Vice President, Brand

Overview

As VP Brand, you将 steward Cirque du Soleil's brand as a commercial asset, turning it into an operable system that drives demand, pricing power, and audience growth. You will set masterbrand and portfolio strategy, build governance and in-house creative capabilities, and partner with commercial leaders to deliver tangible market outcomes. You’ll align brand with pricing, communications, ticketing, and audience lifecycle to close the strategy-to-revenue gap.

This is a leadership role focused on measurable market impact, not just brand health. You will work across global markets to differentiate shows, elevate cultural relevance, and optimize brand-driven growth.

• Translate brand positioning into demand-generation strategy across the portfolio
• Align brand choices with pricing power and reduced promo dependence; protect premium positioning
• Set joint guardrails with Growth & CRM on pricing architecture and discount governance
• Own brand’s role across the selling cycle and share accountability for show-level demand
• Shape masterbrand vs show-brand strategy and resolve tensions
• Lead brand input into multi-year GTM planning and show-launch runway
• Embed brand thinking into media, content, and PR/influencer activation
• Collaborate with Communications on culture and partnerships to extend brand reach
• Develop audience lifecycle strategies translating brand to retention and loyalty
• Govern brand governance, agency rosters, and sign-off thresholds
• Build in-house creative studio and design capability; enable show GMs and regional teams
• Create brand education, clarity, and alignment so teams win with the brand

• 12–15+ years in brand roles with direct commercial accountability
• Experience operating at executive level with credibility before boards
• Proven ability to operationalize brand strategy across complex, multi-market organizations
• Strong commercial literacy: pricing, yield, funnels, and marketing metrics
• Comfort challenging stakeholders and defending brand decisions when needed
• Experience in brand strategy, demand generation, communications, and cultural relevance
• Experience running in-house creative capability alongside external agencies
• Multi-market or global remit experience across resident and touring formats

• leadership
• strategic thinking
• stakeholder management
• brand strategy
• governance & playbooks
• in-house creative capability