Designs and owns the systems, standards, and workflows that enable portfolio and positioning to scale consistently across a large, matrixed marketing organization.
Translates positioning strategy into durable, reusable, and AI-enabled messaging frameworks, enablement resources, and measurement systems - without owning the strategy or content itself.
What This Role Is
The owner of messaging infrastructure - the systems, templates, and processes that help positioning decisions reach teams at scale
Responsible for how messaging is structured, packaged, measured, and optimized across the organization
A partner to positioning strategy leads in turning high-level positioning into practical, repeatable frameworks any team can use
An enabler of speed, consistency, and quality as messaging scales across teams, channels, and AI-powered tools
What This Role Is Not
Not a content or asset producer
Not a campaign, launch, or activation owner
Not a data science or reporting role
Core Responsibilities
Own the structure, templates, and lifecycle of the organization's core messaging documents - the single-source-of-truth references that teams use to build communications
Define standard components, metadata, and tagging conventions that reflect strategic positioning decisions
Ensure messaging documentation is modular, reusable, and structured for AI integration
Partner with strategy leads to ensure documentation clearly reflects positioning intent
Canonical vs. Adaptable Messaging Guidance
Operationalize decisions about what messaging is fixed (must be used as-is) vs. flexible (can be adapted for audience or channel)
Ensure teams understand how to tailor messaging for their context without diluting strategic intent
Enablement Resource Design (System Ownership)
Design and standardize go-to-market enablement packages for product portfolios, brand stories, and tentpole moments
Define:
- Core components (e.g., pitch frameworks, proof points, usage guidance)
- When enablement packages are required vs. optional
- How packages should be adapted by downstream marketing and audience teams
Ensure enablement resources are:
- Modular and composable
- Reusable across teams and markets
- Structured for AI-assisted workflows
Partner with marketing and audience teams on adoption, not production
Measurement & Optimization
Define success metrics for positioning reach, adoption, and effectiveness
Recommend:
- What to measure (e.g., adoption rates, reuse frequency, message clarity, consistency across touchpoints)
- How to measure (signals, proxies, qualitative + quantitative inputs)
- Benchmarks and baselines
Establish lightweight tracking mechanisms in partnership with Analytics / Ops teams
Use insights to:
- Identify gaps or overproduction in messaging resources
- Recommend optimizations to systems and enablement
- Inform future messaging and enablement design
AI Enablement & Scale
Design AI-ready workflows that reinforce messaging guardrails and brand standards
Ensure AI tools accelerate synthesis, reuse, and consistency across the organization
Monitor quality and risk in AI-assisted messaging outputs
Governance & Quality at Scale
Manage messaging document and enablement resource lifecycle, versioning, and updates
Spot-check for ddrift or misuse and trigger exception reviews
Partner with leadership and strategy leads on governance thresholds and escalation paths
What Success Looks Like
Positioning decisions scale cleanly through messaging documentation, enablement resources, and AI systems
Teams reuse existing messaging and enablement instead of reinventing it
Enablement volume decreases while usage and impact increase
Fixed vs. flexible guidance is clear and consistently applied
AI is used safely and effectively to accelerate messaging work
The team has clear insight into what's working and what's not - and adjusts accordingly
Skills & Experience
Strong systems thinking, framework design, and pattern-recognition skills
Experience scaling messaging, enablement, or content platforms across complex, matrixed organizations
Ability to translate abstract strategy into practical, repeatable guidance
Comfort influencing without direct authority across cross-functional teams
Experience defining success metrics and using data to drive continuous improvement
Fluency using AIas an accelerant for scale and consistency
This role is a strategic enabler within GBM, focused on scaling messaging infrastructure, leveraging AI, and driving cross-functional adoption.
It requires both technical and softer skills, and operates within a complex ecosystem of teams and projects-all aimed at maximizing the impact and consistency of Client's business messaging and positioning.
Must-Have Skills
- Previous Meta
- Comfort influencing without direct authority across cross-functional teams:
- Partnering with engineer team to build
- Experience defining success metrics and using data to drive continuous improvement
- Fluency using AI as an accelerant for scale and consistency
- Marketing systems work
Nice-to-have Skills
- Cross functional communication
- Influence without authority
- Engineer background - pivot into marketing (technical)