Brand Strategist, RL Cross-Portfolio Marketing

At Reality Labs, we're building tools that help people feel connected, anytime, anywhere. The RL Marketing team drives adoration and everyday usage for RL products by unleashing data-driven marketing and creativity to accelerate business results.

We are seeking an experienced Brand Strategist for the Reality Labs Cross-Portfolio Marketing team. This role will be responsible for the most important brand opportunities across RL's portfolio, defining the blueprints and building the tools that help teams make enduring decisions. For example, (1) helping the organization understand and implement brand architecture and naming strategies across RL products, (2) develop and refine RL portfolio-level brand strategy frameworks, and (3) collaborating closely with partners throughout the Reality Labs organization and across Meta.

The ideal person for this role has a strong background in developing cogent, creative, and insights-driven brand strategies. They are a doer with the unique ability to solve problems, collaborate, and drive stakeholder alignment on high-priority brand initiatives. They are a highly-skilled communicator with a proven ability to ask and answer difficult questions, form quick (but sound) perspectives, advise senior stakeholders, and be a true partner to creative and cross-functional teams.

They are a hybrid thinker: equal parts analytical acumen and creative fluency. Finally, they are able to look beyond individual brands and teams to optimize for our goals as a portfolio of brands. It will be critical that this person is able to unify teams around a strategic north star in a fast-paced, highly cross-functional, dynamic environment built to move fast. They are excited about the technologies that Meta creates and the potential of the metaverse.

Brand Strategist, RL Cross-Portfolio Marketing Responsibilities

• Develop guidelines and socialize strategies to equip the RL organization

Develop and refine brand strategy frameworks, translating them into design experiences

Lead naming strategies for cross-portfolio products

Consult with cross-functional teams within Reality Labs to help them understand and apply our brand architecture and naming strategies

Craft value propositions and messaging frameworks that are all fueled from consumer and cultural insights to build brand equity

Develop a deep understanding of our consumer personas, mindsets, attitudes, values and behaviors across RL products and industries

Partner with research and insights teams on programs to identify and measure long and medium-term brand value

Ensure the brand is translated across different dimensions including tone of naming, design, creative, media and experience

Analyze, monitor and report on the competitive landscape to determine where our brand and products fit over time, where to target consumers and how to have the greatest impact for our brand

Consult Integrated Marketing on inspiring briefs to reach our target audiences and achieve business goals

Collaborate closely with partners throughout the Reality Labs organization and across Meta, including Local markets, Product Marketing, Insights, Decision Science, Social, Influencer, Communications, Planning and Media investment, Creative X (In-house Creative and Production Agency), Media and Advertising Agencies, Growth Marketing and Product Management

Minimum Qualifications

• 10+ years experience developing and driving insight-fueled marketing brand strategies and plans at a consumer brand

Experience building, implementing, and optimizing brand systems, brand architecture, and naming systems

Experience with brand positioning and messaging frameworks

Experience with creative strategy, brand strategy, comms strategy, working closely with Creative, Marketing, and Product executives alike, while also feeling comfortable diving demonstrated into research and insights to quickly test new ideas

Experience in effectively demonstrating the value of strategic thinking within highly-cross functional product-driven organizations, collaborating with creative, research, measurement and marketing channels counterparts, where influence as well as direct responsibility matter in equal measure

Experience simplifying complex information into consumer narratives, with proven storytelling prowess

Expertise in interpreting and deciphering quantitative and qualitative data and distilling the insights to unlock creative marketing platforms and programs

Analytical/data-driven experience

Experience presenting to executive and senior leadership

Thrive in a self-starter, fast-paced and changing environment

Preferred Qualifications

• Experience in consumer product categories and brands such as consumer technology, wearables, AR/VR technologies, or culture driven brands

Experience working for a developing or emerging brand with multiple products

Experience developing and rolling out cross-org strategies for brand implementation and/or governance

Interest in retail innovation and desire to keep a pulse on the latest technologies

Experience collaborating within dynamic and matrixed organizations

Locations

About Meta

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect.

Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology. People who choose to build their careers by building with us at Meta help shape a future that will take us beyond what digital connection makes possible today-beyond the constraints of screens, the limits of distance, and even the rules of physics.

Meta is committed to providing reasonable support (called accommodations) in our recruiting processes for candidates with disabilities, long term conditions, mental health conditions or sincerely held religious beliefs, or who are neurodivergent or require pregnancy-related support. If you need support, please reach out to accommodations-ext@fb.com.

$150,000/year to $211,000/year + bonus + equity + benefits

Individual pay is determined by skills, qualifications, experience, and location. Compensation details listed in this posting reflect the base salary only, and do not include bonus, equity or sales incentives, if applicable.

In addition to base salary, Meta offers benefits. Learn more about benefits at Meta.