At a Glance
- Tasks: Lead brand strategy and drive demand for Cirque du Soleil's iconic shows.
- Company: Join the world-renowned Cirque du Soleil, where creativity meets commercial success.
- Benefits: Competitive salary, inclusive culture, and opportunities for professional growth.
- Other info: Dynamic environment with a focus on innovation and cultural relevance.
- Why this job: Shape a global brand and make a lasting impact in the entertainment industry.
- Qualifications: 12-15 years in brand roles with strong commercial accountability.
The predicted salary is between 113400 - 138600 £ per year.
***Le poste étant basé en Angleterre, la description de poste est disponible uniquement en anglais.***
***As this position in based in England, the job description is available in English only.***
- Vice President, Brand
- Sales, Marketing and Communications
- Full-Time Position
- Role Purpose
The Vice President Brand owns Cirque du Soleil's brand as a commercial asset.
The role exists to ensure the brand is not a set of principles, guidelines, or presentations — but a governed, operable system that drives desirability, demand, pricing power, audience growth, and long-term enterprise value.
The VP Brand sets brand strategy and architecture for the masterbrand and the full show portfolio, builds the governance and creative capability required to execute it at global scale, and holds joint accountability with commercial peers for the demand outcomes the brand is supposed to produce.
This is a leadership role, not a stewardship role. Success is measured in market performance, not in brand health scores alone.
- Reporting line
- Reports to: Chief Marketing Officer
- Peer leadership team
- VP Marketing & Sales
- VP Growth & CRM
- VP Communications
- Direct reports (indicative)
- Brand Strategy & Architecture Lead
- Brand Governance & Playbooks Lead
- Creative Studio Lead
- Hub Design Leads (Americas / ROW)
- Brand Operations Lead
- Works in close lockstep with
- Growth / Performance Marketing
- Communications & PR
- Ticketing / Revenue Management
- Audience Experience
- Show GMs
- Content / Creation leadership
- Sponsorship & Partnerships
- Core mandate
The VP Brand is accountable for closing the gap between brand strategy and commercial reality by:
- Ensuring brand strategy drives demand and revenue, not just meaning
- Making the brand operable inside real go-to-market systems
- Protecting brand discipline while increasing urgency and cultural relevance
- Connecting brand, pricing, communications, ticketing, and audience lifecycle
- Building and leading the enterprise brand function — strategy, governance, and in-house creative capability
Key responsibilities
- 1. Brand - demand - revenue (critical)
- Translate brand positioning into clear demand-generation strategy across the portfolio
- Ensure brand choices support pricing power, reduced promo dependency, and conversion uplift
- Set joint brand–commercial guardrails with VP Growth & CRM covering pricing architecture, discount governance, and how premium positioning is protected in market
- Ensure "premium" is experienced, not just claimed, across the whole Marcomms & Guest Experience system
- Own brand's role across the entire selling cycle (pre-on-sale, peak, sustain, close)
- Carry shared accountability with VP Marketing & Sales for show-level demand outcomes
This role is expected to understand and be measured against ATP, occupancy, conversion, and repeat attendance.
