Principal Brand Strategy & Activation Manager
Zillow
About the team
At Zillow, we understand that there’s nothing more powerful than home, providing physical and emotional security for today, and financial opportunity for tomorrow. But for many, finding and getting home is a challenge, marked by complexity at best, and real barriers at worst. So just as we gave customers the advantage of information that helped them to find home, today we’re giving them everything they need to get home. We believe that home should be more than just a dream and our purpose is to make home a reality for more and more people.This has led our business to build solutions related to financing, buying, selling, and renting. Our work is also changing as we learn to collaborate in a cloud HQ environment, with team members spread across the nation. Together, we are all stewards of a promise we make to those we serve - a promise that is built on trust through every touchpoint people have with us. As a team, we are ensuring that every Zillow employee feels a sense of shared ownership of this promise, so they understand it, feel connected to it, and are equipped to live it every day.
In that light, we are kicking off this search for someone to help us evolve the brand, bringing it to life in a compelling and consistent way with the professionals who help Zillow customers get home. As a Principal Brand Strategy & Activation Manager, you will play a meaningful role in developing a truly iconic brand. This role reports to our Director, Brand Strategy & Marketing, and is designated as a remote role.
About the role
We are seeking a strategic leader who can contextualize and activate a comprehensive brand strategy with agent audiences. You will find rich opportunities to cultivate relationships, collaborate and influence leaders across the organization, and rally teams around a unified strategy. You will identify useful audience-based insights, add clarity and definition to high-level strategic concepts and translate those concepts into accessible, practical frameworks that help teams build and live our promise through our products, experiences and communications.
Key Responsibilities:
Brand Strategy: Author strategic frameworks (brand positioning, messaging, architecture, etc.) that clarify how our brand shows up to our agent audience.
Brand Activation: Identify how our brand is activated across the agent ecosystem (brand experiences, brand content, brand stories, etc.).
Brand Management: Steward and evolve our brand strategy to ensure brand health, strength and clarity. Consult and/or make decisions related to naming, brand identity, etc.
Measurement: Report on the state of the brand via qualitative and quantitative tracking research, ensuring we have meaningful feedback on the health of our brand with our agent audience. Monitor the competitive landscape and brands that would be a threat.
Strategic Influence: Immerse with key stakeholders to understand their business context and complexity; consult on how the brand is accelerated through their work (product roadmap, experience design, business model, etc.).
Inspiration: Develop a deep understanding of our agent audience in order to help internal teams develop understanding and empathy; Lead creative ways to inspire those teams with clarity around our brand promise and impact.
Who you are
You have experience leading and activating brand strategies for B2B brands and you're jumping at the opportunity to help craft an evolving category. You have a proven track record of guiding an organization to use Brand as a strategic lens for decision making.
You're passionate about and known for creating clarity from ambiguity. While working cross-functionally with colleagues with varying levels of brand familiarity, you translate complex constructs into simple, digestible ones that inspire high-quality action.
You're a champion of audience-centered brand activation, routinely presenting ideas that embody the balance of learned intuition and robust data. Bold targets and metrics don’t scare you.
You have success stories where your brand strategy was embraced not only by marketing and advertising teams, but also by product, sales and design teams in order to impact the customer, partner and employee experience.
Requirements:
Proven experience in B2B brand strategy (a mix of client-side and agency experience is preferred).
Portfolio strategy and brand architecture experience (including track record of leading and influencing senior level executives)
Ability to partner with cross-functional teams in a matrixed organization, building influential and collaborative relationships across a geographically distributed company.
Skilled facilitator of workshops and/or projects that lead cross-functional teams from insight to strategy to implication.
A strong sense of initiative and follow-through.
Strong strategic problem solver, with a high level of curiosity and an insight backed approach.
Ability to analyze opportunities, define objectives and drive desired outcomes.
Demonstrates fluency in audience insights and knows how to extract meaning to tell a powerful story in collaboration with Research teams.
Confident communicator, with excellent oral and written communication skills.
Bachelor’s degree, preferably in marketing or business.
Get to know us
Zillow is reimagining real estate to make home a reality for more and more people.
As the most-visited real estate website in the United States, Zillow® and its affiliates help movers find and win their home through digital solutions, first class partners, and easier buying, selling, financing and renting experiences. Millions of people visit Zillow Group sites every month to start their home search, and now they can rely on Zillow to help make it easier to move. The work we do helps people get home and no matter what job you're in, you will play a critical role in making home a reality for more and more people.
Our efforts to streamline the real estate transaction are supported by a deep-rooted culture of innovation, our passion to redefine the employee experience, a fundamental commitment to Equity and Belonging, and world-class benefits. These benefits include comprehensive medical, dental, vision, life, and disability coverages as well as parental leave, family benefits, retirement contributions, and paid time off. We’re also setting the standard for work experiences of the future, where our employees are supported in doing their best work and living a flexible, well-balanced life. But don’t just take our word for it. Read recent reviews on Glassdoor and recent recognition from multiple organizations, including: the 100 Best Companies to Work For, Glassdoor Employees’ Choice Award, Bloomberg Gender-Equality Index, Human Rights Campaign (HRC) Corporate Equity Index, and TIME 100 Most Influential Companies list.
Zillow Group is an equal opportunity employer committed to fostering an inclusive, innovative environment with the best employees. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. If you have a disability or special need that requires accommodation, please contact your recruiter directly.
Qualified applicants with arrest or conviction records will be considered for employment in accordance with applicable state and local law.
Applicants who receive job offers from Zillow Group will be asked to sign a Proprietary Rights Agreement which includes confidentiality, intellectual property assignment, customer and employee non-solicitation, and non-competition provisions. If you are contacted for a role at Zillow Group and wish to review a copy of the Proprietary Rights Agreement prior to receiving an offer, you may request a copy from your Recruiter.