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EY Americas Advisory Brand, Marketing and Communications Leader - (Director) in United States

Americas Advisory Brand, Marketing and Communications Leader - (Director)

Core Business Services

Requisition # UNI00EP0

Post Date Mar 13, 2020

The Brand Marketing and Communications (BMC) function has an important role to play in helping to achieve EY’s ambition to become the leading global professional services organization. BMC works in collaboration with the business to take services and solutions to market; bring EY’s purpose, ‘Building a better working world,’ to life for our people, clients and communities; engage EY people and build a high performing culture; and to build the commercial value and emotional resonance of the EY brand.

Led globally by Karen Hopkins, BMC comprises around 2,000 professionals, working across the Executive and Regions in the following capabilities: Brand; Marketing; PR/Media Relations & External Communications; Internal Communications & People Engagement; Corporate communications.

BMC also includes teams who are responsible for content development, editorial, analyst relations, alliances, digital channels, events-staging, strategy, planning and operations. Through the collective power of BMC, and the other teams and specialists we work with, BMC aims to build a better working world by driving commercial value through distinctive marketing and communications that deliver measurable impact.

Advisory is one of EY’s four global service lines and is one of the fastest growing. Advisorydelivers services and solutions to help clients thrive in the Transformative Age. It helps clients manage risk and improve performance to achieve measurable and sustainable results.

The Americas Advisory BMC leader helps translate Advisory business priorities into marketing and communications strategies and programs and plays a critical leadership role in integrating programs across Advisory, with sectors and Growth Markets (GM) and with other service lines. It works closely with the Americas Advisory Executive in developing and executing the BMC plan and ensures that Advisory is fully represented within Americas sector and firmwide BMC-related activities.

A member of the both the Americas Marketing and Communications leadership teams and the Global Advisory BMC Leadership Team, the role has responsibility for leading the Americas Advisory BMC team and requires an experienced and resilient team player with inclusive people leadership skills. Strong relationships and collaborate skills are essential. A US based, but dispersed team of over 20 people report to this leader.

Success in this role requires the creation of a strategy to enable the delivery of world-class brand, marketing and communications programs that help deliver revenue, reputation and relationship outcomes. Success will be measured through EY’s global brand survey, through pipeline and sales metrics, analyst ratings and people engagement measures.

Major responsibilities/duties

The role is accountable for developing an integrated strategic Americas Advisory brand, marketing and communications plan that drives revenue, relationships and reputation goals, working closely with the Advisory leadership. This includes;

  • Increasing the market awareness of EY’s Advisory capabilities

  • Creating and delivering innovative campaigns to increasemarket share andrevenue for new solutions, services and products

  • Delivering highimpact client experiences through digital channels, events and third-partycollaborations

  • Supporting strategy execution and people engagement through developingand executing an impactful internal communications and engagement plan

  • Integration of EY’s purpose and corporate messaging into Advisory internaland external communications across paid, earned and owned channels tostrengthen brand equity and audience engagement

  • Deliveringintegrated communications strategies for media and other significantstakeholders such as analysts, business organizations, alumni and potentialrecruits

  • Adopting new ideas and technology to enable impactful audience-centriccommunications and operational effectiveness, eg marketing automation, AI

  • Leveraging data and analytics to drive insights; developing andimplementing metrics to measure results of marketing strategies; providinganalysis and recommendations to support continuous growth, improved executionand team development

  • Sharing expert knowledge in brand, marketing and communications issues,trends and long-term implications for EY

· Providing input from the Advisory perspective to firmwide program development

· Contribute successfully to the firm-wide Alliances strategy

· Drive change, ensuring that the BMC function is responding to market opportunities and business priorities

· Work closely with the other BMC leaders to drive performance goals of improving service delivery, quality and cost efficiency of the function. Managing Agency relationships and budget responsibility

Culture,people leadership and operational excellence

  • Fosters a culture that respects diversity andinclusiveness and rewards and supports creativity and innovation within the BMCteam

  • Builds and lead a high-performing team and act ascounsellor, mentor and coach

  • Drives change, ensuring that the BMC function isresponding to market opportunities and business prioritiesThe position holder will perform otherresponsibilities and tasks as required to achieve the agreed performanceoutcomes. Qualifications, knowledge andexperience Objectives/measures The key measures ofsuccess for the role include:

  • Qualitative: quality, accuracy and timeliness ofadvice; 360-degree feedback

  • Quantitative: share of voice, analyst reports, brandsurveys and people surveys

  • Campaign outcomes including, brand measures and leadgeneration

Experience Requirements

  • Proven ability to manage complex processes and/or projectsat a global level

  • A minimum of 15 years’ experience in B2B marketing, ideally withexperience of the consulting market; acknowledged expertise in marketing and communications

  • Demonstratea deep understanding of the consulting market and how to build brand strategiesthat help it achieve its objectives; act as a trusted advisor to the Advisoryleadership

  • Outstanding communication abilities, which are required toconnect the dots across the organization

  • Experience leadingrelationship-building and revenue-generating programs within a peopleorganization with proven and demonstrable results, working closely withbusiness development functions

  • Deepand current expertise in brand and digital marketing, and ability to conveythis expertise to support others to progress

  • Experienceof both Americas wide and or US roles within a people organization with provenand demonstrable results

  • Proven leadership capabilities,experience leading and managing diverseand virtual high-performance teams

  • Provenability to influence and build collaborative relationships with senior-levelstakeholders

Other Requirements

  • This role would ideally be located in New York but othercities in the US would be considered

  • US and Global travel required

EY provides equal employment opportunities to applicants and employees without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, or disability status.