Director Brand Strategy

Requisition 23245: Director Brand Strategy 

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Director, Brand Strategy

The director of brand strategy will enhance the value of the Norfolk Southern brand by developing and executing an integrated, data-driven strategy for paid, earned, shared and owned media. 

Our Company:

Norfolk Southern moves the goods and materials that drive the U.S. economy, connecting customers to markets and communities to economic opportunity.  As one of the nation’s oldest and largest freight transportation companies, Norfolk Southern has a rich history and a bold vision for the future.  We’re moving our corporate headquarters to a state-of-the-art building in Atlanta’s Tech Square neighborhood and expanding our communications team to put greater focus on telling our story.  We’re looking for experienced strategists and change agents to drive a transformation of the communication function as we begin an exciting new chapter for our company.  We offer competitive benefits, professional development opportunities, a supportive work environment and more.

Responsibilities:

Integrate the company’s paid, earned, shared and owned media – including external and internal channels – into a comprehensive strategy with compelling content that drives brand value.

Build a media-savvy organization that provides company leadership with informed counsel, responds effectively to 24/7 media inquiries and maintains strong relationships with outlets that cover our company.  Serve as media spokesperson as required.

Develop business-driven strategies for the company’s website and social media properties.  Monitor and evaluate trends in social media to identify opportunities and potential threats.  Oversee the company’s social media policies. 

Build on the strong foundation of the company’s mobile employee communication app to maintain a comprehensive suite of tools for engaging the company’s 20,000 employees across 22 states. 

Direct the department’s research, measurement and analytics program. 

Monitor and evaluate advances in communication technology that create opportunities for the Norfolk Southern corporate communication function. 

Drive a disciplined and efficient newsroom process for programming the company’s internal and external communications channels with compelling, business-driven content.

Participate actively as a member of the communications leadership team, creating an inclusive, collaborative culture that values professional development and attracts and retains great people. 

Requirements:

Undergraduate degree or higher in communications, public relations, journalism, mass communication, or related area.

Minimum of 10 years communication experience in a corporate or agency setting.

Experience managing agencies and staff.

Expertise among many communication disciplines, including media relations, digital media, employee communication, executive communications, marketing communication, issue management and crisis communication. 

Demonstrates a high degree of interpersonal and organizational savvy; builds networks and collaborates effectively to influence outcomes and achieve results; comfortable counseling senior executives.

Possesses exceptional oral and written communication skills, and a deep understanding of how to create compelling content through a wide range of mediums. 

Exhibits a high comfort level driving action in ambiguous or evolving situations; processes new information quickly and adjusts strategies accordingly; displays situational adaptability.

Drives results with a bias for action and a strong sense of personal and team accountability; optimizes work processes to enable the department to work effectively and efficiently.

Provides consistent coaching and performance feedback; creates continuous career development opportunities for direct reports; builds effective teams.

Possesses excellent professional maturity, sound judgement, good analytical skills and the ability to make quality decisions quickly when necessary.

Displays a solid understanding of the use of communication research, measurement and data analytics in the development of communication strategies.

Possesses the journalistic instincts and creative ability to identify and tell compelling stories that move the business forward.

Proven ability to collaborate effectively with senior company leaders and business peers.

New Headquarters – Atlanta, GA

Norfolk Southern is in the process of constructing a vibrant & modern corporate HQ in Midtown Atlanta, GA. Our HQ is scheduled for completion in the summer of 2021. To check out a sneak peek, we’ve linked a playlist below.

 http://bit.ly/NS_New_HQ

Company Overview

Norfolk Southern Corporation (NYSE: NSC) is a Fortune 300 organization and one of the nation’s premier transportation companies. Its Norfolk Southern Railway Company subsidiary operates approximately 19,500 route miles in 22 states and the District of Columbia, serves every major container port in the eastern United States, and provides efficient connections to other rail carriers.

We are a team of more than 20,000 employees working together to maintain our reputation as "The Thoroughbred of Transportation." As an industry leader, Norfolk Southern offers a competitive salary and an excellent benefits package.

At Norfolk Southern, we believe in celebrating our individuality. By leveraging the unique backgrounds and viewpoints of our employees, we can create a culture of innovation, respect, and inclusion. We know that employees thrive in a workplace where differing viewpoints, ideas, and experiences are freely shared and valued. As such, we encourage all employees to contribute their distinctive skills and capabilities to our organization.

Equal employment opportunities are available to all applicants regardless of race, color, religion, age, sex, national origin, disability status, genetic information, veteran status, sexual orientation and, gender identity. Together, we power progress. More information can be found at NS-EEO