Vice President - Global Marketing

VP, Global Marketing

About the Role

The VP of Global Marketing will be a senior leader responsible for defining and driving We. Communications’ all-up global marketing strategy and translating that strategy into an integrated marketing program that strengthens the agency’s reputation, differentiates We. in the market and creates opportunities to drive growth.

Working closely with the Global Head of Marketing and Business Development and the Global and Regional Executive Teams, this person will help We. operate as we would advise our best clients — developing a clear understanding of the market, our audiences, our competitive position and the areas where We. has the strongest right to lead. They will translate those insights into a distinctive global marketing strategy that determines where we focus, what we want to be known for and how we show up across thought leadership, content, social, earned media, events, digital, paid activation and business development.

This requires a strategic marketer who can look across the agency and the broader communications landscape and identify the ideas, capabilities and points of view that genuinely differentiate We. - including our independence, our approach to communications, our intellectual capital, our people and our perspective on the forces reshaping our industry and our clients’ businesses.

This is also a highly visible, hands-on leadership role. The VP must be equally comfortable setting the strategy and turning it into action - connecting strategy, audience insight, storytelling, go-to-market execution, AI and measurement to build a cohesive global marketing program.

A critical part of the role will be building a more connected, sophisticated and AI-enabled global marketing engine. The VP will help We. identify and apply emerging AI capabilities to improve how the marketing organization works - from audience and market intelligence to content development, personalization, activation, optimization and measurement.

Responsibilities

• Define We.’s global marketing strategy: Develop and continually evolve an all-up global marketing strategy grounded in We.’s business ambitions, market opportunity, competitive landscape and priority audiences. Establish the strategic choices that determine where We. focuses, what we want to be known for and how marketing can strengthen both reputation and growth.
• Define and activate We.’s differentiation: Identify the areas where We. has the strongest and most credible right to lead - including our independence, capabilities, expertise, intellectual capital, culture and point of view - and translate those differentiators into a compelling market position and marketing agenda.
• Operate as a strategic counselor to the agency: Bring the same strategic rigor and outside-in thinking to We.’s own marketing that we bring to our clients. Challenge assumptions, identify emerging opportunities and help leadership make deliberate choices about how We. builds relevance, reputation and competitive advantage.
• Translate strategy into an integrated marketing program: Ensure We.’s global strategy provides the connective tissue across thought leadership, content, social, earned media, events, digital, paid activation and business development. Create clear priorities and guardrails that enable global and regional teams to execute consistently while allowing for market relevance.
• Drive the global marketing program: Lead the day-to-day execution and performance of the strategy, translating priorities into clear audiences, programs, campaigns, activation plans and measurable outcomes.
• Advance AI-enabled marketing: Help define and operationalize how We. uses AI across its marketing function. Identify practical opportunities to apply AI to audience intelligence, research, content development, personalization, campaign activation, optimization and measurement - building capabilities and ways of working that make the organization smarter, faster and more effective.
• Strengthen We.’s go-to-market approach: Bring greater rigor to how We. identifies priority audiences and market opportunities and translates them into integrated marketing programs that support reputation, consideration and growth.
• Turn audience and market insight into strategy: Develop a strong understanding of the forces shaping We.’s industry, clients, competitors and priority audiences. Use those insights to inform positioning, marketing priorities, thought leadership, messaging, channel strategy and investment decisions.
• Set the thought leadership agenda: Determine where We. has a differentiated and credible point of view and establish a thought leadership strategy that reinforces the agency’s broader positioning. Partner with subject matter experts and leaders across the business to turn those areas into compelling platforms, perspectives and content.
• Shape and activate the We. story: Determine the stories We. should be telling and how best to bring them to life across audiences, markets and channels. Ensure individual stories and campaigns reinforce a consistent and differentiated agency narrative.
• Elevate We.’s social and digital presence: Translate the broader marketing and thought leadership strategy into a distinctive social strategy, particularly on LinkedIn. Bring greater audience insight, editorial discipline, experimentation and performance optimization to how We. shows up and engages.
• Lead integrated marketing campaigns: Build programs that connect paid, owned, earned, social, digital and experiential channels rather than treating them as separate disciplines. Determine the right audiences, messages, content, channels and activation strategies to maximize impact.
• Connect brand and demand: Develop marketing programs that strengthen We.’s reputation while creating greater connectivity between marketing, business development and growth. Partner with BD and sector leaders to identify priority audiences and opportunities and develop programs that move them from awareness to engagement.
• Bring We.’s intellectual capital to market: Develop strategic positioning and activation plans around We.’s proprietary thinking and platforms, including Brands in Motion, Stories in Motion, Momentum and future agency IP, ensuring each supports the broader agency strategy and generates conversation, engagement and commercial value.
• Support executive thought leadership: Partner with the CEO and other senior leaders to identify differentiated leadership platforms that reinforce We.’s overall market position and build both individual and agency reputation.
• Build the marketing operating model: Establish the priorities, processes, roles, decision-making structures and ways of working needed to execute the global marketing strategy efficiently across a matrixed organization. Identify opportunities for AI and automation to streamline workflows and enable teams to spend more time on higher-value strategic and creative work.
• Build AI capability across the team: Help marketing colleagues become confident and effective users of AI, establishing practical use cases, experimentation and shared ways of working that raise the capability of the broader organization.
• Lead and develop the marketing team: Manage and coach agency and regional marketing colleagues, creating clear accountability, developing talent and building a high-performing, collaborative global team.
• Measure what matters: Establish a clear measurement framework spanning brand, audience engagement, demand generation, pipeline influence and business impact. Use data, analytics and AI-enabled insights to understand whether the strategy is working and continually refine priorities and investment.

Qualifications

• 12+ years of senior marketing, go-to-market or communications experience, ideally within a global organization.

• Proven ability to develop global marketing strategy, define differentiated positioning and translate it into integrated programs that drive measurable business outcomes.

• Strong strategic counselor to senior executives, with excellent judgment, communication and storytelling skills.

• Demonstrated experience applying AI and emerging technologies to marketing and driving practical adoption at scale.

• Deep experience across integrated marketing, including thought leadership, content, social, digital, earned and paid channels.

• Proven ability to lead high-performing teams and drive alignment and execution across complex, matrixed global organizations.

What Success Looks Like

The successful candidate will help We. move from having a collection of strong marketing activities to having one clear, differentiated global marketing strategy that determines and connects everything we do.

They will establish a strong point of view on where We. can win and what we should be known for, rooted in a deep understanding of our business, our audiences, the competitive landscape and the changes reshaping the communications industry. That strategy will provide the foundation for our thought leadership, intellectual capital, social presence, content, campaigns, executive platforms, events and business development activation.

They will ensure that We. markets itself with the same strategic rigor, creativity and audience understanding that we bring to our clients.

They will also help accelerate We.’s evolution toward a more AI-enabled marketing organization — moving beyond experimentation to identify where AI can genuinely improve the quality, speed and effectiveness of our work and building the capabilities and confidence required to put those opportunities into practice.

And they will turn strategy into action — building the operating model, team alignment, measurement discipline and accountability required to execute consistently around the world.

Most importantly, they will be a trusted strategic partner to senior leadership and a strong leader of the marketing team — someone capable of helping determine where We. should go as a brand and a business, and then making it happen.

#LI-AK1

#LI-Hybrid

Salary Range 181000 - 235000 USD