Vice President of Global Brand Marketing, The Economist
$170-200k
2-5 days a week in office
International weekly newspaper
Posted today
International weekly newspaper
1001+ employees
Posted today
$170-200k
2-5 days a week in office
1001+ employees
Company mission
To take part in a severe contest between intelligence, which presses forward, and an unworthy, timid ignorance obstructing our progress.
Role
Who you are
- Deep mastery of brand marketing principles and best practices, with a track record of developing distinctive positioning and platform ideas that scale globally
- End‑to‑end campaign leadership from strategy and creative platform development through market delivery and post‑campaign learning
- Equally left‑ and right‑brain: confident with data, experimentation and measurement, and passionate about creative excellence and storytelling
- 8+ years in brand/marketing leadership roles, including experience building or stewarding premium, luxury and/or heritage brands across multiple markets
- Demonstrated success operating in a matrixed organisation with multiple senior stakeholders and international teams
- Inclusive, collaborative leader and contributor who elevates the work and the team; strong people leadership and agency management skills
- Thrives in a fast‑paced environment; sets high standards, simplifies complexity, and delivers at speed with quality
- Exceptional communication skills with the ability to influence senior partners and present to executive leadership
What the job involves
- Reports to: EVP, Marketing
- The VP, Global Brand Marketing is a recently formed, senior leadership role responsible for setting our brand strategy and translating it into high‑impact, omnichannel campaigns that grow saliency, awareness, consideration and, ultimately, subscription growth and retention
- You will be responsible for building and leading a world‑class brand and creative function, orchestrating a robust campaign planning engine, and partnering closely with Research and Media Planners and Buyers to deliver best‑in‑class execution at pace and scale
- Set annual, quarterly and rolling (12–18 month) brand strategies and plans for priority markets and segments; ensure best‑in‑class delivery across channels and regions
- Own the brand campaign planning process that enables a high volume of brand and content campaigns to go to market on time and on budget, with clear sequencing, resourcing and governance
- Develop and lead the global brand strategy for The Economist in partnership with the EVP Marketing to increase brand awareness and strengthen brand meaning among target audiences
- Partner with Research & Data to translate audience insights (behaviours, needs, triggers, barriers) into compelling propositions and creative platforms that build brand salience
- Assess and track key competition and market dynamics; provide actionable recommendations on how to respond to category shifts, cultural moments, and media innovations
- Lead the development and execution of omnichannel brand campaigns (digital, social, audio, video/CTV, OOH, experiential, partnerships) that drive saliency, affinity, acquisition and retention
- Manage the in‑house creative team and external agencies to produce seasonal and always‑on campaigns; oversee creative briefings, resourcing, budgets, timelines, testing plans and approvals
- Serve as a guardian of our brand voice for all brand assets both as part of campaigns and BAU—ensuring that our all marketing reflects the intelligence, quality, and authority that our readers and subscribers expect from our brand and journalism
- Work closely with the in‑house media efficiency, planning and buying team to maximise reach and engagement, and to continually improve key brand metrics
- Champion creative excellence and experimentation, balancing rigor with speed; set clear quality bars and feedback rituals
- Lead, motivate and develop the brand and creative teams; cultivate a high‑performance, inclusive culture focused on craft, accountability and continuous improvement
- Coach and upskill brand & campaign managers; define career paths and hiring plans for a scaling team
- Build strong cross‑functional partnerships with Editorial, Growth/Retention, Media Planning and Buying, Product, PR/Comms, and Research
- Own the consolidated brand budget and work closely with the Media Planning and Buying team on quarterly investment reviews
Our take
Founded in 1843, the Economist is one of the best-known and well-read current affairs publications in the world, able to boast an ever-growing international circulation of around 1.5m readers. With sections ranging from US business news to the best new books & art, The Economist is a key figure within the huge journalism market.
Given its big market share, the key question for The Economist will be where it goes from here. Likely, the plan will be to carry on with business as usual. Critically, unlike many of its competitors, during the coronavirus pandemic The Economist has seen little decline in business, even as sales of paper-newspapers have declined globally. In particular, this is because the Economist has been operating a hybrid system of online and paper news for many years now, and so its core business has had relatively little to adapt to during the pandemic.
So, the key thing for The Economist will be ensuring that it keeps producing high-quality journalism into the future. In an age where the news is constantly plagued by distrust and misinformation, The Economist has a golden opportunity to set itself apart as a quality institution going forward.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
25% employee growth in 12 months
Company
Company benefits
- Team +/ individual performance bonuses
- Extended life assurance
- Training and development programmes
- Funding available for further education
- Work from home opportunities
- Health insurance
Company values
- Independence
- Integrity
- Excellence
- Inclusivity
- Openness
Company HQ
London, UK
Articles
Leadership
Lara Salameh Boro
(CEO (Not Founder))Lara has prevoiusly been CEO at Top Right Group and Informa. They are also a Non Executive Director at RWS HOLDINGS PLC.
People progressing
Joined as Digital Marketing Specialist in 2016, promoted three times since to Head of Owned Audience.
Diversity, Equity & Inclusion at The Economist
- Commitment to equal opportunities and inclusion
- Applications from all backgrounds encouraged
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