ABM (NYSE: ABM) is a leading provider of facility solutions with revenues of approximately $6.4 billion and over 130,000 employees in 300+ offices deployed throughout the United States and various international locations. ABM’s comprehensive capabilities include electrical & lighting, energy solutions, facilities engineering, HVAC & mechanical, janitorial, landscape & turf, mission critical solutions and parking, provided through stand-alone or integrated solutions. Founded in 1909, ABM provides custom facility solutions in urban, suburban and rural areas to properties of all sizes — from schools and commercial buildings to hospitals, data centers, manufacturing plants and airports.

Job Title

Sr. Manager, Brand Strategy & Planning

Education

Bachelor's Degree

Career Level

Manager

Category

Marketing & Communications

Job Type/ FLSA Status

Salaried Exempt

Travel Required

0 - 10%

Shift Type

Job Description

We seek a strong B2B marketing professional to develop product marketing strategies and lead their implementation across ABM’s targeted industries. The position reports to the Director, Brand Strategy & Creative Services and requires a creative, business-minded, and results-driven marketer who can collaborate with operations leadership communications, and marketing strategists to position and promote our core services. This will involve understanding the buyer and creating standardized service packages to meet their needs while supporting ABM’s goals to standardize our operations. The candidate must be able to generate high-impact innovative ideas and manage multiple projects that embrace the ABM brand and drive sales. This role is also responsible for developing content strategies for corporate strategic initiatives across internal and external audiences, including (but are not limited to) web, video, email, brochures, articles, and presentations. This role will oversee brand strategy for any new or expanded services offerings and brand-level initiatives (i.e. sustainability and innovation) including positioning, value proposition, messaging, architecture, naming and mark creation. In support of brand strategy, this role will also consult on creative briefs to help ensure that briefs are actionable and insightful, supplemented by workshops to help grow the brief development of the strategy team. This role will also lead the measurement of brand awareness and brand health. 

The Sr. Manager, Brand Strategy & Planning is both a generalist with wide Brand Strategy skills and a specialist dedicated to an area of the business to support. Must have a knack for thinking both conceptually and tactically, to manage ongoing work and project work with autonomy, strategic prowess, and brand expertise.

Primary Responsibilities

• Partner with product, service, and or innovation strategy teams to set promotional and go-to-market strategies, guide development decisions to be on-brand and serve as primary liason to broader advertising and media teams to direct and launch needed communications, including positioning, value proposition, messaging, architecture, naming and mark creation
• Along with the Brand and Creative Director, drive cohesive short- and long-term brand strategies including positioning, targeting, tactics and timelines grounded in deep consumer, customer, product and market insights
• Manage brand architecture and drive development of other brand definition materials
• Contribute to development of the annual brand marketing plan, identifying, recommending, and executing strategies to raise brand awareness, engagement and loyalty
• Analyze competitive intelligence – become an expert on potential buyers and competition to create product content and help align solutions to client needs. Partner with Research & Analytics to obtain market sizing and geographic targeting to inform service product positioning. 
• Gather and communicate quarterly metrics (pre-defined) and communicate to Brand Council. Facilitate alignment and garner input from Brand Council each quarterly on enterprise-wide brand initiatives
• Develop briefs for annual campaigns and content
• When needed, lead staff, agency, and Operator immersion sessions in the Brand System
• At times, lead naming and concepting projects

Provide Organizational Brand Subject Matter Expertise

• Provides expertise in brand strategy, identity and touchpoint creation as well as marketing strategy
• Applies modern marketing and brand-led thinking to develop robust insight-driven strategies
• Demonstrates understanding of the creative process and has experience collaborating with and supporting creative teams 
• Understands how to develop message strategies and is fluent in the fundamentals of communications planning
• Leverages strategic tools and creative fluency to provide concepts, ideas, examples of tactics to garner excitement, alignment
• Fosters deep partnership with customer and market insights team
• Partners with agencies to provide supporting information, ideas
• Maintaining current understanding of consumer trends and landscape with an orientation toward future needs for the business

Minimum Requirements

• At least 3-5 years experience working in a brand strategy, brand planning/management role
• Strategic mindset but also creative fluency (ie, can cast strategic vision and also provide creative ideas to support when needed) Design thinker
• Strong project management skills with the ability to execute on both strategic and tactical levels as needed
• Flawless attention to detail and a commitment to producing high-quality work
• Ability to empathize with and inspire cross-functional teams
• Strong multi-tasking, time management, quick and versatile learning, hunger for feedback, communication, and organizational skills
• Strong Powerpoint and presentation skills

Preferred Qualifications

• Has worked on an in-house brand team or brand and agency/consulting firms to see a variety of brand strategy applications
• Adept in conceptual thinking and communicating, specifically: Design, Story, Empathy, Meaning
• B2B marketing experience a plus