Head of Brand Experience & Global Activation

How will you make a difference to PMI?

PMI is looking for a senior-level Head of Brand Experience & Global Activation, who will be responsible for ensuring consistent and impactful brand representation across global touchpoints. Specifically, this role plays a critical enabling function in advancing brand-building efforts globally, with a focus on regional activation, strategic brand partnerships, and experiential marketing. The position serves as a collaborative conduit between central brand, creative, regional, and event/partnership teams to ensure consistent, locally relevant execution of brand initiatives that build equity and engagement, bringing our efforts to life in culturally relevant and impactful ways across markets.

What you'll bring to the role:

Brand Building and Activation

• Contribute to the development of global brand-building efforts by bringing strategic input rooted in cultural insight, regional perspective, and activation experience.
• Collaborate with central brand and creative teams to inform campaign concepts, product storytelling, and integrated activation plans that are scalable and globally resonant.
• Shape how brand initiatives translate into real-world moments by driving considerations around partnerships, events, and regional engagement strategies.
• Advocate for local market and audience needs in global brand planning forums, ensuring initiatives are inclusive, adaptable, and grounded in cultural relevance.
• Partner with regional and cross-functional teams to ensure brand activations are connected across platforms and touchpoints, delivering cohesive experiences that build equity and emotional resonance.

Regional Marketing

• Lead and manage Regional Heads of Marketing, ensuring alignment to global brand strategy while empowering localized execution that resonates with regional audiences.
• Set clear priorities, performance expectations, and operational rhythm for regional marketing teams to drive consistency, impact, and cross-market learning.
• Oversee development and execution of regional marketing plans, ensuring visibility into upcoming initiatives and accountability for delivery across all brand and business touchpoints.
• Serve as the primary connector between global brand/creative functions and local execution teams, ensuring that strategic direction is translated into actionable regional plans.
• Partner with Marketing Ops to manage key milestones, go-to-market calendars, and campaign readiness across regions.
• Collaborate with Regional Managing Directors to deliver integrated marketing programs that meet both global brand standards and local performance goals.
• Monitor and assess regional execution to ensure cohesive brand experience and performance against key marketing goals.

Event Marketing

• Oversee strategic direction and brand integrity across PMI's global portfolio of owned events, ensuring immersive, on-message, and aligned with visual identity and business priorities.
• Guide the development of event programming, experiential activations, and content strategy to ensure each event delivers against brand goals and audience engagement objectives, partnering closely with event production teams to ensure seamless operational execution.
• Partner with regional and functional teams to develop scalable event frameworks that balance brand consistency with local relevance.
• Evaluate event performance, audience engagement, and experience quality to drive continuous improvement and innovation.

Brand Partnerships

• Support CMO in the development and integration of brand-aligned partnerships and cultural collaborations that enhance brand equity and relevance.
• Help connect partnership activations to core brand priorities, ensuring amplification efforts serve both local and global goals.
• Work with internal stakeholders (e.g. legal, brand, comms, procurement) to ensure all partnership and activation workstreams are aligned and effectively coordinated.

Role Qualifications:

• Bachelor's degree in marketing, communications, business, or a related field required; advanced degree preferred.
• Project management certification a plus (requisite within one year of joining)
• 12-15 years of progressive experience in brand marketing, integrated campaigns, regional marketing leadership, or experiential/event marketing, ideally within global or matrixed organizations.
• Proven ability to shape and activate brand strategies through cross-functional collaboration, with a strong understanding of how to build brand equity across channels, markets, and formats.
• Demonstrated experience leading multi-market teams and managing senior-level direct reports, with a focus on empowerment, accountability, and performance.
• Strong expertise in event marketing and experiential strategy, with end-to-end oversight of programming, content, brand experience, and stakeholder alignment.
• Deep understanding of global-to-local marketing models, with sensitivity to cultural nuance, consumer behavior, and market dynamics.
• Skilled at navigating complex cross-functional environments and building strong relationships with creative, production, comms, legal, sales, and regional stakeholders.
• Excellent communication and influencing skills; confident in aligning executive stakeholders and inspiring cross-regional teams.
• Highly organized and operationally strong, with experience in marketing planning, milestone tracking, and performance reporting.
• Proficiency in the business language for PMI (English)
• Frequent travel (estimated to be 30-40%)