Brand Strategist

This is a fully remote position, open to applicants in California.

📋 Description

• Develop and rigorously evaluate brand positioning, architecture, and competitive strategy across ServiceNow’s portfolio and various business functions.

• Perform audience research and analyze buyer insights for IT, HR, Customer Service, and Security & Risk purchasing groups.

• Create brand architecture models, define categories, map competitive positioning, and develop persona-based strategic documents.

• Assist in brand measurement and health tracking by interpreting brand trackers and converting metrics into actionable recommendations for leadership.

• Conduct competitive intelligence analysis, which includes positioning research, messaging evaluation, and landscape mapping.

• Aid M&A integration and acquisition strategies through assessments of brand architecture, evaluations of equity, and integration recommendations.

• Utilize surveys, interviews, focus groups, analyst reports, market data, and campaign performance data to validate and refine strategies.

• Experiment with AI tools to enhance research synthesis, competitive analysis, and strategic modeling.

• Share insights on AI research and strategic best practices with the team.

• Support ongoing team programs and initiatives.

• Collaborate with brand, product marketing, integrated marketing, and both internal and external research partners.

⛳️ Requirements

• Several years of experience in brand strategy, communications planning, or insights development.

• Experience in an agency, consultancy, or in-house marketing environment.

• B2B enterprise experience is preferred.

• Proven experience in developing brand positioning, architecture strategies, or competitive positioning frameworks based on research and market analysis.

• Skilled in designing audience research, analyzing findings, and converting insights into strategic recommendations.

• Understanding of brand measurement, tracker design, and brand health metrics.

• Ability to synthesize complex market, competitive, and customer data into clear and actionable recommendations for leadership.

• Excellent communication skills, both written and verbal.

• Experience in designing and interpreting primary research, including surveys and interviews.

• Familiarity with various research methodologies.

• Intellectual curiosity regarding competitive landscapes, market trends, and category dynamics.

• Interest in AI and enthusiasm for leveraging new tools for research, analysis, and strategy development.

• Willingness to develop expertise and engage in cross-functional strategic discussions.

• A self-starter mentality.

• For certain roles, the ability to meet applicable export-control requirements and secure necessary approvals.

🏝️ Benefits

• Equity (when applicable).

• Variable/incentive compensation.

• Health plans.

• Flexible spending accounts.

• 401(k) Plan with company matching.

• Employee Stock Purchase Plan (ESPP).

• Matching donations.

• Flexible time away plan.

• Family leave programs.

• Flexible or remote work options, depending on role and location.

• Support for reasonable accommodations during the application process.