Director, Brand Strategy and Management

Marketing San Mateo, California Glendale, California Austin, Texas


Description

Director, Brand Strategy and Management 
Los Angeles preferred but Bay Area/Austin approved

 

About LegalZoom

We're here to make legal help accessible to all. LegalZoom transformed the legal industry with the launch of our online services and groundbreaking technology in 2001. Since then, millions of customers have counted on us to officially start and run businesses, protect brands and intellectual property, and look after loved ones through wills and trusts.

As the industry leader for over 20 years, innovation remains at the center of all we do. We're creative thinkers and problem solvers with a passion for building legal and tax products that make a positive impact on the world, and we're always looking for exceptional people to push us further. With us, you'll do work that's as rewarding as it is challenging with a team where every voice matters and diversity, equality, and inclusion are truly embraced. Together, we'll continue to democratize the law and make a real difference in the lives of millions.

Overview

As the Director of Brand, you play a critical role in the LegalZoom organization. You provide innovative leadership as you drive brand strategy and execute against many of our top business and brand building priorities. You are responsible for creating and executing the annual strategic brand plan, overseeing brand and product architecture, driving brand narrative and visual identity and ensuring consistent application of our brand. This role will manage our external ad agencies, briefing in campaign strategies based on brand and consumer insights, and collaborating with our Executive Creative Director to bring the campaign to life. You will work closely with our partners to ensure you deliver on the integrated campaign needs that maximize channels like paid, earned, editorial, PR, and comms. You will also oversee the articulation of our brand and employee value proposition that drives engagement and retention of existing employees and attracts new talent to the organization.

You are creative, strategic, analytical, and detail-oriented with strong communication, relationship building and project management skills. As a distinguished brand strategist/marketer, you have proven experience partnering cross-functionally to bring brands, products and services to life. You pride yourself in thinking like our consumers, and you have a track record for delivering insights-driven brand building plans that produce excellent business results. You have experience managing brand strategy, agencies and direct reports and have a passion for developing people while working collaboratively across all areas of the organization.

You will
  • Lead external agencies to drive brand and campaign plans from strategy through execution
  • Develop and manage new campaign plans and brand partnerships through collaboration with cross-functional teams to bring those plans to life through creative briefs, launches, announcements, campaigns and always-on optimizations of marketing
  • Drive the brand research roadmap and unlock new growth opportunities through deep understanding of customer and market insights
  • Own key business initiatives such as revamp of brand strategy and development of employee value prop in service of attaining organizational and brand objectives
  • Develop new brand and product architecture with consistent naming conventions and oversee rollout across portfolio of products
  • Be accountable for the branded touch points in the consumer journey, delivering a delightful customer experience that ensures a long-term relationship with LegalZoom
  • Serve as a thought leader within the organization, sharing your point of view which is data-driven and backed with research and insights
  • Identify opportunities for optimizing the customer experience and work with teams to test hypotheses and drive results as you influence product, test and research roadmaps
  • Understand the landscape – be an expert on our competition and how they position themselves; be an expert on our customers, understanding who they are, what their motivations are and how we can best meet those needs
  • Partner with sales enablement team to ensure communication about brand initiatives is made to our sales and customer care teams and that training materials are updated
  • Work with Marketing, Product Management, UX/Creative, Sales, Customer Care, Training & Shared Services, PR, Engineering, Legal and Business Development to ensure a great customer experience
  • Develop marketers by providing meaningful coaching and being a steward of talent

Skills and experience

  • 12+ years of Brand Strategy or Marketing or other directly transferable marketing experience
  • Exceptional at driving nationwide brand-building campaigns, communications and go-to-market initiatives
  • Demonstrated strategic business ownership of a brand, product or service line with significant revenue responsibility
  • Clear and effective communication skills (written and verbal), comfortable presenting and distilling information to executives
  • Excellence in thinking through end-to-end implications and presenting decisive recommendations
  • Success influencing product and brand strategy, design and development timelines and processes
  • Ability to apply consumer insights, research and testing to drive world-class marketing strategy
  • Proven track record collaborating with agencies, product, creative, sales, legal, finance, operations, customer service and quality assurance teams
  • Exhibit a bias for action and motivating and inspiring others
  • Strong people management skills and experience developing/mentoring team members
  • First hand experience in high growth settings with demonstrated abilities to enable organizations to scale
  • Experience in tech and lifestyle brands a plus
  • Bachelor’s degree required; MBA or higher degree preferred

 

Join us in making a difference as we build our future and help ensure access to professional legal advice to all! LegalZoom is an equal opportunity employer, dedicated to diversity.