Brand Voice Lead

Company Description

For over 100 years, BlueScope continues to build on our reputation of quality brands and products, leading technology and a customer-first spirit. Through our global brands, we are one of the largest manufacturers of building solutions in the world. Our diverse, bright and inspired workforce is committed to bettering the communities we serve through breakthrough thinking and innovations. Your goals, ideas and perspective can help shape our future – we look forward to hearing them!

Job Description

We are seeking a visionary and dynamic Brand Voice Lead to join our rapidly growing in-house Brand Studio. Our mission is to ignite and elevate the BlueScope brand through innovative storytelling, exceptional design, and creative brilliance. You will be joining a team of creative visionaries, problem solvers, and strategic thinkers dedicated to pushing boundaries, fostering collaboration, and driving excellence in everything we create.

This pivotal role is designed for a seasoned creative professional with a copywriting background and big brand agency experience. You’ll have the unique opportunity to bring your big ideas applied to strategic insights in a setting where your creative vision directly shapes and elevates our brands across all touchpoints. You’ll be at the forefront of our brand’s expression, working closely with key stakeholders to ensure our creative work captivates audiences and drives meaningful business results. As a Brand Voice Lead, you will live and breathe the brand, continually pushing the boundaries of creativity to engage, delight, and connect with our audiences in innovative ways. Your role will be instrumental in bringing agency-level excellence in-house and leading our brand
through its evolution.

At BlueScope Buildings, a global leader in engineered building solutions, you will work in an industry that merges innovation with structural beauty. This role offers the chance to shape 3 evolving brands currently undergoing replattforming and brand refreshes. As we bring these new brand expressions to life, you’ll establish brand guidelines and take ownership of the voice of these brands.

This position offers the opportunity to make a significant impact by flexing your creative muscles and telling our brand’s story through compelling storytelling, conceptual campaigns, and resonate brand messaging. You’ll collaborate with the creative team to solve challenges with innovative thinking that aligns with our company’s broader mission and business goals, driving creative excellence. Your work will directly influence how our brand is perceived across all touchpoints, making this an exciting opportunity to be part of a brand transformation and contribute to a memorable brand narrative.

Key Focus Areas

Big Idea Generation and Conceptual Thinking:

• Develop and pitch bold, innovative ideas that elevate the brand and resonate deeply with our target audience.
• Ensure all creative work is strategically aligned and impactful across all platforms.

• Translate brand vision into compelling creative concepts that support business objectives.

Brand Voice Development: 

• Establish and maintain the unique voices of our three brands, ensuring consistency and alignment with brand strategy.

• Develop and refine brand messaging that guide all communications and marketing efforts.

• Collaborate with the Creative Director to define the strategic direction of brand voices and ensure they resonate with target audiences.

Creative Strategy: 

• Contribute to the overall brand strategy by integrating voice and messaging into broader marketing and creative initiatives.
• Partner with the Senior Brand Creative to align visual and verbal elements, creating a cohesive brand experience across all channels.
• Analyze market trends and audience insights from the Demand & Strategy team to inform and evolve brand voice strategies

Integrated Campaigns:

• Lead the creative execution of integrated campaigns development across all channel touchpoints:
  including video, print, experiential, exhibit, digital, and web.
• Coordinate with cross-functional teams to ensure strategic alignment and integration of campaign elements and fulfillment of the overarching marketing calendar.

Content Supervision and Execution: 

• Oversee the creation of all written content, including marketing materials, digital content, and campaign messaging, ensuring they reflect the brand’s voice and strategic objectives.
• Supervise and provide direction to freelance copywriters and content creators, and agency partners, ensuring any outsourced deliverables are high-quality, consistent and on-brand.
• Lead the development of a brand guidelines, tone of voice documents, and key messaging.

Process Development: 

• Collaborate in the creation and refinement of workflows and processes that enhance the efficiency and effectiveness of the Brand Studio.
• Adapt and evolve processes as the team grows, maintaining flexibility to respond to new challenges and opportunities.

