Sr. Director, Brand Strategy

The Senior Director, Brand Strategy will play a critical role in shaping and executing Baylor Genetics’ brand strategy to support long-term growth, market leadership, and customer trust. This position will lead efforts to drive brand consistency, increase market share, and enhance engagement with healthcare providers, patients, and key stakeholders through data-driven marketing initiatives and cross-functional collaboration. The position reports to the Vice President, Corporate Marketing & Communications.

As the company evolves and positions itself for future opportunities, the Senior Director, Brand Strategy will ensure the brand remains strong, adaptable, and aligns with corporate objectives. The ideal candidate will bring a strategic mindset, deep experience in brand development, and the ability to lead through change while maintaining brand integrity.

Education

• Bachelor’s degree in marketing, Business Administration, Communications, or a related field.

• Advanced degree or relevant experience in Brand Management, Marketing, or Business Administration is a plus.

Experience

• Minimum 15 years of experience in brand management, strategic marketing, or related roles, ideally in healthcare, biotech, or life sciences.

• Proven success in developing and executing brand strategies and omni-channel campaigns that drive measurable business growth.

• Strong analytical skills with the ability to translate data into actionable insights.

• Demonstrated ability to manage brand consistency during organizational change or brand evolution.

• Excellent leadership, communication, and project management skills. Minimum 5 years people management.

• Experience collaborating with cross-functional teams and managing agency/partner relationships.

Duties and Responsibilities

Brand Strategy & Development

• Leads the implementation and oversee Baylor Genetics’ brand strategy to strengthen brand equity and market leadership.

• Ensure alignment between brand positioning, corporate vision, and business priorities.

• Lead the stewardship of brand guidelines, visual identity systems, and messaging frameworks.

• Partner with leadership to oversee the brand’s presence at marquee events, sponsorships, and brand opportunities.

Market Engagement & Growth

• Develop and execute campaigns that enhance visibility and engagement with target audiences.

• Collaborate with product marketing, growth marketing, sales, Customer Service, BD, and medical affairs to ensure consistent brand expression across all touchpoints.

• Drive brand awareness and perception through integrated paid, earned, and owned media initiatives.

Digital Marketing and Demand Gen

· Develop digital and performance marketing efforts, including SEO, paid media, and content marketing.

· Inform social media engagement, email marketing, and website strategy to enhance brand visibility and customer engagement.

· Define and implement persona-based marketing to optimize messaging and outreach.

· Track and analyze marketing performance metrics, leveraging insights to refine and improve marketing strategies.

Internal Brand Alignment

• Partner with internal communications and HR to embed brand values, narrative, and scale across the organization.

• Advocate and action for tools, templates, and training for internal teams to ensure brand consistency.

Measurement & Continuous Improvement

• Define and lead the framework to monitor brand health through KPIs, perception studies, and market share analysis.

• Leverage data to refine strategies and improve campaign performance.

• Advance and socialize the competitive awareness to identify opportunities for differentiation and growth.

• Develop and lead Conquesting strategies to grow the market footprint.

Key Competencies

• Strategic Thinking: Ability to align brand initiatives with organizational goals.

• Brand Stewardship: Skilled at protecting and enhancing brand integrity during growth and change.

• Analytical Insight: Uses data and research to drive decision-making.

• Collaboration: Works effectively across functions in a fast-paced, matrixed environment.

• Change Leadership: Guides brand evolution with clarity, consistency, and agility.

• Execution Excellence: Balances high-level strategy with hands-on implementation.