This role seems like more of a digital/marketing generalist and who will “translate our EA brand strategy into concrete marketing plans”—my question is more on who is leading the branding strategy effort if this role isn’t. Is it someone with deep experience in branding specifically? The reason I ask is because to turn around a tarnished brand is a very challenging endeavor, and without doing that, it will limit EA’s potential (see GMO, nuclear etc)
Our strategy development thus far has been a team effort between me, @Emma Richter🔸, and a number of communications consultants and collaborators from other EA organizations.
I agree it would be great to have a leader with experience with turnaround brand efforts! Unfortunately, the pool of people who share and understand EA values while also having that experience is quite small (though again, I’d be very open to any referrals you or others have!). We’re looking for a long-term leader for our Communications Team and are open to people with a variety of backgrounds, including a brand focus, but also other types of communications expertise, e.g. someone from a media background. Ultimately, I think “communications” is a wide enough skillset that we should be suspicious of the idea that any one person will solve our problems. I’m looking for a strong strategic leader, and then we’ll build a team around them as needed.
I don’t think it’s so important to have someone who fully aligns with the values. There are many great marketing execs in industry who don’t use their companies products, or maybe only partially identify with things personally. My suggestion—hire an executive recruiting firm focused on this sector, and ask them to target some of the most successful brands in the broader charity / social enterprise / commercial+impact space or in ad agencies who did the work. Or consider bringing in hired guns on a contract/project basis (or outsource it to an experienced agency). This is a critical brand turnaround project. Let’s not try to DIY
This role seems like more of a digital/marketing generalist and who will “translate our EA brand strategy into concrete marketing plans”—my question is more on who is leading the branding strategy effort if this role isn’t. Is it someone with deep experience in branding specifically? The reason I ask is because to turn around a tarnished brand is a very challenging endeavor, and without doing that, it will limit EA’s potential (see GMO, nuclear etc)
Our strategy development thus far has been a team effort between me, @Emma Richter🔸, and a number of communications consultants and collaborators from other EA organizations.
I agree it would be great to have a leader with experience with turnaround brand efforts! Unfortunately, the pool of people who share and understand EA values while also having that experience is quite small (though again, I’d be very open to any referrals you or others have!). We’re looking for a long-term leader for our Communications Team and are open to people with a variety of backgrounds, including a brand focus, but also other types of communications expertise, e.g. someone from a media background. Ultimately, I think “communications” is a wide enough skillset that we should be suspicious of the idea that any one person will solve our problems. I’m looking for a strong strategic leader, and then we’ll build a team around them as needed.
I don’t think it’s so important to have someone who fully aligns with the values. There are many great marketing execs in industry who don’t use their companies products, or maybe only partially identify with things personally. My suggestion—hire an executive recruiting firm focused on this sector, and ask them to target some of the most successful brands in the broader charity / social enterprise / commercial+impact space or in ad agencies who did the work. Or consider bringing in hired guns on a contract/project basis (or outsource it to an experienced agency). This is a critical brand turnaround project. Let’s not try to DIY