Vice President - Brand Strategy

Help define what the Freedom brand stands for and how it shows up for customers every day. In this role, you will turn business and customer insight into a clear brand direction that powers marketing, experiences, and digital touchpoints.

Job Summary

As a Vice President Brand Strategy in Consumer Banking Marketing, you will set the long-term brand vision for the Freedom portfolio and translate it into practical frameworks that guide how we communicate and show up across channels. You will partner closely with campaign strategy and creative teams to shape briefs, messaging direction, and brand consistency from idea through launch. You will bring together customer insight, competitive context, and strong judgment to help us build durable relevance and equity with customers.

Job responsibilities

• Define and evolve the Freedom portfolio brand vision, positioning, value proposition, and narrative
• Develop brand architecture principles that clarify how individual products fit together within the portfolio
• Identify credible areas of differentiation and strategic territory the Freedom brand can own
• Create strategic frameworks and guardrails that guide campaigns, content, media, experiences, and digital touchpoints
• Partner with research and analytics teams to translate customer and cultural insights into clear strategic choices
• Assess category and competitor positioning to inform opportunities, risks, and recommendations
• Establish a learning agenda to track brand health, test hypotheses, and inform future brand evolution
• Serve as a senior steward of the Freedom brand, balancing consistency with audience- and channel-relevant expression
• Co-develop campaign briefs with campaign strategy partners to align business goals, customer insights, and brand strategy
• Provide strategic guidance and feedback throughout creative development, production, reviews, and launch milestones
• Ensure brand work follows applicable legal, risk, compliance, accessibility, and control requirements, including required documentation and approvals

Required qualifications, capabilities, and skills

• 10+ years of experience in brand strategy, portfolio strategy, consumer marketing, or strategic planning
• Demonstrated experience developing brand positioning, value propositions, brand architecture, and strategic narratives
• Ability to translate customer, competitive, and performance insights into actionable recommendations for leaders
• Strong commercial judgment and the ability to connect brand choices to customer and business outcomes
• Excellent strategic storytelling and executive communication skills, including simplifying complex topics
• Proven ability to influence cross-functional stakeholders and agency partners without direct authority
• Experience developing high-quality briefs that align objectives, insights, and creative direction
• Strong collaboration skills and ability to operate effectively in ambiguity and competing priorities
• Sound judgment and attention to detail, including comfort working within a regulated environment
• Bachelor’s degree

Preferred qualifications, capabilities, and skills

• Experience in financial services, payments, credit cards, or another highly regulated consumer category
• Experience working with leading brand strategy, creative, research, or advertising agencies
• Experience managing a portfolio of products within a master brand architecture
• Familiarity with brand measurement and learning plans, including awareness, consideration, relevance, and differentiation
• Experience partnering with media, content, digital experience, communications, and customer experience teams

Optional additional Information

• This role partners with cross-functional teams and external agencies; occasional travel may be required based on business needs
• Work is subject to applicable legal, risk, compliance, accessibility, and control requirements, including required reviews and approvals

Shared Partnership: Brand Strategy & Product Campaign Advertising Strategy

The VP, Brand Strategy and VP, Product Campaign Advertising Strategy will operate as close strategic partners in the development of advertising for the Freedom portfolio. Together, they will connect the enduring Freedom brand platform with business priorities, product objectives, customer insights, and market opportunities to produce clear, distinctive, and effective advertising.

The VP, Brand Strategy will define and steward the long-term brand vision, positioning, architecture, narrative, and strategic principles. This leader will partner in the development of campaign briefs and provide brand strategy, guidance, and feedback throughout creative development, production, approvals, and launch.

The VP, Product Campaign Advertising Strategy will translate the brand platform and business priorities into campaign strategies, audience and messaging choices, creative briefs, and market-facing advertising. This leader will own campaign development, execution, and production, including agency direction, production planning, budgets, schedules, approvals, asset delivery, and launch readiness.

Both VPs will share responsibility for

Co-develop campaign briefs that integrate business objectives, customer insights, product value propositions, and brand strategy.

Align on campaign strategy, messaging, creative direction, and the role of each campaign within the broader Freedom portfolio.

Provide clear, coordinated direction to creative, research, production, and cross-functional partners.

Review creative work at key development and production milestones.

Ensure advertising is strategically sound, distinctive, consistent with the Freedom brand, and designed to influence the intended customer behavior.

Resolve strategic or creative differences early and escalate material decisions to the Executive Director, Integrated Marketing Strategy when alignment cannot be reached.

Apply campaign, creative, customer, and brand-performance learning to strengthen future work.

Decision-right principle: Brand Strategy owns the enduring Freedom brand platform and its strategic integrity. Product Campaign Advertising Strategy owns campaign development, execution, and production. Both leaders are accountable for the quality and effectiveness of the advertising produced for Freedom.

Risk, Controls & Governance

• Ensure brand strategies and deliverables comply with applicable legal, risk, compliance, accessibility, and control requirements.
• Obtain appropriate approvals and maintain documentation in accordance with established policies and procedures.
• Identify and escalate risks, dependencies, and decisions that may affect brand integrity, customer experience, or delivery.

Success Measures

• Clarity, distinctiveness, and organizational adoption of the Freedom brand positioning and strategic narrative.
• Improvement in agreed brand-health measures such as awareness, consideration, relevance, differentiation, and long-term equity.
• Consistency of brand expression across campaigns and customer touchpoints.
• Quality and effectiveness of the partnership between Brand Strategy and Product Campaign Advertising Strategy, including co-development of briefs and brand support through execution and production.
• Ability to translate customer and market insight into strategic choices that support business growth.