Brand Strategist

Overview

Meta's Global Business Marketing team is seeking an experienced Brand Strategist to join the Brand, Naming & Governance group. This role focuses on brand architecture, naming conventions, brand identity, and governance, supporting Meta's corporate brand as well as its applications such as Facebook, Instagram, Messenger, and WhatsApp, targeted specifically for business audiences.

Key Responsibilities

• Design and implement global B2B brand strategies covering naming, brand structure, identity, and governance.
• Create and refine product nomenclature systems and simplify naming where appropriate.
• Develop perspectives on brand presentation for products, initiatives, and events.
• Facilitate brand strategy workshops including positioning sessions.
• Collaborate cross-functionally with marketing, creative teams, sales, and product leads worldwide to effectively realize and promote brand strategy.
• Conduct brand audits and analyses to guide business and branding decisions.
• Identify and disseminate best branding practices throughout the Global Business Marketing division.
• Establish and uphold B2B brand standards, training, governance, and review processes.
• Create measurable plans with ongoing review to optimize branding activities.
• Prepare executive-level presentations for senior marketing leadership.

Required Qualifications

• Minimum 10 years of experience in brand strategy.
• Expertise in naming and developing systematic naming frameworks.
• Strong experience with brand architecture and systems development.
• Proficiency in managing brand governance and brand review processes.
• Competence in brand positioning and messaging development.
• Experience working with both B2B and consumer brand environments.
• Capability to engage effectively with senior management at all levels.
• Proven cross-functional collaboration and influencing skills.
• Ability to translate insights and data into customer value and strategic opportunities.

Preferred Qualifications

• Knowledge and application of responsible and ethical AI practices, including risk, bias, and accuracy considerations.
• Experience collaborating with creative teams to translate strategies into consumer campaigns and communications.
• Background in brand strategy development for technology platforms or emerging media, such as AR, VR, or social media.
• Understanding of global market variations and adapting strategies for cultural relevance.
• Experience in management consulting, consumer insights, or brand planning in complex global organizations.
• Continued skill advancement in AI technologies and integrating AI to improve workflows and outcomes.

About Meta

Meta builds transformative technologies enabling human connection, community building, and business growth. Originating from Facebook’s launch in 2004, Meta continues to drive innovation across platforms like Messenger, Instagram, and WhatsApp. The company is pioneering the next frontier of social technology through immersive augmented and virtual reality experiences, redefining digital connection beyond traditional limitations.

Equal Opportunity and Accessibility

Meta is an Equal Employment Opportunity and Affirmative Action employer, committed to inclusivity regardless of race, religion, gender identity, sexual orientation, disability, or other legally protected statuses. Accommodations during the recruitment process are available upon request.

Compensation

The expected salary range for this position is $152,000 to $213,000 annually, complemented by bonuses, equity options, and comprehensive benefits. Actual compensation will depend on individual skills, qualifications, and experience.