Brand Strategist - Remote at Citrix

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Citrix builds the secure digital workspace technology that frees 400,000 customers to do their very best work from anywhere. By joining our award-winning workplace, you'll be included in the globally diverse, collaborative team that values work-life balance. Come see why Fortune named us one of the 100 Best Companies to Work For®. Let's innovate and grow together!

What we're looking for:

As a Brand Strategist, you will develop and manage the Citrix brand strategy to achieve critical outcomes for the business. You will be responsible for partnering with cross-functional teams to define needed brand strategies-including research, positioning, messaging, naming, and brand architecture-and determining the best way to get the work done. You will absorb the needs of the business to envision its future and develop positioning statements, value props, messaging, and other deliverables to continuously evolve the brand.

The brand strategist is adept at engaging stakeholders in creative, product marketing, product management, product management, sales, and marketing communications functions, as well as managing agencies, freelancers, and contractors. You are obsessed with clarity and consistency, but can be flexible when needed to deliver results. You are a creative and analytical problem solver, an empathetic partner, a resourceful practician, and a passionate advocate for the Citrix brand. Above all, you are comfortable with ambiguity. The ideal candidate will have 5 - 8 years of brand agency experience working with b2b clients in technology.

What you'll do:

The brand strategist is a leading architect of the Citrix story. You will apply strategic, analytical, and creative thinking to solve a range of brand challenges from positioning and messaging to naming and brand architecture. You will work closely with the brand strategy team to engage senior executives, marketing leadership, and stakeholders across the organization to define and manage the story that shapes not just marketing, but every experience that touches our most important audiences. You will assess needs of internal stakeholders, prioritize, and identify the right resource to meet the need whether through an external agency, freelance talent, internal resource, or yourself. The ideal candidate is comfortable with ambiguity, tech-savvy, collaborative, organized, and is particularly adept at driving clarity.

In your role, you will:
• Lead, own, and drive brand projects that will then cascade into broader brand programs and global marketing execution. Projects may include brand or product-level positioning and messaging, personas and customer journeys, brand architecture, naming, and quantitative and qualitative brand research.
• Source insights about customers, competitors, and market categories, and conduct analysis that informs and/or validates brand strategies.
• Develop frameworks to help drive strategic decision making
• Develop processes and tools to enable marketing with strong, consistent messaging, and logical, customer-focused brand architecture and naming.

• Help lead, build, and oversee an outsourced brand strategy operating model, leveraging specialist agency and freelance teams and individuals
• Concept, present, and sell-in creative ideas spanning the entire customer experience from thought leadership, to brand-to-demand.
• Roll up your sleeves and support the execution of creative ideas from concept through extension into other areas of marketing implementation, ensuring the highest level of quality.

• Build buy-in and alignment around key brand strategies. Consult to internal marketing and creative teams in product marketing, content marketing, advertising, events, and digital marketing to guide execution.
• Direct and support external creative teams of art directors, designers, producers, strategists, media, and developers to ensure deliverables are on strategy and on brand.
• Educate Citrites about the power and importance of brand and best practices.

• Bachelor's degree with minimum 5 - 8 years of brand strategy experience. Experience in B2B software category is an advantage. Exposure to consumer marketing is a plus.
• Strong portfolio showcasing storytelling, analytical, and executional skills.
• Demonstrated strength in managing/shaping verbal brand via written, editorial, and curatorial skills.
• Strong writer with ability to form and present logical, persuasive arguments
• Analytical skill with ability to marshal evidence to develop coherent strategic recommendations
• Experience managing creative projects (brand strategy, communications, research, creative)
• Experience fostering alignment in a highly-matrixed organization
• Creative thinking and demonstrated familiarity with current trends, culture, and events; bring inspiring external insight into the work that you do with us; and have a natural curiosity for data.
• Detail oriented with exceptional organizational skills, demonstrating excellent time-management, and multi-tasking abilities, being able to independently meet deadlines, including internal check-ins. Demonstrated ability to work independently, managing resources, and multiple projects simultaneously. Proficiency in project management and collaboration tools is a plus.
• Comfort with leading meetings and presenting to senior audiences
• 3 - 4 years as a strategist or account executive in a brand or marketing agency, preferably focused on B2B clients
• Experience defining and leading brand research projects including qualitative and quantitative research, brand trackers, customer journey, etc.
• Thrive in a dynamic, fast-paced culture, with the flexibility to adapt and change gears for the needs of a highly matrixed organization.
• Be solution-oriented in the face of challenges.
• Have a self-starting, entrepreneurial spirit.

Functional Area:


What you're looking for:
Everyone is welcome at Citrix. We prioritize diversity, equity, inclusion, and a culture of belonging, and celebrate bringing our courageous, authentic selves to work. We believe this way of working helps us innovate, and it's just one of the reasons why our employees continuously recognize Citrix as a great place to work.

Citrix helps make work more sustainable to benefit the planet, our business, and our communities. For more than 30 years, we have empowered individuals and organizations to work remotely or work from anywhere, reducing commuting emissions and energy consumption in the process.

We are the #1 leader in Virtual Client Computing (VCC) and #2 in the Application Delivery Controller (ADC) space, and we have key partnerships with top cloud providers. We'll give you the tools, learning opportunities, mentorship, and flexibility to achieve your goals. Come see why you belong at Citrix, with our culture supporting purposeful innovation and growth from within.

The Benefits
We offer a competitive total rewards package* that includes:
  • 18 weeks of paid parental leave
  • Health and wellness benefits
  • Employee assistance program
  • Retirement benefits
  • Education assistance
  • Time off and absence programs
  • Professional development and mentorship opportunities
  • Paid volunteer time and charitable matching of employee donations
  • Employee resource groups
  • And more!

**Please note that benefits may vary based on location.

President Biden released an Executive Order stating that federal contractors must require COVID-19 vaccinations for all US employees. As a company that works on federal contracts, we have a legal requirement to comply with the Executive Order. To be considered for this career opportunity, you must be fully COVID-19 vaccinated or have an acceptable medical or religious accommodation. Learn more about our COVID-19 policies .

Citrix Systems, Inc. is firmly committed to Equal Employment Opportunity (EEO) and to compliance with all federal, state and local laws that prohibit employment discrimination on the basis of age, race, color, gender, sexual orientation, gender identity, ethnicity, national origin, citizenship, religion, genetic carrier status, disability, pregnancy, childbirth or related medical conditions, marital status, protected veteran status and other protected classifications.

Citrix uses applicant information consistent with the Citrix Recruitment Policy Notice at

Citrix welcomes and encourages applications from people with disabilities. Reasonable accommodations are available on request for candidates taking part in all aspects of the selection process. If you are an individual with a disability and require a reasonable accommodation to complete any part of the job application process, please contact us at (877) 924-8749 or email us at [email protected] for assistance.

By applying, you are giving Citrix consent to be considered for future openings of other roles of similar qualifications.
More Information on Citrix
Citrix operates in the Big Data industry. The company is located in Santa Clara, CA, Raleigh, NC and Fort Lauderdale, FL. Citrix was founded in 1989. It has 11541 total employees. It offers perks and benefits such as Flexible Spending Account (FSA), Disability Insurance, Dental Benefits, Vision Benefits, Health Insurance Benefits and Life Insurance. To see all 73 open jobs at Citrix, click here.
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