Brand Strategy Manager
The opportunity
Grant Thornton is expanding across more than 20 markets, with new firms continuing to join the group. This creates significant brand strategy work: developing propositions, shaping brand architecture, naming new offers and determining how acquired firms transition.
As Brand Strategy Manager, you will shape the group’s positioning and narrative and lead the development of propositions and messaging for priority campaigns, services and solutions. You will prepare brand architecture, naming and acquired-brand recommendations and develop the employee value proposition. The role reports to the Director, Brand Strategy.
What you will do
Brand story and positioning
Develop and evolve the group’s positioning, narrative, messaging architecture and tone of voice principles for use across markets
Connect audience, client need, value and proof in every framework, so each claim we make is clear, credible and consistent
Propositions and messaging
Build the proposition and messaging frameworks behind our campaigns, services and solutions, working with activation, creative, content and service line teams
Design and lead brand workshops with leadership teams, markets and service lines to shape propositions, test the thinking and build agreement on the direction
Turn approved strategy into clear creative briefs and keep the agreed direction intact through development
Brand architecture and naming
Shape the group’s brand architecture as we grow, developing options and naming recommendations for acquisitions, products, platforms, services and solutions
Prepare decision papers for senior leaders, setting out each option with its commercial, legal and market implications
Partner with Legal throughout, so trademark and regulatory advice shapes each recommendation from the start
M&A brand strategy
Assess the brand equity of firms joining the group and recommend how each brand transitions, from the end state through to the approach and timing
Develop the positioning and core messages for acquisition announcements, connecting each new firm clearly to the wider group
Employer brand
Define and evolve the employee value proposition with People and Culture, from the promise we make to talent through to the proof points and core messages behind it
Brief the teams responsible for employer brand activity, ensuring the core proposition and messaging are applied consistently
Insight and evidence
Define the questions our brand tracking and testing programs need to answer, from awareness and consideration through to message performance
Interpret the findings and recommend changes to positioning and messaging over time
What you will bring
Bachelor’s degree in marketing, communications, business or a related field, or equivalent experience
Around 7 years in brand strategy, gained in-house, in an agency or in a consultancy
Experience working across markets or in a complex organisation; professional services experience is useful but not required
A proven record building propositions and messaging architectures
Strong writing and editorial judgement, able to make complex services clear, credible and distinctive
Experience in brand architecture, naming and acquired-brand strategy
Employer brand experience and confidence working with senior People and Culture stakeholders
Skilled facilitation: able to design and lead workshops with senior stakeholders across markets and cultures
Research literacy: able to frame testing questions and turn findings into recommendations
The ability to build an evidence-based case, present a clear recommendation to senior leaders and gain their support
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About UsWe are Grant ThorntonAt GT Ireland we don’t just predict your future, we build it.
What does this mean for you?
At Grant Thornton, we provide equitable opportunities for all our colleagues. We are a responsible, sustainable business where equity, diversity and inclusion (ED&I) is at the forefront of our workplace culture agenda, and today, we continue to build and develop on our existing ED&I structure and strategy to meet our workplace culture needs. People are at the heart of our business and teams built with varied individuals present diverse viewpoints, which need to be heard and valued.
We are all at our best when we are able to be ourselves and we view integrity and authenticity as integral values to bring to our day-to-day work-life at the firm. We are excited to see the personality and perspectives you will bring to our team because we know we will all benefit from them. Diversity of thought, background and experience enables better decision-making, improves the quality of our delivery, and helps us to meet the needs of our clients. Our firm is built on people and their ideas, so we want to hear all the new perspectives and fresh thinking you have to offer. You form the bedrock of our firm’s best-practice principles and we will champion you as leaders from day one.
Reward and benefits
Our reward and benefits are designed to create an environment where our people can flourish. We are committed to building a culture where our people have access to the necessary benefits to help promote a healthy lifestyle and thrive.
Recognition
We want to create a culture of recognition and celebrating success, by saying thank you to people who surpass our expectations and recognising the right values and behaviours. Our Shout Out recognition scheme is our way of highlighting and promoting achievements. Whether you simply want to say thank you, celebrate a special occasion or give an award for doing something exceptional, you can do all of this and more through the scheme.
Skills Required
- Bachelor's degree in marketing, communications, business, a related field, or equivalent experience
- Around 7 years of experience in brand strategy
- Experience working across markets or within a complex organization
- Proven experience building propositions and messaging architectures
- Strong writing and editorial judgment
- Experience in brand architecture, naming, and acquired-brand strategy
- Employer brand experience and confidence working with senior People and Culture stakeholders
- Skilled facilitation and ability to lead workshops with senior stakeholders across markets and cultures
- Research literacy, including framing testing questions and developing recommendations from findings
- Ability to build evidence-based recommendations, present clearly to senior leaders, and gain support
- Professional services experience
What We Do
Grant Thornton Gibraltar is a leading professional services firm established in 1995. It serves private individuals and public companies listed on international stock exchanges, with experienced teams supporting local and international clients. Its offerings include audit and assurance, business services, payroll, advisory, tax, accounting, and financial services. The firm also helps organizations grow and develop by addressing their accountancy and business needs.
