Director, Brand Activation

Equinix is the world’s digital infrastructure company®, shortening the path to connectivity to enable the innovations that enrich our work, life and planet.

Responsibilities

• What you will do
• Brand activation across Global Marketing
• Be the single point of accountability for how the Equinix brand shows up across the whole marketing organization, and the person every team goes to when they need the brand to work harder for them
• Translate brand strategy into activation plans that Web, Social, Paid Media, and Thought Leadership can execute, and set the brand standards each of those teams builds from
• Make sure demand and product campaigns carry the brand as well as the offer, partnering with Revenue Marketing and Product Marketing from the brief rather than at the final review
• Bring consistency to field and partner activation in every region, giving regional teams the standards, assets, and judgment they need to adapt the brand locally without fragmenting it
• Lead brand activation at events, including Connect (our global sales kickoff), flagship industry and customer events, and the partner and field events that carry our brand into the market, in partnership with Global Events
• Partner with Communications on brand narrative, including the company’s position on data centers and the communities they operate in
• Do all of this through standards, partnership, and influence. You set how the brand works; the channel, campaign, field, and events teams run their own programs
• Agency and resource management
• Own the brand agency roster, contractor pool, and associated budget as one portfolio: selection, scoping, briefing, performance, and spend
• Direct agency work so that external partners deliver to brand standards and to the priorities of the organization, not team by team or region by region
• AI agents and the brand operating model
• Design, deploy, and manage the AI agents that run the brand’s day to day operations: request intake and triage, brand review and compliance checks, asset and template retrieval, and first drafts of routine creative and copy
• Own the self service operating model that lets teams across Equinix create on brand work through agents and templates rather than routing every request through a central creative team
• Set the guardrails: what agents can approve on their own, what routes to a human, and how brand standards are encoded so the agents enforce them consistently
• Measure and improve the model: request volume, turnaround, review accuracy, and adoption across teams, and retire what is not working
• Partner with Marketing Ops and IT on tooling, data, and governance so brand agents fit the broader Marketing AI stack rather than sitting beside it
• Brand naming and trademark
• Own brand naming for Equinix: product and service names, program and initiative names, and internal naming requests, running a clear process with Product Marketing and Legal
• Manage the trademark portfolio with Legal, including clearance, filings, renewals, and enforcement of brand usage
• Company store and brand merchandise
• Own the Equinix company store end to end: assortment and design, vendor and fulfillment management, quality, and the way merchandise reflects the brand
• Brand governance
• Maintain and evolve brand standards, messaging governance, and the tools and templates that keep the brand consistent at scale
• Be the person people come to when something is off brand, and the person who makes it easy to get it right

Requirements

• What you bring
• 10 or more years in brand, creative, or integrated marketing, including several years leading brand execution for a global B2B company. Technology or infrastructure experience is a plus, not a requirement
• A track record of activating a brand across the full marketing mix: owned and paid channels, demand campaigns, field and regional programs, and live events. You have done this with teams that do not report to you
• Hands on experience managing agencies and external creative resources, including scoping, budgets, and holding partners to a standard
• Experience with naming and trademark work, or the judgment to run it well with Legal as a partner
• Hands on experience deploying AI agents or AI enabled workflows in a marketing or creative function, and a clear point of view on where they belong and where they do not. You do not need to build them yourself, but you need to be able to specify, govern, and improve them
• Strong taste and strong process. You care whether the work is good and whether it shipped on time, and you can tell the difference between the two
• The ability to influence peers and senior stakeholders without positional authority, and to say no in a way that keeps the relationship
• Experience working with regional or field marketing teams, and with corporate communications, is a strong plus
• The targeted pay range for this position in the following location is / locations are:
• United States - Dallas Infomart Office DAI : 177,000 - 265,000 USD / Annual
• United States - Denver Office DEO : 177,000 - 265,000 USD / Annual
• United States - Tampa Office TAO : 177,000 - 265,000 USD / Annual
• Canada - Toronto Office TRO : 154,000 - 232,000 CAD / Annual
• Our pay ranges reflect the minimum and maximum target for new hire pay for the full-time position determined by role, level, and location. The pay range shown is based on our compensation structure in place at the time of posting and may be updated periodically based on business needs. Individual pay is based on additional factors including job-related skills, experience, and relevant education and/or training.
• The targeted pay range listed reflects the base pay only and does not include bonus, equity, or benefits. Employees are eligible for bonus, and equity may be offered depending on the position.

Benefits

• As an employee, you become important to Equinix’s success. We ensure all your benefits are in line with our core values: competitive, inclusive, sustainable, connected and efficient. We keep them competitive within the current marketplace to ensure we’re providing you with the best package possible. So, wherever you are in your career and life, you’ll be able to enhance your experience and bring your whole self to work.
• Employee Assistance Program : An Employee Assistance program is available to all employees.
• US Benefits: - Insurance: You may enroll in health, life, disability and voluntary plans that are designed for you and your eligible family members. - Retirement: You and Equinix may contribute to a retirement plan to help you plan for your financial future. - Paid Time Off (PTO) and Paid Holidays: You will receive an accrued amount of PTO each pay period along with various paid holidays for you to rest and recharge. Eligibility requirements apply to some benefits. Benefits are subject to change and may be subject to specific plan or program terms. Canada Core Benefits: - Insurance: You may enroll in healthcare coverage that is designed to complement the provincial healthcare system, along with life, disability and optional benefit plans that are designed for you and your eligible family members. - Retirement: You may also enroll in Equinix-sponsored retirement or savings plans: Defined Contribution Pension Plan (DCPP), Group Retirement Savings Plan (RRSP) and Tax-Free Savings Plan (TSFA). - Vacation and Paid Holidays: Equinix offers both vacation and personal time, along with various paid holidays for you to rest and recharge. Eligibility requirements apply to some benefits. Benefits are subject to specific plan or program terms, and to change at Equinix discretion.
• Equinix is committed to ensuring that our employment process is open to all individuals, including those with a disability. If you are a qualified candidate and need assistance or an accommodation, please let us know by completing this form .

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