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Intro: Facebook's mission is to give people the power to build community and bring the world closer together. Through our family of apps and services, we're building a different kind of company that connects billions of people around the world, gives them ways to share what matters most to them, and helps bring people closer together. Whether we're creating new products or helping a small business expand its reach, people at Facebook are builders at heart. Our global teams are constantly iterating, solving problems, and working together to empower people around the world to build community and connect in meaningful ways. Together, we can help people build stronger communities - we're just getting started.Summary: WhatsApp is a fast, simple and reliable way to talk to anyone in the world. More than 2.5 billion people in over 180 countries use WhatsApp to stay in touch with friends and family, anytime and anywhere. WhatsApp is not only free but also available on multiple mobile devices and in low connectivity areas — making it accessible and reliable wherever you are. It's a simple and secure way to share your favorite moments, send important information or catch up with a friend. WhatsApp helps people connect and share no matter where they are in the world.WhatsApp is looking for an experienced Brand Strategist to work on the WhatsApp Global Marketing Team. The Brand Strategist is an integral role to the WhatsApp Marketing team at a foundational time for the WhatsApp Brand as we establish the Brand for consumers for the first time in many places around the world. They will be responsible for developing and defining the global brand and marketing strategy, creating integrated strategies to reflect where we are now and where we want to be in the future. Brand Strategy is responsible for developing the overarching brand architecture and positioning, as well as supporting the development of the representation of the Brand globally. At its core, the WhatsApp Brand Strategist role is grounded in achieving creative excellence and long-term Brand Health for WhatsApp in a way that is meaningful to its users.The ideal person for this role has a strong background in developing effective, creative, and insights-driven brand strategies. They demonstrate cultural curiosity around the trends and drivers shaping consumer behavior globally. They are an ambitious doer with the unique ability to solve problems, collaborate, and drive cross-organization alignment on some of our most timely and high-priority brand initiatives. They are a highly skilled communicator with a proven ability to ask and answer difficult questions, form quick (but sound) perspectives, advise stakeholders, and be a true partner to creative teams. They are adept at balancing the need for exceptional work while keeping up with the pace of an organization famous for moving fast. They are a hybrid thinker: equal parts analytical acumen and creative fluency. Finally, they are able to drive global cohesion for a Brand while embracing local nuance and culture in bringing the Brand to life for Consumers. This role will report to the Global Brand Marketing Lead.Required Skills: Develop a deep understanding of our consumer personas, mindsets, attitudes, values and behaviors across WhatsApp’s audiences, products and verticals, and across the customer journey
Lead, develop and evolve global brand strategy and associated artifacts (e.g., toolkits, briefs and messaging frameworks) to anchor our brand in the mind and market, and inform brand activation throughout the customer journey across branded touchpoints
Partner with product and design to drive the integration of a holistic strategy
Capture and bring to life the insights and opportunities that will inform creative briefs, drive and apply strategy across concurrent campaigns and partnerships and ensure we are applying our identity system globally in reviewing creative
Collaborate with our internal insights team and external partners to design and analyze research and identify and measure long and medium-term brand equity for WhatsApp
Collaborate closely with partners throughout the organization and across Meta, including Brand & Integrated Marketing, Marketing Insights, Analytics, Product Marketing, and International Marketing on projects and programs
Partner with external agencies, to define communication plans, briefs, message strategy, and frameworks and guide differentiated storytelling
Analyze, monitor and report on the competitive landscape to determine where our brand and products fit over time, where to target consumers and how to have the greatest impact for our brand and business
Minimum Qualifications: 8+ years experience as a brand strategist or planner at a brand-side company, agency or research company
Experience developing brand architecture, naming systems, messaging frameworks, inspiring briefs and insight-fueled marketing strategies
A interest for consumers, with demonstrated experience utilizing consumer research and data to drive actionable insights to develop marketing strategies and plans
Experience collaborating within dynamic and matrixed organizations, developing and rolling out brand governance and influencing leadership
Preferred Qualifications: Experience working on global brands and developing strategies/work for multiple regions or markets and executing multiple campaigns or programs at the same time while appropriately prioritizing.
A deep understanding of WhatsApp as a brand and product.
Tech sector background (product and UX acumen/understanding).
Industry: InternetEqual Opportunity: Facebook is proud to be an Equal Opportunity and Affirmative Action employer. We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender, gender identity, gender expression, transgender status, sexual stereotypes, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law. Facebook is committed to providing reasonable accommodations for candidates with disabilities in our recruiting process. If you need any assistance or accommodations due to a disability, please let us know at accommodations-ext@fb.com.
