Purpose
Drives the strategic positioning and execution of the global, employer, and consumer brand across the US market. Leads cross-functional stakeholder networks to integrate brand standards into every touchpoint, optimizing brand impact, revenue generation, and cost efficiency. Shapes local brand architecture and ensures clear, consistent communication that aligns with both international guidelines and local market needs.
Responsibilities
Brand Strategy & Market Alignment:
- Adapt global brand strategies-spanning consumer, employer, and corporate identities-to fit US market conditions and competitive dynamics.
- Develop and implement local anchor brand strategies across Food and Near-Food categories based on market demands.
- Execute international anchor brand initiatives across Food, Non-Food, and Near-Food product lines.
- Partner with international brand management and national marketing teams to launch co-branded partnerships aligned with broader business goals.
Brand Governance & Identity:
- Enforce visual, conceptual, and messaging standards across all business units to maintain brand integrity.
- Oversee final brand sign-offs for major marketing campaigns and conduct day-to-day creative reviews.
- Protect brand voice, tone, and visual guidelines across all internal and external touchpoints.
- Manage departmental operating budgets, material costs, and key brand performance metrics.
Stakeholder Management & Corporate Image:
- Build and guide a network of internal leaders to integrate brand culture into core business operations.
- Enhance the employer brand and corporate reputation among external stakeholders, community groups, and industry organizations.
- Align cross-functional initiatives across sales channels, digital platforms, customer service, corporate affairs, and HR.
About You
- Bachelor's degree in Marketing, Communications, Business Administration, or a related field required.
- 8+ years of senior leadership experience in brand strategy, portfolio management, corporate communications, and brand evaluation.
- Proven track record of leveraging data and consumer analytics to build, maintain, and scale brand identity and customer loyalty.
- Deep expertise in target audience segmentation, customer retention strategies, and managing multi-category brand portfolios.
- Strong ability to influence cross-functional teams and build consensus across executive leadership, HR, sales, and operations.
- Excellent written, verbal, and executive presentation skills.
Physical Requirements
- Ability to travel up to ~20% of the time, which may include weekends and evenings, as needed.
- Most work is performed in a temperature-controlled office environment.
- Must be able to sit for prolonged periods of time at a desk or computer terminal.
- May use keyboards, telephone, and standard office equipment in the course of a normal workday.
- Stooping, bending, twisting, and reaching may be required in the completion of job duties.
- Must be able to lift up to 25 pounds at times.
Competencies
- Personal Competencies: Stays informed about industry trends to proactively challenge and improve departmental standards. Demonstrates a strong drive to achieve goals, maintains work capacity under pressure, and manages company resources with care and integrity.
- Business Competencies: Independently identifies tasks and prioritizes effectively to achieve ambitious goals. Understands complex interconnections between departmental processes and evaluates broad organizational impacts when planning and executing initiatives.
- Social Competencies: Communicates complex topics clearly and persuasively, tailoring messages to distinct audiences. Builds trusting cross-departmental relationships, fosters constructive compromise, and anticipates and addresses conflicts of interest with diplomacy.
Our Values
Ability to demonstrate, understand, and continuously apply our workplace values:
- Performance: We thrive together to passionately pursue ambitious goals, constantly develop ourselves, and turn complex organizational challenges into opportunities.
- Respect: We put people at the center of what we do by treating each other fairly, ensuring equal opportunities, and valuing diversity as a key cultural strength.
- Trust: We believe in each other, communicate openly and honestly, remain completely reliable, and treat mistakes as valuable learning opportunities.
- Grounded: We dream big while staying down to earth, remaining approachable, choosing simplicity over complexity, and focusing firmly on meaningful results.
- Belonging: We are stronger together than we are alone, standing up for one another, leveraging our collective strengths, and focusing on sustainable, long-term relationships.
Scope
- Number of team members directly supervised: None
- Number of team members indirectly supervised: None
- Annual budget/expenditures: Maintains strict responsibility for the efficient use of time and financial resources allocated to their specific topics or assignments.
What You'll Receive
At Lidl, we know that in order for our people to do their best, they must be at their best. That's why as a company, we offer one of the most generous benefits packages in the industry.
All our Lidl employees are eligible to receive the following benefits:
- Starting pay of $160,000 (with potential to earn 1$180,000 in the future)
- 10% employee-only discount on purchases made at Lidl stores
- Medical & Prescription | Dental | Vision coverage
- Paid Holiday & Paid Time Off (PTO) to use for sickness or vacation
- Dedicated training plans to ensure you are set up for success
- 401K Plan (+ 5% company match)
- Voluntary Term Life & AD&D Insurance
- Total Well-Being Program
- DailyPay, a voluntary benefit to offer employees access to their pay on their own schedule
Lidl US views our Corporate Social Responsibility (CSR) through a lens of actions that are Good for the Environment, Good for People, and Good for You.
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