Global Head of Corporate Brand presso AXA Investment Managers

Global Head of Corporate Brand

London or Paris – Hybrid 

Permanent 

At AXA IM our purpose, to act for human progress by investing for what matters, is central to every action we take as a business. As a responsible asset manager, we actively invest for the long-term to help our clients, our people and the world to prosper. 

As a future Global Head of Corporate Brand, you will report to Head of External Communications, and you will be part of AXA IM External Communications. 

DISCOVER your opportunity   

The Global Head of Corporate Brand will play a pivotal strategic role in shaping and embedding a compelling, globally coherent brand positioning that reflects our ambition to be the leading long-term savings and investment platform in Europe and a top-tier global asset manager—with a recognized strength in insurance-related assets.

This is a senior, highly strategic leadership function focused on group-wide alignment, stakeholder orchestration, and integration with the broader BNP Paribas Group brand ecosystem. The role will focus on long-term brand positioning, architecture, narrative clarity, and strategic coherence across the board.

Your role and responsibilities will include:

Brand positioning strategy & management
Define and uphold a differentiating positioning in-line with the corporate ambition – globally consistent – that reflects BNPP AM values.

• Develop and evolve the global brand positioning, working closely with multiple internal stakeholders (business, mgmt., transversal & thematics)
• Build and nurture the brand architecture to support business & marketing needs allowing legroom within a defined frame
• Refine brand guidelines for modernity purposes, always part of the BNP Group guidelines
• Monitor the brand expression for consistency requirements globally with high-level impact 

Creative leadership & content oversight
Lead the creative expression of the brand (positioning platform), ensuring singularity, clarity and resonance with target audiences. Clarity being crucial given earned media importance lead by LLMs.   

• Deliver the brand positioning platform working with lead creative agency alongside BNP Group Comms team 
• Prepare the positioning platform and roadmap for markets’ appropriation 

Brand promotion & media strategy 
Design and deliver best in class corporate advertising campaigns that generate top of mind awareness, brand preference and proximity, addressing multiple stakeholders (internal & external). 

• Lead the development of the global brand campaign that reinforces BNPP AM ambition and value proposition towards clients and other stakeholders (e.g. opinion leaders) in multiple markets
• Manage the relationship with preferred agencies
• Collaborate with creative and media agencies, building the appropriate approach to meet brand ambition and impact towards clients  
• Align corporate brand advertising activation plan with marketing action plan (inc. campaigns) for consistency across all client touchpoints 

Brand tracking 
Oversee global brand tracking framework and brand perception studies required for brand equity appeal and reputation plan 

• Define KPIs and performance metrics for advertising efforts (top of mind, brand awareness, brand proximity, engagement…) 
• Prepare operating model lead by optimization against selected metrics 

Team management & global coordination 
BNPP AM sits as a brand of the BNP Group with ambition to benefit from existing BNP network and external prospects; all of which in line with BNP Group guidelines 

• Operate the relevant model to work collaboratively with many teams part of BNPP AM as well as BNP Central team + other expertise 
• Lead through example by empowering team members to grow and learn 
• Develop the right operating model between global and local alongside transversal marketing teams

SHARE your unique expertise 

We welcome different combinations of skills & experiences. 

Your qualifications, experience and skills:

•    Proven experience leading corporate brand strategy for a global organisation, ideally in financial services 
•    Demonstrated ability to build brand equity in complex, matrixed environments with multiple stakeholders
•    Strong understanding of brand architecture, positioning frameworks, and integrated brand governance
•    Expertise in stakeholder engagement and change leadership
•    Experience collaborating with senior leaders and external agencies at a strategic level
•    Strong communication skills in English and French (verbal and written), including the ability to distil complexity into clarity.

We would love to know more about you. Let’s connect! Send us your resume.  

As of July 1, 2025, AXA Investment Managers has officially joined the BNP Paribas group through BNP Paribas Cardif. This marks the opening of new horizons as we integrate into a leading European banking and financial-services group. We are creating a leading European asset manager with €1.5 trillion in assets under management, positioning us among the top players in long-term savings and investment management.

•    This new scale gives us a stronger voice in the industry, especially around sustainability leadership, where both AXA IM and BNPP AM rank in the global top 5 (Share Action).
•    By uniting two established firms, we offer employees the opportunity to be part of a purpose-led organisation with a long-term strategic outlook and strong group backing.

The integration creates expanded career paths and opportunities across various entities, asset classes, and regions.
Opportunities for our people:
•    A unified vision for a leading European asset manager with €1.5 trillion in assets, fostering a culture of fairness and inclusion.
Solutions for our clients:
•    A global platform delivering tailored investment solutions with a client-focused approach.
Innovation:
•    Utilizing emerging technologies to enhance efficiency and foster creativity.
Pathways to sustainability:
•    Embedding sustainability in operations with a commitment to responsible investment.
Cultural integration:
•    Merging two client-centric cultures focused on performance, collaboration, and diversity.