The Global Brand and Activation Leader role is a new role, a pivotal and strategic one to embed the EY brand and develop core brand campaigns across all regions, sectors and clientfacing touchpoints. The objective is to create a distinctive, coherent, consistent and commercially impactful brand experience that supports EYs growth ambition and positions the brand as a strategic engine for the business.

This role demands demonstrable creative and strategic leadership, measurable business impact, and the ability to influence across the global organisation.

Lead & Evolve Global Brand Activation

Strategic leadership for brand activation globally, shaping how the EY brand shows up across markets. This includes:

• Translating the brand strategy into activation programs that drive consistency and impact
• Connecting key brand narratives (Shape the future with confidence, Together. All in, etc.) into activation plans across priority markets.
• Ensuring alignment with global BMC, Areas, and EYParthenon brand activity to maximise coherence and avoid fragmented execution.
• Developing activation playbooks and frameworks that enable regions to deliver highquality, locally resonant activations.

Ownership of Key Programs (Campaigns + Activation)

A. Global Brand Campaigns

• Ongoing stewardship of brand campaigns adding strategic leadership and innovation to the next
• Work with creative and media partners to ensure campaigns are insightled, distinctive and commercially aligned.
• Optimise crosschannel performance, including digital, social, events and thought leadership integration.
• Take a forward leadership role to selected brand defining initiatives 

B. Brand Activation Programs

• Develop and lead brand creative  and brand activation plans across major global key events such as MWC, Davos, LEAP, etc
• Shape and refine creative narratives, messaging frameworks, and experiences that bring EYs brand assets to life.

C. Impact into the Network Building & Capability Expansion

• Build a global network of brand activation practitioners across Areas, Regions and service lines.
• Own the BMC activation forums / calls including the toolkits and guidance to ensure everyone is equipped to activate the brand strategically and consistently.
• Drive governance and best practice sharing.
  
  

Embedding the Brand Across the Business

Ensure the EY brand is fully embedded through business processes, service lines, digital environments and employeefacing platforms, so that:

• All 378k EY people understand, apply and amplify the brand.
• Drive understanding that brand drives commercial value, including opportunity creation, reputation growth and client conversion.
• The brand becomes a powerful commercial engine, not only a marketing asset.

This includes partnering closely with:

• Sector and Solution leaders
• Talent and Employee Experience
• Key program leaders i.e. Tech.
• Internal and external agencies
• Area BMC Leaders to cascade brand behaviour into market execution
• Business development.

Clear skills required:

• Ability to set global brand activation strategy, not just execute it.
• Deliver world class global creative campaigns across media, with demonstratable impact including social and digital platforms.
• Influence and collaboration with senior stakeholders across the network.
• Strong integration of insight, performance data and commercial outcomes.
• Leadership of multidisciplinary teams and agency partners
• Be curious and forward thinking on embedding AI and social media into processes, programs etc
• Proactive in bringing fresh thinking and powerful insights to impactful briefs, bringing and creative.
• Ability to represent the brand strategy at senior forums and global steering groups.

Direct Reports / Core Team 3/4