Senior Manager, Brand Management (Hybrid)
ABOUT CSL
CSL is a leading global biotechnology company with a constantly evolving portfolio of lifesaving products, built from the company's passion to always put patients and people first.
Headquartered in Melbourne and listed on the Australian Stock Exchange, CSL provides life-saving medicines in more than 60 countries and has over 32,000 employees worldwide. Innovation and growth is a priority for CSL, and its exceptional track record of year-on-year growth and shareholder return coupled with sustained patient impact have garnered CSL a strong reputation across its broad and diverse stakeholder base.
OUR CORE CSL BUSINESSES
CSL Behring's portfolio of innovative medicines includes a wide range of recombinant and plasma-derived products for treating bleeding disorders, immune deficiencies and chronic inflammatory demyelinating polyneuropathy, as well as hereditary angioedema and Alpha 1 Antitrypsin Deficiency.
CSL Plasma operates one of the world's largest and most sophisticated plasma collection networks, with more than 300 plasma collection centers in U.S., Europe and China. Plasma collected at CSL Plasma facilities are used by CSL Behring for the purpose of manufacturing and delivering its life-saving therapies to people in more than 100 countries.
CSL Seqirus was established in 2015 from the joining of bioCSL, CSL's former influenza division and the legacy Novartis Influenza Vaccines business. Together the two elevated Seqirus to the second largest influenza company in the world. Seqirus today is a global vaccines leader with one of the broadest influenza vaccine portfolios, and a growing suite of vaccine technologies for COVID-19 and other respiratory pathogens.
CSL Vifor is a strong and rapidly growing presence in nephrology and is committed to launching the next generation of therapies to address the full spectrum of kidney disease, with a focus on dialysis and rare disease. This is supported by their founding heritage and expertise in iron deficiency therapy, helping to support a broad range of patients in need.
The Opportunity:
Reporting to the Head of Reputation and Brand, you will be responsible for the management and development of CSL’s corporate brand and will co-create a vision, define brand purpose and roadmap so the brand keeps pace with the evolution of CSL as a dynamic business. You will lead key strategic deliverables for the corporate brand, including brand projects, campaigns and related activation initiatives and align stakeholders behind the vision. You will be accountable for ensuring overall consistency with the corporate brand and the business unit brands with one strong group visual identity and tone of voice by equipping people across the business with the right brand resources through managing and keeping up to date the centrally accessible global Brand portal, monitoring brand compliance, developing an approach to greater measurement and reporting including ensuring performance against KPIs and campaign ROI.
You will also implement CSL’s Community Investment Strategy and Framework for community giving and engagement, outlining the advantages of helping local communities while improving CSL’s reputation, employee involvement, and long-term sustainability.
The Role:
Brand strategy:
Responsible for the management and development of the corporate CSL brand: Co-create a vision, define brand purpose and roadmap.
Responsible for CSL’s brand strategy (e.g. architecture, positioning, identity/expression, messaging, activation, measurement) across our master brand and three business brands to ensure they add business value.
Ensures CSL Group’s communications strategy/execution aligns and contributes to CSL Group strategy, brand and objectives.
Leads brand-building investments which will build/protect/and defend the brand in a way that provides business value.
Ensures CSL Group’s communications strategy/execution aligns and contributes to CSL Group strategy, brand and objectives.
Leads key strategic deliverables for the corporate brand, including brand projects, campaigns and related activation initiatives.
Works closely with Content and Channel Strategy teams to ensure that the channel strategy is reflective of CSL’s brand strategy.
Brand guidelines and templates:
Maintains and evolve global brand guidelines to maximize value of brand expression in all our major languages.
Works with design agencies to create easy-to-use templates.
Arranges photography shoots to align to brand guidelines.
Accountable for ensuring brand usage by employees and partners follow established brand guidelines.
Brand management:
Builds and develops an engaging brand portal to ensure it is easy to store, search and share creative assets.
Ensures the brand portal makes it easy for internal stakeholders and agency partners to bring our brand strategy to life.
Identifies opportunities to optimize our brand portal using AI and the latest techniques and drive them to successful completion.
Conducts formal brand reviews with output to evolve CSL and business brands.
Coordinates with legal team to ensure legal issues, trademarks, and brand equity are properly maintained.
Accountable for educating key stakeholders on CSL’s brand positioning.
Trains team members on the use of DAM systems and best practices for asset management.
Brand insights:
Defines how CSL’s brand equity should be measured.
Generate actionable brand insights, using best-in-class tools and stakeholder research.
Identifes and monitors effective benchmarks for measuring brand awareness and analyzes, reviews and reports on effectiveness of brand campaigns in an effort to maximize results.
Agency management:
Global responsibility to cultivate relationships with leading brand agencies, and when needed, quickly scope, on-board, and activate brand agencies to support business objectives.
Reviews the budget and ensures initiatives support the business strategies.
Makes recommendations to improve spend and develop preferred agency list in partnership with procurement.
Stakeholder management:
Influences key business leaders, CEA, and agencies across the business.
Leverages networks to build brand awareness and affinity for company among external and internal stakeholders.
Leads the stewardship of the brand across the whole business, including the process of aligning stakeholders and building stakeholder confidence.
Community investment strategy:
Develops best practice approach to supporting and engaging local communities for maximum impact, using resources efficiently and ensuring investment into areas of priority, aligned with the company’s business and sustainability goals.
Develops and implements a centralized strategy with local implementation, where investment decisions and outcomes are harmonized across the enterprise and local colleagues clear on how to implement it.
Your skills and experience:
Bachelor’s degree in communications, business, marketing, or closely related field.
Solid understanding of brand foundational tools, consumer insight identification, segmentation and target development
Experience with brand positioning and brand strategy development
10-plus years of progressive experience in privateand/or publicsector communicationsis required.
Excellent written and spoken communication skills, strong presentation but diplomatic presence.
We encourage you to make your well-being a priority. It’s important and so are you. Learn more about how we care at CSL.
CSL is a leading global biotechnology company with a dynamic portfolio of life-saving medicines, including those that treat haemophilia and immune deficiencies, as well as vaccines to prevent influenza. Since our start in 1916, we have been driven by our promise to save lives through innovation. Learn more about CSL.
As a global organisation with employees in 35+ countries, CSL embraces diversity and inclusion. Learn more about Diversity & Inclusion at CSL.
