Chief Brand Officer

The Chief Brand Officer (CBO) of Alta is the icon and inspiration of the Alta brand globally and will lead the business as the “OEM” of all that is produced and/or distributed under the Alta brand.  The CBO Alta will lead the strategic direction, product marketing, training curriculum objectives, portfolio innovation and growth for Alta branded sales that are commercialized worldwide through URUS owned and 3rd party distribution channels.  The CBO – Alta will also be responsible for sales and business development of the Jetstream brand through URUS owned and 3rd party distribution channels.  

This leader will be responsible for driving and maximizing total sales through the Alta brand sales teams.  The scope of responsibilities include the brand and marketing strategy, including and not limited to, brand differentiation, customer segmentation, sales enablement, market thought leadership, program, service and product portfolio innovation, and global alignment with Alta brand’s mission, Good to Great foundations, and team performance.  The CBO Alta will have direct reports in a marketing, communication and strategy team and will have shared services support in digital, People, business development, people development and finance.  

The CBO will collaborate with primary business partners who are Presidents of North American, EMEA, LATAM, and APAC regions who will be P&L accountable to achieve Alta brand sales targets as part of their total brand portfolio responsibility. The region Presidents lead direct reports of commercial sales and distributor teams and are supported by regional sales directors across each global region, regional marketing directors, and global marketing centers of excellence to deliver on the brand and commercial strategy.  

RESPONSIBILITIES 

 Strategic Brand Leadership: 

• Define and execute a comprehensive strategy for the Alta brand portfolio to maximize market share, opportunity coverage, profitability, and global impact. 
• Establish brand positioning, identity, customer experience, and value propositions that align with the company’s mission and business goals. 
• Drive innovation within Alta brand portfolio, ensuring each program, product and/or service brand maintains relevance and leadership within its market segment. 

Business Growth and Market Leadership: 

• Lead initiatives to expand and prioritize market presence and revenue streams across existing and emerging markets.
• Identify growth opportunities for individual brands and the overall portfolio, leveraging synergies among them. 
• Actively manage the total Alta brand portfolio, including launch of new products, programs and services alongside “stop doing” marketing and sales activities. 
• Collaborate with commercial sales teams to ensure alignment of brand strategies, revenue goals and sales being on target segments  
• Develop a market presence as thought leader for the Alta brand and desired associations with innovative thinking and practice.

Cross-Functional Collaboration: 

• Partner with URUS marketing, product development, and operations teams to ensure cohesive brand messaging and product-market alignment. 
• Provide strategic guidance to brand leaders to optimize resources, drive efficiency, and ensure consistent execution. 
• Serve as a key advisor to the URUS Executive team on brand-related opportunities, risks, and performance. 

Team Leadership and Development: 

• Lead and mentor a team of brand and marketing leaders, fostering a culture of collaboration, innovation, and accountability. 
• Build organizational capabilities with business partners to support brand development, including market research, analytics, and digital strategy. 
• Champion diversity and inclusion within teams to drive creativity and broader perspectives in brand strategies. 
• Develop brand sales team training, objective and curriculum to develop “ideal brand athletes.” 

Financial and Operational Accountability: 

• Oversee the budget for the brand portfolio, ensuring alignment with organizational financial objectives. 
• Analyze brand performance and market trends, providing actionable insights to optimize ROI and growth. 
• Develop and present regular updates for stakeholders on brand perfor