Head of Brand Strategy Details

Head of Brand Strategy

Wayfair - Boston, MA

Employment Type : Full-Time

Who We Are: The Brand Development team is responsible for catapulting Wayfair into the leading destination for all things home by continuing to build and evolve customer recognition and attachment to our brands, across all Wayfair stores, geographies, and our extended family of brands.

What You’ll Do: You’ll have the incredible opportunity to play a leadership role in accelerating our brand-building efforts for the global Wayfair Inc brand. In this role you will develop the holistic brand messaging strategy based on consumer insight. You will drive development of our brand messaging portfolio and hierarchy. You will uncover actionable insights and build the story around them. You will partner with senior leaders across Creative, Marketing, Storefront, and Category teams to bring these insights and consumer-facing offerings to life.

To be successful in this role, you must be a left-brain/right-brain thinker who is able to marry instinct with rigor. You have strong consumer intuition and a solid analytical foundation necessary to validate it. You are motivated by insight and hypothesis-led. You recognize perfect as the enemy of good and you are capable of making smart decisions based on limited data. You are comfortable navigating ambiguity in a dynamic, high-growth environment. You are a charismatic influencer, capable of mobilizing internal and external teams towards a common objective.

Key Responsibilities:

• Manage the infrastructure (eg calendar) that guides our major messaging priorities
• Enhance Wayfair’s current and future value propositions, rooted in consumer insights
• Own the strategy behind Wayfair’s brand identity system (corporate and consumer brand) - our everyday creative ‘toolkit’ and set of guidelines that informs how the brand ‘shows up’ across all touchpoints
• Define the business and brand objectives, core consumer insights, messaging priorities, and CI testing plans for each omni-channel campaign
• Develop the brand’s point of view for how we respond to current events
• Create a plan for how the brand should proactively address consumer trends and cultural moments or shifts
• Consume and shape our consumer research needs; roll up your sleeves to conduct research as necessary
• Coach the Insights team in insight development and brand storytelling
• Support brand architecture development for the Wayfair Inc brand portfolio (corporate brand, Wayfair consumer brand, Wayfair brand subsidiaries, and ‘sister’ brands)

Who You Are:

• Endlessly curious, you push past the obvious to uncover deep consumer truths
• Skilled storyteller, you can synthesize behavioral, attitudinal, and market data to create a narrative rooted in consumer truth that accelerates business objectives
• Crafty and creative, you know how to develop research solutions that are both scrappy and elicit decision-driving insights
• Highly collaborative, you can quickly establish credibility upwards and cross-functionally to impact decisions through both formal and informal influence
• Expert at prioritization, you can evaluate needs of multiple stakeholders and make decisions as to which research initiatives are (and are not) critical to the business

What You’ll Need:

• 7+ years of relevant experience, with expertise in brand strategy and consumer insights; experience with consumer-tech brands preferred.
• Experience writing compelling narratives rooted in consumer truths and business objectives
• Knowledge of the ever-evolving industry landscape, trends, and competitors
• Excellent interpersonal and team building skills; collaborative team player who wants to see themselves and others thrive
• Exceptional communication skills, both verbal and written, with the ability to tailor communication style based on audience
• Capacity to multitask and work well within a dynamic, fast-paced organization
• Proactive, forward thinking and ability to synthesize disparate information effectively and quickly into clear recommendations, actions, and decisions
• Strong background in data driven decision making, coupled with having an appreciation for brand and consumer experience
• Strong interest in consumer behavior and psychology

About Wayfair Inc.

Wayfair is one of the world’s largest online destinations for the home. Whether you work in our global headquarters in Boston or Berlin, or in our warehouses or offices throughout the world, we’re reinventing the way people shop for their homes. Through our commitment to industry-leading technology and creative problem-solving, we are confident that Wayfair will be home to the most rewarding work of your career. If you’re looking for rapid growth, constant learning, and dynamic challenges, then you’ll find that amazing career opportunities are knocking.

No matter who you are, Wayfair is a place you can call home. We’re a community of innovators, risk-takers, and trailblazers who celebrate our differences, and know that our unique perspectives make us stronger, smarter, and well-positioned for success. We value and rely on the collective voices of our employees, customers, community, and suppliers to help guide us as we build a better Wayfair – and world – for all. Every voice, every perspective matters. That’s why we’re proud to be an equal opportunity employer. We do not discriminate on the basis of race, color, ethnicity, ancestry, religion, sex, national origin, sexual orientation, age, citizenship status, marital status, disability, gender identity, gender expression, veteran status, or genetic information.