Marketing and Growth Director

IMPORTANT NOTICE REGARDING APPLICATION DEADLINE:  please note that the deadline for applications is indicated in local time as per the time zone of the applicant’s location. 

This post is a limited-term fixed-term post. 

1.     Organizational Context

a.    Organizational Setting

WIPO leadership is sharply focused on strategies for the future growth of the Organization through increasing use of the Global IP Services. The Brands and Designs Sector is responsible for two major Global IP Services - Madrid (the international system for the protection of trademarks) and Hague (the international system for the protection of designs). The role of Brands and Designs Marketing and Growth Director is located in the Marketing and Business Growth Division reporting directly to the DDG Brands and Designs Sector.

b.    Purpose Statement

The incumbent will be responsible for leading the establishment and adoption of a strong culture of B2B marketing and sales in the Brands and Design Sector and the conceptualization, development and continuous evolution and successful implementation of the strategies for the future growth of filings in the Madrid and Hague Global IP Services.

c.    Reporting Lines

The incumbent works under the leadership of the Deputy Director General - Brands and Designs Sector with matrix reporting to the Senior Director - Madrid Registry and the Director - Hague Registry.

d.    Work Relations

The incumbent collaborates extensively with senior leaders and colleagues across the different Sectors of the Organization, including the Sector of the Director General, Central marketing and branding team within the Infrastructure and Platforms Sector, the Madrid Registry, the Hague Registry, the PCT Legal and International Affairs Department, the PCT International Cooperation Division and external partners, including IP Offices, industry associations, consultants and service providers. The incumbent will also ensure strong collaboration with colleagues engaged in branding, marketing and sales activities across the Organization; contribute to the establishment of a forum / COP as needed to nurture and foster an environment of learning and sharing and keep abreast of CX initiatives and customer feedback.

2.      Duties and Responsibilities

The incumbent will perform the following principal duties:

a.   Lead the design, development, launch and continuous evolution of the strategies for the future growth of filings in the Madrid and Hague Global IP Services and the strategic marketing plan for BDS, including the identification and establishment of clear objectives, roles, responsibilities and policies for marketing and development of the Global IP Services in the Brands and Designs Sector; effectively anchor the BDS strategic marketing plan in WIPO’s overall marketing and branding strategies.

b.   Direct and oversee the implementation of different components of the strategic marketing plan including differentiated and targeted approaches by country, industry segment, type of customer/ entity; foster and expand existing client relationships while continually assessing and identifying new business prospects - develop the pipeline of potential top tier filers/ users for the Madrid and Hague systems and ensure the provision of visibility on progress.

c.   Identify and build strategic partnerships and resource networks priority markets; assess effectiveness and adjust approaches based on experience and feedback and optimize partnership performance.

d.   Build the foundation for the organization as a trusted partner, articulating the unique and valued capacities and propositions of the BDS portfolio, inspiring potential users to seek the opportunity to benefit from WIPO’s services. Provide new ideas, concepts and strategic advice on market intelligence and marketing content and ensure these are fit for purpose from a BDS perspective.

e.   In collaboration with the central marketing functional area, provide leadership for data analytics and market research to ensure BDS marketing initiatives are data driven, provide value and lead to business growth.

f.    Review and assess marketing and sales initiatives from an ROI perspective and recommend changes/ sunsetting where necessary; drive and adjust the efforts/plans in different markets based on feedback to ensure maximum return and impact.

g.   Train, coach and mentor to drive the cultural shift and mindset within WIPO teams.  
Determine priorities, and allocate resources for the completion, timely and quality delivery of work products per results-based management principles, ensuring that key risks are identified, assessed and managed for the achievement of agreed KPIs for the team, prepare budget proposals for the unit, lead improvement initiatives, promote innovative solutions, and ensure program objectives are met.

h.   Lead the establishment of internal processes, tools and frameworks based on the strategies adopted and best practices in the B2B marketing and sales space.

i.    Provide innovative and strategic inputs and advice from a BDS perspective to WIPO’s Digital Marketing Strategies and Campaigns; assess impact, value and effectiveness and provide expertise and feedback for refinement/ adjustments as necessary.

j.    Perform such other related duties, as required.