Responsibilities

• Brand Strategy & Positioning — Define and evolve brand positioning, messaging architecture, and narrative platforms for PWM and related wealth solutions, differentiating each for its target audience while maintaining coherence with the Goldman Sachs masterbrand.
• Messaging Strategy & Segmentation — Build and maintain a segmented messaging framework across wealth tier, life stage, liquidity event, and institutional type. Establish which value propositions resonate with which audiences, and maintain a living messaging playbook that campaign, content, and advisor-facing teams work from.
• Creative Testing & Rotation — Own the creative testing agenda. Design structured message and creative tests, define rotation logic and refresh cadences by channel to manage wear-out and audience fatigue, and translate results into the next brief. Media teams execute rotation in-platform; you determine what rotates, when, and why.
• Modular Creative Systems — Build modular creative architectures that make meaningful variation possible without linear cost increases, enabling testing at volume within a compliance-heavy environment.
• Campaign Creative Strategy — Set the creative strategy for integrated campaigns across digital display, social, streaming video and audio, broadcast, paid search, print, out-of-home, events, and sponsorships. Define the creative approach, asset architecture, and channel-specific requirements that media partners activate against.
• Creative Direction — Write and approve creative briefs, provide clear and constructive creative direction, and hold an exceptionally high quality bar across copy, design, and multimedia output — ensuring testing discipline sharpens the work rather than flattening it.
• Campaign Effectiveness & Insight — Own the brand and creative measurement framework: brand health, awareness, consideration, share of voice, message resonance, and creative-level engagement quality. Partner with media and analytics teams on campaign performance reporting and attribution, and synthesize both into a clear point of view on what to do next.
• Brand-to-Growth Integration — Partner with growth, digital media, and lifecycle marketing teams to ensure brand creative and messaging support client acquisition and retention across the full client journey, with shared success measures and joint planning rhythms.
• Advisor & Relationship Engagement — Develop brand and messaging strategies that align with and empower the high-touch, advisor-led, relationship-driven commercial model, equipping Private Wealth Advisors with narrative, content, and digital touchpoints that convert in a relationship-driven sales motion.
• Agency & Partner Management — Select, onboard, and manage external creative and production partners. Set scope, negotiate budgets, define quality and output KPIs, and identify opportunities to scale creative production efficiently through modular and templated models.

Requirements

• Brand & Creative Strategy Experience: Typically 8–12+ years of progressive brand and creative strategy experience, including significant time leading integrated campaigns at a leading agency, a premium or luxury brand, and/or within financial services and wealth management.
• Creative Testing & Optimization: Demonstrated experience designing and interpreting message and creative tests, managing creative rotation and refresh cadences, and building modular creative systems that support variation at scale.
• Target Audience Track Record: Demonstrated experience marketing to affluent, ultra-high-net-worth, family office, or institutional audiences, with judgment about how testing and optimization practices translate to low-volume, high-value, privacy-sensitive segments.
• Strategic Judgment: Proven ability to develop brand positioning and narrative from insight, connecting brand and messaging decisions directly to measurable commercial outcomes.
• Creative Excellence: Exceptional creative instinct and judgment, with a portfolio reflecting a high standard of craft across digital, print, and video formats; skilled at briefing and directing creative teams.
• Analytical Literacy: Fluency with brand health tracking, brand lift studies, campaign analytics, market research, and competitive analysis. Able to read media performance reporting critically and translate it into creative direction — without needing to run the channels.
• Cross-Functional Partnership: Track record of working effectively with media, analytics, and growth teams under shared objectives and split ownership.
• Multi-Channel Fluency: Deep familiarity with digital display, social media, streaming video and audio, print, thought leadership content, events, and emerging channels.
• Leadership & Influence: Proven success leading teams and influencing senior stakeholders in a complex, matrixed organization; comfortable presenting to executive audiences.
• Agency & Budget Management: Track record of managing external agencies and multi-million-dollar production budgets with discipline and accountability.