About Zeekr:
- ZEEKR is a premium electric vehicle brand under the Geely Group, dedicated to pioneering innovation in smart, sustainable mobility. As part of Geely’s ecosystem, ZEEKR embodies cutting-edge design, advanced technology, and user-centric electric mobility experiences.
About Geely:
- Geely is a global leader in smart electric vehicles and automotive innovation.
- Own iconic brands like Geely Auto, Zeekr, Volvo, Polestar, Lotus, and hold a 17% stake in Aston Martin.
- With $100B+ assets and 140,000+ employees worldwide.
- 30,000+ engineers & designers across China, Sweden, the UK, the U.S., and Germany.
- 4,000+ sales/service locations worldwide.
- Fortune Global 500 company for 13 consecutive years.
- Pioneering AI-driven automotive solutions with one of the largest cloud computing centers (1.02 Exaflops/sec).
- Geely’s Geespace launched 20 satellites to enable safe autonomous driving.
- World-class digitalisation and AI-driven manufacturing.
- Mission & Vision: A Sustainable Future, A Better World
- Core Value: Truth-seeking & practical, hardworking & enterprising, collaborative & innovative
- Culture: Achiever, Problem-Solving, Benchmarking, Compliance
Role Summary:
- The Head of Branding is responsible for leading the development, execution and continuous evolution of the ZEEKR brand in Australia.
- This role will shape the brand's long-term positioning, customer perception and market presence, ensuring a consistent and premium brand experience across all touchpoints. Working closely with local leadership, headquarters and cross-functional teams, the position will drive brand strategy, communications, content development, customer engagement and integrated campaign initiatives that support both brand equity and business growth.
- As a senior marketing leader, the role also contributes to broader marketing planning and commercial initiatives, ensuring alignment between brand objectives and overall business strategy.
Key Responsibilities:
Brand Strategy & Brand Development
- Develop and execute the long-term brand strategy for the Australian market.
- Establish and maintain a clear, differentiated and compelling brand positioning.
- Ensure consistent application of brand identity, brand guidelines and communication principles across all customer touchpoints.
- Monitor brand health, customer perception and market positioning, recommending strategic improvements where required.
- Drive initiatives that strengthen brand awareness, consideration and preference.
Brand Communications & Public Relations
- Lead brand communication strategies across earned, owned and shared channels.
- Oversee media relations, corporate communications, executive visibility and reputation management activities.
- Develop key messaging frameworks and communication narratives aligned with brand objectives.
- Manage external agencies, PR partners and communication stakeholders.
- Support crisis communication and brand reputation management when required.
Creative, Content & Storytelling
- Define the creative direction and content strategy for the Australian market.
- Lead the development of brand campaigns, storytelling initiatives and content programs that enhance customer engagement.
- Ensure all creative assets reflect premium brand standards and market relevance.
- Oversee content production across multiple channels and customer touchpoints.
- Foster innovative approaches to brand expression and customer engagement.
Brand Experience & Customer Engagement
- Lead initiatives that enhance the end-to-end customer brand experience.
- Ensure consistency between brand promise and customer experience delivery.
- Support the development of retail experience concepts, experiential marketing activities and customer engagement programs.
- Collaborate with Sales, Network and Customer Experience teams to strengthen customer satisfaction and advocacy.
- Drive initiatives that deepen emotional connection between customers and the brand.
Integrated Campaign Leadership
- Lead the strategic development of integrated marketing campaigns from a brand perspective.
- Partner with Product, Digital, Media, CRM and Commercial teams to ensure consistent campaign execution.
- Provide strategic guidance on campaign positioning, messaging and customer targeting.
- Support vehicle launch campaigns and major commercial initiatives.
- Evaluate campaign effectiveness and identify opportunities for optimisation.
Partnerships, Sponsorships & Strategic Collaborations
- Identify and develop strategic partnerships that enhance brand visibility and relevance.
- Lead sponsorship, ambassador and collaboration programs aligned with brand objectives.
- Evaluate partnership opportunities from both brand and commercial perspectives.
- Build relationships with key industry, cultural and lifestyle stakeholders.
Customer Insights & Market Intelligence
- Monitor market trends, customer behaviour and competitive activities.
- Translate customer insights into actionable brand and marketing strategies.
- Identify emerging opportunities to strengthen brand competitiveness and relevance.
- Support leadership with strategic recommendations based on market intelligence.
Headquarters Collaboration & Leadership
- Serve as the primary local leader for brand-related collaboration with headquarters.
- Drive localisation of global brand initiatives and ensure alignment with local market requirements.
- Influence regional and global stakeholders through data-driven recommendations and market insights.
- Lead and develop high-performing internal and external teams to achieve brand objectives.
- Act as a senior contributor to the overall marketing and commercial strategy of the business.
Qualifications:
- Bachelor's degree in Marketing, Communications, Business or a related discipline.
- Minimum 10 years of experience in automotive OEM, premium consumer brands or related industries.
- Proven experience leading brand strategy, communications and integrated marketing initiatives.
- Strong understanding of premium brand building, customer engagement and market positioning.
- Demonstrated success in managing agencies, external partners and cross-functional stakeholders.
- Experience influencing senior leadership teams and headquarters stakeholders.
- Strong commercial acumen with the ability to connect brand investment to business outcomes.
- Exceptional communication, presentation and storytelling skills.
- Previous leadership experience at Senior Manager, Associate Director, Director or equivalent level is highly regarded.
- Full and unrestricted working rights in Australia are required. Visa sponsorship is not available for this role.
