Responsibilities

• 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 the 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 (brand VP/CMO) 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 (COE) to provide templates, toolkits, digital asset management (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.

Requirements

• Bachelor’s degree in marketing, communications, design, or related field.
• MBA preferred.
• Minimum of 10 years of experience in creative services, in-house agency, or advertising agency, with at least 5 years of leading large teams, budgets, and comprehensive strategies. Experience in brand management, strategy, agency or brand strategy consulting.
• Proven experience in brand strategy, governance and brand health measurement.
• Ability to translate brand metrics into action for leadership.
• Cross-functional influence and stakeholder management.
• Comfort convening councils and running workshops.
• Familiarity with brand tracking, DAM/platforms and martech integration, experience implementing brand resource centers.
• Proven record of accomplishment of developing and executing successful and impactful brand strategies and campaigns.
• Strong leadership, communication, storytelling and presentation skills, with the ability to inspire and influence others.

Benefits

• - Paid Time Off programs
• - Health and welfare benefits such as medical, dental, vision, life, and Short- and Long-Term Disability
• - Flexible Spending Accounts for eligible health care and dependent care expenses
• - Family benefits such as adoption assistance and paid parental leave
• - Defined contribution retirement plans with employer match and other financial wellness programs
• - Educational Assistance Program