Brand Manager

 Location:
  • Owings Mills, MD

 

Our mission as a leading investment management firm is to help our clients achieve their long-term financial goals. We believe our associates are the key to this mission and we are always looking for talented individuals who share our commitment to our client’s success.


If you’re looking for challenging work experiences and the ability to learn in a collaborative culture, we invite you to explore the opportunities available at T. Rowe Price. 

 

 

 

PRIMARY PURPOSE OF THE POSITION

Position accountable for managing tangible and intangible brand elements to increase the perceived value of the T. Rowe Price brand.   This position manages a team consisting of an Associate Brand Manager and Brand Project Managers that guides and shapes our brand through the creation of new brand guidelines and assets, ensures brand consistency across the enterprise through various governance forums, strengthens our brand through partnerships with segment and corporate marketing functions, grows our brand by leading independent brand development activities and protects our brand through administrative oversight of our brand property.

 

PRINCIPAL RESPONSIBILITIES

Brand Development/ Guidelines & Assets Role: Oversees the development and maintenance of brand guidelines and assets spanning print, digital/cx, and video mediums that shape our brand.  These brand guidelines will provide editorial and design parameters for our communications across the enterprise and the brand asset will provide off-the-shelf materials that associates across the enterprise can leverage to properly represent our brand. 

 

Responsibilities include:
  • Identifying new brand guideline and assets development projects that will benefit associates across the enterprise based on segment/corporate audience knowledge.
  • Leveraging deep brand and marketing insights to establish brand guideline and asset development projects’ vision and objectives.
  • Breaking down barriers to ensure brand guideline and asset development projects are successfully completed and obtaining feedback from key stakeholders/departments at key points in the project development process.
  • Providing final approval on all brand guideline and asset development project briefs, expenses and outputs, as well as ensuring proper socialization of final deliverables.

 

Brand Development/Programs, Initiatives & Promotion Role: Oversees the development of new brand programs, initiatives and promotions that shape our brand.  These brand programs, initiatives and promotions are centrally coordinated enterprise marketing activities for use by all segments or individual corporate audiences.  The Brand Management team leads these efforts to represent the interest of all segments and reduce project duplication across our internal marketing organizations.

 

Responsibilities include:
  • Identifying new brand programs, initiatives and promotions that will benefit associates across the enterprise based on segment/corporate audience knowledge.
  • Leveraging deep brand and marketing insights to establish development projects’ vision and objectives.
  • Breaking down barriers to ensure development projects are successfully delivered and obtaining feedback from key stakeholders/departments at key points in the development process.
  • Provide final approval on all development project briefs, expenses and outputs, as well as ensure proper socialization of final deliverables.

 

 

Brand Governance Role: Facilitates and participates in forums that ensure we deliver a consistent brand experience across all segment and communication channels.  These forums allow segments to guide Brand Manager activities, allow Brand Managers to provide oversight of segment activities and unites common creative functions across the enterprise with Brand Managers to provide oversight of these functions.

 

Responsibilities include:
  • Leading governance forums by setting objectives, identifying goals, overseeing activities and delivering outputs.
  • Participating in forums and serving as the lead voice/advocate for our brand.
  • Maintaining solid relationships with governance forum participants.
  • Maintaining deep knowledge of governance forum participants business needs.
  • Escalating issues within governance forums to Global Brand Marketing leadership when there is potential for negative impact on our brand.

 

 

Brand Property Administrator Role: Develops strategies and oversees the administration of strategies to efficiently manage our brand property.  This brand property includes our T. Rowe Price trademarks, domains and vanity URLs.  Brand Manager provides management of this function to ensure we are taking proactive steps to protect our brand and reduce the risk of brand property being acquired or misused by internal and external parties.

 

Responsibilities include:
  • Developing strategy and strategy adaptions to properly protect our brand property.
  • Serving as internal subject matter expert on brand property-related topics along with other internal resources (Legal, Technology, etc.).
  • Identifying inefficiencies in the brand property administration process and implement refinements.
  • Reviewing all new brand property acquisition requests for adherence to approved brand property strategy.
  • Partnering with other internal resources (Legal, Technology, etc.) to manage brand property.

 

Segment/Corporate Partnership Role: Provides ongoing support to segment and corporate associates by educating, consulting, guiding and enabling them on the proper application of our brand.  These actions empower our segment and corporate partners to properly represent our brand in their communications.  Brand Managers deliver this through brand training, ad-hoc segment/corporate project assistance, continuous segment/corporate embedment and segment/corporate self-service tools.

 

Responsibilities include:
  • Building deep relationships with key segment and corporate stakeholders, with emphasis on senior marketing managers and Marketing Leadership Team (MLT) members.
  • Maintaining a deep level of knowledge on segment and corporate business.
  • Delivering strategic brand guidance to positively impact segment and corporate communications.
  • Being the lead voice/advocate for our brand within segment and corporate organizations.
  • Conducting brand trainings, responding to real-time brand inquiries, becoming stakeholder on key projects and contributing content to Brandworks.

 

Leadership Role:  Manages a team consisting of an Associate Brand Manager and Brand Project Managers.  The team members will look to them to provide strategic direction and tactical guidance on their everyday activities.  Brand Manager will ensure the team is operating at a high level of performance and successfully completing the projects identified within their portfolio. 

 

Responsibilities include:
  • Providing oversight of team and everyday project direction.
  • Managing team workloads to ensure proper project allocation.
  • Educating team member on brand strategy and proper application of our brand guidelines and assets.
  • Accessing and evaluating team members’ performance and providing constructive feedback to associates.
  • Developing and continually improving team processes and behaviors to increase efficiency.

 

QUALIFICATIONS

Required
  • College degree and 8 years related work experience, or Associate degree and 12 years related work experience.
  • Requires entrepreneurial mind set – comfort in navigating gray space.
  • Self-starter, comfortable in navigating the organization to locate the appropriate partners, resources, research and materials.
  • Self-motivated, quick and assertive.
  • Deep understanding of the creative and production process.
  • Strong sense of copy/design along with experience with a variety of creative output.
  • Strong operational orientation.
  • Extremely detail oriented and organized.
  • Exceptional time management and problem-solving skills.
  • Must be able to negotiate and persuade senior management.
  • Must be able to led highly-complex programs.
  • Ability to inspire and motivate a diverse team toward a common goal.
  • Interpersonal and communication skills required to engage across all levels of the firm, including senior leadership.
  • Proficient in MS Office applications including Word, Excel, and PowerPoint.

 

Preferred
  • Previous experience in brand management/development.
  • Undergraduate degree.
  • MBA or Masters in Communications or related degree.

 

T. Rowe Price is an Equal Opportunity Employer