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Senior Director Brand Purpose

  • Posted: 15 Oct 2021
  • Marketing
  • White Plains, NY or Broomfield, CO
  • United States

About the job

At Danone, our mission is to bring health through food to as many people as possible, in a sustainable way. We are currently looking to hire a Senior Director of Brand Purpose based in one of our co-headquarters (White Plains, NY or Broomfield, CO). The Senior Director of Brand Purpose plays a critical role in helping bring our #OnePlanetOneHealth commitments to life through our brands in an authentic and purposeful way. This role sits within the Danone North America Marketing Center of Excellence and is the lead brand purpose, storytelling and strategy architect for all Danone NA brands. This role will bring together right- and left-brain acumen to unlock and articulate brand purpose, brand manifestos, brand architecture, brand essence and verbal strategy across all Danone North America brands. The position will partner closely with the Senior Brand Design Director and Executive Creative Director to ensure single-minded, strategic brand narratives across insights, brand design and activation. This role is also responsible for Brand Academy, which develops and leads execution for all marketing training across the organization. The Senior Director Brand of Purpose reports directly into the Head of Marketing, sits on the Marketing Center of Excellence leadership team, and leads a team of 9 (3 direct, 6 indirect). 


In this role, you will:  

  • Be the lead architect for brand manifesto, brand architecture and brand essence for Danone NA brands 

  • Be the lead architect for brand-led voice, naming/nomenclature systems and messaging strategies for all Danone NA brands 

  • Proactively build relationships with cross-functional teams to ensure sound brand strategy and storytelling execution across channels 

  • Lead development and execution of Brand Academy program that is complementary to Global Marketing competencies but addressing local team needs 

  • Develop and mentor team members to grow their collective expertise 

  • Help to build the vision, structure and optimal ways of working for the team  

  • Serve on Marketing COE Leadership Team and help set vision and drive engagement across full COE 

About you


About You: 

  • 9+ years of professional work experience in agency and/or client-side (Strong preference for CPG experience) 

  • Demonstrated ability to successfully lead, manage, and develop a team and create an inclusive and collaborative culture 

  • Demonstrated ability to lead efficient and engaging brand strategy workshops with senior leaders and/or key stakeholders 

  • Demonstrated ability to architect brand purpose, naming, voice and messaging strategy deliverables 

  • Proven track record of actioning and executing against creative briefs with clearly crafted deliverables 

  • Superior narrative writing skills in developing intuitive communication frameworks that simplify complexities 

  • Self-starter mentality with the ability to juggle multiple priorities and make things happen in a fast-paced, dynamic, and often ambiguous environment 

  • Comfortable collaborating with design and agency partners to apply customer insights to inspire creative and purpose-led storytelling 

  • Ability to extract informative data from market research, consumer insights and trends to guide purpose-led brand storytelling 

  • Has command of PPT, Keynote and/or InDesign, and is able to create and help the team build compelling presentations 

  • Demonstrated success in the following leadership behaviors: ability to challenge, adapt and co-own Danone’s future, open and can connect through real dialogue, purposeful decision maker to win in the market, inclusive culture creator, and act as one team 

About us


About Us: 

At Danone North America, you’ll work with some of the best-known food and beverage brands in the world like Activia, Silk, Horizon Organic, Two Good, Oikos, evian, and Happy Family. You’ll be part of one of the largest Certified B Corps™ in the world, working together to make sure our brands create real benefits for people, communities, and the planet. We have 6,000+ employees across the U.S. and Canada. Come join our movement for a healthier world: One Planet. One Health BY YOU.  


Danone North America doesn’t just welcome what makes you unique, we value it. We’re proud to be an equal opportunity and affirmative action employer. All hires to our team are based on qualifications, merit and business needs. We recruit, employ, train and promote regardless of race, color, religion, disability, sex, sexual orientation, gender identity, national origin, age, veteran status, genetic characteristic or any other protected status. Faithful to our values of openness and humanism, all of our employees share in the commitment to engage one another with dignity and respect. http://www.dol.gov/ofccp/regs/compliance/posters/pdf/eeopost.pdf 



The base compensation range for this position is $165,000 – 185,000. Danone North America additionally offers a performance-based bonus and has a strong benefits package including Medical, Dental, Vision, Prescription Drug Coverage, 401k Plan, Wellness Program, Life Insurance, Tuition Reimbursement, Flexible Time Off, and Paid Parental Bonding Leave, among other benefit plan options. #LI-NORAM