Group Brand Director F/M

Lyreco Group; Brussel; Hybride; EUR 140 000 - 220 000; Plein temps

Avantages offerts par ce poste

Hybrid working model

Performance bonuses

Diversity Charter

Work-life balance initiatives

Résumé du poste

Lyreco Group is seeking a Group Brand Director to define brand strategy and messaging across all markets. You will lead branding campaigns, own the brand platform, and manage agencies to ensure consistency and impact at senior levels.

You will oversee global brand governance, enable local adaptation, and drive iconic brand experiences across Lyreco subsidiaries, channels, and partners. English fluency is essential; further European languages are a plus.

Qualifications

• Master's Degree in Marketing, Communications, or Business.
• 10 to 15+ years of experience in brand strategy, marketing, or corporate communications at director level.
• Proven track record defining and rolling out brand platforms, books, and global campaigns.
• Experience aligning brand strategy with customer experience and omnichannel touchpoints.
• Ability to set global frameworks while enabling local adaptation across countries.
• Outstanding stakeholder management, able to influence senior leadership across markets.
• Experience managing strategic creative, branding, or communications agencies.
• Credibility operating at senior leadership level, representing the brand to executives.
• Excellent storytelling and messaging; adept as a spokesperson.
• International experience in a matrix organization.
• Energetic, structured, results-oriented; balancing long-term vision with execution.
• Fluent in English; additional European languages are an asset.

Responsabilités

• Translate Group strategy into a clear and compelling brand positioning.
• Convert strategic priorities into a coherent branding and brand campaign strategy.
• Define the brand platform, purpose, and positioning across countries.
• Define the brand architecture and related Lyreco brand product, pricing and promotion vision.
• Be the brand guardian of positioning and visual identity.
• Own the brand platform and brand book as key strategic deliverables.
• Act as a strategic partner to the Group Marketing & Digital Director and senior leadership.
• Represent the brand agenda to senior management and governance forums.
• Build strong relationships with stakeholders across markets, subsidiaries, and functions.
• Represent brand function in governance forums and defend brand priorities.

Connaissances

Brand strategy

Marketing leadership

Stakeholder management

Global branding

Agency management

Strategic advisor

Excellent storytelling

Fluent in English

Formation

Master's Degree in Marketing, Communications, or Business

Description du poste

Are you excited for your new career adventure? At Lyreco, we offer more than just a job, but a career! Our CGO Team is looking for a talented and ambitious new Group Brand Director F/M to join our team. This is a highly strategic leadership position, central to how Lyreco is perceived by its customers, partners, and employees across every market. Reporting directly to the Group Marketing & Digital Director (position n-1 vs. CGO), you will define brand strategy and messaging and manage branding campaigns to develop brand awareness across all Lyreco markets. This is a highly strategic role that requires strong stakeholder management across markets and at senior management level, as well as strategic leadership in managing the Group's key branding and communications agencies.

About Lyreco

The Lyreco Group is the European leader and the third largest distributor of workplace products and services in the world. A privately-owned company since 1926, Lyreco is now present in 25 countries, operating in 40 different countries across the globe. A global workplace solutions company with 10,000 employees, Lyreco’s mission is to delivery sustainably, what any workplace needs, so its people can focus on what matters most. We are pioneers, today and tomorrow, in delivering what any workplace needs, from workplace products, to services, anywhere you work. We are active in the areas of office supplies, print services and consumables, PPE and safety solutions, coffee and catering, hygiene and cleaning, furniture and ergonomics solutions, and wellbeing services.

What We Offer

Your Missions:

• Translate Group strategy into a clear and compelling brand positioning
• Convert strategic priorities into a coherent branding and brand campaign strategy
• Define the brand platform, purpose, and positioning, aligned with Lyreco's USP, channels, and presence across countries
• Define the brand architecture and related Lyreco own brand product, pricing and promotion vision
• Is the brand guardian of brand building on positioning, visual identity
• Own the brand platform and brand book as key strategic deliverables
• Act as a strategic partner to the Group Marketing & Digital Director and senior leadership in shaping brand direction and long-term brand vision
• Act as a trusted strategic advisor to senior management and Group leadership on brand direction and priorities
• Build and maintain strong, trust-based relationships with stakeholders across markets, subsidiaries, and functions to secure alignment and buy-in on brand priorities
• Represent the brand function within senior leadership and cross-functional governance forums, defending brand interests at the highest level
• Guarantee brand consistency across all markets
• Supervise the production of all brand assets
• Ensure strategic consistency of experience and image across Lyreco subsidiaries, channels, and stakeholders (customers, suppliers, partners, employees) and touchpoints
• Lead the selection, contracting, and strategic management of the Group's creative, branding, and communications agencies
• Own agency relationships as a key strategic lever, ensuring high-impact creative output, cost efficiency, and consistent brand quality
• Act as the primary strategic point of contact and escalation for agency performance and direction
• Orchestrate global brand awareness across all Lyreco markets
• Set frameworks, standards, and priorities for branding worldwide
• Enable countries while allowing controlled local adaptation
• Execute on- and off-brand campaigns globally and within subsidiaries
• Ensure consistency of customer, supplier, and partner brand experience
• Prepare branding campaign briefs to guide execution across markets
• Lead external communications for the Group
• Steer media relations, and influence strategy

Your Profile

• Master's Degree in Marketing, Communications, or Business
• 10 to 15+ years of experience in brand strategy, marketing, or corporate communications, including proven experience at Director level
• Demonstrated track record in defining and rolling out brand platforms, brand books, and global brand campaigns
• Experience aligning brand strategy with customer experience strategy and omnichannel touchpoints
• Proven ability to set global frameworks and standards while enabling local adaptation across countries and subsidiaries
• Outstanding stakeholder management skills, with a proven ability to influence and align senior leadership, subsidiaries, and external partners across multiple markets
• Extensive experience managing strategic creative, branding, or communications agencies, with strong commercial and creative judgment
• Demonstrated credibility operating at senior leadership level, able to represent and defend the brand agenda among Group and Executive Committee stakeholders
• Excellent storytelling, communication, and messaging skills; comfortable acting as a strategic advisor on spokesperson positioning
• International experience in a matrix organization
• Energetic, structured, and results-oriented – capable of balancing long-term brand vision with near-term execution
• Fluent in English; additional European languages are an asset

Reasons to Join Lyreco Management

• Experience working in an international environment
• Performance bonuses
• Initiatives supporting work-life balance
• Lyreco is a signatory of the Diversity Charter. We guarantee compliance with non-discrimination rules in recruitment and are committed to supporting individuals who are far from employment
• Hybrid working model (2 days per week)