Brand experience executive

Ref

UKLHW2948

Region

UK - Heathrow

Location

London - Heathrow - Waterside

Category

Strategic brand marketing role reponsible for creating and embeding strategies that support growth in key markets and with target customer groups.     

Job Description

Closing date: 4th May 2013

Location – Waterside, Heathrow, London, UK
Full Time, Permanent
Competitive Benefits Package 

Job Purpose

Establish a clear and successful British Airways brand positioning across key markets for all target customer groups through the creation and embedding of compelling and differentiating brand strategies

Leads a portfolio of brand strategy work, working across directorates to ensure business functions are aligned to the brand vision, building long-term brand strength

Job Dimensions/Measures

 

Manpower: 0

Manage individual project budgets of up to £200k

Manage cross functional teams

Senior (up-the-line) influencing to secure approval and licence to operate

Principal Accountabilities

• Lead brand positioning and proposition projects for BA master brand and sub-brands based on a deep understanding and skilled interpretation of customer insight, creating differentiation and relevance for customers across key markets
• Define optimal end-to-end customer experiences, that deliver our brand positioning and propositions
• Acquire and summarise information / intelligence (customer, competitor, market and sector analysis, technology, economic factors, etc.) through a variety of sources and channels to stimulate ideas, develop insight and provide strategic direction
• Develop and maintain comprehensive brand plans for key regions and key customer groups, setting associated brand targets and working with other directorates to align plans and ensure their delivery
• Identify research and analysis needs for brand development work, briefing, preparing material for and supporting the delivery of customer and market research, translating research output into strategic insight and brand direction for the business
• Specify, develop and test conceptual prototypes that bring our ideas to life for customers and colleagues
• Support the definition of BA’s service proposition and service style
• Support the embedding of the brand vision internally working collaboratively with People and Corporate Communication directorates
• Support the successful translation of brand propositions into the customer experience working collaboratively with Product and Service and the Programme office
• Prepare necessary feeds of information and data to build commercial cases for change, working closely with other directorates responsible for delivery

Key interfaces

 

Internal: Product & Service, Corporate Strategy, Customer Programmes, Procurement, Brands & Marketing, Commercial, People, Corporate Communications

External: Marketing and Design Agencies, Research Agencies

The Individual

Skills

• Ability to communicate at all levels
• Strong Planning and organisational skills
• Customer advocate
• Action orientated, drives pace, challenges appropriately
• Strong interpersonal skills, able to form meaningful relationships with stakeholders to support delivery
• Sound business acumen

Essential Qualifications

• Degree and/or professional qualifications in Marketing related discipline or business experience equivalent is desirable

Experience 

• Experience in development of brand strategy, territories & positioning
• Significant experience of proposition development and the process that takes us from initial insights through to a fully specified proposition
• Good ability to look at a problem / challenge in a structured way and from several different angles to identify solutions
• Sound understanding of research techniques built up through direct experience
• Can design and map a process to deliver the desired end-to-end customer experience
• Portfolio management – i.e. managing a mixture of initiatives to tight and moving deadlines
• Sound commercial understanding and knowledge of travel industry, and ideally an awareness of other sectors and the way insights can be applied in our world
• Can balance their passion for customer with the needs of all stakeholder groups (customer, colleagues, shareholders) and reflect this in their recommendations and decision making
• Can deliver through people
• Can utilise a range of creative techniques to drive new ideas and bring concepts to life

Expertise

• Strategy and proposition design
• Research techniques (qualitative, quantitative, ethnographic, etc.): Can brief research, translate the findings
• End-to-end experience mapping and design
• Service experience design and execution
• Brand management

Application Process

All applicants are required to submit their CV and answer the following questions. Please prepare your answers in advance, maximum 250 words each.

• Please tell us why you are attracted to this role and want to work in BA's Marketing Team?
• Please describe a time when you have used insight to drive change in a business?

Additional Website Text

This role is based at British Airways HQ Waterside. Surrounded by 260 acres of parkland it includes many facilities, including a gym, bank, staff shop, Waitrose and hairdresser.

Apply now