Director of Brand Strategy

San Francisco HQ
 
As a rapidly growing business, Udemy has achieved a great amount of success with product market fit. The next chapter of Udemy’s brand work will focus on articulating and educating our existing and future users (learners, corporate administrators, and instructors) on the value of Udemy. 
 
In addition, this person's intimate understanding of user needs, attitudes and behaviors will help them influence not only the messaging, creative and marketing investment but also work with PMM, Design and product to deliver ‘reasons to believe’ (RTBs) that resonate with our global audiences. Ultimately, your goals will be to drive consideration, affinity, awareness, and advocacy for the brand.
 
This is a new function that has only been partly developed at Udemy. This role would need to define the team strategy, objective and success criteria - as well as be comfortable rolling up sleeves and digging into the work themselves. Udemy’s love language is data, so the ideal candidate would be able to interpret, challenge, and leverage research, revenue, and other metrics to create strategic and tactical recommendations. 

Responsibilities:

  • Deep knowledge in branding and positioning.
  • Define long term strategy around various learner messaging frameworks.
  • Define, develop and support executing brand and subrand architecture.
  • Act as brand champion across the entire company.
  • Define the vision and strategy of the brand strategy team. 
  • Engage with the executive team to gain alignment around Brand strategy and success metrics.
  • Create business cases to get brand marketing initiatives prioritized.
  • Develop and synthesize research questions, hypothesis and data into actionable next steps.
  • Strong focus in qual research in multiple geos for users within the Udemy ecosystem, including instructors, learners, and business admins
  • Test and learn approach to driving brand awareness for Udemy
  • Leverage deep knowledge of users to define brand strategy across Udemy’s departments and geos; work with various channel stakeholders to integrate strategic direction into omni-channel tactics (including but not limited to web, mobile, paid channels, and organic social).
  • Work cross departmentally to create understanding and alignment around brand strategy; particularly the global creative team.
  • Help define brand and marketing guidelines around business partnerships, business mergers/acquisitions, and international expansion.
  • Support brand and marketing around diversity, equity and inclusion initiatives.
  • Build and mentor a small but mighty team to support brand marketing function.

Qualifications & Skills:

  • Ability to see opportunities for the brand and break them down to clear and inspiring strategic frameworks.
  • Experience working with creative teams to ideate and pressure test creative concepts and omnichannel tactics
  • Broad knowledge of industry levers to measure, test and grow brand awareness and affinity
  • Comfort with ambiguity, new processes and big thinking
  • Familiarity with experience and service design is a plus
  • Strong EQ with an emphasis on positive communication.
#LI-JV1
 
About Udemy
Udemy is the world’s largest education platform with more than 30 million monthly visitors.  Through our Consumer and Enterprise businesses, Udemy creates new possibilities for people and organizations everywhere by connecting them to the knowledge and skills they need to succeed in a changing world. 
 
The Udemy consumer marketplace offers thousands of up-to-date courses in dozens of languages and provides the tools learners and instructors need to achieve their goals and reach their full potential. 
 
For companies, Udemy Business (UB) offers an employee training and development platform with subscription access to thousands of courses, learning analytics, as well as the ability to host and distribute their own content. Our enterprise platform is among the fastest growing SaaS businesses in the world.  UB has more than 10,000 customers and serves the majority of the Fortune 100. 
 
We are proud to be recognized for our world class employee experience:
Business Insider SF: Best Places to Work Bay Area
Built In Colorado: Best Places to Work
Best Workplaces (Great Place to Work List): #1 in Turkey
Certified Best Place to Work:  Dublin
Fortune: Change the World Company
 
Udemy is headquartered in San Francisco with hubs in Ankara, Turkey; Austin, Texas; Boston, Massachusetts; Mountain View, California; Denver, Colorado; Dublin, Ireland; Melbourne, Australia; New Delhi, India; and Sao Paulo, Brazil.
 
 
Vaccine Mandate (US Only)
Udemy is committed to keeping its employees, clients, and communities safe. Accordingly, we require all U.S. employees to be fully vaccinated against COVID-19 if their work requires them to come into a Udemy office or come into close contact with others. If you are unable to get vaccinated due to a medical condition, disability, sincerely-held religious belief, or as otherwise required by applicable law, we will consider requests for accommodation.
 
Information regarding data privacy is available within the Udemy Careers Privacy Notice.
 

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