Global Director of Brand Marketing

About the position

The Global Director of Brand Marketing will lead WAI’s global brand strategy, ensuring consistent messaging and brand identity across global markets for WAI-branded products and private labels. This role bridges strategic leadership and hands-on execution, harmonizing brand messaging and marketing processes while maintaining flexibility for regional customization. The leader will develop scalable tools, marketing content, standards, and A&P campaigns to drive sales conversion and enhance efficiency, consistency, and impact across diverse regions and channels, including automotive, heavy-duty, agriculture, and power sports. As WAI continues to expand, this role will be instrumental in developing and communicating the unique value proposition, messaging, and differentiation of our products and programs.

Responsibilities

• Lead the development and execution of a global brand strategy for WAI-branded and private-label products, unifying messaging across regions.
• Build brand processes and tools to standardize creative, approvals, messaging, and campaign development while allowing for localized adaptation.
• Develop and manage brand standards and style guides, ensuring consistent use of messaging, visuals, and tone across regions, channels, and customer touchpoints.
• Partner with regional teams to align local market nuances, customer preferences, and competitive landscapes while maintaining brand integrity.
• Develop value proposition to communicate value and position WAI as a leader in delivering 100% new, high-quality products, differentiating from remanufactured alternatives.
• Lead outside agencies and develop strong content to drive growth — including corporate videos, pitch decks, trade show materials, brochures, and technical guides that support global and regional sales teams.
• Collaborate/partner with the Director of Digital Marketing to drive digital campaigns, SEO-optimized content, and brand visibility across web, social, and email platforms.
• Oversee the creation of compelling product and technical messaging tailored for both B2B private label and WAI-branded business.
• Take ownership of execution and deliverables, including refining presentations, writing campaign briefs, and reviewing creative assets for accuracy and brand alignment.
• Build and implement scalable global processes for brand management, creative development, and campaign execution, ensuring clarity and efficiency across regions.
• Develop tools and workflows to centralize brand asset management, creative approvals, and campaign calendars.
• Identify opportunities for automation, AI tools, and outsourcing to lower-cost country partners to drive cost-efficiency without sacrificing quality.
• Create tools and templates that can be used to automate the process.
• Establish governance for ensuring that global and local messaging aligns with WAI’s overarching strategic goals.
• Lead global trade show planning and execution, ensuring unified branding and impactful experiences that drive measurable ROI.
• Support regional teams in executing localized campaigns and promotional activities that ladder up to the overall brand strategy.
• Serve as the point person for all promotional strategies, advertising, and sponsorships, ensuring alignment and cost-efficiency.
• Partner closely with the Director of Digital Marketing to ensure global campaigns and messaging are executed seamlessly across digital platforms.
• Lead and mentor the Marketing team, driving executional excellence while fostering professional growth.
• Work collaboratively with regional marketing teams, providing hands-on guidance and tools to align local efforts with the global brand vision.
• Partner with sales, product management, and leadership to ensure marketing aligns with commercial objectives and customer needs.
• Develop clear KPIs to measure the success of global brand campaigns, trade shows, and content initiatives.
• Present performance results and actionable insights to senior leadership, continually optimizing messaging and processes.
• Monitor market trends, customer feedback, and competitive analysis to drive continuous improvement.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field.
• 15+ years in brand marketing with a mix of execution and strategic leadership.
• Experience developing scalable global processes and tools within decentralized organizations.
• Proven ability to harmonize brand messaging across regions while accommodating local market needs.
• Experience collaborating with cross-functional, matrixed teams across multiple geographies.
• Ability to execute campaigns while developing long-term strategies.
• Strong analytical mindset with experience measuring ROI, campaign performance, and KPIs.
• Automotive aftermarket and/or B2B industry experience required.

Nice-to-haves

• Strong content development skills, including experience leading and managing the development and execution of corporate videos, presentations, trade show materials, and campaigns.
• Exceptional project management skills with a track record of building tools, workflows, and processes that drive efficiency.