Wikimedia Foundation

The Wikimedia Foundation (WMF) seeks a high-performing, collaborative and creative brand strategist to help chart the future of one of the world’s most beloved brands: Wikipedia and other Wikimedia projects. Reporting to the Senior Manager, Global Brand, the successful candidate will join the Wikimedia Foundation brand studio, a special creative and strategic team within the Communications team.

Guided by the Wikimedia mission and 2030 strategic direction, you will contribute to projects that future-proof our brands. This will involve developing brand research, platforms and brand guidelines for Foundation teams, partners, and volunteers.

You are responsible for:

Brand stewardship

• You will maintain a library of brand assets and materials and guidelines for Foundation staff, volunteers and partners around the world to use
• You will coach, educate and inspire volunteers, partners, and collaborators on the correct usage of brand materials
• You will work with insights analysts to maintain and improve tools for measuring brand health around the world

Brand development

• You will extend and refine the Wikimedia brand guidelines in order to meet new needs of Foundation staff, teams, and users.
• You will review and respond to requests to make use of the brand from Foundation teams, partners, and volunteers

Brand Strategy

• You will be a strategic thinking partner to Foundation teams, partners, and volunteers grappling with a brand challenge or wanting to realise a brand opportunity
• You will collaborate with data teams across the Foundation to unearth powerful insights to inform brand positioning, planning, architecture, marketing
• You will co-develop deceptively simple future focussed strategies to answer complex questions posed by Foundation teams, partners, and volunteers
• You will draft data informed, actionable brand communications, creative and design briefs
• You will act as a brand guardian, providing focused feedback to creatives on brand application, ensuring consistency across tone, language, personality, visuals, and messaging.

Skills and Experience:

• Brand Strategy: Minimum 2 years of relevant experience, with a strong understanding of core brand strategy frameworks (research, data analysis, brief writing, brand positioning). Proven ability to conduct research across audiences, competitors, and the market, translating data into actionable insights for marketing strategies.
• Global Experience: Experience working on global brands in non-US or EU markets. You’ve partnered with diverse vendors and engaged international audiences.
• Collaborative: You thrive in collaborative environments, working effectively in group project scenarios and teams with shared decision-making. You have a proven record of working well across a wide range of disciplines from PR to Product, Design to Donor Relations.
• Inspiring: Ready to guide and support WMF staff, Wikipedia Volunteers and partners through brand development. You provide constructive feedback to agencies and creatives to deliver work in line with our brand guidelines and vision.
• Data-Driven: You are a data-driven performance measurement planner. You can recommend measurement approaches to our data teams, track results, analyse data, and use these findings to optimise future brand efforts.

Qualities that are important to us:

• A deep love for Wikipedia and the role it can play in our world today and into the future
• Empathetic, human and compassionate
• Attention to detail, good work ethic, high standards and high performing
• Excellent organisational and time management skills
• Sound judgement with proven ability to make objective, data-based decisions
• Self directed and motivated to learn and upskill with manager support
• Good communication and persuasion skills