How You’ll Contribute
The Communications, Marketing and Brand team uses creative and strategic tools to further the mission of the National Geographic Society (NGS), while maintaining our place as one of the world’s most trusted non-profit organizations and global brands. The Division’s creative minds develop and execute mission-driven, on-brand strategies and integrated strategic communications, marketing, creative and audience growth for the National Geographic Society and unifying our efforts across our owned channels, through owned channels, outside partners and earned media. The team is composed of seven integrated departments: Creative, Integrated Brand Marketing, Partnership Marketing, MarCom Operations and Internal Communications, Strategic Communications, Executive Communications, and Crisis Communications and Public Relations.
The Senior Director, Brand is responsible for developing brand strategies and brand identity guidance that optimize the National Geographic brand and further the mission and appeal of National Geographic Society. The Senior Director, Brande will establish strategies to reach global audiences in relevant and meaningful ways. Also responsible for stewarding brand leadership and management across the Society and its partners, the supporting the cultivation of a unifying brand story for the Society, emphasize and execute our “One Voice, One Brand, One National Geographic” approach, and ensure that National Geographic brand promise and pillars show up as an authentic brand expression across all existing and new marketing, communications, and brand activations.
Your Impact
Responsibilities Include:
Brand Strategy (30%)
Lead and evolve brand strategy across the Society and serve as a thought leader and key brand liaison to partners that are licensed to amplify the brand. Work closely with partner groups, such as the National Geographic magazine, books, travel, events, and consumer products teams on brand expression and activations.
Provide strategic direction for brand, creative, marketing, and other teams across partner marketing and communications divisions and the entire Society to produce innovative, compelling work of the highest standard.
Translate audience insight and market data into actionable brand positioning and compelling reasons to believe that drive differentiation and brand performance.
Brand Identity (30%)
Develop and maintain comprehensive brand guidelines (logos, voice, tone, and visual style) to ensure consistency across digital, social, and physical channels.
Lead creative development process on the creation of branded assets and brand guideline documents.
Partner and collaborate cross-functionally with partner marketing team, editorial and content, and NGS divisions to gain alignment on brand identity guidelines and translation into various customer experiences (live events,museum exhibits) and marketing campaigns. creative strategy.
Brand Management (30%)
Lead global brand training and develop materials that inspire stewardship of the National Geographic brand.
Serve as the “brand guardian” and resident expert on brand guidelines, maintain brand integrity across all initiatives, products, partnerships, activations, and all opportunities, ensuring consistent adherence to brand guidelines and standards.
Partner on vetting of new opportunities and partnerships and assess how they align with NGS’ brand standards and mission, lead deep dive analysis and facilitate approval committee on new partner opportunities.
Metrics (10%)
Develop measurement approach and ensure consistent tracking of brand-specific metrics to measure overall brand health and f equity-building initiatives with key audiences.
Assess potential ways to measure brand or reputational risk versus reward and recommend opportunities to leadership.
Develop executive-level reports on brand impact, brand awareness among audience targets and support of the NGS strategic plan.
Leverage data to inform brand and creative strategy.
What You’ll Bring
Educational Background
Bachelor’s degree is required. Credentials in communications, branding, marketing, business or related field. MBA or advanced degree preferred.
Minimum Years and Type of Experience
10+ years, including at least 5+ working in a complex organization with global brand recognition with 3+ years of management experience in a complex, matrixed-driven team environment.
Necessary Knowledge and Skills
Excellent oral and written communication skills; ability to work with a variety of internal constituents.
Ability to handle sensitive information confidentially and exercise good professional judgment.
Strong leadership and interpersonal skills with the ability to navigate complex business environments.
Strong people and prioritization skills.
Excellent organizational skills and meticulous attention to detail.
Desired Qualifications
Experience building a global brand, developing brand positioning and repositioning, assessing brand risk and maintaining brand standards, including with partners.
Understanding of the creative process and experience in managing agencies and working with in-house creative teams to develop high quality and effective creative.
Proven success acting as a brand guardian while strategically assessing and adding partners and advancing growth opportunities.
Experience assessing brand risk and knowing when to pursue new opportunities and when to decline them.
Proven ability to collaborate in a highly matrixed and complex environment, serving as a tactical and strategic advisor, coach, and partner.
Supervision
1 Direct Report, external agencies, contractors, and partners to pull through brand and identity standards.
Salary Information
The National Geographic Society offers a competitive and holistic total rewards package. Our compensation structure and transparent pay philosophy are based on industry-specific market data for similar-sized nonprofit organizations.
The salary range for this position accounts for a wide range of factors including but not limited to organizational need; specific skill sets; experience and training; certifications; and more. At the National Geographic Society, individuals are typically hired at or near the starting point of the salary range for their role, and compensation decisions are dependent on the facts and circumstances of each case.
The salary range for this position is $185,250.00 - $195,000.00.
In addition, the National Geographic Society offers a competitive and comprehensive benefits package that includes, but is not limited to, medical, dental, and vision insurance; engaging and comprehensive wellness program; 401(k) retirement savings plan with matching contributions after 6 months of employment; flexible paid time off benefits with up to 22 days of paid annual leave per calendar year (15 days for new hires in their first year, prorated based on the number of pay periods remaining in the year) and 10 days of sick leave; 12 paid holidays and a paid winter break between December 25 and 31 (May not apply to all roles that are required to work during high volume seasons or essential workers. Please check with the hiring manager for confirmation.); paid parental leave, adoption and surrogacy expense reimbursement, fertility benefits; learning and development opportunities; Lifestyle Spending Account; pet adoption assistance and insurance; pre-tax transportation benefits with a generous employer subsidy; employer-paid life insurance and disability benefit; and a variety of National Geographic discounts and perks.
Job Designation
Hybrid - At the Society, we believe in the advantages of coming together to build community, mentor and learn from colleagues, and connect more deeply with our mission. As a result, the majority of our staff are Hybrid. Our Hybrid category requires that staff work at Base Camp two days each week: every Tuesday and Wednesday. Hybrid staff are also always welcome to come in additional days each week if preferred.
Candidates must be legally authorized to work in the United States. This position is not eligible for visa sponsorship.
We encourage you to apply even if your experience is not a 100% match with the position. We are looking for someone with relevant skills and experience, not a checklist that exactly matches the job description. We want to help you grow and in return, you help us grow into a stronger, more inclusive organization.
