Location: New York,NY, USA
You will join a group of communications professionals within the firm's Reach and Engagement function. These colleagues help ensure that appropriate insights reach designated audiences, building awareness and engagement with McKinsey's distinctive capabilities on a variety of topics. They shape the way the firm connects with people, from clients to employees to alumni, strengthening institutional relationships, connections, and affiliations.
You'll join McKinsey's Brand Marketing team, which leads across 3 main areas: brand strategy and activation (insights, architecture, global campaigns, digital marketing), brand and marketing design (visual identity, art direction, campaign creative), and brand marketing content (content strategy, narrative, storytelling, marketing communications).
Reporting to the Director of Brand Marketing Strategy & Activation, you will work closely with the members of the Brand Marketing team, the broader Reach & Engage function, and with consultants and experts from our industry, functional, and geographic groups around the firm. You will have one direct report.
The Senior Manager, Brand Strategy and Insights, is a global role tasked with articulating and managing our global brand strategy, and with building and maintaining a robust fact base about the state of our brand. This role is instrumental in shaping what our brand stands for, how it is perceived by our audiences, and how it is effectively used by colleagues and clients.
You will lead and build our client perception research program, working with trusted 3rd party research firms on an annual 'deep dive' survey across regions, sectors and client service topics, as well as the communication of the insights to a range of stakeholders. You will also lead more frequent 'pulse checks' throughout the year, ensuring we have an outside-in fact base on perception relative to key competitors across priority topics.
You will collaborate with a range of stakeholders across the firm to develop and maintain a holistic perspective of the state of our brand, drawing on diverse data sources (e.g., via market research, client feedback, talent surveys, analyst reports, internal surveys, sector- or region- specific views, etc.).
You will translate these insights into a global brand strategy, including positioning, core brand pillars, equities we aim to build, and the architecture that brings all of this to market. You will maintain compelling and simple materials to make this available to all of our colleagues.
You will play a shaping role in our brand activation strategy, helping lead annual marketing planning, defining campaign objectives for priority audiences, and building comprehensive campaign briefs that are grounded in brand strategy, data and insight.
Internally, you will advise senior leaders on strategic questions and decisions related to brand insights, strategy, architecture, naming, co-branding, product marketing, etc. More broadly you will aim to inspire our 45K+ colleagues as brand ambassadors, including communication colleagues, partners, and our broader workforce. You will also manage a brand strategy specialist who will work closely with colleagues globally on use of the McKinsey brand and brand and naming efforts.
You will be an evangelist for a marketing mindset, helping shift how we use data and insight to drive our brand strategy and marketing efforts, putting the audience at the center of our approach, and delivering an even better expression of McKinsey's brand in the world.
* Bachelor's/university degree required
* 10+ years of experience in a business communications-related field, a benefit if in a professional services environment
* Significant experience in brand or marketing insights for B2C and/or B2B companies
* Familiarity with relevant audience insights tools and approaches (e.g., market research, panels, qual/quant tactics, etc.), productivity tools (Word, PowerPoint, Teams) and McKinsey-related tools (Box, Slack)
* Proficiency and fluency in verbal and written English is required
* Outstanding communication skills across formats (e.g., written, verbal/presentation, digital-ready content) and ability to apply them to develop and execute a strategy across portfolio of communications channels
* Clear understanding and quick grasp of complex business principles, with the ability to manage and shape McKinsey's overall content agenda to further the firm's strategic objectives
* Outstanding organizational and project management skills; ability to execute with speed, high level of accuracy and efficiency, attention to detail, and follow-through
* Exceptional ability to develop an internal network and exhibit presence, credibility and confidence in advising and guiding partners and senior colleagues, with instinct for mitigating reputational risks
* Exceptional at reconciling conflicting priorities and coordinating different efforts within a fast-paced, influence-driven, fluid, and ambiguous environment
* Ability to provide excellent leadership for junior colleagues, enabling team psychological safety and inclusion, and be receptive of feedback