Associate Director Of Brand Activation & Content

GENERAL SUMMARY:
The Associate Director, Brand Activation & Content is the strategic leader responsible for how the CSL Plasma brand is defined, expressed and activated across the donor journey. The role develops and oversees enterprise content, branding and go-to-market strategies designed to strengthen relevance, support donor acquisition and retention, and create a consistent experience across paid, owned, earned, social, digital, CRM and in-center touchpoints.

This leader owns CSL Plasma's social communications strategy and presence, translates consumer and donor insights into actionable opportunities across channels and platforms, and provides strategic and operational leadership to the creative agency. The role is accountable for maximizing creative output, quality, speed and efficiency while identifying new ways to visually connect with prospects and donors. In partnership with Operations and cross-functional leaders, the Associate Director co-leads how brand and messaging come to life in centers to increase engagement among donors and employees. Success requires enterprise brand leadership, strong commercial judgment, creative excellence, disciplined agency and budget management, insight-driven decision-making, and the ability to influence across Marketing, Operations, Media, CRM, Digital Experience, Communications, Legal, Regulatory Affairs and other partners.

RESPONSIBILITIES:

1. Brand, Content & Go-to-Market Strategy

• Own the strategic direction for the brand and its activation.
• Develop and oversee integrated content, branding and go-to-market strategies aligned with commercial priorities, donor needs and the CSL Plasma mission.
• Define brand positioning, value propositions, messaging architecture, visual expression and content priorities across the donor journey.
• Lead annual and multi-year planning for brand and content, translating business objectives into clear priorities, roadmaps and investment recommendations.
• Guide priority-market and business initiatives, including new center openings and market-specific programs, with scalable go-to-market frameworks.
• Ensure strategies are differentiated, actionable and consistently activated across channels, platforms and center experiences.

2. Social Communications & Presence

• Lead the full social ecosystem and its role in building the brand.
• Own organic social strategy, channel roles, editorial direction, content calendars, community principles and governance.
• Lead internal teams, agencies and partners responsible for social planning, content development, publishing and optimization.
• Identify new social formats, partnerships, creator or influencer opportunities, and platform capabilities that can expand reach and engagement.
• Establish performance expectations and use channel results and audience response to refine content and investment priorities.
• Protect brand reputation by partnering with Communications, Legal, Regulatory Affairs and Operations on escalation and response protocols.

3. Consumer Insights & Experience Innovation

• Turn insight into prioritized action and differentiated experiences.
• Translate consumer, prospect, donor, cultural and performance insights into creative opportunities, messaging, content roadmaps and channel experiences.
• Partner with Insights, Analytics, Media, CRM and Digital Experience teams to identify audience needs, journey barriers and growth opportunities.
• Ideate and champion new ways of visually connecting with prospects and donors across advertising, digital experiences, social, CRM, video, mobile and in-center touchpoints.
• Create learning agendas and test-and-learn opportunities that improve relevance, engagement and creative effectiveness.
• Use insights to influence future brand direction, campaign strategy and experience design.

4. Creative Agency Leadership

• Lead the creative agency to deliver high-impact work with greater efficiency.
• Serve as the primary strategic and executive lead for the creative agency relationship.
• Set scopes of work, priorities, ways of working, performance expectations and business review routines aligned with marketing objectives.
• Lead strategic briefing, creative development, concept evaluation and approval processes from idea through implementation.
• Challenge agency partners to produce distinctive, channel-right and insight-led creative that strengthens the brand and drives action.
• Maximize agency output and efficiencies through disciplined prioritization, modular content, asset reuse, resource planning and continuous process improvement.
• Manage agency and production budgets, assess tradeoffs and recommend investments that improve quality, speed and value.

5. In-Center Brand & Message Experience

• Co-lead how the brand comes to life in the center environment.
• Partner with Operations, Employee Communications, Training and Experience teams to define how branding, messaging and content appear across the physical center journey.

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