Bain & Company Inc

Global Brand Director

US-MA-Boston
Job ID
2017-2505
Posted Date
9/11/2017
Category
Marketing
Type
Regular Full-Time
US-MA-Boston

Overview

Founded in 1973 on the principle that consultants should deliver results, not just reports, Bain & Company has dedicated itself to working with global leaders to help them make better decisions. Bain’s passion in converting those decisions to actions while delivering the sustainable success they desire has resulted in their clients historically outperforming the stock market four to one. 

 

Bain’s consulting model allows the firm to find value across boundaries, develop insights to act on, and energize teams to sustain success. An organization passionate about always doing the right thing for its clientspeople, and their communities, even if it isn't easy, Bain has sought to align its economics with those of its clients, so that it prospers only if its clients prosper. 

 

Bain is special: a mission-driven organization that aspires to be the best consulting firm in the world, with a strong emphasis on teaming to bring the ‘best of Bain’ to crack client problems. Its distinctive ethos of ‘a Bainie never lets another Bainie fail’ is embedded in the individual and collective DNA.

 

Bain has long been a leader of innovation. Whether by working with private equity or non-profits, or by aligning its success with the success of its clients, Bain has stood apart as a leader in management consulting. Bain's enriching environment encourages its people to achieve their best and make a lasting impact.

 

With 55 offices across 36 countries around the world, we work seamlessly as one firm to serve our clients wherever they need it. 

 


Firm Culture

 

Bain & Company’s relentless focus on results is at the heart of Bain history and culture. We strive to make a difference in everything we do. Bain’s people enjoy collaboration and helping others succeed. They are approachable, humble, down to earth, and laugh a lot. While Bain’s people hold common goals, individuals drive the richness of its culture. The best way to fit in is to be yourself. Bain’s people like working with each other. We develop deep, enduring relationships with each other and our clients. And, we enjoy what we do and have fun along the way.

 

Bain aspires to be not the biggest but rather the best in the premium consulting sector.  This requires that we hire, develop and retain the very best business talent while creating a culture in which these people thrive.   The accelerated learning process at Bain is unparalleled. Bain also provides the flexibility to pursue your passions and shape your career while with the firm. Bain’s culture is one of opportunity.

 

The Global Brand Director will lead the development and execution of Bains branding and reputation building efforts across both external and internal audiences.  The successful candidate will play an instrumental role in cultivating Bain’s brand internally with our global team and externally with clients, targets and recruits. Reporting directly to the Chief Marketing Officer, this role will be a critical member of the marketing leadership team and will work collaboratively throughout the organization to develop the brand strategy and deliver integrated marketing campaigns that have a measurable impact on the business.

 

Responsibilities include identifying innovative strategies and tactics to enhance Bain’s profile while reinforcing Bain’s brand guidelines to ensure consistency across all touchpoints, and managing Bains in-house creative teams (branding, design, video production, digital assets, and marketing materials).

 

  • Brand development and execution: Develop the Bain brand strategy and create an authentic, credible, motivating, differentiated, and relevant strategic positioning in the marketplace.  Roll out internally and externally our brand refresh, getting full adoption and buy-in across all geographies and practice areas, including both an updated positioning as well as a refresh  of Bain’s look & feel with new design guidelines and video graphics toolkit to refresh and modernize Bain’s marketing material.  Develop and deploy reputation-enhancing initiatives that have measurable and strategic impact on the business, consistently building awareness, preference, consideration and brand equity. Develop unique, targeted and relevant integrated marketing campaigns that increase brand recognition, raise Bain’s profile among our target audiences and lead to consideration.  In conjunction with Marketing leadership and agencies, update the brand book and brand standards and work to ensure and preserve brand integrity and value in the marketplace.
  • Internal Communications: Build an Internal Communications team to work with Bain Leadership on campaign creation, message development, execution and measurement.  Develop and execute new and innovative internal communications campaigns to reinforce Bain’s reputation, expertise, values and “results” heritage through new formats and channels
  • Video: Expand Global Video’s commercial role in multi-media proposals and client work, collaborating with Bain’s Design lab
  • Visual Design: Develop new, high impact communication and visual design for Bain’s client/ commercial touchpoints, including client work
  • Research and measurement: Establish and track key performance indicators and develop dashboards that measure campaign effectiveness, ROI, and key brand metrics. Measure and report on the effectiveness of brand programs and campaigns with the purpose of improving resource allocation, efficiency and revenue generation. Manage the brand and internal communication budget and create compelling business cases for future investment.

