Global Brand Lead

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Luzern, CH  Management  Brand manager Full time job College / University

Allwyn is looking for a Group Brand Lead who will be responsible for implementing and managing the global brand strategy in line with the vision established by the Global Brand Director. This role focuses on building a global brand from the inside out, ensuring alignment across all markets while allowing for local market nuances. It involves developing and managing the brand’s vision, positioning, identity, and overall strategy to drive differentiation, customer engagement, and long-term performance. Acting as a strategic partner to global functions and local market teams, the Group Brand Lead ensures consistent and effective execution of the brand strategy.

What will you do:

1.      Strategy

  • Implement the global brand strategy within assigned markets, ensuring alignment with company goals and values.
  • Build brand and content strategies
  • Develop and implement integrated marketing plans with a strong focus on ROI and long-term brand equity growth.
  • Identify the need of consumer research & translate consumer insights, market trends, and competitor analysis into actionable brand strategies.
  • Ensure the brand’s value proposition drives competitive differentiation and customer engagement.

2.      Execution / Implementation

  • Oversee the creation and implementation of consistent brand identity across various channels and markets.
  • Ensure brand communication connects effectively with Marketing, Product, RG, CSR, Sponsorship, Global Partnerships and Digital across all consumer journeys.
  • Coordinate design outputs to ensure quality and adherence to the brand’s strategic vision.
  • Lead and manage cross-functional brand-related projects to meet objectives on time and within budget.
  • Provide guidance and direction for Group Brand Managers and Market Brand manager & Designers, ensuring consistent execution.

3.      Stakeholder Management [Collaboration Across the Group and with Markets]

  • Ensure internal teams are educated and aligned with the brand strategy and identity.
  • Build strong relationships with stakeholders across the group and collaborate effectively with markets.
  • Lead cross-market collaboration and knowledge-sharing to elevate global brand-building capabilities.
  • Partner with internal teams (Product, Finance, RG, CSR, Sponsorships, Global Partnerships, HR, Insight, Media and Markets) to integrate brand strategy into broader business objectives.

4.      Operations [Budgeting, KPIs, Reporting, etc.]

  • Oversee agency scopes of work (SoW) and manage the brand function’s budget.
  • Ensure optimal resource allocation for maximum impact.
  • Track and evaluate brand performance against defined KPIs, ensuring effective reporting frameworks are in place.

5.      Team Development

  • Build, mentor, and develop a high-performing global team, fostering a culture of collaboration, creativity innovation, agility, and growth.
  • Develop talent and plan for succession pipelines within the team.
  • Identify, and develop high-potential talent within the team, offering increased exposure and responsibility.
  • Provide regular feedback and development opportunities to team members, aligned with performance goals and organizational values.
  • Create an inclusive and empowering environment that encourages knowledge sharing, cross-market collaboration, and capability building.
  • Lead cross-market collaboration, knowledge-sharing, and best practices to elevate capabilities globally.

What do you need to succeed?

  • 15+ years of experience in brand management, marketing, or related fields, with a strong focus on B2C global brands
  • University degree in Marketing, Communications, Business or a related field
  • Proven track record of managing large-scale cross-market campaigns
  • Demonstrated experience in developing and implementing brand positioning, identity, and purpose
  • Strategic thinking with the ability to translate insights into action
  • People leadership experience
  • Exceptional project and stakeholder management
  • Experience in agency leadership and budget management
  • Strong collaboration skills and ability to influence cross-functional teams including Product, CSR, Sponsorships, and Commercial functions
  • Fluent or Native English

This position will be based in Lucern, however frequent travel would be required approx. 30% of the time (mostly across Europe).

Does this opportunity sound exciting to you? Then we would love to hear from you!