Associate Director Of Brand Activation & Content

CSL Plasma•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. It owns CSL Plasma’s social communications strategy and presence, translates consumer and donor insights into opportunities across channels, and provides strategic and operational leadership to the creative agency. The role is accountable for maximizing creative output, quality, speed and efficiency, and for identifying new ways to visually connect with prospects and donors. In partnership with Operations and cross-functional leaders, the Associate Director co-leads how the brand and messaging come to life in centers to increase engagement among donors and employees. Success requires enterprise brand leadership, 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. The role may require business travel, including overnight travel, based on business needs. CSL Plasma operates a network of nearly 330 donation centers in the U.S. and Europe and is a subsidiary of global biopharma company CSL. Plasma collected at CSL Plasma facilities is used by CSL to manufacture plasma-derived therapies for people in more than 100 countries.

Requirements

Bachelor’s degree in Marketing, Business, Communications or a related field, or an equivalent combination of education and relevant experience.
Typically 10+ 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.
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 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, using 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 opportunities in social formats, partnerships, creators, influencers and platform capabilities.
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 escalation and response protocols to protect brand reputation.
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 to connect visually with prospects and donors across advertising, digital experiences, social, CRM, video, mobile and in-center touchpoints; create learning agendas and test-and-learn opportunities.
Serve as the primary strategic and executive lead for the creative agency relationship; set scopes, priorities, ways of working, performance expectations and business review routines.
Lead strategic briefing, creative development, concept evaluation and approval from idea through implementation, challenging agency partners to create distinctive, channel-appropriate, insight-led work.
Improve agency output and efficiency through prioritization, modular content, asset reuse, resource planning and process improvement; manage agency and production budgets and recommend investments.
Partner with Operations, Employee Communications, Training and Experience teams to define branding, messaging and content across the physical center journey.
Develop scalable center frameworks and toolkits; ensure in-center communications support donor understanding, confidence and engagement and help employees connect to the brand promise.
Modernize visual storytelling, environmental messaging and content delivery in centers while balancing enterprise consistency, operational practicality, regulatory requirements and local needs.
Own brand guidelines, identity systems, messaging standards, templates and governance processes for 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 modular, reusable, localized content practices 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; advise on brand, content, social, creative and go-to-market opportunities and risks.
Lead, coach and develop direct reports and broader project teams, establishing 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.