Head of Brand

Within the Group Brand and Digital Marketing Team, we are looking for a talented and proactive resource to join the team, playing a pivotal role in achieving this ambition by leading the development and execution of the global brand strategy and landing a new exciting creative platform within the whole organization. This role will oversee all aspects of brand building – from advertising, customer experience, to workforce engagement all powered by creative and content excellence driving Generali's brand equity and growth. This includes increasing global brand awareness, consideration, and preference, engaging existing clients, attracting new audience segments whilst delivering on the Group Global strategy.

Key responsibilities of the role will include:

• Brand Strategy & Leadership: Develop and implement the global brand strategy, ensuring alignment with Generali's overall business objectives and "Lifetime Partner" vision.
• Advertising, Creative and Content Excellence: Lead the creation and execution of innovative, multi-channel advertising and content campaigns that resonate with diverse audiences across global markets. Passionate about creating category breaking creative work across the full customer experience. Oversee agency relationships and ensure brand and content consistency across all touchpoints.
• Global Brand Management: Champion the Generali brand globally, ensuring consistent application of brand guidelines and messaging across all markets and business lines. Lead rebranding initiatives when necessary.
• Media Strategy & Planning: Develop and implement a global media strategy that optimizes reach, frequency and impact across paid, owned, and earned channels. Oversee media planning and buying activities, ensuring efficient budget allocation and maximizing ROI. Explore innovative media partnerships and emerging platforms powered by strong creative inputs.
• End-Market Relationship Management: Cultivate strong relationships with key stakeholders in Generali's end markets. This includes understanding local market dynamics, consumer preferences, and competitive landscape. Collaborate with regional marketing teams to ensure global brand strategy is adapted effectively for local markets. Provide guidance and support to local teams on brand activation and marketing execution.
• Market Insights & Analysis: Leverage market research and data analysis to understand consumer behavior, industry trends, and competitive landscape. Use these insights to inform brand positioning and strategy.
• Team Leadership & Collaboration: Manage and mentor a high-performing team of brand, digital and advertising professionals. Foster a collaborative and inclusive work environment. Work closely with regional marketing teams, product marketing, and other stakeholders to ensure alignment and effective execution.
• Budget Management & ROI: Manage the global brand and advertising budget, ensuring efficient resource allocation and maximizing return on investment. Track and analyze key performance indicators to measure the effectiveness of marketing activities.
• Stakeholder Management (internal and external): Build strong relationships with key stakeholders across the organization, including senior management, to ensure buy-in and support for brand and marketing initiatives. Managing partner agencies across various expertise (media, creative, content).
• Thought Leadership: Stay abreast of industry best practices and emerging trends in marketing and advertising. Represent Generali as a thought leader in the industry.

Requirements

Our ideal candidate will meet the following requirements:

• Bachelor’s degree in Marketing, Business, or any related field.
• Minimum of 10-15 years of experience in advertising/marketing, with at least 5-7 years in a global or regional leadership role within a dynamic industry.
• Proven experience managing large-scale, multi-market advertising campaigns and leading global brand strategy of a decentralized company.
• Excellent English proficiency (native or fluent); other languages will be considered a plus.
• Proven ability to develop and execute successful brand and advertising strategies.
• Ability to create bridges between different departments in complex organization to land brand vision.
• Deep understanding of digital and traditional advertising channels from creative to media.
• Excellent analytical and problem-solving skills.
• Strong project management and organizational skills.
• Experience managing budgets and tracking ROI.
• Ability to work effectively in a fast-paced, matrixed environment.
• Experience in cross-cultural communication and a strong understanding of global market nuances.
• Strong leadership, communication, and interpersonal skills.

Soft Skills:

• High-energy, positive, and proactive self-starter.
• Strategic thinker with excellent storytelling skills.
• Exceptional attention to detail and a discerning eye for creativity.
• Entrepreneurial mindset with a willingness to take ownership and innovate.
• Customer-centric approach with a passion for building strong brands.
• Collaborative team player with a proven ability to work effectively across functions and cultures.

Company Profile

Generali Group Head Office is the guidelining unit of the Generali Group, one of the largest global insurance and asset management providers. Established in 1831, Generali is present in over 50 countries in the world, with a total premium income of € 82.5 billion in 2023. With around 82,000 employees serving 70 million customers, the Group has a leading position in Europe and a growing presence in Asia and Latin America. At the heart of Generali’s strategy is its Lifetime Partner commitment to customers, achieved through innovative and personalised solutions, best-in-class customer experience and its digitalised global distribution capabilities. The Group has fully embedded sustainability into all strategic choices, with the aim to create value for all stakeholders while building a fairer and more resilient society.