AVP, Brand Strategy at Atrium Health | Charlotte, NC | $99/hr – $159/hr

Atrium Health

AVP, Brand Strategy

Charlotte, NC (Remote)

$99/hr – $159/hrSenior Level10+ years expFull time

Posted 1 month ago

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Job Summary

Own the brand strategy and governance across the enterprise, turning the brand platform into campaigns, assets and experiences that move growth.

Brand governance and campaign execution: lead day to day brand strategy, assets, and measurement to ensure consistent experiences.
Enterprise alignment: embed a brand led mindset, differentiate across divisions, and coordinate with CX, product, and marketing.
Content strategy and performance: define the enterprise branded content strategy, optimize content across channels, and use data to demonstrate impact including AI enabled experimentation.

Job Description

Provide day-to-day leadership for brand strategy execution and governance and branded content, translating the brand platform into measurable campaigns that drive growth, compelling content and consistent experiences.
Ensure the brand remains relevant, differentiated and aligned with organizational priorities. Partner with leadership to embed a brand-led mindset across the organization. Operationalize the brand strategy, manage brand resources and training, and partner with senior leaders to ensure consistent brand activation and measurement across the enterprise.
Develop and execute a brand strategy that aligns with the overall enterprise and marketing strategies. Implement the brand vision, strategy, and positioning for Advocate Health at the enterprise level, ensuring differentiation and competitive advantage within divisions and markets.
Collaborate cross-functionally to align brand initiatives with marketing, products, managed care, people, culture, and other key areas. Drive brand experience across consumer, teammate, and partner touchpoints, coordinating with CX to reinforce messaging and the brand promise/platform.
Maintain and update brand resources, oversee governance and approval processes, and ensure consistent application of the brand across all channels. Work with internal communications to design and implement internal brand activation and enablement programs.
Monitor and measure the performance and impact of brand strategies and activities, leveraging data and insights to optimize brand performance and customer satisfaction. Establish metrics and reporting for brand health, regularly communicate progress to leadership to support investment decisions. Lead the development and execution of enterprise-wide brand campaigns.
Manage the brand advisory council/working group and facilitate workshops to train teams, surface interdependencies, and resolve portfolio inconsistencies. Partner with creative teams and the brand Center of Excellence to provide templates, toolkits, DAM access, and decision frameworks that empower teams to operate autonomously within guidelines.
Lead, coach, and mentor a team of brand managers and strategists to deliver high-quality, impactful brand assets and campaigns. Manage the brand budget, resources, and timelines to ensure the efficiency and effectiveness of brand activities.
Work with the insights team to conduct market research and analysis to identify customer segments, needs, preferences, and behaviors, and use these insights to inform brand strategy and positioning.
Build and maintain strong relationships with internal and external stakeholders—including senior leadership, marketing, and digital experience teams—to ensure alignment and integration of the brand strategy with business goals and consumer needs.
Define and lead the enterprise branded content strategy ensuring alignment to the brand platform and audience needs. Oversee the creation and optimization of content across our channel from a consumer-first and performance-driven lens. Leverage data, insights and performance analytics to continually refine content strategy and demonstrate impact. Champion innovation in content formats, platforms and storytelling approaches including AI and emerging technologies. Use AI tools to accelerate brand development, messages, brand health monitoring while maintaining brand integrity.
Designs and directs the work of the assigned area(s) of responsibility. Selects, coaches, and develops teams, setting objectives that align with organizational strategy to inspire and motivate the teams. Manages organizational talent through performance management, succession planning, and development. Designs and directs processes by which team and individual performance are recognized, feedback is consistently delivered, and performance is systematically improved.
Develops and/or recommends operating and capital budgets and controls expenditures within approved budget objectives.

Atrium Health

3.7 Glassdoor

Atrium Health, part of Advocate Health, is redefining how, when and where care is delivered. We are rethinking methods of care delivery to reach more people and bringing human kindness to every step of their health journey. Our dedication to elevating health care for every individual, every teammate and every community is unwavering. We won't stop until everyone – no matter who they are or where they come from – has the possibility to live well. And because of this, we are redefining why we exist, our purpose as an organization and how we make it happen together as one.

Founded in 1940

Charlotte, North Carolina, USA

30K employees (150 in marketing)

atriumhealth.org

76% recommend to a friend

75% CEO approval