Responsibilities - Continuously gather insights to inform HealthPartners’ brand strategy and infuse into everything we Say, Do and how we Act. - Partner with business and shared service leaders to ensure our colleagues behaviors (Act) and the solutions we offer our customers (Do) consistently support our brand promise. - Collaborate with communications, marketing, and operations leaders to consistently and creatively express HealthPartners’ value proposition and brand promise (Say) in all internal and external communications. - Lead a cross-functional brand craft within the communications and marketing division, inclusive of content, creative, user experience design, and media. - Brand Strategy Responsibilities - Develop and articulate a comprehensive brand strategy that aligns with the organization’s goals, vision, and objectives. - Define and socialize the brand’s unique value proposition, positioning, and differentiation internally and develop strategies to effectively communicate the brand’s positioning to target audiences. - Create clear brand messaging guidelines that convey the brand’s positioning and story across all communications channels. - Collaborate with market research teams or agencies to identify market trends, customer behaviors and opportunities for differentiation that enable the brand to stay relevant in a dynamic market. - Brand Architecture Responsibilities - Define and develop brand architecture that clearly articulates the relationship between sub-brands and the corporate brand. - Create brand architecture guidelines that outline brand naming conventions and rules for consolidating, retiring, or integrating existing or new sub-brands. Ensure these guidelines align with the overall brand strategy. - Develop strategies and plans for integrating brands during mergers or acquisitions. - Collaborate with market research teams to understand customer preferences to ensure brand architecture resonates with target audiences. - Educate global marketing teams, product teams and other important stakeholders about brand architecture and guidelines to ensure consistent understanding and implementation throughout the organization. - Brand Activation Responsibilities - Collaborate with external agencies and partners to execute brand-related projects. - Form partnerships with internal stakeholders from creative and other teams to provide strategic guidance on expressing the brand creatively and cohesively in all visual and content assets such as graphics, advertisements, packaging, and social media. - Contribute to thought leadership that demonstrates the organization’s point of view on brand, customer experience, and emerging trends. - Brand Governance Responsibilities