Associate Director Of Brand Activation & Content
CSL · United States
GENERAL SUMMARY:
The Associate Director, Brand Activation & Content is the strategic leader responsible for how the CSL Plasma brand is defined, expressed and activated across the donor journey. The role develops and oversees enterprise content, branding and go-to-market strategies designed to strengthen relevance, support donor acquisition and retention, and create a consistent experience across paid, owned, earned, social, digital, CRM and in-center touchpoints.
This leader owns CSL Plasma's social communications strategy and presence, translates consumer and donor insights into actionable opportunities across channels and platforms, and provides strategic and operational leadership to the creative agency. The role is accountable for maximizing creative output, quality, speed and efficiency while identifying new ways to visually connect with prospects and donors. In partnership with Operations and cross-functional leaders, the Associate Director co-leads how brand and messaging come to life in centers to increase engagement among donors and employees. Success requires enterprise brand leadership, strong commercial judgment, creative excellence, disciplined agency and budget management, insight-driven decision-making, and the ability to influence across Marketing, Operations, Media, CRM, Digital Experience, Communications, Legal, Regulatory Affairs and other partners.
RESPONSIBILITIES:
1. Brand, Content & Go-to-Market Strategy
- Own the strategic direction for the brand and its activation.
- Develop and oversee integrated content, branding and go-to-market strategies aligned with commercial priorities, donor needs and the CSL Plasma mission.
- Define brand positioning, value propositions, messaging architecture, visual expression and content priorities across the donor journey.
- Lead annual and multi-year planning for brand and content, translating business objectives into clear priorities, roadmaps and investment recommendations.
- Guide priority-market and business initiatives, including new center openings and market-specific programs, with scalable go-to-market frameworks.
- Ensure strategies are differentiated, actionable and consistently activated across channels, platforms and center experiences.
2. Social Communications & Presence
- Lead the full social ecosystem and its role in building the brand.
- Own organic social strategy, channel roles, editorial direction, content calendars, community principles and governance.
- Lead internal teams, agencies and partners responsible for social planning, content development, publishing and optimization.
- Identify new social formats, partnerships, creator or influencer opportunities, and platform capabilities that can expand reach and engagement.
- Establish performance expectations and use channel results and audience response to refine content and investment priorities.
- Protect brand reputation by partnering with Communications, Legal, Regulatory Affairs and Operations on escalation and response protocols.
3. Consumer Insights & Experience Innovation
- Turn insight into prioritized action and differentiated experiences.
- Translate consumer, prospect, donor, cultural and performance insights into creative opportunities, messaging, content roadmaps and channel experiences.
- Partner with Insights, Analytics, Media, CRM and Digital Experience teams to identify audience needs, journey barriers and growth opportunities.
- Ideate and champion new ways of visually connecting with prospects and donors across advertising, digital experiences, social, CRM, video, mobile and in-center touchpoints.
- Create learning agendas and test-and-learn opportunities that improve relevance, engagement and creative effectiveness.
- Use insights to influence future brand direction, campaign strategy and experience design.
4. Creative Agency Leadership
- Lead the creative agency to deliver high-impact work with greater efficiency.
- Serve as the primary strategic and executive lead for the creative agency relationship.
- Set scopes of work, priorities, ways of working, performance expectations and business review routines aligned with marketing objectives.
- Lead strategic briefing, creative development, concept evaluation and approval processes from idea through implementation.
- Challenge agency partners to produce distinctive, channel-right and insight-led creative that strengthens the brand and drives action.
- Maximize agency output and efficiencies through disciplined prioritization, modular content, asset reuse, resource planning and continuous process improvement.
- Manage agency and production budgets, assess tradeoffs and recommend investments that improve quality, speed and value.
5. In-Center Brand & Message Experience
- Co-lead how the brand comes to life in the center environment.
- Partner with Operations, Employee Communications, Training and Experience teams to define how branding, messaging and content appear across the physical center journey.
- Develop scalable frameworks and toolkits that enable center teams to deliver a consistent, engaging and locally relevant experience.
- Ensure in-center communications support donor understanding, confidence and engagement while also helping employees connect to the brand promise.
