Duties and Responsibilities

The incumbent will perform the following principal duties:

a. Lead the design, development, launch and continuous evolution of the strategies for the future growth of filings in the Madrid and Hague Global IP Services and the strategic marketing plan for BDS, including the identification and establishment of clear objectives, roles, responsibilities and policies for marketing and development of the Global IP Services in the Brands and Designs Sector; effectively anchor the BDS strategic marketing plan in WIPO’s overall marketing and branding strategies.

b. Direct and oversee the implementation of different components of the strategic marketing plan including differentiated and targeted approaches by country, industry segment, type of customer/ entity; foster and expand existing client relationships while continually assessing and identifying new business prospects - develop the pipeline of potential top tier filers/ users for the Madrid and Hague systems and ensure the provision of visibility on progress.

c. Identify and build strategic partnerships and resource networks priority markets; assess effectiveness and adjust approaches based on experience and feedback and optimize partnership performance.

d. Build the foundation for the organization as a trusted partner, articulating the unique and valued capacities and propositions of the BDS portfolio, inspiring potential users to seek the opportunity to benefit from WIPO’s services. Provide new ideas, concepts and strategic advice on market intelligence and marketing content and ensure these are fit for purpose from a BDS perspective.

e. In collaboration with the central marketing functional area, provide leadership for data analytics and market research to ensure BDS marketing initiatives are data driven, provide value and lead to business growth.

f. Review and assess marketing and sales initiatives from an ROI perspective and recommend changes/ sunsetting where necessary; drive and adjust the efforts/plans in different markets based on feedback to ensure maximum return and impact.

g. Train, coach and mentor to drive the cultural shift and mindset within WIPO teams.
Determine priorities, and allocate resources for the completion, timely and quality delivery of work products per results-based management principles, ensuring that key risks are identified, assessed and managed for the achievement of agreed KPIs for the team, prepare budget proposals for the unit, lead improvement initiatives, promote innovative solutions, and ensure program objectives are met.

h. Lead the establishment of internal processes, tools and frameworks based on the strategies adopted and best practices in the B2B marketing and sales space.

i. Provide innovative and strategic inputs and advice from a BDS perspective to WIPO’s Digital Marketing Strategies and Campaigns; assess impact, value and effectiveness and provide expertise and feedback for refinement/ adjustments as necessary.

j. Perform such other related duties, as required.