At Globe, our goal is to create a wonderful world for our people, business, and nation. By uniting people of passion who believe they can make a difference, we are confident that we can achieve this goal.

Job Description Leads the overall branding strategy and campaign development for a specified target customer segment, guided by keen understanding of the consumer behavior, the cultural context, the category landscape, the channel mix, and the Globe businesses that cater to the segment including their product portfolio, pricing, and go-to-market approach. Oversees a team of communications strategists who design campaign messaging strategy, oversee campaign channel strategy, and do project management for campaigns within the segment. Reports to the Brand Communications Design Head.

DUTIES AND RESPONSIBILITIES:

Carries the integrated view of all segment communications within the quarter/semester/year and is able to align these with masterbrand equity-building efforts and to track success of segment proposition and segment penetration over time.

Understands the Globe masterbrand –  target audience segments, attributes and equity, branding identity, and assets; is able to guide and align segment campaign design to be faithful to the masterbrand;  spots opportunities for integration of segment messages and campaigns into masterbrand equity-building efforts..

Guides and develops a team of comm strategists to work with both internal and external channels/media and creative teams to design, build, and launch segment-targeted campaigns that show deep insight (consumer/culture/category/product) leading to a well-thought-out role of Globe that uses the ideal channel mix given the audience, business objectives, and segment metrics; that accurately express the campaign intent across creative formats or executions; and which can be properly measured against identified brand health attributes.

Owns and manages relationships with internal stakeholders, cultivating trust and confidence that facilitate smooth working relationships and enable them to take the lead in securing working-level concurrence and senior-level approvals of end-to-end campaign.  

Owns and manages relationships with external partners agencies, building shared understanding of goals, fostering camaraderie, and monitoring day-to-day collaboration while also ironing out contractual and administrative requirements to ensure smooth operation. 

KPIs:

Commercial targets:  GSR, EBIT, NPS

Segment penetration 

Delivery against Vector attributes for the Segment as a whole and for businesses within the segment

BLI score for Segment campaigns

Digital channels revenues/G1 app installs

Agency Aprais Scores to Globe (Marcomm + Businesses within the segment)

TOP 3-5 DELIVERABLES:

Segment Comms Framework, proposition articulation to consumers, and overall calendar across masterbrand and/or segment businesses.

Unified segment-focused campaigns featuring products and businesses within the segment but packaged under a singular proposition. 

Campaign-specific oversight and strategic comms directions to teams/agencies for all businesses within the segment

Campaign Devt Process oversight and ongoing improvements: From brief writing to execution and closeout

Approved Creative/Branding agency Annual Scope of Work with fees; periodic client-agency appraisal results and way forward;  year-end reconciliation vs. contractual agreements.

Equal Opportunity Employer
Globe’s hiring process promotes equal opportunity to applicants, Any form of discrimination is not tolerated throughout the entire employee lifecycle, including the hiring process such as in posting vacancies, selecting, and interviewing applicants.

Globe’s Diversity, Equity and Inclusion Policy Commitment can be accessed here

Make Your Passion Part of Your Profession. Attracting the best and brightest Talents is pivotal to our success. If you are ready to share our purpose of Creating a Globe of Good, explore opportunities with us.