Director of Brand and Marketing Strategy

gFiber is seeking a seasoned, strategic, growth-minded and pragmatic leader to join the Customer Engagement leadership team as the Director of Brand & Marketing Strategy. This role operates at the nexus of brand, product, growth marketing, and corporate communications, and is accountable for driving accelerated customer and market growth through excellence in brand strategy,  go to market planning and execution, and communications. While leading the Brand organization, the successful candidate will go well beyond the creative elements of our brand and must be digitally-astute, acquisition-focused, entrepreneurial and operationally minded. Reporting to the Chief Growth Officer, this position is highly visible and requires frequent, direct engagement with the Chief Executive Officer as well as the Chief Operating and Chief Product and Technology Officers on the company’s most critical strategic initiatives.

The ideal candidate is results-oriented with an entrepreneurial ownership mindset, collaborative, analytical and creative. This executive will architect brand, growth and communications strategies and lead a multi-disciplinary team to operationalize brand initiatives across the entire organization.

Strategic Branding & Marketing Communications

• Chief storyteller: Lead a team of writers, designers, artists, publicists and creatives, to craft and evolve gFiber’s differentiated brand narrative and visual identity system. gFiber, the most celebrated internet provider in the US, is a league of its own; in contrast to industry norms, we act thoughtfully and distinctly different from the rest of the industry and need to look different as well 
• Through cross functional collaboration and partnership, ensure the brand story is promulgated across all touchpoints including customer communications, website, e-commerce and other digital platforms, sales, direct mail and email 
• Guide cross functional team of strategists, analysts, lawyers and communications specialists in development of impactful marketing and competitive claims
• Direct creative production across all media (video, digital, out of home, direct mail), managing budgets, internal teams, and third-party vendors to deliver high-impact, brand-compliant creative assets.
• Serve as advisor to colleagues in media planning, media mix and sponsorships
• Establish brand governance and safeguard strategic consistency in all internal and external-facing content, from large-scale campaigns to direct customer touchpoints 
• Directly manage press, public relations and significantly growing social media and influencer channels

Growth & Product Leadership

• Identify and execute marketing plans to drive significant year over year residential and commercial customer growth
• Determine go-to-market strategy and plans for robust growth in existing and expansion markets as well as innovative, breakthrough internet products, including multi-gig internet, value added services, and differentiated customer experience initiatives.
• Provide direction across enterprise for growth strategies and product roadmap based on primary and secondary consumer research, insights and data
• Oversee product marketing for new and existing offerings, ensuring positioning, messaging, and commercialization strategies maximize customer acquisition and lifetime value.
• Leveraging a playbook of traditional and innovative tactics, drive awareness and consideration of gFiber in incumbent, acquired and expansion markets
• Evolve brand and consumer insights focus group research program, including execution, analysis and implications of quantitative and qualitative feedback

Social Channel, Digital Advocacy & GEO/LLM Development 

• Drive innovation and impact in social media, elevating the channel as a key communications, awareness, consideration and growth platform
• Establish innovative internal and external influencer strategy
• In collaboration with Digital team, advocate for and support digital-first brand principles, with special attention on the gFiber App 
• Build out organizational competency for blog, education and digital platform content to optimize LLM-geared GEO strategy 

Executive and External Communications 

• Lead professional team responsible for press, public relations and executive communication strategies, developing high-stakes communications, presentations, and creative assets, identifying and mitigating risks, and uncovering new opportunities for exposure
• Provide leadership to cross functional communications task force, addressing needs in customer education, operations and growth

Operational Excellence & Team Management

• Increase productivity and impact of brand efforts, driving efficiencies across production, agency and other spending categories
• Manage Cross-Functional Alignment across Marketing, Product, Finance, Engineering and Legal to ensure brand and communication initiatives meet strategic, financial, and compliance objectives.
• Lead team of 20+ employed and contracted marketing professionals as well as multiple agencies. 

• Bachelor’s degree or equivalent practical experience.
• 10 years of progressive leadership experience in brand strategy, product marketing, growth marketing, communications or a related field for a consumer product, B2C technology or B2C telecommunications company.
• Demonstrated ability to drive consensus and execute complex programs in a highly ambiguous, fast-moving environment.
• Demonstrated experience operating at an executive level, with a track record of driving strategic outcomes through direct engagement with C-suite leadership.

• MBA or a Master’s degree in a related field (e.g., Marketing, Strategy, Business Administration, Digital Marketing, General Management, Communications, Psychology, Analytics)
• 7 years marketing experience in a consumer enterprise with a recurring revenue business model
• Business line leader with proven track record of customer growth or P&L responsibility
• Demonstrated fluency in digital marketing
• Experience in consumer product positioning, marketing, and/or packaging a plus
• Experience in both B2C and B2B environments  
• Prefer candidate who lives in one of gFiber serviceable metro areas