Position Overview
We are seeking an experienced Regional Head of Brand, International Markets to lead brand development and awareness across priority international markets (excluding China). This role will translate and execute WorldFirst's global brand strategy across regions, driving awareness, consideration, and preference among international consumers and businesses.
This role reports to the Global Head of Brand and partners closely with regional marketing and commercial leaders to ensure brand initiatives support business growth.
Main Responsibilities
1) Brand Strategy & Planning
- Develop and execute a comprehensive brand strategy for international markets, aligned with global brand direction and regional business priorities.
- Establish/refine regional brand positioning that resonates with local audiences while maintaining global consistency.
- Define brand KPIs and build measurement frameworks to track performance across markets.
2) Brand Design & Creative Production
- Oversee adaptation/localisation of the visual identity system across regions, ensuring cultural relevance and strong consistency.
- Manage creative asset development and production across key touchpoints (digital platforms, paid media, owned channels, events, partnerships, and physical materials where relevant).
- Establish and implement regional design standards and brand guidelines, accounting for regulatory and compliance requirements across markets.
3) Narrative & Storytelling
- Translate WorldFirst's global narrative into locally relevant storytelling aligned to customer motivations and business needs.
- Build and maintain an international messaging architecture and core brand content strategy across communication channels.
- Create and maintain brand voice guidelines that can be applied consistently across markets, languages, and teams.
4) Enablement & Support
- Provide brand training, playbooks, and resources to functional and regional teams to ensure consistent execution.
- Develop toolkits and templates for marketing, sales, customer service, and partner teams to support self-serve execution.
- Support product and business development teams with brand guidance for new market initiatives and partnerships.
5) Brand Governance
- Establish and maintain brand standards across marketing communications and customer touchpoints.
- Set up pre-approved systems, templates, and checklists to streamline execution and reduce rework.
- Review and approve tier-one brand materials, campaigns, and partnerships to ensure adherence to guidelines.
- Monitor market activities and competitor communications to protect brand reputation and intellectual property.
6) Measurement & Adoption
- Track brand health metrics (awareness, consideration, preference) through regular market research.
- Analyse brand performance to optimise strategy and demonstrate ROI on brand investments.
- Conduct post-campaign analysis and translate insights into improvements for future initiatives.
- Improve brand adoption through higher template/system usage, faster time-to-launch, stronger first-round approval rates, and increased self-serve execution by regions.
7) Sports Sponsorship
- Develop and lead activation strategies for WorldFirst's sports sponsorship portfolio across priority international markets to build premium brand perception and global credibility.
- Identify opportunities within sponsorship entitlements to create high-impact brand moments across regions.
- Translate global sponsorship assets into locally resonant campaigns and content while maintaining the prestige and values of the global partnership.
Job Requirements
- 10+ years of experience in senior brand leadership, ideally within established global brands.
- Experience working in international and cross-functional environments.
- Strong fundamentals in branding and marketing concepts.
- Proficient in Mandarin and English (written and verbal).
- Experience in sports sponsorship activation.
- Strong commercial acumen, translating brand initiatives into business outcomes.
