Vp, Brand

7 months ago

Burnaby, Canada Gulf & Fraser Full time

Reporting to the Chief Innovation Officer, the VP, Brand and Communications is accountable for the leadership and development of Beem’s Communications and Brand strategies.

This entails building alignment and collaborating with business leaders across the organization to build Beem’s brand profile, and to ensure oversight and delivery of internal and external communications aligned to our values.

Beem aspires to be the best “digital first and people first” financial institution for all British Columbians while also authentically delivering on the financial wellness needs of each member. This role requires an individual with a strong passion and drive to create the best new brand to support our aspirations, and to think differently about how to bring this to life in how we communicate with innovation, new technologies and leading digital practices at the core.

**Core Outcomes**:

- Leadership_
- Participates as an active member of the Leadership Team by contributing to the corporate strategy development, adding value from a communications and brand perspective while maintaining an enterprise-wide view.
- Executes long term business plans pertaining to business innovation and communications and brand management, taking into account complex external factors, emerging requirements and organizational interdependencies.
- Builds a high performing and collaborative team of communications and brand leaders with depth and experience, ensuring the team is prioritizing effectively, managing their stakeholders, and leading their cross-functional agile teams.
- Conducts ongoing training, coaching and feedback with employees through regular meetings and performance plans.
- Communicates department strategies and objectives, ensuring understanding and alignment with organizational strategic objectives.
- Internal and External Communications Strategy_
- Creates and implements a vision for communication that leverages innovative new approaches and is always driven by curiosity.
- Builds and sustains alignment with organization’s strategic goals, embedding Beem’s values & focus areas into all facets of communications and branding.
- Leads internal and executive communications, including crisis and board communications, and develops and implements strategic communication plans for high impact initiatives and programs.
- Ensures Beem’s communication strategy consistently reflects the organization’s strategic vision and communication campaigns link to strategic focus areas.
- Oversees leadership briefings, townhalls and executive offsites.
- Oversees planning and implementation of Beem’s public relations activities, including media relationships, earned or paid engagement at industry conferences.
- Brand Strategy_
- Launches the new Beem brand while leveraging innovation, technology and agility as the key drivers of how it will be experienced.
- Develops and implements a comprehensive brand strategy aligned with Beem’s strategic goals, values, and target audience.
- Oversees the development of brand guidelines to ensure consistency across all brand touchpoints, including design, marketing, communications, and digital platforms.
- Oversees the development and implementation of creative concepts, visual assets, and brand experiences that effectively convey Beem’s brand identity and resonate with target audiences.
- Leads brand messaging, including brand narratives, positioning, and tone of voice, to effectively communicate Beem’s brand story and value proposition.
- Leads the development and execution of integrated brand marketing campaigns to enhance brand awareness, drive member and employee engagement, and increase market share.
- Partners with Strategy and Research to identify key brand and consumer insights, market trends, and competitor activities, and translates these findings into actionable strategies that differentiate Beem’s brand and drive growth.
- Identifies and implements brand performance metrics, such as brand equity and member perception, and provides insights and recommendations for continuous improvement.
- Collaboration & Strategic Direction_
- Contributes to the development and implementation of the credit union’s strategic plan as well as the policies, programs and strategies that ensure the success of the Business Innovation and brand and communications teams.
- Prepares the annual business plan and budget for communications and brand functions; ensures that activities are conducted within the budget when approved.
- Collaborates closely with cross-functional teams, across the organization to ensure brand consistency and alignment with business and strategic objectives
- Maintains current knowledge and insight into industry trends, emerging technologies, and best practices in branding and marketing, and leverage this knowledge to drive innovation and competitive advantage
- Maintains strong collaborative relationships with external partners, agencies, and vendors to ensure th

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