Director, Brand Strategy & Insights
Banana Republic
San Francisco, California
About Banana Republic
Born from two California creatives fueled by their explorer spirits, Banana Republic has repositioned itself as a premium, experiential lifestyle brand for today’s modern world. Designed for a life where anything is possible, we use the finest materials with the latest fabric innovations to create timeless, versatile clothing, jewelry, shoes and handbags. Through our home and art collections, we extend beyond apparel and are a part of our customers' lives at home.
We are creating memorable, immersive experiences online and in-store that build lasting relationships and solve our customers’ lifestyle needs. Our team is made up of passionate and curious storytellers who are pushing the boundaries to deliver consistent, quality product through an elevated customer experience. Sound interesting? Join us as on the BR journey as we create what’s next.
About the Role
The Director of Brand Strategy & Insights is responsible for developing comprehensive and innovative marketing strategies across all of Banana Republic's marketing activities that align with the brand's overall business objectives and target customer segments. Reporting to the Sr. Director, Brand Strategy & Marketing, you will leverage consumer, product, and strategic insights to create brand and product positioning, messaging, and value propositions for Banana Republic. In this role, you will ensure Banana Republic remains culturally resonant, leveraging deep insights to craft strategies that authentically connect with diverse audiences. In this role, you will own the creation of a forward looking brand framework that sets the team up for successfully delivering on the strategic vision. You will partner closely with Brand Marketing to support the creation of full-funnel marketing plans and campaign briefs, ensuring that all marketing strategies, messaging and creative concepting align to defined brand strategy, identity, and positioning.
What You'll Do
- Develop and implement Banana Republic brand objectives and strategy, including defining and overseeing brand architecture approach, developing a best-in-class messaging strategy, and defining cultural positioning for Banana Republic through a forward looking strategic framework (annual + seasonal).
- Own the core value proposition and build a strategic competitive positioning for Banana Republic that resonates with consumers and defines how the brand is differentiated from competitors
- Develop and segment consumer targets based on growth and revenue goals, and drive consumer-led, data-driven strategies that guide the messaging for all Banana Republic products
- Cultivate a master understanding of Banana Republic's customer personas, including what drives them, how they feel about the brand, and what is resonating in culture across all consumer segments. Work closely with the consumer insights team, ensuring the most relevant insights are available to the broader marketing team.
- Work closely with the Sr. Director to develop the asset guidelines and formats playbook that will ensure that brand identity, look, and feel come through across all marketing assets and consumer-facing touchpoints
- Provide governance that works horizontally across Banana Republic products and vertically from awareness platforms through local retail store touchpoints
- Leverage consumer, product, and strategic insights to create brand and product positioning, messaging, and value propositions that drive cultural relevance and consumer engagement
- Contribute to the creation of Banana Republic marketing briefs with Brand Marketing
- Interface regularly with internal and external partners to ensure that creative, marketing plans, and campaigns align to brand strategy, brand identity, and cultural positioning
Who You Are
- 8+ years marketing experience with 5+ years experience in brand strategy, brand management, and/or brand marketing
- 3+ years of experience managing teams, with a proven track record of collaborative leadership, team building, and managing individual contributors
- Experience owning and holistically managing brand strategy development
- Experience in a highly complex, matrixed organization with a proven track record of working cross-functionally to drive change
- Exceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functions
- Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap
- Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels
Benefits at Banana Republic
- Merchandise discount for our brands: 50% off regular-priced merchandise at Old Navy, Gap, Banana Republic and Athleta, and 30% off at Outlet for all employees.
- One of the most competitive Paid Time Off plans in the industry.*
- Employees can take up to five “on the clock” hours each month to volunteer at a charity of their choice.*
- Extensive 401(k) plan with company matching for contributions up to four percent of an employee’s base pay.*
- Employee stock purchase plan.*
- Medical, dental, vision and life insurance.*
- See more of the benefits we offer.
*For eligible employees
Gap Inc. is an equal-opportunity employer and is committed to providing a workplace free from harassment and discrimination. We are committed to recruiting, hiring, training and promoting qualified people of all backgrounds, and make all employment decisions without regard to any protected status. We have received numerous awards for our long-held commitment to equality and will continue to foster a diverse and inclusive environment of belonging. In 2022, we were recognized by Forbes as one of the World's Best Employers and one of the Best Employers for Diversity.
Salary Range: $164,200 - $217,500 USD
Employee pay will vary based on factors such as qualifications, experience, skill level, competencies and work location. We will meet minimum wage or minimum of the pay range (whichever is higher) based on city, county and state requirements.
US CandidatesPlease note that effective, June 30, 2022, Gap Inc. will no longer require any of its employees to wear face masks or require proof of COVID vaccination, unless required by local or state/provincial mandates or as part of Gap Inc's quarantine guidelines after being exposed to or testing positive for COVID. Therefore, please disregard any language in any job posting that refers to Gap Inc.'s face mask and proof of vaccination policy as said policy is no longer effective.
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