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 an...