Responsibilities

Brand Development and Management:

  • Articulate and maintain Bains differentiated positioning and track record of results
    • Develop/ refine metrics to demonstrate our track record and "batting average" of results; benchmark regularly against competitors
    • Develop external communication strategies and brand campaigns for external audiences (as needed)
    • Align with other relevant parties (e.g., Global Recruiting, OneBain/ Human Capital, Global Training, etc.) to ensure consistent brand positioning and reinforcement
  • Set and uphold brand policies and processes for consistency across all touch points including product naming, messaging, visual identity, tone of voice, etc. and conduct brand audits as needed
  • Evolve Bain’s brand architecture to accommodate new strategic priorities and initiatives
  • Lead periodic brand refreshes selecting and managing outside agencies, overseeing the analysis and creative process and executing the roll out to the firm across all internal and external touch points
  • Serve as Bains global branding and creative center of excellence
    • Create and share progress, best practices and new brand ideas/initiatives globally: monitor and report out results through key marketing, recruiting, and client development metrics
  • Upgrade and evolve Bains core business development & marketing collateral
    • Ensure Bain overview materials are kept up to date and easily accessible to Bain partners and managers, and that they always reinforce the refreshed brand positioning and relevant, differentiating proof points
    • Coordinate with practice areas to ensure up to date materials are incorporated in their customized credentials  and other selling support toolkits
  • Oversee major internal brand training and reinforcement campaigns for Bains global staff of over 7,000 employees
    • Run and evolve the Bain Results Challenge, an annual worldwide celebration of Bains impact on client results
    • Drive development of key brand assets with our creative teams
    • Update and evolve training modules that introduce and reinforce Bains brand values for employees; where appropriate, conduct training  of  all  new  staff  on  Bain Voice and Bain Brand - either in person or through online modules or a train-the-trainer approach for each office
    • Serve as a global resource to draft and/or edit major internal and external communications with refreshed Bain Voice
    • Organize "Brand Champions" in all markets and departments and share branding best practices across markets and practices
  • Build an Internal Communications team to work with Bain Leadership on campaign creation, message development, execution and measurement
    • Develop creative campaigns, including frequent, high velocity, ‘snackable ‘communications
    • Production of all formats (videos, PPT, infographics, emails….)
    • Experiment with various distribution channels
    • Create an effective communication cascade from leadership team to staff
    • Maintain a central calendar of IC campaigns to avoid overwhelming staff
    • Develop a library of materials for leadership to draw from
    • Devise clear RAPID on content and distribution
    • Create metrics and on-going measurement of impact/engagement

 

  • Manage and oversee Bain’s in-house creative teams (as well as freelancers and agencies):
    • Provide creative direction, guidance/ prioritization, professional development, and team inspiration
    • Design: oversee existing Design team servicing a wide variety of design requests from around Bain system; roll out updated commercial visual identity
    • Video: fulfill all video requests including executive conversations, client work, partner expertise/ IP videos, and product marketing; oversee rollout of global production network; drive utilization of Bain’s digital asset management system)
    • Brand & marketing materials: oversee existing Marketing Materials team and a materials warehouse ("marketing store") which handles the fulfillment of all print materials orders
    • Manage cross-team/ departmental budgets and headcount; update and refine 3-year plans
    • Keep Bain’s creative fresh, innovative, and modern while maintaining strict cost discipline and high Net Promoter Scores (70+ across all teams)

 


Performance & Success Measures

  • Develop baseline metric for Bain Brand Awareness and Consideration; show improvement over time
  • Net positive client feedback on Bain’s reputation
  • ROI on all measurable brand campaign investments
  • High employee engagement with internal communications campaigns
  • Team employee Net Promoter Scores over 70
  • Internal client Net Promoter Scores over 70

 

Reporting Relationship

The Global Brand Director will report to the Chief Marketing Officer, Wendy Miller. As Chief Marketing Officer, Wendy is responsible for developing the global marketing strategy, building out customer insights to drive demand for products and services, and leading overall Marketing and Communications.

Qualifications

  • Minimum of fifteen years of professional business experience
    • Prior client-facing consulting work experience is preferred
    • Experience with B2B and/or professional service firm marketing/branding
  • Experience developing and implementing brand strategy, brand architecture, product branding for best in class companies and premium brands
  • Demonstrated success in developing and executing creative brand campaigns
  • Creation and execution of creative, compelling internal communications strategy and campaigns
  • Experience with a wide range of digital and social communication formats, channels and tools
  • Track record of developing effective campaigns (internal and external) to reach millennial audiences
  • Confidence and professionalism to influence senior executives with logic, data, conviction and persuasion
  • Must be in tune with the global marketplace and be able to interpret trends and analyze impact while incorporating new ideas
  • Demonstrated ability to impact and influence change while collaborating effectively internally and externally with individuals at all levels
  • Experience inspiring, developing and managing creative teams
  • Fluency in spoken and written English a requirement

 

Irrespective of an individual’s specific background, the successful candidate will be:

  • Collaborative – someone who knows how to work with and through others to drive results and make change happen
  • Entrepreneurial, with a bias to action – someone who instinctively knows what needs to be done and rallies colleagues to get things accomplished; “rolls up the sleeves” and gets things done
  • Bright – insightful, creative, with strong problem-solving skills, and pragmatic, practical, “real-world” sense of what is actually do-able. Possesses an affinity for data-driven insights to making decisions
  • Innately creative and digitally oriented
  • Articulate and compelling in his/her oral and written communication skills; engaging and concise – with interpersonal “presence”; adaptable across executive, technical and Bain audiences
  • Energetic, with drive, enthusiasm, and natural skills in relationship development; well-connected, with an extensive network of potentially relevant relationships
  • Ale to draw upon a keen ‘followership’ of high caliber, talented individuals to augment talent requirements for Bain
  • A great colleague and teammate; passionate about the task at hand and fun to be around; someone with whom Bainies go out of their way to work
  • Able to self-manage time, prioritizing and balancing across multiple competing demands

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