Vice President, Brand

*** Le poste étant basé en Angleterre, la description de poste est disponible uniquement en anglais.**
* *** As this position in based in England, the job description is available in English only.***

_________________________________________________

Sales, Marketing and Communications
Full-Time Position

The Vice President Brand owns Cirque du Soleil's brand as a commercial asset. The role exists to ensure the brand is not a set of principles, guidelines, or presentations — but a governed, operable system that drives desirability, demand, pricing power, audience growth, and long-term enterprise value.

The VP Brand sets brand strategy and architecture for the masterbrand and the full show portfolio, builds the governance and creative capability required to execute it at global scale, and holds joint accountability with commercial peers for the demand outcomes the brand is supposed to produce.

This is a leadership role, not a stewardship role. Success is measured in market performance, not in brand health scores alone.

Reports to: Chief Marketing Officer

• VP Marketing & Sales
• VP Growth & CRM
• VP Communications

• Brand Strategy & Architecture Lead
• Brand Governance & Playbooks Lead
• Creative Studio Lead
• Hub Design Leads (Americas / ROW)
• Brand Operations Lead

Growth / Performance Marketing Communications & PR Ticketing / Revenue Management Audience Experience Show GMs Content / Creation leadership Sponsorship & Partnerships

The VP Brand is accountable for closing the gap between brand strategy and commercial reality by:

• Ensuring brand strategy drives demand and revenue, not just meaning
• Making the brand operable inside real go-to-market systems
• Protecting brand discipline while increasing urgency and cultural relevance
• Connecting brand, pricing, communications, ticketing, and audience lifecycle
• Building and leading the enterprise brand function — strategy, governance, and in-house creative capability

• Translate brand positioning into clear demand-generation strategy across the portfolio
• Ensure brand choices support pricing power, reduced promo dependency, and conversion uplift
• Set joint brand–commercial guardrails with VP Growth & CRM covering pricing architecture, discount governance, and how premium positioning is protected in market
• Ensure "premium" is experienced, not just claimed, across the whole Marcomms & Guest Experience system
• Own brand's role across the entire selling cycle (pre-on-sale, peak, sustain, close)
• Carry shared accountability with VP Marketing & Sales for show-level demand outcomes

• Own brand architecture in motion — masterbrand, show brands, formats, and franchises
• Ensure every show has a distinct cultural role, a clearly defined audience, and a differentiated narrative and visual expression
• Prevent "Cirque sameness" in messaging, campaigns, tone, and codes
• Act as final arbiter when masterbrand vs show-brand tension arises
• Advise on brand implications of new IP, formats, licensing, and portfolio investment decisions

• Lead brand input into annual and multi-year go-to-market planning
• Own the brand runway for show launches, 12–18 months pre-opening
• Ensure brand activity is anticipation-led, not reactive or promoter-driven
• Embed brand thinking into media strategy, content planning, and PR/influencer activation
• Set the brand investment case: what long-term brand building requires, and what it is expected to return

• Partner with VP Communications so the brand actively participates in culture…