Sr. Director, Head of Brand and Integrated Marketing, Mobile Experience

Position Summary

Based in Plano, TX
Headquartered in Ridgefield Park, N.J., Samsung Electronics America, Inc. (SEA) is a leader in mobile technologies, consumer electronics, home appliances and enterprise solutions. From our humble beginnings to our position today as a tech leader, our passion for innovation has been the common thread throughout our history. We’ve grown into one of THE most recognized global brands. We consider ourselves “relentless pioneers” that push boundaries and defy barriers. The company pushes beyond the limits of today’s technology to provide groundbreaking connected experiences across its large portfolio of products and services, including mobile devices, home appliances, home entertainment, 5G networks, and digital displays. As EPA’s ENERGY STAR® Corporate Commitment Partner, SEA is dedicated to making a positive impact on the environment through its eco-conscious products, practices, and operations.
People | Excellence | Change | Integrity | Co-prosperity

Role and Responsibilities

Reporting to the Vice President of Mobile Marketing, the Senior Director, Brand Marketing and Integrated Go-to-Market will be a strategic and creative integrated marketing leader responsible for bringing the Samsung Galaxy brand and products to life with innovative, 360 end-to-end campaigns, programs and activations that will build affinity, engagement and loyalty among current and future audiences. The leader will strengthen and grow Samsung Galaxy to #1 mobile brand in the US through a combination of differentiated brand strategy, bold creative, and fully integrated campaigns, programs and brand experiences across the entire Mobile portfolio of products.

This pivotal role requires an individual with a passion for building global brands, designing innovative campaigns and seamlessly connecting the dots between various teams, channels and initiatives into a fully integrated brand activation and go-to-market across product launches, always-on initiatives and brand’s physical and digital experience across owned channels, Retail, B2B and through partners (Carriers, National Retailers, other technology brands i.e. Google, Qualcomm, Intel, Microsoft).

This is not a traditional integrated marketing role – it will require strategic brainpower, boundless creativity, ingenuity, US cultural know-how, thinking beyond boundaries and pushing for integration between many diverse activities for scaled impact. It is an opportunity to reimagine the go-to-market playbook for a top 5 global brand translating the upside into market share growth.

You will be build out and lead an internal team and external agency partners to develop, orchestrate and execute impactful end-to-end marketing campaigns, programs and launches across all channels, tactics and formats: owned Social platforms, Paid Media, Influencer and Partnerships, Events and Experiences, Custom Programs, owned digital and physical Retail presence and joint initiatives with external partners. Making the Samsung Galaxy brand part of the cultural zeitgeist is a critical part of this role.

We are on a mission to change the game in the US, boldly positioning Samsung as a desired, culturally relevant brand within the mobile category. You are a change agent who will help bring this ambition to life, navigating complexity, chaos, organizational nuances and always striving to make things better and push the boundaries of what’s possible.

Skills and Qualifications

Roles and Responsibilities:

Brand Strategy

• Translate the global brand strategy into actionable, relevant and differentiated strategy and brand positioning for the US
• Develop and roll out a clear, actionable communication strategy (audiences, message, creative, channels) across the mobile portfolio of products.
• Unify various product launches, sustain, seasonal and always on campaigns into one integrated communications and go-to-market strategy across various levers - Social, Paid Media, PR, Influencer, Partnerships, Experiential etc (with a clear role for each)
• Define and activate the Samsung mobile brand’s unique role and place in culture with a clear programming, campaigns and moments.

Integrated Go-to-Market planning and execution (in partnership with Product Marketing, Creative, Media and Partnerships teams)

• Integrated calendar and strategic planning to own (and create) key moments, including product launches, US seasonal, cultural, industry milestones
• Develop and align integrated marketing communications and brand activation briefs for the year, each quarter and multi-quarter initiatives
• Create a steady drumbeat of integrated marketing campaigns, brand programs and activations across owned, paid and earned media
• Alignment, joint planning and marketing initiatives with key US partners (carriers, retailers, other brands)
• Timelines, budget, resources planning and orchestration

Integrated brand activation (marketing campaigns, programs and experiences)

• Drive differentiated, ownable and disruptive brand go-to-market strategy for the Samsung mobile portfolio in the US.
• Build annual and quarterly integrated go-to-market plans for the mobile brand and product portfolio – based on the product marketing strategies and product launch roadmap, and across owned channels, paid and earned media.
• Develop and execute integrated campaigns, innovative programs, activations and experiences that will challenge the status quo in the US mobile market and make the Samsung Galaxy mobile brand and products top of mind for current and future audiences.
• Orchestrate 360-degree go-to-market and brand activation, with relevant message, creative and initiatives across channels, formats and partners

