Associate Vice President, Brand

Geotab•Waterloo, ON

10h•CA$140,000 - CA$170,000•Hybrid

About The Position

Geotab is seeking an Associate Vice President, Brand who will be responsible for defining and evolving Geotab's global brand strategy, positioning architecture, and visual identity — connecting brand equity to measurable business outcomes across all markets and sub-brands. This role involves leading world-class creative teams and shaping how a global industry leader presents itself in the market. The position is for an existing vacancy.

Requirements

Ability to translate business goals into a differentiated, long-term brand strategy that drives market positioning and category leadership.
Proven ability to lead multidisciplinary creative teams and agency partners, maintaining high standards of creative excellence while ensuring on-brand execution at scale.
Ability to leverage data and market insights to inform brand decisions and measure the impact of brand investments on business outcomes.
Exceptional ability to partner across functions (Communications, Product Marketing, Revenue Generation, Regional teams) and influence without direct authority.
Outstanding verbal and written communication skills; ability to present and defend brand strategy to senior leadership and external audiences.
Skilled in coaching, mentoring, and developing diverse teams; demonstrated ability to build high-performing, psychologically safe team cultures.
Experience managing multi-million dollar budgets with a focus on both measurable outcomes and long-term brand equity.

Responsibilities

Defines and leads Geotab's global brand strategy, positioning architecture, voice, and visual identity across all markets and sub-brands.
Oversees the internal creative studio and external agency relationships to ensure production of world-class campaigns, content, and design that are on-brand and aligned with business objectives.
Partners with Communications, Regional leadership, Revenue Generation, and Product Marketing to adapt brand and sub-brand strategy for regional and segment-specific needs.
Leads and develops a team of designers, writers, and campaign managers, fostering a culture of creative excellence and psychological safety; oversees performance management, coaching, and career development for 3 direct reports and their respective teams.
Monitors cultural trends, market shifts, and competitive dynamics to inform brand evolution and maintain Geotab's position as a thought leader in the telematics and fleet management industry.
Manages the brand budget, establishing clear ROI metrics that link brand equity to long-term business value and demand generation outcomes.
Develops and maintains brand standards and governance frameworks to ensure consistency across all Go-To-Market touchpoints, including experience, messaging, and campaigns.