Director of Branding and Brand Strategy
Omie
full-time
Posted on:
Location Type: Hybrid
Location: São Paulo • 🇧🇷 Brazil
Visit company websiteJob Level
Lead
About the role
- We are seeking a visionary leader to define and protect our Brand Equity. The Director of Branding will be responsible for aligning the company's Vision (management), Culture (employees) and Image (market), ensuring that the brand acts as a measurable financial asset and a driver of long-term growth.
- What you will do (Responsibilities):
- Brand Equity Architecture and Building: Define the brand identity and voice in Brazil, ensuring it reflects the cultural and emotional context of the audience. You will be the guardian of brand value, focused on the pillars of Awareness, Loyalty, Perceived Quality and Brand Associations.
- Brand Financial Performance Management: Translate brand metrics into business impact. You will monitor and optimize indicators such as Total Brand Value, Return on Branding Investment (ROBI) and the brand's impact on reducing Customer Acquisition Cost (CAC) and increasing Customer Lifetime Value (CLV).
- Strategic Alignment (Vision, Culture and Image): Ensure the brand promise is delivered internally before being communicated externally. This involves working with HR to measure employee engagement and internal consistency, ensuring that culture supports the brand promise.
- Emotional Connection and Resonance: Create narratives that transcend product utility, focusing on the top of Keller's Brand Equity Pyramid (Brand Resonance), where customers become loyal advocates. The aim is to build lasting emotional bonds that shield the brand from price competition.
- Leadership in Market Research (Better Brand Health Tracking): Lead research efforts to measure the brand's mental availability and its mental penetration in the market. You will translate user sentiment insights and competitive dynamics into high-level strategic decisions.
- Budget and Agency Management: Oversee brand-related investments, ensuring that every real spent contributes to increasing Share of Voice (SOV) and long-term category preference.
Requirements
- Proven experience managing high-performance brands (preferably in technology/B2B).
- Analytical capability to correlate perception metrics (e.g., Brand Recall) with financial metrics (e.g., Market Share and Pricing Power).
- Holistic vision to integrate product, marketing, technology and talent around a unified identity.
Benefits
- Flexible Benefit / Meal Voucher: R$ 40.00 per working day.
- Home office allowance.
- Need to work on-site? We provide transportation vouchers. For those commuting by train/metro, we offer a shuttle from the station to the office.
- Bradesco health plan.
- Amil Dental dental plan.
- Pharmacy assistance.
- Childcare assistance.
- Birthday day off to celebrate as you wish.
- Partner apps for accredited gyms to support physical health and wellness.
- Partnerships with online therapy and meditation platforms to support mental health.
- Partnership with SESC - Credencial Plena.
- Exclusive discounts at top universities and educational institutions for undergraduate, postgraduate and MBA courses. We also provide Omie Academy free for employees.
- Partnership with English in Company courses.
- Insurance discount program.
- Swile Shop: platform with exclusive discounts.
- Partnership with Dell: coupons of up to R$ 2,000.00.
- Profit-sharing program (PPRL).
- Stock Options.
- Travel benefits.
- Life insurance.
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard skills
Brand Equity ArchitectureBrand Financial Performance ManagementBrand Metrics AnalysisMarket ResearchBudget ManagementAgency ManagementCustomer Acquisition Cost (CAC)Customer Lifetime Value (CLV)Return on Branding Investment (ROBI)Brand Recall
Soft skills
Visionary LeadershipStrategic AlignmentEmotional ConnectionNarrative CreationAnalytical CapabilityHolistic VisionEmployee EngagementInternal CommunicationCultural AwarenessStakeholder Management