Senior Director, Corporate Brand Strategy

ZOLL Medical•Chelmsford, MA

28d

About The Position

At ZOLL, we're passionate about improving patient outcomes and helping save lives. We provide innovative technologies that make a meaningful difference in people's lives. Our medical devices, software and related services are used worldwide to diagnose and treat patients suffering from serious cardiopulmonary and respiratory conditions. This individual will be responsible for driving the development and maintenance of the ZOLL brand in a global market. Initial success metrics will include the cohesiveness and buy in of divisional stakeholders around a shared vision and groundwork to ensure ongoing alignment with corporate and divisional business objectives going forward. This leader will establish and steward a brand that enables market share growth and customer and employee loyalty. The role requires a high-level of cross-functional collaboration, alignment and leadership with executive, marketing, sales, product development, communication and creative teams across the 4 divisions to bring the ZOLL brand to life across products, audiences and events.

Requirements

Bachelor’s degree in Marketing or a related field
More than 10 years in marketing roles with 5-10 years of experience focused on brand strategy development, preferably within medical device, pharmaceutical, or healthcare industry, relevant non-healthcare industry experience will be considered
Experience with digital marketing, social media management, and content creation
Strong creative vision coupled with the ability to create KPIs, analyze data and measure brand performance
Strong interpersonal skills, with experience leading cross-functional teams and collaborating with various departments to meet multiple project deadlines in a fast-paced environment
Excellent written and verbal communication skills, with the ability to craft compelling narratives for different audiences
A proactive approach to problem-solving with strong attention to detail and the ability to adapt to changing market conditions and consumer behaviors
Familiarity with marketing and analytics tools (e.g., Google Analytics, SEM tools, CRM software, etc.)
Proficient in Microsoft Office Suite including PowerPoint, Teams, and Power BI
Effectively work in a regulated industry in healthcare, medical devices, or pharmaceuticals.
High ethical integrity.

Responsibilities

Establish, implement and maintain a brand strategy of appropriate size and scope, reflecting the ZOLL brand and a unified corporate identity, that will increase brand awareness, market share, and customer and employee loyalty.
Ensure cross-functional and cross-divisional alignment to enable consistent messaging, visuals, and tone of voice across all product platforms and divisions.
Identify cross divisional opportunities to leverage ZOLL brand as a whole in the public mindset.
Define, unify, and refine a differentiated ZOLL brand in the global market.
Coordinate with internal stakeholders, business units and regions to conduct market research to understand brand awareness, perception, channels, consumer preferences, competitive landscape, and emerging trends.
Leverage insights to create a brand identity that can be linked to the company, its employees and its products.
Define scope of unification and points of diversity between the corporate brand and the divisional product strategies and audiences.
Ensure divisional product strategies reflect the corporate brand and vice versa.
Ensure creation of high-quality content, messaging and brand materials (including digital content, advertisements, and promotional materials) that align with and strengthen the brand’s objectives, that are representative of the ZOLL portfolio, and that are in alignment with regulatory and compliance mandates.
Ensure ZOLL website effectively displays the Global ZOLL brand, while highlighting each division’s primary product and business objectives.
Ensure engagement with external audiences including via social media platforms and other channels, enhances brand loyalty and understanding.
Ensure alignment and coordination with internal communications platforms and messaging.
Maintain stewardship of the ZOLL brand, serving as a central resource to guide and to preserve its foundation.
Ensure collaboration, education, training and consistency across the ZOLL functions and divisions for internal and external audiences.
Establish and execute brand strategies and programs to maximize customer and employee loyalty and connection to the product and company, enabling attainment of commercialization, profitability, business growth and market share objectives.
Partner with cross-functional and cross divisional teams to ensure ongoing brand alignment with marketing, service, product development, product management, and communications functions.
Develop feedback loops to understand and improve ZOLL brand impact to external audiences.
Monitor and track the performance of brand initiatives through KPIs, including brand awareness, sales, customer engagement, and feedback.
Develop and manage a brand-specific marketing budget, ensuring cost-effective allocation of resources across marketing and communication activities related to ZOLL corporate brand.
As appropriate, manage and develop direct reports to ensure efficient operation of the function.
As appropriate, manage relationships with external partners, such as advertising agencies, media, and influencers to enhance brand presence.