Key Responsibilities and Required Skills for Head of Brand and Customer

🎯 Role Definition

This role requires a visionary and strategic Head of Brand and Customer to join our executive team. This pivotal role is the ultimate champion for our brand and our customers, responsible for creating a cohesive, compelling, and world-class experience across every touchpoint. You will be the architect of our brand narrative and the guardian of our customer relationships, merging creative brand storytelling with data-driven customer insights to fuel sustainable growth, loyalty, and advocacy. This is a unique opportunity to build an iconic brand from a strategic leadership position and fundamentally shape how our customers perceive and interact with us.

📈 Career Progression

Typical Career Path

Entry Point From:

Director of Brand Marketing / Senior Brand Director
Head of Customer Experience (CX) / VP of Customer Success
Senior Marketing Director with a focus on brand and lifecycle

Advancement To:

Chief Marketing Officer (CMO)
Chief Customer Officer (CCO)
Chief Brand Officer (CBO)

Lateral Moves:

Head of Growth
VP of Product Marketing

Core Responsibilities

Primary Functions

Develop and execute a comprehensive, forward-thinking global brand strategy that builds brand equity, elevates brand perception, and ensures consistency across all channels and international markets.
Own the end-to-end customer journey, meticulously mapping all touchpoints and implementing data-driven strategies to enhance customer satisfaction (CSAT), Net Promoter Score (NPS), and overall customer health.
Define and articulate a powerful brand identity, voice, and messaging framework, ensuring it resonates with our target audience and is effectively implemented across all internal and external communications.
Lead the creation and execution of integrated, omnichannel marketing campaigns that tell a compelling brand story, drive brand engagement, and achieve commercial objectives.
Champion a customer-centric culture throughout the entire organization, acting as the primary advocate for the customer in all strategic decisions, product development, and operational processes.
Oversee the entire customer lifecycle management strategy, from acquisition and onboarding to engagement, retention, and loyalty, deploying targeted programs to increase customer lifetime value (CLV).
Establish, monitor, and report on key performance indicators (KPIs) for both brand health (e.g., brand awareness, sentiment, share of voice) and customer success (e.g., churn rate, retention, repeat purchase rate).
Direct all consumer insights and market research initiatives, translating qualitative and quantitative data into actionable strategies for brand positioning, product innovation, and customer experience improvements.
Lead, mentor, and inspire a high-performing team across brand marketing, content, social media, and customer experience functions, fostering a collaborative and innovative environment.
Manage the brand and customer marketing budget, ensuring optimal allocation of resources to maximize ROI and achieve strategic goals.
Drive the content strategy and creative development process for all brand assets, ensuring high-quality, on-brand creative that captures attention and drives connection.
Oversee the company’s public relations and communications strategy, managing media relations and corporate communications to build a positive public profile.
Collaborate closely with the Product team to ensure the product roadmap reflects customer needs and the brand promise is authentically delivered through the user experience.
Partner with the Sales and Growth teams to develop powerful go-to-market strategies and co-marketing initiatives that align brand messaging with revenue-generating activities.
Spearhead the development of a robust customer feedback loop, systematically collecting, analyzing, and disseminating customer insights to relevant departments for continuous improvement.
Govern the visual identity of the brand, managing all brand guidelines and ensuring all creative output, from digital ads to packaging, is cohesive and of the highest standard.
Identify and cultivate strategic brand partnerships, collaborations, and influencer relationships that amplify our reach and reinforce our brand values.
Lead the strategy for our online community and social media presence, fostering an engaged community of brand advocates.
Develop and manage our customer loyalty and advocacy programs, turning satisfied customers into active, vocal promoters of the brand.
Stay at the forefront of industry trends, competitor activity, and emerging technologies in brand building and customer experience to keep our strategy innovative and effective.
Act as a key spokesperson for the brand, confidently representing the company at industry events, in press interviews, and to key stakeholders.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis to uncover new opportunities in brand perception and customer behavior.
Contribute to the organization's broader go-to-market strategy and long-term strategic planning process.
Collaborate with the People & Culture team to translate the external brand promise into a compelling internal employer brand.
Participate in sprint planning and agile ceremonies where marketing and customer experience initiatives are involved.

Required Skills & Competencies

Hard Skills (Technical)

CRM & Marketing Automation: Deep expertise with platforms like Salesforce, HubSpot, Marketo, or similar, for managing customer data and lifecycle campaigns.
Analytics & BI Tools: Proficiency in using tools such as Google Analytics, Tableau, Looker, or Mixpanel to analyze customer behavior and campaign performance.
Customer Data Platforms (CDP): Experience with CDPs like Segment or Tealium for unifying customer data and creating a single customer view.
Brand Measurement Tools: Familiarity with brand tracking, social listening, and sentiment analysis tools (e.g., Brandwatch, Sprinklr, Nielsen).
Financial Acumen: Strong budget management and P&L ownership skills, with the ability to build a business case and demonstrate ROI.
Survey & Research Platforms: Experience designing and analyzing surveys using platforms like Qualtrics, SurveyMonkey, or Typeform to measure NPS, CSAT, and gather insights.

Soft Skills

Strategic Vision & Storytelling: Ability to craft and articulate a compelling, long-term vision for the brand and translate it into an inspiring narrative.
Inspirational Leadership & Team Development: A proven leader who can attract, mentor, and motivate a diverse team, fostering a culture of excellence and collaboration.
Data-Driven Decision Making: An analytical mindset with the ability to synthesize complex data into clear, actionable insights that drive strategy.
Deep Customer Empathy: An unwavering focus on the customer, with the ability to understand their needs, pain points, and motivations on a profound level.
Exceptional Communication & Influence: World-class written and verbal communication skills, with the ability to influence and align stakeholders at all levels, from the C-suite to junior team members.
Cross-Functional Collaboration: A natural collaborator who can build strong relationships and drive alignment across Product, Engineering, Sales, and Operations.
Creative & Innovative Mindset: A blend of creative intuition and a desire to experiment with new ideas, channels, and approaches to brand building.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree in a relevant field.

Preferred Education:

Master's Degree or MBA with a concentration in Marketing or Strategy.

Relevant Fields of Study:

Marketing or Brand Management
Business Administration
Communications or Journalism

Experience Requirements

Typical Experience Range: 12-15+ years

Preferred:

Extensive experience (12+ years) in progressive marketing roles, with at least 5-7 years in a senior leadership position directly overseeing both brand strategy and customer experience/lifecycle functions.
A demonstrable track record of building and scaling a beloved consumer brand, preferably within a high-growth D2C, B2C tech, or consumer goods environment.
Proven success in developing and executing omnichannel brand campaigns that drove measurable growth in brand equity and commercial results.