- Identify opportunities to modernize visual storytelling, environmental messaging and content delivery within centers.
- Balance enterprise consistency with operational practicality, regulatory requirements and local-market needs.
6. Brand Governance, Content Operations & Asset Management
- Build the standards and systems required for consistent execution.
- Own brand guidelines, identity systems, messaging standards, templates and governance processes across donor-facing and employee-facing communications.
- Oversee content development and distribution across advertising, social, web, app, CRM, video, print, public relations and emerging channels.
- Lead the strategic direction and governance for the digital asset management platform and brand portal, including taxonomy, access and adoption.
- Drive scalable content practices, including modular design, reuse, localization and responsible use of emerging content capabilities.
- Partner with Legal, Regulatory Affairs, Compliance and other reviewers to ensure content meets applicable requirements.
7. Enterprise Leadership & People Development
- Provide leadership beyond the immediate workstream.
- Lead complex cross-functional initiatives and align senior stakeholders around brand strategy, creative direction, priorities and decisions.
- Act as a trusted advisor on brand, content, social, creative and go-to-market opportunities and risks.
- Lead, coach and develop direct reports and broader project teams, clarifying priorities, accountabilities and standards of excellence.
- Build strong partnerships across Marketing, Operations, Media, CRM, Digital Experience, Communications, Human Resources, Finance, Legal and Regulatory Affairs.
- Foster a culture of innovation, inclusion, accountability, collaboration and continuous improvement.
Qualifications:
- Bachelor’s degree in Marketing, Business, Communications or a related field, or an equivalent combination of education and relevant experience. Advanced degree preferred.
- Typically 10+ years of progressive experience in brand marketing, content, advertising, social media, integrated marketing or a related discipline, including significant experience leading agencies, teams and complex cross-functional initiatives.
- Experience in multi-location consumer services, healthcare or another regulated environment is preferred.
- Demonstrated expertise in brand strategy, content strategy, creative development, social communications, go-to-market planning, consumer insights and omnichannel activation.
- Strong business acumen, executive communication, storytelling, budget management, negotiation, decision-making and problem-solving skills.
- Ability to translate insights and performance data into clear priorities
and action. - Proven ability to influence senior stakeholders without direct authority and to lead through ambiguity and change.
- High degree of organization, judgment and attention to detail. Ability to operate effectively in a fast-paced, matrixed environment with competing priorities.
- Proficiency with relevant marketing, social, analytics, content and project-management platforms.
- Business travel may be required, including overnight travel, based on business needs.
About CSL Plasma
CSL Plasma operates one of the world’s largest and most sophisticated plasma donation networks, with nearly 330 donation centers in the U.S. and Europe. CSL Plasma is a subsidiary of CSL, a global biopharma company. Plasma collected at CSL Plasma facilities is used by CSL for the sole purpose of manufacturing lifesaving plasma-derived therapies for people in more than 100 countries. The parent company, CSL (ASX:CSL; USOTC:CSLLY), headquartered in Melbourne, Australia, employs 29,000+ people.
Learn more about CSL Plasma here https://www.cslplasma.com/ and CSL, CSL Behring, CSL Seqirus and CSL Vifor here https://www.csl.com/.
Learn more about CSL, CSL Behring, CSL Seqirus and CSL Vifor here at https://www.csl.com/ and CSL Plasma at https://www.cslplasma.com/.
Our Benefits
For more information on CSL Plasma benefits visit https://cslbenefits.com/cslp.
You Belong at CSL
At CSL, Inclusion and Belonging is at the core of our mission and who we are. It fuels our innovation day in and day out. By celebrating our differences and creating a culture of curiosity and empathy, we are able to better understand and connect with our patients and donors, foster strong relationships with our stakeholders, and sustain a diverse workforce that will move our company and industry into the future.
To learn more visit https://www.csl.com/careers/inclusion-and-belonging
Equal Opportunity Employer
CSL is an Equal Opportunity Employer. If you are an individual with a disability and need a reasonable accommodation for any part of the application process, please visit https://www.csl.com/accessibility-statement.