Head of Global Brand and Content
Biotechnology is rewriting life as we know it, from the medicines we take, to the crops we grow, the materials we wear, and the household goods that we rely on every day. But moving at the new speed of science requires better technology.
Benchling’s mission is to unlock the power of biotechnology. The world’s most innovative biotech companies use Benchling’s R&D Cloud to power the development of breakthrough products and accelerate time to milestone and market.
Come help us bring modern software to modern science.
ROLE OVERVIEW
In today’s business world, brand stories are more than ad campaigns, they are strategic pillars focused on building a vision for your market and company. The Head of Global Brand and Content will oversee brand strategy, content marketing, and creative with an emphasis on building a powerful brand that drives business impact, customer delight, and employee satisfaction. This role is responsible for building Benchling’s brand mission, corporate message, key pillars (differentiators), audience targets, and brand marketing campaigns. The role is also in charge of overseeing brand content and editorial strategy and execution, including elevating key content marketing hubs and brand channels to engage existing customers and attract new prospects with narrative, storytelling and thought leadership. Lastly, the GBC lead will build a charter for creative, including growth in new multimedia capabilities, global scaling, and creative execution.
YOUR IMPACT
- Build the foundation of brand strategy, leading the evolution of brand mission and messaging, pillars, values, and hierarchies that exemplify the brand to prospects and customers.
- Lead development and persistence of Benchling’s brand mission, message, and promise, including corporate messaging framework, message development (headline, sub-head, value pillars, validated claims) and “reasons to believe.”
- Develop and launch brand marketing campaigns tied to key thought leadership themes and Benchling brand differentiators, focused on building broad market awareness and nurturing stranger to prospect journeys.
- Own the brand metrics and competitive brand measures and work closely with comms, digital, and GTM teams to deliver on the brand objectives of awareness/consideration and preference
- Align corporate message with product message(s) to tell a compelling, end-to-end narrative that anchors our platform, product themes, and new product launches to our broader corporate positioning
- Drive key brand research and support persona development
- Oversee strategic brand content and campaigns as the driver of strategic evergreen and point in time content marketing experiences
- Drive owned media content marketing charter, and work closely with paid media and earned media teams
- Build brand/non-brand best practices and content experiences
- Build and execute content for brand campaigns to drive pipeline
- Build strategic content marketing operations
- Launch and maintain existing and new brand channels, including blog and social media
- Oversee corporate editorial (social media and blog) team and strategy for Benchling’s corporate editorial
- Build new branded content experiences to make Benchling the leader in science and biotech innovation, including blogs, podcasts, video series, etc
- Drive Benchling’s branded blog channels to be first-in-class for building awareness and educating the market
- Build brand social media channels to engage customers and prospects
- Build team of writers, journalists, multimedia creators that bring best-in-class branded and non-branded content that elevates Benchling as the one-stop-shop for biotech innovation
ABOUT YOU
- You’re an expert communicator with stellar written and verbal skills
- You’re passionate about storytelling and someone who understands what provokes others to think and feel about something in a new way
- You’ve got a full portfolio of engaging brand content you’ve produced in various formats to drive business results across a wide range of audiences
- You have proven ability to successfully define a brand, content and creative strategy and set of programs, with clear measures of success
- You’ve got strong experience partnering across teams - marketing, field, product, executive - to bring the brand to life via multiple channels
- You listen deeply to our customers and community, and have proven ability to craft and evolve a compelling corporate message that builds awareness, following, and pipeline
- You’ve got a strong bias for action. We’re a small, hands-on team that focuses just as much on whipping up a smart strategy as rolling up our sleeves to get the work done.
- You’re intellectually curious and a ruthless prioritizer. We’re a new team and building a lot from scratch. You’ll be asked to learn a lot – quickly! – think creatively, and prioritize the work that has the biggest impact.
- You have at least 10 years of well-rounded experience across content, brand, creative, program management, community development, and/or customer marketing
- You’re a skilled manager of people – both inside and outside your company/organization - with the ability to cultivate long-term business relationships with direct reports, cross functional stakeholders, customers and customer facing teams
- You know how to identify what’s not working, and can effectively raise the issue and work to resolve
#LI-JE1
We are an equal opportunity employer. That means we don’t discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. We also consider for employment qualified applicants with arrest and conviction records, consistent with applicable federal, state and local law, including but not limited to the San Francisco Fair Chance Ordinance.
Our leadership principles guide how all Benchlings can lead by example:
- Admit mistakes and shortcomings
- Deliver results
- Disagree and commit
- Obsess over customers
- Rely on work ethic
- Show empathy
- Recruit and develop the best
- Sweat the details
- Think and communicate clearly
- Unite around the mission
For applicants for U.S.-based roles only: All new hires in the United States are required to be fully vaccinated against COVID-19 and to provide proof of vaccination prior to their first day of employment. If you are unable to be vaccinated for medical or religious reasons, we will explore potential reasonable accommodations; however, Benchling may not be able to grant such accommodations in all cases if doing so would cause undue hardship.
If you are a Colorado resident: Please contact us by emailing [email protected] to receive compensation and benefits information for this role. Please include the job title in the subject line of the email.