Marketing Specialist – Brand and Positioning

Role Overview

• Strategic role acting as the brand guardian with technical authority, not just qualified execution. Operates with autonomy and participates in strategic, complex projects, serving as a point of reference in branding.
• Develop and sustain the brand and positioning strategy, translating strategic directions into narratives, territories, campaigns, and communication guidelines;
• Serve as the technical brand reference, ensuring consistency, coherence, and evolution of positioning across all institutional touchpoints and brand architecture;
• Lead the development of institutional, brand, and positioning campaigns, connecting concept, messaging, visual identity, and multichannel application;
• Ensure brand governance by defining, evolving, and upholding guidelines, tone of voice, messaging architecture, and approval criteria;
• Drive marketing strategic planning from a brand perspective, ensuring consistent presence and alignment with business objectives and targets;
• Curate institutional content strategically, ensuring adherence to positioning, corporate narrative, and reputation;
• Provide technical support for brand decisions to leadership and partner areas, with strategic arguments and a long-term vision;
• Conduct and translate brand perception research into branding action plans (awareness and consideration);
• Act as a bridge between strategy and execution, guiding internal teams, agencies, and partners to ensure excellence in brand application;
• Maintain constant interface with areas such as Digital, Acquisition, Growth, and Customer Experience, ensuring alignment between brand positioning, journeys, campaigns, and performance;
• Connect brand, culture, and purpose, ensuring institutional communication reflects the organization’s identity and values;
• Lead Media (online/offline) and Audiovisual Production plans, formats, exposure journeys, and creative brief direction, ensuring execution preserves the strategy and brand attributes;
• Identify image risks and opportunities, actively contributing to press relations and reputation management activities;
• Support leadership on strategic institutional matters, contributing to narrative coherence and alignment of key messages;
• Define and monitor brand and marketing indicators (OKRs), analyzing results, learnings, and opportunities to evolve the strategy.

Requirements

• Solid, proven experience in brand strategy, positioning, and building institutional narratives;
• Experience in rebranding, brand implementation, or brand transitions (strong differential);
• Experience in brand governance, defining guidelines, standards, and approval processes;
• Experience leading the conceptual development of institutional campaigns and brand projects;
• Ability to translate business strategy into communication territories and brand discourse;
• Excellent strategic writing skills, with mastery of tone of voice and construction of institutional messages;
• Ability to argue and technically support brand decisions across different organizational levels;
• Experience in conducting or unfolding brand research and reputation indicators;
• Management of complex projects and agile methodologies;
• Experience coordinating with multiple areas, ensuring alignment between messaging, strategy, and execution;
• Autonomy, systemic vision, and sound judgment for prioritization in a dynamic environment with multiple stakeholders;
• Experience in complex environments with multiple units, brands, or stakeholders (differential);
• Experience in regulated sectors such as financial services, healthcare, or cooperatives (differential);
• Experience in crisis management from a reputational perspective (differential);
• Preferably based in Porto Alegre.

Benefits

• Meal and food allowance: support for purchasing meals and groceries
• Home office/hybrid allowance: monthly stipend for employees working from home or in a hybrid model
• Childcare reimbursement: monthly reimbursement for daycare, nursery school, or nanny expenses
• Mobility allowance: subsidy for transportation expenses
• Profit-sharing (PPR): strategic compensation reflecting employees’ participation in Unicred’s results
• Group life insurance: financial protection and assistance for greater security and peace of mind
• Private pension plan: support for planning a more secure future, with company co-contribution
• Health insurance: medical and hospital coverage for you and your dependents
• Dental insurance: dental coverage for you and your dependents
• English Pass: digital English learning platform for personal and professional development
• Wellhub (Gympass): access to gyms and studios nationwide
• Zenklub: platform offering psychologists and self-development content for you and your dependents
• Holiday gift basket: provided to help you organize a special moment
• Birthday day off: one day off during your birthday month to celebrate
• Child’s birthday day off: one day off during your child’s birthday month to celebrate with family
• Maternity leave: 180 days (six months)
• Paternity leave: 20 days