Freshworks is seeking an innovative, strategic brand leader to help grow awareness and build strong equity at both the master brand and sub-brand levels. The ideal candidate will have extensive agency experience helping tech/product-led growth companies become global iconic brands. Reporting to the VP of Global Brand Marketing, you will have a tremendous impact across the business by overseeing our brand positioning, architecture, and messaging. This role requires someone who can expertly manage qualitative and quantitative research, then bring actionable insights and business-driving implications to senior leaders around the company. As Sr. Director of Brand Strategy, you will be responsible for building a global center of excellence for brand strategy, helping to ensure that a deep understanding of our customers and their needs are at the center of all marketing strategies going forward.
Role and Responsibilities:
Conduct brand research and analysis

• Drive research to assess current marketing strategies, customer profiles, competitive landscapes, industry trends, and market shares in order to develop a strong sense of strengths, weaknesses, and opportunities to improve brand awareness and positioning.
  
• Set business performance goals to measure brand perceptions, recognition, engagement, top of mind, spontaneous and prompted brand awareness, and equity.
  
• Drive analytics including full-funnel views that show how leads and conversion are impacted by brand and marketing efforts.
  
• Conduct deep dive analysis in key areas such as emerging competition, share of voice, shifting customer behaviors and sentiment, social/digital intelligence, and trends to determine strategic implications.
  

Provide insights that impact our growth

• Collaborate with Sales and Marketing to create and implement a plan to impact, drive, and sustain long-term category/brand health, including awareness, engagement, and equity.
  
• Uncover actionable, inspirational insights that set up the creative team to produce breakthrough work that fosters real business results.
  

Lead brand positioning, architecture, and messaging

• Create and identify positioning strategies that drive interest and capture new customers, as well as sustain long-term relationships.
  
• Develop and manage consistent and compelling brand identity, architecture, and messaging across all touch points and channels.
  

Deliver measurable increase in brand awareness

• Build, strengthen, and amplify company brand awareness and manage overall health of brand across all audiences - prospects, customers, candidates, employees, analysts, investors, and communities.
  
• Translate Freshworks' business strategy into integrated brand campaigns to hit our strategic and financial objectives in the short- and long-term.
  

Skills and Experience:

• 15+ years of experience as a Brand Strategist at a leading brand agency, consultancy and/or internal brand team - proven experience leading fully integrated brand strategies.
  
• 8+ years of experience conducting research and competitive analysis - translating data, ideas, and insights into customer value.
  
• Deep expertise building and optimizing brand strategy, positioning, architecture, and messaging.
  
• Proven ability to create and execute global and geo GTM plans.
  
• Demonstrated experience designing and executing integrated brand campaigns across multiple media forms with measurable impact on business results.
  
• Able to thrive working cross-functionally in complex organizations, collaborating tightly with marketing counterparts.
  
• Strong leadership and experience coaching, growing, and developing team members.
  
• Bachelor's degree required. MBA in Marketing, Business, or degree in related field a plus.
  

Additional Skills Desired:

• Strong organizational, planning, and project/campaign management skills.
  
• Proven ability to thrive in a deadline driven, fast-paced environment and be highly organized and detail-oriented.
  
• Excellent communication and presentation skills.
  
• Intellectually curious. Ability to think big - constantly pushing boundaries and elevating the expectations of what's possible.
  
• Experience managing teams across Social Media and/or Employer Brand a plus.
  

At Freshworks, we are creating a global workplace that enables everyone to find their true potential, purpose and passion, irrespective of their background, gender, race, sexual orientation, religion or ethnicity. We are committed to providing equal opportunity for all and believe that diversity in the workplace creates a more vibrant, richer work environment that advances the goals of our employees, our communities and our business.
Freshworks makes it fast and easy for businesses to delight their customers and employees. We do this by taking a fresh approach to building and delivering affordable, quick to implement, and designed software for the end-user. More than 50,000 companies -- from startups to public companies -- worldwide use Freshworks software-as-a-service to enable a better customer experience (CX, CRM) and employee experience (ITSM, HRSM).
Headquartered in San Mateo, California, Freshworks has a dedicated team operating from 13 global locations to serve customers, including Bridgestone, Chargebee, DeliveryHero, ITV, Klarna, Multichoice, OfficeMax, TaylorMade and Vice Media.
Freshworks transforms the way world-class organizations collaborate with customers and co-workers. The suite includes Freshdesk (omnichannel customer support), Freshsales (sales automation), Freshmarketer (marketing automation), Freshservice (IT service desk), Freshteam (HR management system).