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The Role - Head of Brand EMEA
Head of Brand EMEA leads brand strategy and execution across EMEA, embedding CBRE's brand throughout every channel and market to strengthen commercial position and extend our leadership in the region.
You will equip our people with the tools, guidance, and frameworks to deliver brand and go-to-market strategies consistently, working in close partnership with marketers and brand counterparts across the globe.
The role requires strong people management, including direct oversight of the EMEA social media team, and the ability to build influential partnerships across the global go-to-market organization, integrating closely with US brand counterparts.
Context
CBRE's marketing strategy is client-led. The firm provides clients with insight on the issues affecting their businesses and the support to act on it. Brand either directly supports or counsels with direction on go-to-market activations, running end-to-end campaigns from media, digital, and social, through to boardroom-level content that builds relationships and generates revenue.
Vision
For CBRE to be the pre-eminent global commercial real estate services, investment, and critical infrastructure firm serving their clients with market-leading capabilities.
What you will be doing
Brand Strategy & Planning
- Client Insight: Research clients, prospects, and the wider market to identify opportunities for brand and business evolution.
- Brand Health: Define impactful brand metrics; measure, monitor, and report on brand performance.
- Brand Activation: Develop B2B activation approaches in partnership with business segment marketing leaders. Direct all paid media including sponsorships, media partnerships, OOH, and digital.
- M&A: Lead the integration of significant acquisitions across the region.
- Ensure all plans and tactics reflect long-term brand strategy and deliver a consistent client experience.
- Drive integration and alignment with US brand counterparts, ensuring EMEA brand strategies are developed collaboratively and contribute to a unified global brand narrative.
- Continually challenge the status quo to deliver excellence in output and experience.
Brand Management
- Build the brand team's reputation as an innovator that delivers clear business results.
- Manage the day-to-day application of brand systems, ensuring output delivers results, reflects brand strategy, and inspires clients.
- Drive cohesion across brand storytelling, identity, and experiences; champion collaboration across advertising, design, communications, and digital.
- Partner closely with internal teams and agencies to build brand value.
- Work with internal and external partners to deliver brand innovations that raise standards for the industry and engage clients and employees.
- Be hands-on where needed, applying expertise across brand strategy, design direction, user experience, and service design.
- Own brand and positioning communications including visual identity, key messaging, creative expression, tone of voice, and imagery.
- Support regional partners with creative solutions that advance brand positioning and champion best practice.
- Sign off key marketing output across the region, working closely with designers, freelancers, and agencies to improve consistency and quality of all marketing communications.
- Build and maintain the CBRE brand skills in EMEA that hold brand standards inside AI output: Word, tone of voice, PowerPoint, and HTML, built to carry across to Copilot, Gemini, and Ellis.
- Support the wider L&D programme on AI, building capability and confident, on-brand use across the business.
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Social Media
- Directly manage the EMEA social leads across EU and UK, setting clear priorities, owning performance, and holding the team accountable to a regional-first, globally aligned operating model.
- Work with the EMEA social strategists to ensure social content acts as a storytelling engine that directly supports brand and go-to-market strategy.
- Define the channel activation framework across LinkedIn, YouTube, Meta, and emerging platforms, setting the strategic approach for how content is captured, multiplied, and distributed at scale across corporate and people-led channels.
- Champion the employee advocacy and creator programme across EMEA, providing strategic direction and the frameworks that enable the social strategists to encourage and train brokers, leaders, and subject matter experts to become active and consistent distributors.
- Oversee the measurement framework for social performance across the region, ensuring real-time insight informs content strategy, paid social investment, and the connection between social activity and business outcomes.
Stakeholder Engagement
- Build trusted relationships with country and regional marketing teams, grounded in strong market and competitor knowledge.
- Set the standard for stakeholder engagement - every interaction first class.
- Act as brand guardian and problem solver to all business lines and markets.
- Bring strong leadership, people management, and influencing skills, with experience managing direct and indirect reports within and outside the region.
- Keep key stakeholders aligned and on brand as AI adoption grows, reviewing anything off-brand and working it through with the relevant teams.
What you will need to apply
Business
- Deep B2B experience, with a clear understanding of brand strategy fundamentals and how brand and business performance are interconnected.
- Advanced knowledge of brand design systems and experiences, and a firm understanding of the theories that support them, including:
- Brand strategy and architecture.
- Brand Health tracking and Client Insight programmes.
- Brand implementation and management of brand identity systems.
- Branded experiences, behaviours, and interactions.
- Deep understanding of integrated media and go-to-market channels, including paid, earned, owned, social, digital, OOH, and experiential, with the ability to assess channel relevance by audience, market, and campaign objective.
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Personal
- A collaborative leader with a genuine passion for elevating brand and go-to-market strategies through shared learning and cross-regional partnership.
- Excellent communication, presentation, and partnership skills.
- High energy; brings creativity, lateral thinking, and positivity to every interaction.
- Strong ability to implement ideas, encourage excellence, and get things done to an exceptional standard.
- Commercially aware with creative flair and ambition.
- Process-driven; leads by example.
- Comfortable managing multiple priorities with agility.
- Committed to the improvement of diversity throughout the workforce.
Qualifications and experience
- A background in brand design, brand strategy, or brand experience required; with demonstrable experience in media campaign planning and an understanding of how to leverage applicable channels to drive brand and business outcomes.
- Proven track record of stakeholder engagement and delivery of positive outcomes.
- Experience in an agency or consultancy environment and within a large, complex global organization.
- International experience strongly preferred, with demonstrated ability to manage teams and stakeholders across geographies, including experience working with or alongside North American brand or marketing teams.
- Bachelor's degree in Marketing, Business, or Communications with 10 or more years of related experience and prior management experience required.
- Experience in staffing, selection, training, development, coaching, mentoring, measuring, appraising, and rewarding performance and retention preferred.
- Proven success with the development of strategic solutions for a multi-industry sales environment.
- Excellent communication, organizational, and complex problem-solving skills.
- Advanced logical, critical thinking, and quantitative skills.
- Intermediate knowledge of all Microsoft Office Suite products. This includes Word, Excel, PowerPoint, Visio, SharePoint, OneNote, and Outlook.
- Ability to drive financial and functional performance across several areas of business.
Why CBRE
When you join CBRE, you become part of the global leader in commercial real estate services and investment that helps businesses and people thrive. We are dynamic problem solvers and forward-thinking professionals who create significant impact. Our collaborative culture is built on our shared values - respect, integrity, service, and excellence - and we value the diverse perspectives, backgrounds, and skillsets of our people. At CBRE, you have the opportunity to realize your full potential.
Our Values in Hiring
At CBRE, we are committed to fostering a culture where everyone feels they belong. We value diverse perspectives and experiences, and we welcome all applications.
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