The VP/SVP Brand Strategy is responsible for translating the Group’s leadership-defined brand vision into a coherent brand strategy, positioning and long-term roadmap for the Group, anchored on a single ST Engineering masterbrand and its disciplined expression across product and solution brands. This role works with respective business product brand owners to drive brand growth, strengthen brand equity, and ensure consistent, compelling brand experiences across all customer touchpoints, in line with Group’s corporate brand, identity and narrative framework.
You will be reporting to the Group Chief Marketing Officer, with a matrix reporting to the Group Chief Communications Officer (who is responsible for the Group’s corporate brand and identity) The ideal candidate is a strategic thinker with strong business acumen, creative leadership, and a collaborative leader who is able to navigate and drive transformation across a complex global organization.
Key Responsibilities:
- Strategic Leadership & Stakeholder Engagement
- Support the development and ongoing refinement of the Group’s product brand architecture and positioning frameworks and oversee alignment to the Group masterbrand and corporate brand guardrails.
- Identify emerging trends and consumer insights to inform recommendations on brand strategy.
- Partner with Business Area Presidents, Group Corporate Communications, HR, and key business units to advise and support the execution of brand strategies that aligns with enterprise priorities and market objectives.
- Advise senior leadership on product and solution brand implications of major business decisions or new ventures, in consultation with Group Corporate Communications on corporate brand considerations.
- Present brand performance, perception insights, and strategic recommendations to senior leaders and governance committees.
- Promote consistent, disciplined and collaborativeproduct brand management practices across the Group through guidance, frameworks and stakeholder engagement.
- Foster a culture of innovation and strategic thinking in the application of Group-level product and solution brand strategy.
- Brand Development & Management
- Lead the development of product brand management framework, including product brand architecture, naming principles and applications guidelines.
- Lead the development and execution of group-level brand marketing initiatives including content, experiential marketing, and integrated campaigns.
- Advocate for clear, coherent and on‑brand product brand expressions, while respecting business ownership of execution.
- Advise Business Area product owners on topics relating to international product brand management, including but not limited to trademarks, regulatory fit, and linguistic clarity.
- Serve as the Group’s subject-matter resource on product brand matters for strategic programmes and transformation initiatives.
- Market & Consumer Insights
- Analyse market landscapes, competitor positioning, and consumer behaviour to identify opportunities for differentiation.
- Leverage insights to drive innovation and support product, marketing, and business decisions.
- Performance & Measurement & ROMI
- Build a measurement framework for brand performance, including brand equity, perception, visibility, and campaign effectiveness.
- Introduce and govern ROMI models for key Group-level brand investments and initiatives.
- Contribute to the use of appropriate brand measurement tools and insights to inform strategy and prioritisation.
- Monitor brand performance, campaign outcomes, and market trends, providing insight-based recommendations for continuous improvement.
Job Requirements:
- 10+ years of strategic brand marketing experience, across both in-house and agency environments.
- Proven success operating in matrix or complex multi-national organizations.
- Demonstrated ability to translate technical or sophisticated products into accessible, compelling brand narratives.
- Expertise in brand governance, architecture, naming systems, and global brand implementation.
- Exceptional organisational, programme leadership, and stakeholder management skills.
- Strong collaborative, persuasive, and effective at engaging senior leaders and cross functional teams.
- Strong strategic mindset with a passion for brand building.