Senior Director, Brand Strategy
Coinbase has built the world's leading compliant cryptocurrency platform serving over 73 million accounts in more than 100 countries. With multiple successful products, and our vocal advocacy for blockchain technology, we have played a major part in mainstream awareness and adoption of cryptocurrency. We are proud to offer an entire suite of products that are helping build the cryptoeconomy and increase economic freedom around the world.
There are a few things we look for across all hires we make at Coinbase, regardless of role or team. First, we look for signals that a candidate will thrive in a culture like ours, where we default to trust, embrace feedback, disrupt ourselves, and expect sustained high performance because we play as a championship team. Second, we expect all employees to commit to our mission-focused approach to our work. Finally, we seek people with the desire and capacity to build and share expertise in the frontier technologies of crypto and blockchain, in whatever way is most relevant to their role.
The Marketing organization is looking for a brand leader with experience defining and driving a brand strategy in a fast-growing, category-defining global company. This person will be inspired by unlocking the human and cultural truths that anchor and inspire creative teams to develop breakthrough global marketing campaigns and activations that raise brand awareness, drive customer growth, improve Coinbase’s brand positioning, and generate revenue.
This person should have a strong understanding of the value of Brand in driving top of funnel awareness and engagement. This role will offer a unique opportunity to build out a new strategy from the ground-up and create breakthrough experiences that make Coinbase an integral part of daily life and culture.
Ideal candidates have a deep knowledge in consumer trends and behaviors, an ability to motivate and inspire cross functional partners, and a track record for globally-minded, culturally-relevant campaigns that gain media attention and consumer engagement. The right individual will bring a balanced combination of vision, ambition, judgement, creativity, and critical thinking - all with the passion and enthusiasm for building the Coinbase brand and advancing the crypto movement.
What You'll Be Doing (i.e., Job Duties)
- Establish and evolve the brand strategy and positioning for Coinbase - both internally and externally
- Lead and expand a nimble group of brand strategists globally
- Become an expert of Coinbase products and audiences
- Be the brand evangelist and influence company leadership and cross-functional teams, ensuring brand strategy is reflected across all work, activities and actions
- Partner with internal insights team and external partners to design and analyze research
- Bring to life human insights that champion our community, to inform creative briefs
- Deliver creative briefings, collaborating with and supporting creative teams throughout the process
- Drive and apply strategy across diverse, concurrent campaigns, partnerships and activities
- Understand and contextualize crypto / market trends and audience behavior to inform strategy
- Manage and drive consistency of brand across marketing and cross functionally, including Customer Service, Talent, Recruiting, Comms, Product, etc.
- Deliver measurable increase in brand awareness and manage overall health of brand across all audiences
What We Look For In You (ie. Job Requirements)
- 15+ years of experience in roles of growing responsibility at a global consumer brand - either at an agency, with a consultancy or internally.
- Proven experience leading full integrated brand strategies.
- Experience hiring and mentoring a team.
- Deep expertise building and optimizing brand strategy, positioning, architecture, and messaging.
- Comfort working in a high growth, continuously evolving environment.
- A strong interest in crypto and a passion to drive the economic freedom it can offer.
- Best-in-class marketing, communication, project and team management skills.
- Demonstrated ability to work across cross-functional teams.
- Strategic-thinker with a high degree of creativity to execute on high-impact, high-leverage, innovative materials and programs.
- Experience building a brand from scratch, not just defending well established brands.
- Experience with consumer tech or mission-driven brand on a global level a plus.
- Strong data and analytical skills and the ability to make strategic budgetary tradeoffs to accomplish goals.
Notice for Colorado applicants as required by sb19-085 (8-5-20). Target annual salary for this role performed in Colorado, is ($293,675)+ target bonus + target equity + benefits (including medical, dental, vision and 401(k)).
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