution of integrated multi-channel marketing campaigns across digital, social media, CRM, advertising, partnerships, and onsite channels.
- Collaborate with communications, content, digital, creative, visitor experience, and commercial teams to ensure cohesive campaign execution.
- Support campaign optimization through data analysis, testing, and continuous improvement initiatives.
- Ensure campaigns are delivered on time, within budget, and in accordance with brand standards.
Stakeholder Management & Cross-Functional Collaboration
- Act as a central point of coordination between internal departments, external agencies, strategic partners, and key stakeholders.
- Facilitate alignment across marketing, communications, visitor experience, programming, retail, membership, and commercial functions.
- Build strong relationships with stakeholders to ensure successful delivery of high-profile institutional initiatives and campaigns.
- Present campaign strategies, audience insights, and performance reports to senior leadership and stakeholders.
Performance Measurement & Reporting
- Establish campaign objectives, KPIs, and performance measurement frameworks.
- Analyze campaign performance and audience engagement metrics to identify opportunities for optimization and growth.
- Develop clear and compelling reports, dashboards, and presentations that communicate marketing performance and strategic recommendations.
- Utilize data storytelling techniques to support decision-making and stakeholder engagement.
Qualifications & Experience
- Bachelor's degree in Marketing, Communications, Business Administration, or a related field.
- Minimum of 8–10 years of experience in strategic marketing, brand management, or communications.
- Strong experience in integrated campaign planning and execution across both B2B and B2C audiences.
- Experience working with global brands and within complex, multi-stakeholder environments.
- Experience managing agency relationships and cross-functional project teams.
- Experience within arts, culture, tourism, hospitality, luxury, destination marketing, or government-related sectors is preferred.
Knowledge, Skills & Competencies
Technical Expertise
- Integrated Marketing Strategy & Planning
- Brand Management & Positioning
- Audience Research & Segmentation
- CRM & Marketing Automation
- Digital Marketing & Campaign Optimization
- Marketing Analytics & Performance Measurement
- Budget Management & Campaign Forecasting
- Data Analysis & Storytelling
Core Competencies
- Strategic Thinking
- Stakeholder Management
- Cross-Functional Leadership
- Project Management
- Influencing & Collaboration
- Communication & Presentation Skills
- Innovation & Continuous Improvement
- Commercial Awareness
- Results Orientation
Preferred Experience
- Experience translating audience insights and research into actionable marketing strategies.
- Experience managing complex campaigns involving multiple internal and external stakeholders.
- Experience working in international, multicultural, and matrixed organizations.
- Familiarity with audience development, visitor engagement, membership, and customer lifecycle
