• Oversee synthesis of market, competitor, and audience intelligence into compelling implications & narratives that drive decision-making • Proactively anticipate market shifts, competitive dynamics, and customer behaviour changes to evolve brand strategy accordingly • Champion the voice of the customer, consolidating market research and insights to ensure the brand strategy reflects unmet needs and motivations • Inform and aid in the development of brand strategy foundation including brand positioning, messaging strategy, competitive strategy and more • Partner with engagement strategy to ensure alignment of all creative and activation outputs • Partner closely with Creative, Account, Scientific, and Engagement teams to ensure seamless strategy integration