About Us:
Barry-Wehmiller is a diversified global supplier of engineering consulting and manufacturing technology for the packaging, corrugating, sheeting and paper-converting industries. By blending people-centric leadership with disciplined operational strategies and purpose-driven growth, Barry-Wehmiller has become a $3 billion organization with nearly 12,000 team members united by a common belief: to use the power of business to build a better world.
Job Description:
The Strategic Marketing Leader, Brand Strategy & Equity serves as a strategic partner to leaders across Barry-Wehmiller, leading brand strategy initiatives that strengthen market positioning, customer relevance, and enterprise brand equity.
As a member of the BW Brand team, this role leads complex brand initiatives from discovery through activation, including product and service launches, platform and business-unit rebrands, acquisition integrations, portfolio architecture initiatives, enterprise-wide brand strategy efforts, and market-facing campaigns.
The ideal candidate combines strategic thinking, customer insight development, stakeholder facilitation, project leadership, and brand stewardship to help leaders translate business strategy into clear, differentiated brand strategies that build trust, alignment, and long-term value.
This role remains engaged throughout the lifecycle of brand initiatives, helping ensure strategic recommendations are effectively translated into creative execution, activation, and measurable business impact.
What You'll Do
Lead Brand Strategy Initiatives
- Lead brand strategy projects across Barry-Wehmiller's portfolio of businesses, ranging from product and service launches to platform rebrands and enterprise-wide initiatives.
- Develop project scopes, workplans, strategic approaches, stakeholder engagement plans, and success measures.
- Facilitate workshops, interviews, and working sessions that drive strategic clarity and alignment.
- Guide stakeholders through complex decisions related to positioning, messaging, differentiation, and brand direction.
- Build trusted relationships with leaders and teams across the organization, serving as a strategic advisor throughout the engagement lifecycle.
- Ensure initiatives remain focused, aligned, and actionable from discovery through activation.
Drive Discovery & Insight Development
- Conduct stakeholder interviews, discovery workshops, and research synthesis activities.
- Develop customer problem statements rooted in market realities, customer needs, and business strategy.
- Partner with business leaders, marketers, sales teams, and communications professionals to uncover meaningful insights.
- Analyze customer, competitive, and market intelligence to identify opportunities for differentiation and growth.
- Synthesize findings into clear strategic recommendations and actionable brand implications.
- Translate complex information into compelling narratives that guide decision-making.
Develop Positioning & Messaging Strategies
- Lead development of brand positioning platforms, value propositions, messaging hierarchies, and narrative frameworks.
- Translate business capabilities and customer needs into compelling market positions.
- Develop reasons-to-believe, proof points, and messaging strategies that support customer trust and business growth.
- Create strategic frameworks that guide future marketing, communications, sales enablement, and customer engagement efforts.
- Ensure positioning and messaging strategies are both differentiated and actionable.
Support Brand Architecture & Portfolio Strategy
- Contribute to brand architecture, endorsement strategy, portfolio positioning, and integration initiatives.
- Evaluate naming, acquisition, and portfolio alignment opportunities.
- Help ensure brand decisions strengthen both business-level differentiation and overall enterprise equity.
- Support strategic recommendations that clarify how businesses, products, and services should be positioned within the broader Barry-Wehmiller ecosystem.
Inform Creative Development
- Translate strategic recommendations into clear creative briefs and activation guidance.
- Partner with internal and external creative resources throughout concept development and execution.
- Provide strategic direction and feedback during identity, messaging, content, and campaign development.
- Ensure creative solutions remain aligned to customer insights, positioning, and strategic objectives.
- Help stakeholders evaluate creative concepts against strategic goals and business objectives.
Support Brand Activation
- Partner with marketing, communications, and business teams to translate brand strategy into campaigns, experiences, and market-facing initiatives.
- Support launch planning for new brands, products, services, and positioning initiatives.
- Provide strategic guidance on campaign messaging, storytelling, and content development.
- Help identify opportunities to strengthen brand equity through consistent activation and customer experiences.
- Measure and evaluate how brand initiatives are performing against intended strategic outcomes.
Advance Brand Equity
- Support development of frameworks and approaches that strengthen brand equity across the enterprise.
- Monitor market, customer, and competitive trends that influence brand perception and relevance.
- Identify opportunities to strengthen trust, differentiation, and long-term brand value.
- Contribute to the evolution of tools, templates, methodologies, and best practices that improve brand strategy capabilities across Barry-Wehmiller.
Who You'll Work With
- Executive leaders across Barry-Wehmiller and its portfolio of businesses
- Platform marketing leaders and business-unit stakeholders
- Sales, strategy, communications, and customer-facing teams
- Internal creative, communications, and marketing resources
- External agencies, consultants, and research partners
- Members of the BW Brand team
What Success Looks Like
- Brand strategy initiatives result in clear, actionable recommendations that support business objectives.
- Stakeholders achieve alignment around positioning, messaging, and brand direction.
- Customer insights are translated into differentiated and defensible market strategies.
- Creative teams receive strategic guidance that improves execution quality and consistency.
- Brand strategies are effectively activated through campaigns, communications, and customer experiences.
- Business leaders view the BW Brand team as a trusted strategic partner.
- Brand investments strengthen customer trust, market relevance, and long-term enterprise value.
What You'll Bring
Required Qualifications
- Bachelor's degree in Marketing, Communications, Business, Journalism, Public Relations, or a related field.
- 7+ years of experience in brand strategy, strategic marketing, consulting, communications, customer insights, or related disciplines.
- Experience developing positioning, messaging, and go-to-market strategies for brands, products, or services.
- Demonstrated ability to lead complex cross-functional projects involving multiple stakeholders.
- Strong facilitation, presentation, and strategic communication skills.
- Exceptional written communication and storytelling capabilities.
- Ability to synthesize large amounts of information into clear strategic recommendations.
- Experience partnering with creative teams to bring strategy to life through identity, messaging, content, or campaigns.
Preferred Qualifications
- Experience in a brand strategy, consulting, or agency environment.
- Experience supporting enterprise, corporate, portfolio, or multi-brand organizations.
- Experience leading rebranding, positioning, or brand transformation initiatives.
- Background in B2B, industrial, manufacturing, engineering, technology, consulting, or professional services industries.
- Experience conducting customer research, Voice of Customer programs, or market assessments.
- Familiarity with brand architecture, portfolio strategy, positioning frameworks, and messaging development.
- Experience managing external agencies, consultants, and research partners.
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At Barry-Wehmiller we recognize that people come with a wealth of experience and talent beyond just the technical requirements of a job. If your experience is close to what you see listed here, please still consider applying. We know that our differences often can bring about innovation, excellence and meaningful work—therefore, people from all backgrounds are encouraged to apply to our positions. Please let us know if you require reasonable accommodations during the interview process.
Barry-Wehmiller is an equal opportunity employer. M/F/D/V This organization uses E-Verify.
Applicants may be subject to pre-employment screening which may include drug screening, reference checks, employment verifications, background screening and/or skills assessments.
Company:
BW Corporate US
