Bain & Company Inc Global Brand Director in Boston, Massachusetts

Bain's Global Brand Director will, working with Bain’s Chief Marketing Officer, oversee major aspects of Bain’s branding and reputation building efforts across both external and internal audiences. Responsibilities include leading effort to promote Bain’s brand internally and externally, identifying innovative strategies and tactics to enhance Bain’s profile while upholding Bain’s brand policies to ensure consistency across all touchpoints and managing Bain’s in-house creative teams (branding, design, video production, digital assets, and marketing materials). Immediate challenges include:

  • Developing and executing new and innovative internal and external communications campaigns to reinforce Bain’s reputation, expertise, brand and “results” heritage through new formats and channels

  • Building an Internal Communications team to work with Bain Leadership on campaign creation, message development, execution and measurement

  • Expanding Global Video’s commercial role in multi-media proposals and client work, collaborating with Bain’s Design lab

  • Developing new, high impact communication and visual design for Bain’s client/ commercial touchpoints, including client work

  • Conducting a full brand refresh including both positioning as well as an update of Bain’s look & feel with new design guidelines and video graphics toolkit to refresh and modernize Bain’s marketing material

  • Evaluating ways to measure consideration by current and perspective clients; Pilot and roll out best approach

This person will conduct additional strategic projects on Bain’s brand and reputation as needed by the business.

Brand Management:

  • Articulate and maintain Bain’s differentiated positioning and track record of results

  • Develop/ refine metrics to demonstrate our track record and "batting average" of results; benchmark regularly against competitors

  • Develop external communication strategies and brand campaigns for external audiences (as needed)

  • Align with other relevant parties (e.g. Global Recruiting, OneBain/ Human Capital, Global Training, etc.) to ensure consistent brand positioning and reinforcement

  • Set and uphold brand policies and processes for consistency across all touch points including product naming, messaging, visual identity, tone of voice, etc. and conduct brand audits as needed

  • Lead periodic brand refreshes selecting and managing outside agencies, overseeing the analysis and creative process and executing the roll out to the firm across all internal and external touch points

  • Serve as Bain’s global branding and creative center of excellence

  • Create and share progress, best practices and new brand ideas/initiatives globally: monitor and report out results through key marketing, recruiting, and client development metrics

  • Upgrade and evolve Bain’s core business development & marketing collateral

  • Ensure Bain overview materials are kept up to date and easily accessible to Bain partners and managers, and that they always reinforce the refreshed brand positioning and relevant, differentiating proof points

  • Coordinate with practice areas to ensure up to date materials are incorporated in their customized credentials materials and other selling support toolkits

  • Oversee major internal brand training and reinforcement campaigns for Bain’s global staff of over 6,000 employees

  • Run and evolve the Bain Results Challenge, an annual worldwide celebration of Bain’s impact on client results

  • Drive development of key brand assets with our creative teams (e.g. annual calendar, holiday cards, etc.)

  • Update and evolve training modules that introduce and reinforce Bain’s brand values for employees; where appropriate, conduct training of all new staff on Bain Voice and Bain Brand - either in person or through online modules or a train-the-trainer approach for each office

  • Serve as a global resource to draft and/or edit major internal and external communications with refreshed Bain Voice

  • Organize "Brand Champions" in all markets and departments and share branding best practices across markets and practices

Build an Internal Communications team to work with Bain Leadership on campaign creation, message development, execution and measurement

  • Creative team to develop campaigns

  • Production of all formats (videos, PPT, infographics, emails….)

  • Manage distribution

  • Maintain a central calendar of IC campaigns to avoid overwhelming staff

  • Develop a library of materials for leadership to draw from

  • Devise clear RAPID on content and distribution

  • Create metrics and on-going measurement of impact/engagement

Manage and oversee Bain’s in-house creative teams (14 people plus freelancers):

  • Provide creative direction, guidance/ prioritization, professional development, and team inspiration

  • Design: oversee existing Design team servicing a wide variety of design requests from around Bain system; roll out updated commercial visual identity (stamps and logotypes)

  • Video: fulfill all video requests including executive conversations, client work, partner expertise/ IP videos, and product marketing; oversee rollout of global production network; drive utilization of Bain Gallery (our digital asset management system)

  • Brand & marketing materials: oversee existing Marketing Materials team and a materials warehouse ("marketing store") which handles the fulfillment of all print materials orders

  • Manage cross-team/ departmental budgets and headcount; update and refine 3-year plans

  • Keep Bain’s creative fresh, innovative, and modern while maintaining strict cost discipline and high Net Promoter Scores (70+ across all teams)

Perform other related duties as assigned or as responsibilities dictate

  • Minimum of fifteen years of professional business experience, within a professional services environment.

  • Prior client-facing consulting work experience is

  • Must have/develop a solid understanding of Bain's business and culture

  • Demonstrated ability to impact and influence change while collaborating effectively internally and externally with individuals at all levels

  • Experience developing and implementing brand strategy, brand architecture, product branding for best in class companies and premium brands

  • Bias to action

  • Experience inspiring, developing and managing creative teams required

  • Track record of developing effective campaigns to reach millennial audiences

  • Innate creativity, digital orientation and outstanding talent in verbal and written communications to senior executive audiences

  • Must be in tune with the global marketplace and be able to interpret trends and analyze impact while incorporating new ideas

  • Fluency in spoken and written English a requirement

  • Confidence and professionalism to influence partners with logic, conviction and persuasion

  • Boston location highly desired


Irrespective of an individual’s specific background, the successful candidate will be:

  • Collaborative – someone who knows how to work with and through others to drive results and make change happen

  • Entrepreneurial, proactive, and productive; someone who instinctively knows what needs to be done and rallies colleagues to get things accomplished; “rolls up the sleeves” and gets things done

  • Bright – insightful, creative, with strong problem-solving skills, and pragmatic, practical, “real-world” sense of what is actually do-able. Possesses an affinity for data-driven insights to making decisions

  • Articulate and compelling in his/her oral and written communication skills; engaging and concise – with interpersonal “presence”; adaptable across executive, technical and Bain audiences

  • Energetic, with drive, enthusiasm, and natural skills in relationship development; well-connected, with an extensive network of potentially relevant relationships

  • Can draw upon a keen ‘followership’ of high caliber, talented individuals to augment talent requirements for Bain

  • A great colleague and teammate; passionate about the task at hand and fun to be around; someone with whom Bainies go out of their way to work

  • Able to self-manage time, balance across competing demands

ID: 2017-2505

Post: External Career Portal: 8/11/2017

External Company Name: Bain & Company Inc

External Company URL: