Brand Strategy, Experience, and Communications Director

Position Overview

The Brand Strategy, Experience, and Communications Director leads the development and execution of AXA’s brand strategy across both internal and external audiences. This role operates at a strategic level, focusing on harnessing the brand as a core asset to drive growth, inspire stakeholders, and create long-term value.

As the steward of the AXA brand, he/she will shape and articulate compelling brand narratives and create meaningful brand experiences among all brand audiences and stakeholders, both externally and internally. These narratives and experiences should serve as a strategic foundation for others to execute, including providing high-level inputs to product propositions, marketing services, operations, HR, and distributor communications.

He/she must have a deep understanding of brand equity, strategic alignment, and the ways in which brand identity can be leveraged to fuel organizational growth.

He/she leads and oversees the development and execution of brand and corporate campaigns, communication plans, events, special projects, and other similar activities whether these are driven by Group/Region or purely local initiatives.

1. Strategic Brand Leadership
   1. Develop and refine the overarching brand strategy, ensuring alignment with AXA’s organizational goals, market trends, and growth aspirations.
   2. Lead efforts in brand positioning to achieve differentiation, relevance, and resonance with key audiences – both internally and externally.
   3. Collaborate cross-functionally to integrate the brand seamlessly into corporate strategy, culture, and business operations.
2. Brand Experience and Communications
   1. Shape and oversee a consistent, clear, and authentic brand narrative that engages various stakeholders, including customers, employees, distributors, shareholders, and partners.
   2. Guide the development of internal and external communication strategies that reflect and reinforce the brand’s purpose, vision, and values.
   3. Support the design and delivery of a cohesive brand experience across all touchpoints, driving satisfaction, trust, loyalty, and recognition.
   4. Integrated Marketing Communication
      1. Lead in developing a comprehensive integrated marketing campaign plan with clear and impactful creative, media/channel strategies.
      2. Oversee the creation/design of multiple creative content across identified channels collaborating with creative teams to produce innovative and impactful content that engages audience and enhance brand awareness and ensuring consistency in brand messaging and visual identity.
      3. In collaboration with media team, oversee the delivery of an effective implementation of IMC plan that drives a cohesive brand experience across all touchpoints / multiple channels (utilizing mix of digital and traditional media) driving brand exposure and engagement.
3. Collaboration and Alignment
   1. Partner with cross-functional teams, including HR, distribution, products & propositions, and operations to embed the brand ethos into all areas of the business.
   2. Drive cultural alignment by integrating brand values into internal initiatives, CSR, employee engagement programs, and talent acquisition processes.
   3. Champion and maintain relationships with IMa and Group, ensuring clear communication of local initiatives and securing their support for entity-specific campaigns and strategies.
   4. Monitor industry trends, competitive dynamics, and consumer insights to identify opportunities to enhance the brand’s position and relevance.

• Education: Degree in Marketing, Communications, or Public Relations
• Experience: 10+ years in branding, corporate communications, or PR, preferably in leadership roles.
• Skills: Strong storytelling and communications skills, with strong strategic thinking and decision making skills, knowledge of digital marketing, SEO and content strategy.

• Proven track record in brand building and reputation management
• Experience working in multi-national companies or highly regulated industries
• Ability to handle high-pressure situations and manage crises
• Strong executive presence and ability to influence senior leadership