- 2. Portfolio strategy, architecture & show differentiation
- Own brand architecture in motion — masterbrand, show brands, formats, and franchises
- Ensure every show has a distinct cultural role, a clearly defined audience, and a differentiated narrative and visual expression
- Prevent "Cirque sameness" in messaging, campaigns, tone, and codes
- Act as final arbiter when masterbrand vs show-brand tension arises
- Advise on brand implications of new IP, formats, licensing, and portfolio investment decisions
- 3. Demand-led brand planning
- Lead brand input into annual and multi-year go-to-market planning
- Own the brand runway for show launches, 12–18 months pre-opening
- Ensure brand activity is anticipation-led, not reactive or promoter-driven
- Embed brand thinking into media strategy, content planning, and PR/influencer activation
- Set the brand investment case: what long-term brand building requires, and what it is expected to return
- 4. Cultural relevance & communications partnership
- Partner with VP Communications so the brand actively participates in culture and is visible well beyond paid media
- Shape creator collaborations, cultural moments, and partnership activation from a brand-first perspective
- Ensure brand-side standards for sponsorship and partnership fit, so commercial partnerships build rather than dilute equity
- Ensure Cirque builds urgency, not just esteem
- 5. Audience lifecycle & relationship strategy
- Ensure the brand is expressed consistently across first-time audiences, repeat visitors, and high-value/proximity audiences
- Work with CRM and growth teams to translate brand into retention, cross-sell, and loyalty pathways
- Build long-term emotional affinity, not just transactions
- Ensure brand meaning compounds over time rather than resetting with every show
- 6. Governance, discipline & decision-making
- Act as brand decision partner, not brand police
- Ensure brand stretch is intentional, trade-offs are explicit, and short-term wins do not erode long-term equity
- Own the governance model across agencies, promoters, partners, and internal teams — including standards, sign-off thresholds, and escalation paths
- Own agency roster strategy, scopes, and brand-side budget for the function
- 7. Creative capability & internal enablement
- Build and lead the in-house creative studio and hub-embedded design capability, balancing speed, cost, and craft against external agency use
- Operationalise the brand for Show GMs, regional teams, and marketing/comms squads through playbooks, toolkits, and asset systems
- Own internal brand education, clarity, and alignment
- Ensure teams know how to use the brand to win, not just how to comply
- What success looks like (12–24 months)
- Clear differentiation between shows in market
- Reduced reliance on promotions to drive volume
- Strong pricing confidence aligned with brand promise
- Earlier and stronger demand build-up ahead of launches
- Brand conversations happening outside Cirque channels
- Brand respected internally as a commercial tool, not an abstract ideal
- A high-performing brand function with clear roles, faster creative throughput, and lower avoidable agency spend
- Profile & experience
Essential
- 12–15+ years in brand roles with direct commercial accountability, including experience leading and building teams at enterprise scale
- Track record operating at or near executive level, with credibility in front of an executive committee and board-facing forums
- Experience working at the intersection of brand strategy, demand generation, communications, and cultural relevance
- Proven ability to operationalise brand strategy across complex, multi-market organisations
- Strong commercial literacy: pricing, yield, funnels, and marketing metrics
- Comfortable challenging creative, commercial, and executive stakeholders — and holding the line when it matters
- Strongly preferred
- Entertainment, culture, fashion, luxury, or premium experience sectors
- Multi-brand or portfolio environments, including masterbrand/sub-brand architecture decisions
- Experience running in-house creative capability alongside external agency ecosystems
- Experience working alongside ticketing/revenue, performance marketing, and data/CRM teams
- Multi-market or global remit spanning resident and touring/rotating formats
Cirque du Soleil Entertainment Group is committed to creating and maintaining an accessible and inclusive workplace.
Proud ambassador of equality in employment, Cirque du Soleil Entertainment Group is committed to eliminating discrimination based on age, skin color, origins, religion, sex, sexual orientation and any other characteristic.
Neutral and inclusive writing is now preferred for all new job postings.
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Vice President, Brand employer: Cirquedusoleil
Cirque du Soleil offers an exceptional work environment for the Executive Assistant & Office Lead role, located in the vibrant city of London. With a hybrid work model that promotes collaboration and flexibility, employees benefit from a culture that prioritises professional growth through high-quality projects and personalized support. The company is dedicated to inclusivity and equality, ensuring a welcoming atmosphere that aligns with its standards of excellence.
StudySmarter Expert Advice🤫
We think this is how you could land Vice President, Brand
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Cirquedusoleil and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Cirquedusoleil are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Cirquedusoleil on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Cirquedusoleil. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Vice President, Brand
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Cirquedusoleil. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Cirquedusoleil:Show us that you’ve done your homework! In your application, briefly mention what you admire about Cirquedusoleil’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Cirquedusoleil
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Cirquedusoleil will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Cirquedusoleil, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
