Impress employers and recruiters.
Choose from hundreds of resume examples.

Impress employers and recruiters.
Choose from hundreds of resume examples.

Target Resume Now

About the Role

The Vice President Brand owns Cirque du Soleil's brand as a commercial asset, ensuring it drives desirability, demand, pricing power, audience growth, and long-term enterprise value. This leadership role sets brand strategy and architecture, builds execution capabilities, and shares accountability for demand outcomes, with success measured by market performance.

Responsibilities

• Translate brand positioning into clear demand-generation strategy across the portfolio.
• Ensure brand choices support pricing power, reduced promo dependency, and conversion uplift.
• Set joint brand–commercial guardrails with VP Growth & CRM covering pricing architecture, discount governance, and premium positioning protection.
• Ensure 'premium' is experienced across the Marcomms & Guest Experience system.
• Own brand's role across the entire selling cycle.
• Carry shared accountability with VP Marketing & Sales for show-level demand outcomes.
• Own brand architecture in motion — masterbrand, show brands, formats, and franchises.
• Ensure every show has a distinct cultural role, a clearly defined audience, and a differentiated narrative and visual expression.
• Prevent 'Cirque sameness' in messaging, campaigns, tone, and codes.
• Act as final arbiter when masterbrand vs show-brand tension arises.
• Advise on brand implications of new IP, formats, licensing, and portfolio investment decisions.
• Lead brand input into annual and multi-year go-to-market planning.
• Own the brand runway for show launches, 12–18 months pre-opening.
• Ensure brand activity is anticipation-led, not reactive or promoter-driven.
• Embed brand thinking into media strategy, content planning, and PR/influencer activation.
• Set the brand investment case: what long-term brand building requires, and what it is expected to return.
• Partner with VP Communications so the brand actively participates in culture and is visible well beyond paid media.
• Shape creator collaborations, cultural moments, and partnership activation from a brand-first perspective.
• Ensure brand-side standards for sponsorship and partnership fit, so commercial partnerships build rather than dilute equity.
• Ensure Cirque builds urgency, not just esteem.
• Ensure the brand is expressed consistently across first-time audiences, repeat visitors, and high-value/proximity audiences.
• Work with CRM and growth teams to translate brand into retention, cross-sell, and loyalty pathways.
• Build long-term emotional affinity, not just transactions.
• Ensure brand meaning compounds over time rather than resetting with every show.
• Act as brand decision partner, not brand police.
• Ensure brand stretch is intentional, trade-offs are explicit, and short-term wins do not erode long-term equity.
• Own the governance model across agencies, promoters, partners, and internal teams — including standards, sign-off thresholds, and escalation paths.
• Own agency roster strategy, scopes, and brand-side budget for the function.
• Build and lead the in-house creative studio and hub-embedded design capability, balancing speed, cost, and craft against external agency use.
• Operationalise the brand for Show GMs, regional teams, and marketing/comms squads through playbooks, toolkits, and asset systems.
• Own internal brand education, clarity, and alignment.
• Ensure teams know how to use the brand to win, not just how to comply.

Requirements

• 12–15+ years in brand roles with direct commercial accountability, including experience leading and building teams at enterprise scale.
• Track record operating at or near executive level, with credibility in front of an executive committee and board-facing forums.
• Experience working at the intersection of brand strategy, demand generation, communications, and cultural relevance.
• Proven ability to operationalise brand strategy across complex, multi-market organisations.
• Strong commercial literacy: pricing, yield, funnels, and marketing metrics.
• Comfortable challenging creative, commercial, and executive stakeholders — and holding the line when it matters.
• Experience in entertainment, culture, fashion, luxury, or premium experience sectors.
• Experience in multi-brand or portfolio environments, including masterbrand/sub-brand architecture decisions.
• Experience running in-house creative capability alongside external agency ecosystems.
• Experience working alongside ticketing/revenue, performance marketing, and data/CRM teams.
• Multi-market or global remit spanning resident and touring/rotating formats.

Skills

• Brand strategy
• Brand architecture
• Demand generation
• Communications
• Cultural relevance
• Commercial literacy
• Pricing
• Yield management
• Funnel optimization
• Marketing metrics
• Creative direction
• Team leadership
• Stakeholder management
• Agency management
• Budget management
• Brand governance
• Brand operations
• Creative studio management
• Internal enablement

Location

• England

Work Type

• Full-Time

Experience Level

• 12-15+ years

About the Company

• Cirque du Soleil Entertainment Group is committed to creating and maintaining an accessible and inclusive workplace.
• Proud ambassador of equality in employment, Cirque du Soleil Entertainment Group is committed to eliminating discrimination based on age, skin color, origins, religion, sex, sexual orientation and any other characteristic.
• Neutral and inclusive writing is now preferred for all new job postings.

Equal Opportunity

• Cirque du Soleil Entertainment Group is committed to eliminating discrimination based on age, skin color, origins, religion, sex, sexual orientation and any other characteristic.