VP, Brand

Weight Watchers

2d•Hybrid

About The Position

WeightWatchers is a global digital health company and the world’s #1 doctor-recommended, clinically studied behavioral weight health program. For sixty years, we have led the industry by blending science and community to help millions of people build sustainable healthy habits. As the science of weight health rapidly evolves, so does WeightWatchers. We are redefining the category by developing new clinical pathways for GLP-1 medication access, creating specialized behavioral programs for members on weight-loss medications, and integrating medical care with our proven habit-change framework. By combining these clinical breakthroughs with our digital-first community, we are uniquely positioned to lead the future of weight health care. The VP Brand is responsible for creative excellence in global content & design across the WW world. This individual will build the WW brand that resonates with WW members and consumers, refining our creative vision, voice, and social media strategy across all markets, while serving as a leader on the Global Brand team, contributing to strategy, planning, prioritization, and execution.

Requirements

Bachelor's degree in English, marketing, communications, journalism
15 years experience in creative design, content creation and production
Superior capability in influencing an executive leadership team with storytelling (the “why”) while also being able to pivot quickly to roll up their sleeves to get the job done.
Ability to oversee creative, content and video production for a large, global organization with experience across digital, email, web/app, social media, video, print and experiential
Experience overseeing and leading a multidisciplinary team of creative, production and copyright personnel, including video, digital and social media creators
Experience in creative marketing campaigns and the content to deliver those campaigns across omni-channels and with a global lens understanding local cultural nuances
Experience in crafting and executing a multi-channel creative and content strategy
Experience managing a large creative global budget
Deep knowledge of SEO and experience developing SEO strategy for a large consumer-facing brand(s)
Experience identifying and working with influencers and celebrities, creating creative & content assets that can live across multiple channels

Responsibilities

Create and drive creative content strategy for all global markets across the WW pillars: nutrition, activity, mindset and sleep
Oversee the creative content editorial calendar, ensuring the timely impact of on-brand content publishing
Maintain a steady pulse on social activity on all relevant topics, educating members and consumers on what our audience is talking about and what the competition is up to incomparable spaces.
Create a social media strategy that is relevant and consistent to the WW brand, leveraging our long history but propelling our voice into the new spaces we want to be seen and heard. Be strategic about what content is put out publicly and when in order to have the biggest impact.
Develop messaging and narratives that are clear, consistent and compelling to drive awareness, excitement and advocacy with creative design and content that drives recruitment, retention and elevates the brand across the WW world.
Develop best-in-class content across the following formats: digital (website), in-app, organic social content, video, consumer-facing print (books and magazines), program materials, emails, marketing content and experiences/events
Manage and oversee the global creative content budget.
Partner cross-functionally and are able to influence across many layers of the business, including within Brand/Marketing, Business Development, Product on UX, Tech, etc.
Build thought leadership across WW pillars for both B-to-B and PR uses
Establish and manage digital metrics and KPIs, adjusting creative content strategy as needed to grow an audience
Work with media and marketing partners to develop co-produced creative content
Manage the following teams: Content, Social, Influencer, Comms, Partnerships, Social Creative