Strategic Execution:

• Blend strategic thinking with hands-on creative execution, delivering work that surprises and delights.
•  Drive measurable results for the business through well-executed creative strategies.
• Align creative execution with the broader marketing strategy to ensure cohesive messaging.

Cross-functional Collaboration: 

• Work closely with marketing, brand, segment, and sales teams to ensure brand messaging is integrated into various customer touchpoints.
• Serve as a key partner in brainstorming sessions, contributing innovative ideas that align with both brand voice and business objectives.
• Act as a brand ambassador within the organization, advocating for the importance of a consistent and powerful brand voice.

Supervision and Direction:

• No direct reports, but this could evolve into a manager role.
• In this role, you will supervise external resources, including freelance copywriters and content creators, as we move into the executional phase of building out our brand materials and marketing library.
• Collaborate with outside agency partners to ensure cohesive and strategic creative output.
• Your leadership will be crucial as we transition from a small team to a high-performing Brand Studio.

Quality Assurance: 

• Oversee the finalization of all design projects, ensuring they are proofed, quality controlled,
  on brand and error free.
• Maintain high standards of creative excellence and attention to detail in all work.

Qualifications

Required Qualifications: To be considered for this position, you must possess the following qualifications:

• Experience: 10+ years of experience in copywriting and brand strategy, with at least 5 years in a senior role within an advertising agency or in-house creative team. Proven experience in developing and executing brand voice strategies across multiple brands.
• Skills: Exceptional writing and editing skills with a strong understanding of how to craft messaging that resonates with diverse audiences. Expertise in brand strategy, creative strategy, and content development.
• Leadership: Demonstrated ability to lead and inspire both internal teams and external resources, with experience in supervising freelance copywriters and content creators.
• Problem-Solving: Strong problem-solving skills with the ability to thrive in an environment where systems and processes are still being established.
• Collaboration: Excellent interpersonal and communication skills, with the ability to work effectively as part of a collaborative, cross-functional team.
• Business Acumen: A deep understanding of how brand voice impacts business goals and the ability to integrate creative work into broader marketing strategies.
• Education: Bachelor’s degree in English, Communications, Marketing, or a related field, or equivalent work experience.

Skills and Abilities

At BlueScope we believe in investing in our employees through our Leading at BlueScope Attributes. Below are attributes that will key to your success at BlueScope:

• Creative Problem Solver – Seeks and leverages diverse perspectives; fosters innovation and creative solutions; finds smarter solutions and uncovers value.
• Change Facilitator – Models continual improvement; seizes opportunities to adapt; is optimistic about change and motivates others in the change journey.
• Results Achiever – Delivers against continually higher levels of performance; strives for constant improvement; looks for ways to work smarter; pushes forward despite ambiguity.
• Driver of Commercial Success – Thinks and acts in the commercial interest of BlueScope; makes sound decisions to improve the business’ performance by executing marketing plans that increase sales.
• Collaborative Partner – Seeks to understand; shares knowledge; builds/uses diverse networks for greater impact; uses a range of skills and approaches to influence others.
• Capability Builder – Prioritises learning and development and stretch outside comfort zones; invests in strengthening capability; makes judgements that allow others to achieve their full potential.

Additional Information

The preceding job responsibilities and tasks were designed to indicate the general nature and level of work performed by associates in this job. It is not designed to contain or be interpreted as a comprehensive inventory of all job duties and responsibilities required of associates assigned to this job. Associates may be required to perform other duties as assigned. Additional job competencies, individual goals, and performance measurements are set at the department level.

The benefits are just as rewarding as the work at BlueScope. To support our goal, we offer a total compensation plan and an outstanding benefits package that includes health insurance, life insurance, short and long term disability, paid time off, and retirement. 

EEO Employer/M/F/Disabled/Protected Veteran

BlueScope is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, sex, sexual orientation, gender identity, age, status, as a protected veteran, among other things, or status as a qualified individual with disability. 

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