Director, Brand Marketing

At Barings, we are as invested in our associates as we are in our clients. We recognize those who work diligently for us and reward them for personal and professional integrity, communication skills, distinct competencies and expertise in specific strategies, ability to collaborate as a team member and true dedication to the interests of our clients.

We thank you for your interest in joining the Barings team, and invite you to explore our current employment opportunities.

Title: Director, Brand Marketing

Business Unit: Corporate Marketing

Location: Charlotte, NC or New York, NY

Barings is a leading global financial services firm dedicated to meeting the evolving investment and capital needs of our clients and customers. Through active asset management and direct origination, we provide innovative solutions and access to differentiated opportunities across public and private capital markets. A subsidiary of MassMutual, Barings maintains a strong global presence with business and investment professionals located across North America, Europe, and Asia Pacific.

Job Summary

The Director, Brand Marketing will play a critical role in advancing Barings’ brand as the company embarks on its next stage of growth. This position is an opportunity for a highly skilled and creative brand marketing professional to shape and execute the brand strategy, ensuring Barings stands out as a premier choice in the asset management industry. The ideal candidate will exhibit a blend of strategic thinking, creative flair, and a results-driven approach to marketing initiatives.

Primary Responsibilities

• ·Brand Evolution: Implement the brand strategy by developing a cohesive brand framework to ensure consistent brand application across all channels.
• ·Identity: Collaborate with marketing colleagues and external agencies to enhance the visual identity, tone of voice, and design system, ensuring these elements are reflected across all touchpoints.
• ·Creative: Lead the development of integrated campaigns and messaging frameworks across paid media, website, and experiential platforms.
• ·Advertising Campaign Execution: Oversee production, from concept to launch, across various media (digital, print, TV).
• Digital Marketing: Manage digital advertising initiatives, including overseeing ad assets from concept to creation, implementing A/B testing strategies, and optimising campaigns for performance across relevant platforms.
• ·Out-of-Home Advertising: Oversee the entire process for out-of-home advertising in key markets, including planning, creative development, vendor management, and performance measurement.
• ·Experiential Marketing: Deliver impactful activations at flagship conferences and Barings-hosted events, focusing on measurable outcomes and audience engagement – in partnership with Barings events team.
• ·Content Marketing: Collaborate with corporate marketing colleagues by providing input and ideas to support marketing initiatives that effectively communicate the brand story to internal and external audiences.
• ·Sponsorship Activation: Ensure full delivery of contracted benefits, including rights management, brand visibility, and performance tracking for firmwide brand sponsorships.
• ·Performance Measurement: Partner with marketing attribution colleagues to define key performance indicators (KPIs) for brand health and campaign success, and contribute to post-campaign analysis and insights.
• ·Budget Management: Manage an omnichannel marketing budget, ensuring optimal allocation of resources and adherence to compliance requirements.
• ·Stakeholder Engagement: Align cross-functional teams and agency partners around a unified brand vision, fostering collaboration and shared objectives. Collaborate with parent company stakeholders on co-branded initiatives.

Qualifications

• 10+ years’ experience in brand marketing with a proven track record of elevating major brands .
• Expertise in out-of-home advertising and experiential activations, delivering high-impact campaigns.
• Ability to link brand marketing to measurable business outcomes, leveraging robust testing and optimization frameworks.
• Strong influencing and collaboration skills to drive alignment across cross-functional teams and agencies without direct authority.
• Exceptional writing, editing, and presentation skills, with hands-on involvement in early creative development.
• Experience within asset management or related financial services sectors, demonstrating industry knowledge.
• Proven success integrating brand strategy into live experiences and digital platforms, ensuring consistency and engagement.
• Occasional travel required for activations and events.