Marketing Manager Brand Strategy

About the Role

Key Responsibilities

• Champion the strategic foundation of the Bobcat brand vision, mission and values.
• Align our brand strategy and expression to help drive business growth into new channels, markets and products.
• Manage strategic projects to include brand positioning, customer and dealer experience, loyalty and retention efforts.
• Work collaboratively with both internal and external partners to drive activity that elevates our brand equity.
• Conduct user research and competitive benchmarking to understand and optimize our brand opportunity.
• Work in partnership with the Doosan Bobcat Global Industrial Design Center to advance visual identity and naming.
• Align across the business a consistent brand governance model; providing clear status updates, insights and recommendations to stakeholders for adjustments and opportunities as needed.
• Lead the development and execution of customer experience strategy, ensuring alignment with business objectives and a focus on measurable impact across key touchpoints.
• Drive cross-functional collaboration to design and implement customer journey maps, identify pain points, and prioritize improvements that enhance customer satisfaction and loyalty.
• Provide operational leadership to embed customer-centric practices, establish performance metrics, and guide teams in delivering consistent, high-quality impact.
• Define and manage brand health metrics, customer satisfaction KPIs, and experience-related measurements that support broader organizational growth.
• Lead brand and customer insight projects to identify opportunities and gaps for our Net Promoter Score (NPS), Customer Satisfaction (CSAT) efforts.
• Collaborate cross-functionally to message data insights through compelling reports.
• Serve as a primary brand champion, steward and trusted advisor to all levels of the organization, offering collaborative and confident brand guidance.
• Extend and evolve our brand approach and storytelling efforts to drive awareness, brand consideration and growth opportunities.
• Engage and educate internal teams to strengthen understanding of brand strategy, brand expression system, brand messaging and experience strategy.

Requirements

• Bachelor's degree in Marketing, Business Administration, Management, or a related field.
• 7+ years of experience with brand strategy, brand and reputation experience, advertising, creative and trademark portfolio management.
• Proven success in developing and executing customer experience strategies, including journey mapping and leveraging insights from tools such as NPS, CSAT, and voice-of-customer programs.
• Strong analytical skills with the ability to interpret customer and market data, translating insights into actionable improvements and strategic recommendations.
• Demonstrated expertise in managing and maintaining brand positioning, visual identity, and brand standards across global, large-scale, and matrixed organizations.
• Experience working with external agencies and vendors is highly preferred.
• Ability to develop and implement brand governance frameworks, storytelling strategies, and visual identity systems that support consistent brand expression across channels.
• Leadership experience in building, mentoring, and managing high-performing teams; skilled at influencing and collaborating with senior stakeholders and cross-functional partners.
• Excellent verbal and written communication skills, with the ability to present complex strategies and insights clearly and persuasively to executive leadership.
• Strong organizational and project management skills, capable of prioritizing multiple initiatives and driving projects to completion proactively.
• Highly detail-oriented, motivated, and a proactive problem solver committed to continuous improvement.
• Travel: up to 10-15% travel domestic and abroad.