Associate Director Of Brand Activation & Content

CSL•Boca Raton, FL

About The Position

The Associate Director, Brand Activation & Content is the strategic leader responsible for defining, expressing and activating the CSL Plasma brand across the donor journey. The role develops and oversees enterprise content, branding and go-to-market strategies to strengthen relevance, support donor acquisition and retention, and create a consistent experience across paid, owned, earned, social, digital, CRM and in-center touchpoints. This leader owns CSL Plasma’s social communications strategy and presence, translates consumer and donor insights into actionable opportunities across channels and platforms, and provides strategic and operational leadership to the creative agency. The role is accountable for maximizing creative output, quality, speed and efficiency while identifying new ways to visually connect with prospects and donors. In partnership with Operations and cross-functional leaders, the Associate Director co-leads how brand and messaging come to life in centers to increase engagement among donors and employees. Success requires enterprise brand leadership, strong commercial judgment, creative excellence, disciplined agency and budget management, insight-driven decision-making, and the ability to influence across Marketing, Operations, Media, CRM, Digital Experience, Communications, Legal, Regulatory Affairs and other partners. Business travel, including overnight travel, may be required based on business needs.

Requirements

Bachelor’s degree in Marketing, Business, Communications or a related field, or an equivalent combination of education and relevant experience.
Typically 10 or more years of progressive experience in brand marketing, content, advertising, social media, integrated marketing or a related discipline.
Significant experience leading agencies, teams and complex cross-functional initiatives.
Demonstrated expertise in brand strategy, content strategy, creative development, social communications, go-to-market planning, consumer insights and omnichannel activation.
Strong business acumen, executive communication, storytelling, budget management, negotiation, decision-making and problem-solving skills.
Ability to translate insights and performance data into clear priorities and action.
Proven ability to influence senior stakeholders without direct authority and to lead through ambiguity and change.
High degree of organization, judgment and attention to detail, with the ability to operate effectively in a fast-paced, matrixed environment with competing priorities.
Proficiency with relevant marketing, social, analytics, content and project-management platforms.

Nice To Haves

Advanced degree preferred.
Experience in multi-location consumer services, healthcare or another regulated environment is preferred.

Responsibilities

Own the strategic direction for the brand and its activation.
Develop and oversee integrated content, branding and go-to-market strategies aligned with commercial priorities, donor needs and the CSL Plasma mission.
Define brand positioning, value propositions, messaging architecture, visual expression and content priorities across the donor journey.
Lead annual and multi-year brand and content planning, translating business objectives into priorities, roadmaps and investment recommendations.
Guide priority-market and business initiatives, including new center openings and market-specific programs, with scalable go-to-market frameworks.
Ensure strategies are differentiated, actionable and consistently activated across channels, platforms and center experiences.
Own organic social strategy, channel roles, editorial direction, content calendars, community principles and governance.
Lead internal teams, agencies and partners responsible for social planning, content development, publishing and optimization.
Identify social formats, partnerships, creator or influencer opportunities, and platform capabilities that can expand reach and engagement.
Establish social performance expectations and use channel results and audience response to refine content and investment priorities.
Partner with Communications, Legal, Regulatory Affairs and Operations on social reputation escalation and response protocols.
Translate consumer, prospect, donor, cultural and performance insights into creative opportunities, messaging, content roadmaps and channel experiences.
Partner with Insights, Analytics, Media, CRM and Digital Experience teams to identify audience needs, journey barriers and growth opportunities.
Champion new ways of visually connecting with prospects and donors across advertising, digital experiences, social, CRM, video, mobile and in-center touchpoints.
Create learning agendas and test-and-learn opportunities to improve relevance, engagement and creative effectiveness.
Use insights to influence brand direction, campaign strategy and experience design.
Serve as the primary strategic and executive lead for the creative agency relationship.
Set agency scopes of work, priorities, ways of working, performance expectations and business review routines aligned with marketing objectives.
Lead strategic briefing, creative development, concept evaluation and approval processes from idea through implementation.
Challenge agency partners to produce distinctive, channel-right and insight-led creative that strengthens the brand and drives action.
Maximize agency output and efficiencies through prioritization, modular content, asset reuse, resource planning and process improvement.
Manage agency and production budgets, assess tradeoffs and recommend investments that improve quality, speed and value.
Partner with Operations, Employee Communications, Training and Experience teams to define branding, messaging and content across the physical center journey.
Develop scalable frameworks and toolkits that help center teams deliver a consistent, engaging and locally relevant experience.
Ensure in-center communications support donor understanding, confidence and engagement and help employees connect to the brand promise.
Identify opportunities to modernize visual storytelling, environmental messaging and content delivery within centers.
Balance enterprise consistency with operational practicality, regulatory requirements and local-market needs.
Own brand guidelines, identity systems, messaging standards, templates and governance processes across donor-facing and employee-facing communications.
Oversee content development and distribution across advertising, social, web, app, CRM, video, print, public relations and emerging channels.
Lead strategic direction and governance for the digital asset management platform and brand portal, including taxonomy, access and adoption.
Drive scalable content practices, including modular design, reuse, localization and responsible use of emerging content capabilities.
Partner with Legal, Regulatory Affairs, Compliance and other reviewers to ensure content meets applicable requirements.
Lead complex cross-functional initiatives and align senior stakeholders around brand strategy, creative direction, priorities and decisions.
Act as a trusted advisor on brand, content, social, creative and go-to-market opportunities and risks.
Lead, coach and develop direct reports and broader project teams, clarifying priorities, accountabilities and standards of excellence.
Build partnerships across Marketing, Operations, Media, CRM, Digital Experience, Communications, Human Resources, Finance, Legal and Regulatory Affairs.
Foster innovation, inclusion, accountability, collaboration and continuous improvement.