The Senior Manager, Brand Strategy and Insights, is a global role tasked with articulating and managing our global brand strategy, and with building and maintaining a robust fact base about the state of our brand. This role is instrumental in shaping what our brand stands for, how it is perceived by our audiences, and how it is effectively used by colleagues and clients.
You will lead and build our client perception research program, working with trusted 3rd party research firms on an annual ‘deep dive’ survey across regions, sectors and client service topics, as well as the communication of the insights to a range of stakeholders. You will also lead more frequent ‘pulse checks’ throughout the year, ensuring we have an outside-in fact base on perception relative to key competitors across priority topics.
You will collaborate with a range of stakeholders across the firm to develop and maintain a holistic perspective of the state of our brand, drawing on diverse data sources (e.g., via market research, client feedback, talent surveys, analyst reports, internal surveys, sector- or region- specific views, etc.).
You will translate these insights into a global brand strategy, including positioning, core brand pillars, equities we aim to build, and the architecture that brings all of this to market. You will maintain compelling and simple materials to make this available to all of our colleagues.
You will play a shaping role in our brand activation strategy, helping lead annual marketing planning, defining campaign objectives for priority audiences, and building comprehensive campaign briefs that are grounded in brand strategy, data and insight.
Internally, you will advise senior leaders on strategic questions and decisions related to brand insights, strategy, architecture, naming, co-branding, product marketing, etc. More broadly you will aim to inspire our 45K+ colleagues as brand ambassadors, including communication colleagues, partners, and our broader workforce. You will also manage a brand strategy specialist who will work closely with colleagues globally on use of the McKinsey brand and brand and naming efforts.
You will be an evangelist for a marketing mindset, helping shift how we use data and insight to drive our brand strategy and marketing efforts, putting the audience at the center of our approach, and delivering an even better expression of McKinsey’s brand in the world.