Brand Building Director – Philips Avent

Brand Communication Design and Insights Leader

As our Brand Building Director, you’ll unite Marketing Communications and Design into one creative and strategic engine that shapes how people see, feel, and experience Philips Avent across every moment that matters.

Philips Avent believes that our brand is more than a logo — it’s a promise to make life better through meaningful innovation that helps babies and moms thrive through preconception, pregnancy and post partum by enabling a village to share the care.

You’ll lead the evolution of our brand positioning and identity, ensuring it comes to life consistently — from product design to packaging, from digital experience to in-store engagement. You’ll inspire teams to deliver design-led storytelling and experiences that build trust, preference, and loyalty across the world.

Your success will be measured not only in brand strength, but in how our brand connects hearts and minds — driving conversion, category growth, and lasting impact on people’s lives.

This is a role for a strategic visionary who leads with empathy, creativity, and business acumen — someone who believes that design and communication together can move both markets and humanity forward.

Your role:

• Lead the fusion of consumer insights, marketing communications and design into one ecosystem, breaking silos to integrate design upstream into strategy and downstream into execution.
• Steward the brand positioning across products, experiences, and communications, translating the purpose and business strategy into a compelling brand narrative that differentiates in-market.
• Deliver Visual & Verbal Identity Leadership by owning the master brand system and ensure consistent application across all touchpoints (product, packaging, digital, comms, retail).
• Drive distinctiveness through Integrated Experience Design — Overseeing how the brand comes to life along the entire consumer decision journey, ensuring that the “ownable look and feel” is translated balancing creativity/local insight articulation with consistency, enabling flexibility without fragmenting recognition.
• Lead Consumer Insights and Proposition delivering critical consumer research, inspiring consumer/customer curiosity and connection across the CMM community for the best insight generation and concept inspiration.
• Align internal and external stakeholders around a single brand north star. Champion end-to-end design thinking across physical and digital products, packaging, and marketing to ensure a seamless UI/UX continuum across the entire Consumer Experience Journey — from product interfaces to online and in-store touchpoints.
• Manage the Brand Building impact on the P&L including the Marcomm & Research budget. Link A&P sufficiency and MROI to strategic agenda driving profitable growth.
• Partner with BCLs and Regional Leads to ensure the brand promise aligns with consumer truths and future growth vectors as outlined in SPOR to influence product roadmaps and activation plans to be rooted in consumer insights.
• Align global and regional creative agencies and internal design teams around a shared brand purpose and aesthetic DNA.
• Institutionalize design and communication performance measurement — using data to drive iteration, not just validation. Lead with a test-and-learn mindset for market pilots, new design languages, and emerging channels.
• Deliver critical outputs: Brand architecture, value proposition frameworks, critical consumer research, Global brand book/guidelines, design system governance, visual audits, cross-journey experience maps, packaging frameworks, campaign briefs and content toolkits, metrics dashboards and creative ROI reviews.

This leader will have a direct team of 9 and a total of 12. You will partner with and influence many cross-functional team members, mobilizing all to deliver on Brand Strength, Household Penetration, Consumer Lifetime Value, Market Share, Financial, ESG and People KPIs.

You will inspire the organization to think transformatively and future-proof the business by stewarding our most important asset and our single biggest creator of value – our Philips Avent Brand.

This leader reports to the Business Unit Leader, Mother and Child Care + Women’s Health, will sit on the Mother and Child Care + Women’s Health Leadership team, and will also have a critical and visible role across all Regional Teams, Functional Teams, and the Personal Health Leadership Team.

You're the right fit if:

• Educated Expert: Bachelor’s degree in marketing, Design, Media, or a related discipline, grounding creativity, design, CXJ and UI/UX in strategic and analytical rigor with a demonstrated track record of influencing a business to deliver brand impact and value.
• Seasoned Brand Builder: Brings 15+ years of leadership across design, brand, communications, and/or marketing, with deep experience shaping brands in fast-paced, consumer-driven environments (ideally FMCG).
• Insight-Driven Innovator: Understands the global consumer, media, design, digital, and AI landscape — applying insights and emerging trends to unlock new brand and business opportunities.
• People Developer: Recognizes and cultivates top talent, fostering excellence through coaching, mentoring, and empowerment of high-performing teams. Elevates creative and marketing talent to play bigger.
• Visionary Leader: Defines what “great” looks like — setting clear expectations, prioritizing with precision, and inspiring a growth mindset and ownership culture across teams.
• Strategic Storyteller & Creative Integrator: Turns data and design into narrative power. Bridges product, marketing, and experience design.
• Commercially Minded: Links creativity to measurable business outcomes. Sees the brand as critical to enabling a winning ecosystem.
• Strategic Influencer: Proven ability to drive enterprise initiatives beyond direct control, communicate complex ideas with clarity, and build alignment across global, matrixed teams and executive leaders.

Please note we will not provide relocation for this position and will only consider candidates already based in The Netherlands.

How we work together
We believe that we are better together than apart. For our office-based teams, this means working in-person at least 3 days per week.

About Philips
We are a health technology company. We built our entire company around the belief that every human matters, and we won't stop until everybody everywhere has access to the quality healthcare that we all deserve. Do the work of your life to help the lives of others.