4054 - Global Lead Brand Strategist, Virtual USA

USA    |     Marketing/Advertising   |   Full-time
Job Reference: 4054 - Posted 12-May-2021

With a focus on a bold brand vision, insight-fueled messaging and imaginative brand ideas, the new Global Head of Brand Strategy will support and report to the Global CMO to drive the master brand strategy and critical brand initiatives across Kelly’s global operations. The ideal candidate is an ambitious, modern brand marketer, who can inspire her/his colleagues with breakthrough and battle-tested brand-building strategy and ideas. She/he will bring an ability to analyze data and identify insights that will spark new ways of engaging with job seekers and clients. They will work closely with peers in Marketing Planning, Product Development, Marketing Activation and Research/Intel, as well as with senior business stakeholders across the organization. This new Global Brand Head will also own the relationship with Kelly’s award-winning AOR – Erich and Kallman, San Francisco.


Influence, Shape and lead Challenger Brand Strategy & Execution – In concert with agency resources and global Marketing teams, ideate, develop and execute imaginative, provocative and innovative campaigns that compellingly position the Kelly master brand with B2B and B2C audiences. This includes leading the evolution and management of a master brand messaging framework that is subsequently turned into great storytelling, advertising, social campaigns and events. Note that Kelly Marketing practices a “Bold Not Beige” approach to ensure the messaging really stands out.

Global Brand Advocate – Serve as a global advocate for Kelly’s master brand and how that is messaged in their business unit brands’ (e.g., Kelly Education, Kelly Engineering etc.) B2C and B2B brand frameworks. The role is responsible for ensuring consistency in how Kelly’s business units in North America and internationally express the Kelly brand. As needed, champion an ongoing renewal and refinement of Kelly’s challenger brand positioning and architecture, derived from a data-based understanding of key Kelly brand and competitive (category) brand health measures, and a keen understanding of rapidly changing corporate, cultural, economic and job-seeker environments.

Feed & Mine Insights – This new Global Brand Strategy Head must understand and leverage brand research and insights into Kelly brand strategy. This includes the ongoing refinement of a B2B brand messaging framework, and Momentum Seeker (jobseeker segmentation) brand research and insights across priority channels. Additionally, this Brand leader needs to analyze client & consumer insights to inform critical Sales support, talent acquisition and consumer brand activation initiatives.

Optimize Customer Journey – Work closely with Kelly’s dedicated Customer Experience team to help shape and deliver the right messaging at the most critical and influential points across the customer journey, consistent with the brand’s equity and essence.

Evangelize Brand Culture – Unless you’ve grown-up in a strong brand culture, or held a brand leadership role, it’s not always obvious why this “brand thing” matters. We need a Brand strategist who is a 24/7 evangelist for why the Kelly brand matters

Global Functional Development – Help the CMO create a high-performing brand team that balances the need for strategic brand advocacy and management with precise and innovative Marketing activation. Help global Marketing partners build a roster of external assets, leveraged for both capability and capacity, including Marketing agencies, Consultants, Technology providers, and other suppliers.

Leadership & Development – This new Brand leader will help elevate the impact and effectiveness of Brand Marketing, across the global Kelly business. So, we need someone with proven experience managing, developing, motivating, influencing and inspiring others, and nurturing a Marketing-centric and brand-centric culture. This ability extends to external relationships with key agency partners

Skills Required:

             Influencing (proven ability to persuade others towards an idea or goal)

             Partnering (build strong business partnerships with staff and peers)

             Strong relationship management and interpersonal skills (high EQ)

             Communication (clear, frequent, candid, honest)

             Analytical and Strategic (but does not need piles of data to pull trigger)

             Resourcefulness (knows how to stretch resources)

             Agility (able and willing to wear multiple hats, without hesitation)

             Organized and attention-to-detail approach (strong tactical execution)

             Bold (Risk taking appetite with an eye on driving results/growth

Qualifications Required:

             Minimum of ten years of progressively responsible marketing roles with a proven track record of success

             Challenger Brand Success

             Deep brand-building experience

             Recent experience overseeing Digital and Social Marketing

             Multi-Country Experience

What’s in it for you?

Kelly takes pride in supporting the whole person, their family and their future. We understand that in order to thrive, we have to build lasting relationships and provide our employees with endless possibilities for growth. At the end of the day, we know that work is more than making a living – it’s about making a life.


Additional Benefits:

Healthcare – Medical, Dental, Vision

401(k) Match

Paid Time Off

Vacation Purchase Program

Tuition Reimbursement

PerkSpot – Personal Online Discount Program

Salary range is $140,200 - $196,300


About Kelly Services®

Kelly connects talented people to companies in need of their skills in areas including Science, Engineering, Education, Office, Contact Center, Light Industrial, and more. We’re always thinking about what’s next in the evolving world of work, and we help people ditch the script on old ways of thinking and embrace the value of all workstyles in the workplace. We directly employ nearly 500,000 people around the world, and we connect thousands more with work through our global network of talent suppliers and partners in our outsourcing and consulting practice.

Kelly Services is an equal opportunity employer committed to employing a diverse, equitable and inclusive workforce, including, but not limited to, race, gender, individuals with disabilities, protected veterans, sexual orientation and gender identity. Equal Emp