Overview

The Head of Brand Strategy leads the strategic development of the BOI Brand. Working in partnership with key stakeholders, you will ensure that corporate priorities and pan BOI projects inform and align with the overall BOI brand and related brand strategies. Further, you will ensure that these are evaluated against brand objectives and audience data and provide strategic insight and guidance about on-going brand development.

The person in this role will work in partnership with Retail Ireland & Group Divisional Directors, Heads of Marketing, Media planning and the Channels team to ensure that the diverse range of marketing outputs across BOI are planned & implemented to create a compelling story about the Bank of Ireland.

Key Responsibilities will include:

The development of brand guidelines, positioning, strategy and supporting assets to bring our brand to life for internal and external customers, and ensure consistency of brand application across internal and external consumer touchpoints.

The use of qualitative & quantitative data to inform brand strategy.

Ireland has one of the youngest and most digitally active populations in Europe, and the majority of our customers interactions with us are via digital channels therefor extensive experience with marketing automation platforms (DMP, campaign management, personalisation) as well as data driven social strategies, and experience building content funnels is a must.

Essential Skills & Experience

To be successful in this role, you will have worked as a Senior Creative Strategist with experience of directing a brand team to deliver unified messages to targeted audiences, based on the highest creative standards. You will have proven experience of developing and implementing brand strategy with Board level stakeholders within multinational or multifaceted organisation, agency experience will also be of benefit.

The successful candidate will be an expert in brand strategy and development with proven results in building brand equity in multiple companies and/or business units.

You will have extensive experience of building analytically driven campaigns to deliver measurable business outcomes (conversion rate increases, NPS uplifts social engagement.

Experience of developing and implementing guidelines and working processes across a broad range of areas is essential, as is experience in developing brand identities. You will also have significant experience of managing commercial and matrix relationships in a large/comparable organisation.

This is a leadership position and as such you will possess strong communication and interpersonal skills. You will be able to demonstrate experience of leading and developing an effective creative team, able to drive high performance whilst maximising available resources and maintaining high morale. In addition, you will be comfortable building and maintaining strong working relationships with stakeholders, internal and external, and with technical and non-technical members of a creative community.

We don`t focus simply on what we do, we also care how we do it. Our values and the way we behave are very important to us. Please make sure you`ve read about our values and behaviours in the document attached below. You`ll be asked questions relating to them as part of your application for this role.

Bank of Ireland Group is an equal opportunities employer and is committed to fostering an inclusive workplace which values and benefits from the diversity of our workforce.