Global Business Marketing is looking for a Brand Strategist to join the Brand, Naming & Governance team. This strategist will specialize in architecture, naming, brand identity and brand governance and support the Meta company brand and the apps (Facebook, Instagram, Messenger, WhatsApp, etc.) for business audiences. The strategist will own projects and assume leadership roles to mentor team members, influence leadership thinking, and move partners to action. A successful candidate has experience in brand strategy and is collaborative, creative, and analytical and can help connect brands, people, and businesses in a more meaningful way. It is critical that this person is able to unify and lead teams around a strategic north star in a highly cross-functional environment.
To be successful at Meta takes analytical rigor, solid and applied understanding of foundational brand strategies including naming, brand architecture, brand research, and product knowledge. This person will both ask and answer different and difficult questions, inspire and support product teams, marketing managers, evaluate the work of others, learn and adapt quickly. They will need to have passion for Meta's mission and an understanding of the brand's challenges and opportunities and a passion for naming and brand governance.
Responsibilities
- Develop global B2B brand strategy including naming, brand architecture, brand identity and brand governance
- Develop nomenclature systems for our products and recommendations on how to streamline our naming
- Develop POVs on how to brand our products, programs and events
- Lead brand strategy workshops including brand positioning
- Collaborate with Corporate Marketing and regional B2B Marketing, Creative teams/agencies, Sales and Product leaders globally to ensure our brand strategy is brought to life in compelling ways and is embraced by teams around the company
- Conduct audits and analysis to inform business and brand decision making
- Identify and scale best practices for brand marketing across Global Business Marketing
- Work to define and maintain B2B brand standards, brand training, brand reviews, and governance
- Create measurable plans and activities to ensure success and ongoing optimization of activities
- Craft executive level decks to be presented to Consumer and Global Business Marketing VPs
Minimum Qualifications
- 10+ years of brand strategy experience
- Experience in naming and developing naming systems
- Experience in brand architecture
- Experience in building brand systems
- Experience in brand governance and brand reviews
- Experience in brand positioning and developing messaging for brands
- Experience working with both B2B and consumer brands
- Ability to work with senior management on all levels from the VPs to administrative support
- Experience as a cross-functional influencer and partner
- Experience translating insights, ideas, and data into customer value Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)
- Experience partnering with creative teams to translate strategic frameworks into campaign concepts and consumer-facing communications
- Experience developing brand strategy for technology platforms, augmented reality, virtual reality, or social media products
- Experience working across global markets and adapting brand strategy for diverse cultural contexts
- Background in management consulting, consumer insights, or brand planning within a matrixed global organization
- Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
- Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)