Job description
Globally recognized for exceptional product performance and versatility, Fotona develops award-winning aesthetic, medical, and dental lasers. With over 50 years of laser expertise and industry leadership, Fotona has sold over 30,000 lasers worldwide with distribution in over 60 countries. Fotona’s reputation for excellence is earned from its dedication to R&D, unparalleled quality, reliability, ease of use, and durability.
The Director of Global Brand Marketing will be the strategic and creative leader shaping Fotona’s next chapter of growth across both B2B and B2C. This role is responsible for defining the global brand vision, building powerful emotional connections with customers, partners, and communities, and ensuring cultural relevance across markets. As a storyteller, strategist, and activator, you will translate brand purpose into compelling campaigns, content, and experiences that drive awareness, engagement, and long-term loyalty.
This role oversees brand, creative direction, corporate communications, and shapes global events, ensuring a consistent, compelling, and differentiated presence in the market. The Director of Brand will act as both strategist and storyteller, uniting creativity with business objectives to drive brand equity, customer engagement, and organizational pride. The ideal candidate has experience leading global brand initiatives in fast-paced, high-growth environments, with the ability to balance creative excellence, strategic insight, and operational execution.
Key Responsibilities:
- Global Brand Leadership: Define and steward Fotona’s global brand narrative across all channels, ensuring consistent identity, voice, and storytelling.
- Provide strategic and creative direction for campaigns, ensuring alignment with go-to-market strategies and business objectives.
- Translate brand vision into meaningful consumer connections across B2B and B2C touchpoints.
- Oversee brand architecture, positioning, and messaging; craft compelling narratives and guide ideation sessions to bring them to life.
- Design and develop a clear, cohesive, and effective communication plan to effectively disseminate the brand strategy across the organization.
- Partner with product, marketing, and commercial teams to embed brand positioning into go-to-market strategies.
- Global Consistency: Establish brand guidelines, playbooks, and frameworks that enable global alignment with local flexibility.
- Partner with leadership to foster a brand-first culture and serve as a steward of the brand across the organization.
- Act as the central liaison across functions to ensure unified messaging, asset delivery, promotional alignment, and channel cohesion throughout the campaign lifecycle.
- Team Leadership: Build, mentor, and inspire a high-performing team, fostering a culture of creativity, collaboration, and accountability.
- Lead the creative team in developing impactful campaigns, design systems, and content that bring the brand to life.
- Lead the communications team, including PR and media relations, and stakeholder communications.
- Cross-Functional Collaboration: Work closely with Product, Growth, Operations, and regional teams to align brand marketing with go-to-market strategies and business goals.
- Partner with product marketing and sales teams to design events that drive engagement, awareness, and lead generation.
- Market Insights & Positioning: Leverage research, competitive analysis, and customer insights to refine brand positioning, messaging, and differentiation.
- Conduct market research and consumer insights to uncover needs, identify opportunities, and stay ahead of category trends.
- Measurement & Optimization: Track performance, analyze results, and recommend strategic improvements to maximize brand impact and ROI.
- Budget & Resource Management: Oversee brand marketing budgets, external partners, and agencies to ensure efficiency and creative excellence.
Requirements:
- Bachelor’s degree in Marketing, Business, or related field.
- 10+ years of brand marketing or communications experience with a strong background in global strategy, campaigns, and storytelling across B2B and B2C markets.
- Experience working within highly regulated industries (e.g., healthcare, beauty, technology, or financial services) with the ability to navigate compliance considerations while driving brand creativity.
- Proven success in creating and executing integrated brand campaigns across multiple channels and geographies.
- Understanding of global markets, with experience in localizing strategies for key regions (ex. US, China)
- Strong analytical and strategic thinker with the ability to translate insights into impactful brand strategies.
- Exceptional communication and collaboration skills; able to inspire and influence across teams, cultures, and leadership levels.
- Highly organized, detail-oriented, and able to manage multiple priorities in fast-paced environments.
- Passion for brand building, creative storytelling, and shaping global brands that inspire trust and loyalty.
Additional Requirements:
- Valid passport and ability to travel domestically and internationally (approximately 15-20%).
- Ability to work flexible hours, including evenings and weekends as needed.
- Ability to lift and carry up to 20 to 50 pounds occasionally.
- Ability to stand, push/pull, bend, squat, stretch, reach, twist/turn, walk, and reach throughout the day, and work at a computer and sit for extended periods.
Compensation:
- Competitive pay based on experience.
- Excellent benefits package including Medical, Dental, Vision, and Life Insurance.
- 401(k) with matching.
- Opportunity to develop and grow a career within a fast-growing and industry-leading company.
*Fotona is an equal-opportunity employer.
