Director of Brand Strategy

As Director of Brand Strategy, you’ll shape and maintain NETGEAR’s brand identity and develop strategic plans to drive brand awareness, engagement, and consistency across all channels. You’ll embed a customer-first mindset in every aspect of the role and create experiences that exceed expectations and build lasting loyalty. You will lead and inspire the creative services team and work closely with senior leadership and cross-functional teams to align brand initiatives with NETGEAR’s purpose, mission, and business transformation goals. This is a hybrid role, expected to be onsite three days a week in our San Jose HQ. 

Key Responsibilities: 

Brand Strategy and Positioning 

• Define and strengthen NETGEAR’s brand identity by developing compelling narratives that establish voice, messaging, and positioning across all channels while ensuring alignment with NETGEAR’s overall business objectives. 

• Position the brand distinctively across NETGEAR’s business and consumer audiences, addressing their unique needs and preferences. 

• Develop and execute differentiation strategies to strengthen the NETGEAR brand appeal, attract target audiences, and foster long-term loyalty across business and consumer segments. 

• Develop executive-level storytelling and thought leadership initiatives to reinforce NETGEAR’s industry leadership. 

• Enhance brand awareness and reputation among NETGEAR’s customers, employees, partners, vendors, and investors. 

• Execute strategic brand-building initiatives that align with NETGEAR’s business transformation, ensuring consistency and impact across all touchpoints. 

Customer & Market Insights 

• Analyze consumer behavior, industry trends, and emerging technologies to identify brand opportunities. 

• Develop customer personas and journey maps to enhance brand engagement. 

• Utilize qualitative and quantitative research methods to inform strategic decisions, uncover growth opportunities, and refine brand strategy. 

Brand Performance & Health Tracking 

• Leverage data, surveys, and market research to measure and refine brand effectiveness. 

• Align brand health metrics with business outcomes and continuously optimize strategies and campaigns based on insights. 

Creative Services 

• Lead and inspire the creative services team, fostering a culture of collaboration, innovation, and excellence. 

• Oversee and manage relationships with external marketing agencies, including contract negotiations and performance evaluations. 

• Ensure brand consistency and high-quality execution across all NETGEAR brands, aligning creative output with our evolving brand strategy. 

• Optimize creative workflows by integrating the latest technology and AI-driven tools to enhance efficiency and innovation. 

Cross-Functional Collaboration 

• Partner with business and consumer marketing, PR, digital, social, customer support, and product teams to drive brand-aligned GTM campaigns and deliver unified brand experiences. 

• Work with the sales and strategic partnership teams to develop co-marketing strategies. 

• Support internal teams in maintaining brand consistency in communications and customer interactions. 

Qualifications:

• Bachelor’s degree in Marketing, Business, Communications, or a related field (MBA preferred). 

• 10+ years of experience in brand strategy, corporate branding, or marketing in the technology industry. 

• Proven success in leading brand strategy implementation and revitalization projects. 

• Expertise in the technology sector, spanning consumer and business-connected hardware and software. Knowledge of enterprise IT, cloud computing, AV, wireless networking, smart home, IoT, apps, and services is a plus. 

• Experience managing B2B and B2C marketing and brand strategies. 

• Strong storytelling, communication, and executive messaging skills. 

• Ability to balance analytical insights with creative brand-building. 

• Brand reputation and crisis management experience. 

• Experience in generative AI tools for branding, marketing automation, and personalized content creation. 

• Proficiency in analytics and martech tools (Google Analytics, social media insights, brand tracking, and reporting). 

• Strong collaboration and project management skills. 

• A motivating leader capable of instilling excitement, inspiring others, and collaborating effectively with cross-functional teams. 

• Proven ability to thrive in a fast-paced, dynamic environment with competing priorities and tight deadlines. 

• Familiar with global data protection regulations (GDPR, CCPA, etc.) and legal requirements for marketing and advertising. 

Company Statement/Values:  

At NETGEAR, we are on a mission to unleash the full potential of connectivity with intelligent solutions that delight and protect. We turn ideas into innovative networking products that connect people, power businesses, and advance the way we live.  

We're a performance-driven, talented and diverse team that's committed to delivering world-class products for our customers. As a company, we value our employees as the most essential building blocks of our success. And as teammates, we commit to taking our work to the Next Gear by living our values: we Dare to Transform the future, Connect and Delight our customers, Communicate Courageously with each other and collaborate to Win It Together. You’ll find our values woven through our processes, present in our decisions, and celebrated throughout our culture. 

We strive to attract top talent and create a great workplace where people feel engaged, inspired, challenged, proud and respected. If you are creative, forward-thinking, passionate about technology and are looking for a rewarding career to make an impact, then you've got what it takes to succeed at NETGEAR. Join our network and help us shape the future of connectivity. 

NETGEAR is an equal opportunity employer and makes employment decisions on the basis of merit. Company policy prohibits unlawful discrimination based on race, color, religious creed, sex, gender, gender identity, gender expression, marital status, registered domestic partner status, age, national origin or ancestry, physical or mental disability, medical condition including genetic characteristics, sexual orientation, military and veteran status, or any other consideration made unlawful by federal, state, or local laws. It also prohibits unlawful discrimination based on the perception that anyone has any of those characteristics or is associated with a person who has or is perceived as having any of those characteristics.