Sr. Director, Global Brand Equity & Portfolio Architecture

Sr. Director, Global Brand Equity & Portfolio Architecture

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Position Type: Regular - Full-Time

Requisition : 39447

Location: Oakbrook Terrace, IL, United States of America

Company: McCain Foods USA, Inc.

Reporting to the VP, Global Marketing, the Sr. Director, Global Brand Equity & Portfolio Architecture is accountable for defining, building, and embedding McCain’s brand equity and portfolio strategy globally, ensuring every market and category consistently reflects the brand’s purpose, positioning, and values.

This role sets brand equity guidelines and KPIs for all of McCain, providing the framework for how the brand shows up in every touchpoint, from product innovation to content creation to sponsor ships and experiential marketing.

The Sr. Director will lead a small, diverse team with direct reports in different countries and partner closely with regional marketing leaders, Sustainability, and External Affairs to adapt global strategies to local contexts while maintaining a consistent, compelling global brand presence.

• Set and steward global brand equity guidelines for all of McCain, defining brand purpose, positioning, and visual/verbal identity to ensure consistency across categories, regions, and consumer touchpoints.
• Lead global portfolio architecture, developing and maintaining the framework for brand hierarchy, sub-brand roles, and innovation/renovation alignment across the portfolio.
• Establish a communications strategy for the McCain brand globally that leverages best practice for equity, sustainability, and product communication, balancing experiential and partnership approaches to deliver long‑term equity and ROI.
• Integrate regenerative agriculture storytelling into McCain’s brand narratives in partnership with Sustainability and External Affairs, ensuring messages are authentic, relevant, and resonate with consumers.
• Drive a shift toward content creation, building a scalable global approach to creating, curating, and sharing brand assets that enable regional teams to deliver high‑impact, on‑brand campaigns.
• Partner with regional marketing leaders to enable local execution of global brand and portfolio strategies, ensuring adaptation for market realities without compromising brand integrity.
• Leverage consumer insights, category trends, and competitive intelligence to inform brand positioning, portfolio priorities, and content strategy.
• Lead global brand governance, establishing standards, tools, and processes that guide decision‑making on brand and portfolio matters across the business.
• Collaborate cross‑functionally with R&D, Consumer Insights, Digital Technology, Sustainability, and External Affairs to ensure brand and portfolio strategies are embedded in business planning and activation.
• Lead, coach, and develop a high‑performing global team, fostering collaboration across geographies, building marketing capability, and encouraging innovation in brand building.

• Scope: Global leadership for McCain’s brand equity and portfolio architecture across all markets and categories, with responsibility for setting and maintaining the brand’s global identity. Leads a geographically dispersed team and partners closely with regional and functional leaders.
• Influence: Shapes McCain’s consumer‑facing brand presence worldwide, influencing innovation, marketing investment, and creative direction. Works directly with Regional Presidents, marketing leaders, and functional partners to align on global brand priorities.
• Impact: Builds long‑term brand value as measured by KPIs and ROI by ensuring consistency, clarity, and relevance in McCain’s portfolio and brand expression. Supports business growth by enabling regions to execute effectively against global brand strategies.

• Bachelor’s degree in Marketing, Business Administration, or related field; MBA preferred.
• 15+ years of marketing experience, with significant brand strategy and portfolio management expertise in a global or regional role.
• Proven track record of building and…