Brand Strategist

About the Role

The Global Business Marketing division seeks an experienced Brand Strategist to join the Brand, Naming & Governance team at Meta. This position focuses on shaping brand architecture, naming conventions, brand identity, and governance, supporting Meta's corporate brand as well as its major consumer-facing applications like Facebook, Instagram, Messenger, and WhatsApp targeted at business audiences.

The strategist will lead initiatives, mentor colleagues, influence leadership decisions, and drive collaborative efforts in a cross-functional environment. The ideal candidate combines creativity and analytical thinking, possesses deep expertise in brand strategy including naming and brand governance, and is passionate about connecting brands to audiences effectively.

Key Responsibilities

• Craft and implement comprehensive global B2B brand strategies encompassing naming standards, brand structure, identity, and governance.
• Design product nomenclature frameworks and recommend streamlining approaches for naming conventions.
• Generate strategic perspectives on branding products, programs, and events.
• Lead and facilitate workshops on brand strategy and positioning.
• Partner closely with Corporate Marketing, regional B2B teams, creative agencies, sales, and product leaders globally to ensure cohesive brand strategy execution.
• Conduct brand audits and analyses to guide brand and business decisions.
• Identify and propagate best practices in brand marketing across the Global Business Marketing organization.
• Establish and uphold B2B brand standards including training, reviews, and governance processes.
• Develop measurable plans to optimize brand initiatives and evaluate their effectiveness.
• Create executive-level presentations for senior leadership including Consumer and Global Business Marketing VPs.

Minimum Qualifications

• Over 10 years of experience in brand strategy.
• Demonstrated expertise in naming and building naming systems.
• Proven knowledge in brand architecture and creating brand systems.
• Experience with brand governance and conducting brand reviews.
• Expertise in brand positioning and messaging development.
• Experience handling both B2B and consumer brand portfolios.
• Ability to engage with senior management across all organizational levels.
• Skilled at influencing and collaborating across multiple functions and teams.
• Capability to convert data and insights into tangible customer value.

Preferred Qualifications

• Commitment to responsible, ethical AI practices including bias mitigation and risk assessment.
• Track record of collaborating with creative teams to translate strategies into campaigns and communications.
• Experience formulating brand strategies for technology platforms such as AR, VR, and social media.
• Ability to adapt brand strategies across global markets and diverse cultures.
• Background in management consulting, consumer insights, or brand planning within complex global frameworks.
• Active development and integration of AI competencies including prompt engineering and workflow optimization.

About Meta

Meta develops technologies that enable connection, community-building, and business growth. Since the launch of Facebook in 2004 and subsequent apps like Messenger, Instagram, and WhatsApp, Meta continues to innovate by expanding into immersive experiences such as augmented and virtual reality. Employees at Meta contribute to shaping a future that transcends current digital limitations.

Diversity & Inclusion

Meta is an Equal Employment Opportunity and Affirmative Action employer. The company does not discriminate based on numerous protected characteristics and considers applicants with criminal histories in compliance with relevant laws. Meta participates in the E-Verify program where required and may use AI and machine learning during recruitment. Reasonable accommodations are available for candidates with disabilities.

Compensation

The annual salary ranges from $152,000 to $213,000, supplemented by bonuses, equity packages, and benefits. Compensation is determined by skills, experience, qualifications, and location.