Director, Brand Marketing

WHO WE ARE

Consumer Reports is an independent, nonprofit organization dedicated to a fair and just marketplace for consumers. Our team is made up of truth tellers, change agents, and consumer advocates who investigate and build coalitions to fight for fairness and justice in the marketplace for consumers. We leverage our evidence-based approach to demand safer products, a healthier environment, and equitable services for everyone. 

Our mission starts with you. We offer medical benefits that start on your first day as a CR employee that include behavioral health coverage, family planning and a generous 401K match. Learn more about how CR advocates on behalf of our employees.

OVERVIEW

As the marketplace continues to evolve, so does CR’s commitment to make a major impact on behalf of all consumers.  A critical step in this initiative is  focused on meeting our audiences “where they are at”, ensuring that our positioning, value proposition, advertising and membership marketing strategies are on the right track. 

We’re looking for a proven strategist and marketing expert to develop and execute on  CR’s ongoing brand evolution. As Director, Brand Marketing you will be part of the marketing leadership team and report directly to CR’s VP, Chief Marketing Officer. In this position, you’ll focus on leading and developing  CR’s efforts in brand positioning, value proposition development, brand advertising, while also  providing guidance on membership marketing.  A critical component of this position will involve  understanding CR’s brand health (on an ongoing basis) and developing recommendations on how to improve it, especially amongst key audiences.

As part of the mandate to evolve our brand, you will oversee creative agencies and consultants, they will also play a key role in setting our social media strategy. This individual will partner closely across the Marketing team as well as with members of the Product and Content teams such as the Product Marketing, Design and Video teams.

This is a hybrid position with the expectation that you work out of the office approximately once per week.

#LI-hybrid

How You'll Make An Impact

This critical position helps ensure that CR continues to build on its rich legacy in order to remain an enduring institution. On an ongoing basis, you will:

• Serve as the lead brand strategist, driving positioning and messaging across the organization.
• Lead overall creative strategy and implementation, including owning creative agency relationships  and partnering with internal brand design team, as well as internal marketing teams to ensure alignment.
• Lead overall full funnel media strategy and implementation.
• Develop and execute integrated brand campaign efforts that drive awareness and familiarity of the CR brand, especially among audiences in the 35-54 age group. This includes campaigns that exist across digital and social channels as well as connected TV (CTV) and out of home (OOH).
• Partner with the organic social media team in pursuit of expanding our audience and deepening engagement while driving orders, donations, and petition signatures. 
• Understand competitive landscape and industry trends to inform CR’s brand strategy.
• Collaborate with Product Marketing on membership value proposition.
• Partner with Communications and Content on planning and executing key public facing moments to advance CR’s brand positioning and strength.
• Partner with research team on biannual brand tracking study, collaborating on execution and socialization of findings with senior leadership and the board.
• Support Chief Marketing Officer on enterprise level strategy projects.

ABOUT YOU

You’ll Be Highly Rated If:

• You are an experienced change agent.  You have at least 10+ years of experience, including in strategic leadership positions that involve stewardship of a brand or portfolio of products, experience in brand transformation, especially with regard to a legacy brand that aims to reach younger audiences is highly desirable.
• You have a successful track record . You’ve led teams campaigns and programs that drive long term financial value, brand transformation and brand health (e.g. awareness, affinity, consideration).
• You know b2c subscription products, inclusive of a membership offering. 
• You have extensive experience with social media marketing, including evolving a company’s social media strategy over time.
• Your experience includes managing creative and media agencies effectively to achieve business goals. 
• You know branding.  You’ve led and executed successful and large scale brand and integrated campaigns, including media supported as well as earned media driven programs.  You’ve also led projects with focus on brand architecture, positioning, voice and tone, audience segmentation.
• You’ve used data to drive business decisions, specifically media performance, primary research, CAC / LTV) .
• You’ve worked cross functionally with product and content team
• You are a people manager. You’ve managed and developed staff before. Experience in managing and developing staff. 

You'll Be One of Our Top Picks If:

• You are highly collaborative. You help build trust and can work effectively across departments.
• You have a strong creative sensibility.
• You have the ability to pivot and adapt based on shifting organizational priorities, macro trends, and changes in consumer behavior.
• You are consumer-focused.
• You have a growth mindset--.you bring a high level of curiosity and desire to continuously learn, consistently seeking to get internal and external perspectives.
• You have the ability to influence and lead in the absence of a direct reporting relationship, particularly with respect to driving change and transformation.
• You have knowledge about media planning. 
• You know about brand tracking approaches and best practices.

FAIR PAY AND A JUST WORKPLACE

At Consumer Reports, we are committed to fair, transparent pay and we strive to provide competitive, market-informed compensation.The target salary range for this position is $220K-$240K. It is anticipated that most qualified candidates will fall near the middle of this range.Compensation for the successful candidate will be informed by the candidate’s particular combination of knowledge, skills, competencies, and experience.

Consumer Reports is an equal opportunity employer and does not discriminate in employment on the basis of actual or perceived race, color, creed, religion, age, national origin, ancestry, citizenship status, sex or gender (including pregnancy, childbirth, related medical conditions or lactation), gender identity and expression (including transgender status), sexual orientation, marital status, military service or veteran status, protected medical condition as defined by applicable state or local law, disability, genetic information, or any other basis protected by applicable federal, state or local laws.  Consumer Reports will provide you with any reasonable assistance or accommodation for any part of the application and hiring process.