Content and Creative development (in partnership with Product Marketing and Creative)

• Translate internal product positioning into engaging consumer facing communications with a clear role of channels (Social, Paid Media, Influencer, Partnerships, PR, Experiential and Events).
• Lead development of Integrated Communications Plans

Reporting and Measurement

• Deliver regular integrated marketing updates to senior business leadership
• Partner with Insights & Research, Media, Product Marketing groups to deliver weekly/monthly/quarterly integrated marketing insights, performance, learnings and strategic implications.

Partner Agency Management

• Identify the right in-house vs. external agency partner model and resourcing.
• Own relationship with creative agency partners, drive the best output

Team leadership

• Build out and lead a team of integrated marketers. Evaluate current state, gaps and opportunities and build a recommendation. Set a clear vision and plan for the team, roles and responsibilities.

• Build and maintain a healthy environment through coaching, mentorship, regular performance reviews and feedback.

• Attract new diverse talent and best-in-class marketing thinking to transform current approach from heavy product launches focus to integrated marketing programs and always-on brand activation.

• Build and activate the vision for joint go-to-market with external partners to scale impact and drive differentiation (Carriers, National Retail, Google, Qualcomm, Intel, Microsoft).

• Cultivate an inclusive, collaborative, equitable team culture that promotes ideation and innovation, risk taking, ownership and accountability, strategic collaboration and connection of the dots across teams.

Skills and Qualifications:

• 15+ years of integrated marketing experience (preferably across diverse areas) on multiple brands, for top global brands. Focus on global consumer brands in the entertainment, consumer technology and mass-market lifestyle consumer industries.

• 10+ years of experience with team leadership, cross-functional leadership.

• Track record of building and rolling out brand strategies and best-in-class integrated marketing initiatives that transformed brands and grew businesses into position of market leadership.
   
• Experience with leveraging strategic brand marketing and integrated go-to-market to move from products-based marketing to experiences-based marketing (connected ecosystem).

• Experience building and executing large-scale, multi-channel integrated marketing campaigns (online, offline, advertising, digital, experiential, partnerships), including experience with both brand building and acquisition marketing initiatives.

• Experience leading agency partners, production partners and other brands to deliver 360 integrated marketing plans and initiatives.

• Experience managing multiple initiatives and/or launch GTMs simultaneously, working with many internal and external partners to ensure we are bringing our brand and products to life seamlessly and to the highest impact.

• Ability to translate consumer, competitive, cultural insights and internal data into opportunities, actionable strategies and specific activation plans that deliver brand differentiation and business growth.

• Entrepreneurial spirit, excellent communication skills and ability to articulate marketing strategies and concepts clearly and effectively to all levels of organization. Relentless drive and positivity.

• Proven track record of successfully managing cross-functional teams and agencies and the ability to influence and drive impact in complex cross-functional organizations, with all levels of management.

• Ability to operate in a very fast-paced environment, demonstrate an agile and adaptive mindset, capable of quickly responding to consumer, market and cultural opportunities – providing both organization leadership and creative guidance.

• High emotional intelligence that enables close working relationships with key leaders across remote teams globally and solving complex problems at scale and speed.

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At Samsung, we believe that innovation and growth are driven by an inclusive culture and a diverse workforce. We aim to create a global team where everyone belongs and has equal opportunities, inspiring our talent to be their true selves. Together, we are building a better tomorrow for our customers, partners, and communities.

* Samsung Electronics America, Inc. and its subsidiaries are committed to employing a diverse workforce, and  provide Equal Employment Opportunity for all individuals regardless of race, color, religion, gender, age, national origin, marital status, sexual orientation, gender identity, status as a protected veteran, genetic information, status as a qualified individual with a disability, or any other characteristic protected by law.

Reasonable Accommodations for Qualified Individuals with Disabilities During the Application Process

Samsung Electronics America is committed to providing reasonable accommodations for qualified individuals with disabilities in our job application process. If you have a disability and require a reasonable accommodation in order to participate in the application process, please contact our Reasonable Accommodation Team (855-557-3247) or SEA_Accommodations_Ext@sea.samsung.com for assistance. This number is for accommodation requests only and is not intended for general employment inquiries.