Responsibilities

• Partner with assigned Brand teams on all aspects of brand building to achieve annual business goals and improve brand equity.
• Provide expertise and enable excellence across brand foundations, packaging design, visual identity, creative development, paid asset production, and integrated communications.
• End-to-End Creative Development & Production
• - Responsible for the end-to-end creative development process for brand platforms and brand campaigns that are distinctive, relevant, and have proven potential to extend across full-funnel consumer touchpoints.
• - Craft creative briefs for agency partners, working closely with Brand and Consumer Insights to ensure we are providing clear direction that is informed by a strong understanding of the brand purpose, business strategy, and audience.
• - Inform creative testing approach and stimulus development, participate in research when possible, and guide creative optimizations to apply learnings.
• - Guide creative asset production process, with production cost consultants when applicable, through pre-production, shoot, and post-production to deliver assets on time and on budget that uphold the creative integrity and are aligned to brand strategies, standards, and specs needed.
• - Steward the brand purpose, personality, and tone of voice throughout the creative development process.
• Integrated Communications Strategy, Planning & Activation
• - Responsible for the communications strategy, planning, and activation of assigned Brand’s annual integrated plan designed to achieve full-funnel objectives.
• - Spearhead collaboration across functions and agencies to ensure the big idea guides how the plan is built, connecting touchpoints, providing budget recommendations, and defining and measuring KPIs for each channel and tactic.
• - Coach brand teams and cross-functional partners on how to drive consistent storytelling excellence across all consumer touchpoints.
• - Champion a big-picture perspective and consumer-centric approach that leverages insights and prioritizes relevance.
• - Steward the brand platform and campaign throughout full-funnel plan development.
• Cross-Functional Connector
• - Serve as the cross-functional quarterback and dot connector, identifying and including the relevant cross-functional partners across the Engagement Studio, Media, eComm, Shopper, and Consumer Insights for expertise and visibility.
• - Provide expertise and guidance to internal stakeholders on creative excellence, production, and holistic comms strategy that includes earned.
• Agency Management
• - Support team efforts to centralize agency management and governance (internal and external), holding our agencies accountable to pre-defined deliverables and standards (excludes our Media Agency of Record).,- Foster IAT collaboration, establishing ways of working that enable fully integrated plans that are informed by the idea.