Brand Strategist

Global Business Marketing is looking for a Brand Strategist to join the Brand, Naming & Governance team. This strategist will specialize in architecture, naming, brand identity and brand governance and support the Meta company brand and the apps (Facebook, Instagram, Messenger, Whats App, etc.) for business audiences. The strategist will own projects and assume leadership roles to mentor team members, influence leadership thinking, and move partners to action. A successful candidate has experience in brand strategy and is collaborative, creative, and analytical and can help connect brands, people, and businesses in a more meaningful way. It is critical that this person is able to unify and lead teams around a strategic north star in a highly cross-functional environment. To be successful at Meta takes analytical rigor, solid and applied understanding of foundational brand strategies including naming, brand architecture, brand research, and product knowledge. This person will both ask and answer different and difficult questions, inspire and support product teams, marketing managers, evaluate the work of others, learn and adapt quickly. They will need to have passion for Meta's mission and an understanding of the brand's challenges and opportunities and a passion for naming and brand governance.

Brand Strategist Responsibilities:

Develop global B2B brand strategy including naming, brand architecture, brand identity and brand governance
Develop nomenclature systems for our products and recommendations on how to streamline our naming
Develop POVs on how to brand our products, programs and events
Lead brand strategy workshops including brand positioning
Collaborate with Corporate Marketing and regional B2B Marketing, Creative teams/agencies, Sales and Product leaders globally to ensure our brand strategy is brought to life in compelling ways and is embraced by teams around the company
Conduct audits and analysis to inform business and brand decision making
Identify and scale best practices for brand marketing across Global Business Marketing
Work to define and maintain B2B brand standards, brand training, brand reviews, and governance
Create measurable plans and activities to ensure success and ongoing optimization of activities
Craft executive level decks to be presented to Consumer and Global Business Marketing VPs

Minimum Qualifications:

10+ years of brand strategy experience
Experience in naming and developing naming systems
Experience in brand architecture
Experience in building brand systems
Experience in brand governance and brand reviews
Experience in brand positioning and developing messaging for brands
Experience working with both B2B and consumer brands
Ability to work with senior management on all levels from the VPs to administrative support
Experience as a cross-functional influencer and partner
Experience translating insights, ideas, and data into customer value

Preferred Qualifications:

Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)
Experience partnering with creative teams to translate strategic frameworks into campaign concepts and consumer-facing communications
Experience developing brand strategy for technology platforms, augmented reality, virtual reality, or social media products
Experience working across global markets and adapting brand strategy for diverse cultural contexts
Background in management consulting, consumer insights, or brand planning within a matrixed global organization
Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)

About Meta

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and Whats App further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology. People who choose to build their careers by building with us at Meta help shape a future that will take us beyond what digital connection makes possible today—beyond the constraints of screens, the limits of distance, and even the rules of physics.
For those who live in or expect to work from California if hired for this position, please click here for additional information.
United States of America: $152,000/year to $213,000/year + bonus + equity + benefits
Individual compensation is determined by skills, qualifications, experience, and location. Compensation details listed in this posting reflect the base hourly rate, monthly rate, or annual salary only, and do not include bonus, equity or sales incentives, if applicable. In addition to base compensation, Meta offers benefits. Learn more about benefits at Meta.

Equal Employment Opportunity:

Meta is proud to be an Equal Employment Opportunity employer. We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, reproductive health decisions, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, genetic information, political views or activity, or other applicable legally protected characteristics. You may view our Equal Employment Opportunity notice here.
Meta is committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans in our job application procedures. If you need assistance or an accommodation due to a disability, fill out the Accommodations request form.
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