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VP, Global Brand Marketing

London - Commercial; New York, United States

Who we are

We are an organisation that exists to drive progress. That's the “red thread” that connects everyone at The Economist Group (TEG). Our businesses share a devotion to innovation, independence and rigour in their fields of expertise. We empower people to understand and tackle the critical challenges and changes facing the world. Our analytical rigour, global expertise and evidence-based insights enable individuals and organisations to make sense of these shifts and chart a course through them.

We deliver analysis and insights in many formats to subscribers and clients in 170 countries through our four businesses, The Economist, Economist Impact, Economist Intelligence and Economist Education, which uphold our global reputation for excellence and integrity. 

 

VP, Global Brand Marketing

Location: New York, NY or London, UK 

Reports to: EVP, Marketing

The Role

The VP, Global Brand Marketing is a recently formed, senior leadership role responsible for setting our brand strategy and translating it into high‑impact, omnichannel campaigns that grow saliency, awareness, consideration and, ultimately, subscription growth and retention. 

You will be responsible for building and leading a world‑class brand and creative function, orchestrating a robust campaign planning engine, and partnering closely with Research and Media Planners and Buyers to deliver best‑in‑class execution at pace and scale.

What You’ll Do

Strategy & Planning

  • Set annual, quarterly and rolling (12–18 month) brand strategies and plans for priority markets and segments; ensure best‑in‑class delivery across channels and regions

  • Own the brand campaign planning process that enables a high volume of brand and content campaigns to go to market on time and on budget, with clear sequencing, resourcing and governance

  • Develop and lead the global brand strategy for The Economist in partnership with the EVP Marketing to increase brand awareness and strengthen brand meaning among target audiences

Audience, Insights & Competitive Intelligence

  • Partner with Research & Data to translate audience insights (behaviours, needs, triggers, barriers) into compelling propositions and creative platforms that build brand salience

  • Assess and track key competition and market dynamics; provide actionable recommendations on how to respond to category shifts, cultural moments, and media innovations

Campaigns, Creative & Content

  • Lead the development and execution of omnichannel brand campaigns (digital, social, audio, video/CTV, OOH, experiential, partnerships) that drive saliency, affinity, acquisition and retention

  • Manage the in‑house creative team and external agencies to produce seasonal and always‑on campaigns; oversee creative briefings, resourcing, budgets, timelines, testing plans and approvals

  • Serve as a guardian of our brand voice for all brand assets both as part of campaigns and BAU—ensuring that our all marketing reflects the intelligence, quality, and authority that our readers and subscribers expect from our brand and journalism

  • Work closely with the in‑house media efficiency, planning and buying team to maximise reach and engagement, and to continually improve key brand metrics

  • Champion creative excellence and experimentation, balancing rigor with speed; set clear quality bars and feedback rituals

Leadership & Ways of Working

  • Lead, motivate and develop the brand and creative teams; cultivate a high‑performance, inclusive culture focused on craft, accountability and continuous improvement

  • Coach and upskill brand & campaign managers; define career paths and hiring plans for a scaling team

  • Build strong cross‑functional partnerships with Editorial, Growth/Retention, Media Planning and Buying, Product, PR/Comms, and Research 

  • Own the consolidated brand budget and work closely with the Media Planning and Buying team on quarterly investment reviews

What You’ll Bring

  • Deep mastery of brand marketing principles and best practices, with a track record of developing distinctive positioning and platform ideas that scale globally

  • End‑to‑end campaign leadership from strategy and creative platform development through market delivery and post‑campaign learning

  • Equally left‑ and right‑brain: confident with data, experimentation and measurement, and passionate about creative excellence and storytelling

  • 8+ years in brand/marketing leadership roles, including experience building or stewarding premium, luxury and/or heritage brands across multiple markets

  • Demonstrated success operating in a matrixed organisation with multiple senior stakeholders and international teams

  • Inclusive, collaborative leader and contributor who elevates the work and the team; strong people leadership and agency management skills

  • Thrives in a fast‑paced environment; sets high standards, simplifies complexity, and delivers at speed with quality

  • Exceptional communication skills with the ability to influence senior partners and present to executive leadership

#LI-Hybrid OR #LI-Remote

AI usage for your application

We are an innovative organisation that encourages the use of technology. We recognise that candidates may utilise AI tools to support with their job application process. However, it is essential that all information you provide truthfully and accurately reflects your own experience, skills, and qualifications.

What we offer

Our benefits package is designed to support your wellbeing, growth, and work-life balance. It includes a highly competitive pension or 401(k) plan, private health insurance, and 24/7 access to counselling and wellbeing resources through our Employee Assistance Program.

We also offer a range of lifestyle benefits, including our Work From Anywhere program, which allows you to work from any location where you have the legal right to do so for up to 25 days per year. In addition, we provide generous annual and parental leave, as well as dedicated days off for volunteering and even for moving home.

You will also be given free access to all The Economist content, including an online subscription, our range of apps, podcasts and more.

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