How to apply for Director of Brand Strategy

About Workiva

Workiva is a leading cloud platform that simplifies ESG reporting, helping organizations achieve transparency and compliance in their climate impact. Joining Workiva means contributing to a mission-driven company at the forefront of sustainability and regulatory technology, with a remote-first culture that values innovation and impact.

About the role

As the Director of Brand Strategy, you will define and evolve Workiva's global brand to establish category leadership in ESG reporting. This role is pivotal in shaping the corporate narrative, leading brand architecture, and ensuring all campaigns align with strategic objectives, directly influencing how the world perceives Workiva's role in driving sustainable business practices.

A typical day

In a typical day, you might start by reviewing brand performance dashboards and meeting with your team to discuss ongoing campaign execution. You'll likely have strategic sessions with product and sales leaders to ensure brand alignment, and spend time refining the corporate narrative for upcoming launches or thought leadership pieces.

Who Workiva is looking for

• A strategic leader with 10+ years in brand strategy, ideally in B2B SaaS, who has successfully defined and implemented brand narratives and positioning for enterprise platforms.
• An experienced team builder who has led and developed high-performing brand or marketing teams, fostering creativity and accountability.
• Data-driven with a proven track record of building brand measurement frameworks that tie brand metrics to business outcomes, using insights to inform strategy.
• A collaborative partner who can work with executive leadership and cross-functional teams to align brand initiatives with company goals and product portfolio growth.

Tips for this application

• Highlight specific examples of brand architecture and naming projects you've led, especially in a multi-product or SaaS environment.
• Quantify the impact of your brand strategies on business outcomes (e.g., increased brand awareness, pipeline growth, or market share) in your resume.
• Showcase your experience with ESG or sustainability-related industries, even if tangential, to demonstrate your understanding of Workiva's mission.
• Tailor your portfolio or case studies to include B2B enterprise campaigns that drove category leadership or thought leadership.
• In your cover letter, explicitly connect your brand measurement experience to how you'd measure success for Workiva, using metrics like brand lift, share of voice, or customer perception.

What to cover in your cover letter

["Emphasize your passion for sustainability and how your brand strategy skills can amplify Workiva's mission of transparency and climate impact.", "Detail your experience in leading brand strategy for complex, enterprise-scale products, and how you've navigated portfolio architecture.", "Highlight your leadership style and how you've developed teams to deliver innovative brand campaigns.", "Mention your ability to translate brand metrics into actionable business insights, showing you're both creative and analytical."]

Research before applying

• Review Workiva's current brand messaging, website, and recent press releases to understand their positioning and language.
• Study their ESG reporting solutions and how they differentiate from competitors like Salesforce or Persefoni.
• Read Workiva's annual ESG report or sustainability disclosures to understand their commitment to transparency.
• Look into their recent brand campaigns or content marketing efforts to identify gaps or opportunities.

Likely interview topics

Based on the job description, expect questions about:

• How would you approach evolving Workiva's brand positioning to maintain leadership in the ESG reporting space?
• Describe a time you had to align brand strategy with a company's overall business objectives. What was your process?
• How do you measure the success of brand campaigns in a B2B context? Provide a framework you've used.
• How would you manage brand governance across a growing portfolio of products without stifling innovation?
• What trends in ESG reporting and sustainability do you think will impact brand strategy in the next 5 years?

Common mistakes to avoid

• Avoid generic brand strategy language without specific examples tied to B2B SaaS or enterprise platforms.
• Don't overlook the importance of measurement; ensure your resume and interviews emphasize data-driven decision-making.
• Avoid showing lack of familiarity with ESG reporting and regulatory trends, as this is core to Workiva's mission.