"Alerted.org

Marketing Manager Brand Strategy

Last Updated Date: May 22, 2025

Location:

West Fargo, 1814965, US, 58078

Company: Doosan Bobcat NA US

Job Information

The Marketing Manager Brand Strategy leads the execution of strategic brand initiatives within established brand guidelines and governance across Doosan Bobcat’s global operations. It involves developing and scaling future-forward initiatives related to customer and dealer experience, brand positioning, and brand equity enhancement. The position is responsible for researching, designing, and expanding brand activities to increase awareness among key audiences and support the organization’s ambitious growth targets. As a high-visibility and high-accountability role, it plays a critical part in driving enterprise-wide organizational growth.

Role & Responsibility

Corporate Brand Strategy

+ Champion the strategic foundation of the Bobcat brand vision, mission and values.

+ Align our brand strategy and expression to help drive business growth into new channels, markets and products.

+ Manage strategic projects to include brand positioning, customer and dealer experience, loyalty and retention efforts.

+ Work collaboratively with both internal and external partners to drive activity that elevates our brand equity.

+ Conduct user research and competitive benchmarking to understand and optimize our brand opportunity.

+ Work in partnership with the Doosan Bobcat Global Industrial Design Center to advance visual identity and naming.

+ Align across the business a consistent brand governance model; providing clear status updates, insights and recommendations to stakeholders for adjustments and opportunities as needed.

Customer Experience & Strategic Insights

+ Lead the development and execution of customer experience strategy, ensuring alignment with business objectives and a focus on measurable impact across key touchpoints.

+ Drive cross-functional collaboration to design and implement customer journey maps, identify pain points, and prioritize improvements that enhance customer satisfaction and loyalty.

+ Provide operational leadership to embed customer-centric practices, establish performance metrics, and guide teams in delivering consistent, high-quality impact.

+ Define and manage brand health metrics, customer satisfaction KPIs, and experience-related measurements that support broader organizational growth.

+ Lead brand and customer insight projects to identify opportunities and gaps for our Net Promoter Score (NPS), Customer Satisfaction (CSAT) efforts

+ Collaborate cross-functionally to message data insights through compelling reports

Corporate Identity and Oversight

+ Serve as a primary brand champion, steward and trusted advisor to all levels of the organization, offering collaborative and confident brand guidance.

+ Extend and evolve our brand approach and storytelling efforts to drive awareness, brand consideration and growth opportunities.

+ Engage and educate internal teams to strengthen understanding of brand strategy, brand expression system, brand messaging and experience strategy.

Job Requirement

+ Education: Bachelor’s degree in Marketing, Business Administration, Management, or a related field.

+ Experience: 7+ years of experience with brand strategy, brand and reputation experience, advertising, creative and trademark portfolio management.

+ Proven success in developing and executing customer experience strategies, including journey mapping and leveraging insights from tools such as NPS, CSAT, and voice-of-customer programs.

+ Strong analytical skills with the ability to interpret customer and market data, translating insights into actionable improvements and strategic recommendations.

+ Demonstrated expertise in managing and maintaining brand positioning, visual identity, and brand standards across global, large-scale, and matrixed organizations. Experience working with external agencies and vendors is highly preferred.

+ Ability to develop and implement brand governance frameworks, storytelling strategies, and visual identity systems that support consistent brand expression across channels.

+ Leadership experience in building, mentoring, and managing high-performing teams; skilled at influencing and collaborating with senior stakeholders and cross-functional partners.

+ Excellent verbal and written communication skills, with the ability to present complex strategies and insights clearly and persuasively to executive leadership.

+ Strong organizational and project management skills, capable of prioritizing multiple initiatives and driving projects to completion proactively.

+ Highly detail-oriented, motivated, and a proactive problem solver committed to continuous improvement.

+ Travel: up to 10-15% travel domestic and abroad.