Senior Brand Marketing Lead

Responsibilities

• Define, build and evolve a strategic pillar within the PNC brand, including its audience opportunity, positioning, value proposition, narrative, messaging architecture and relationship to the broader brand platform.
• Partner closely with Corporate Responsibility and enterprise stakeholders to translate PNC’s investments in communities into a differentiated, audience-relevant source of brand distinction.
• Establish an integrated activation strategy that connects enterprise priorities and credible proof points to audience needs, cultural context and opportunities for meaningful brand engagement.
• Create the structure needed to move the pillar from strategy to execution, including audience priorities, content architecture, channel roles, creative platforms and market-level activation.
• Identify and connect stories, programs, partnerships, products, people and outcomes that substantiate the proposition and make it tangible to external audiences.
• Translate complex initiatives and proof points into accessible, human stories and experiences that demonstrate PNC’s relevance and value in the communities it serves.
• Lead development of integrated marketing plans, audience strategies, campaign and creative briefs, messaging frameworks, digital experiences and other assets that bring the pillar to life.
• Partner with Corporate Communications to identify opportunities for earned storytelling, executive visibility and reputation building, while maintaining clear Brand Marketing ownership of the strategy, audience plan, content ecosystem and activation.
• Work with Corporate Responsibility, Regional Presidents, local market teams and line-of-business partners to surface credible proof points and tailor enterprise narratives for local relevance.
• Guide internal creative teams and external agencies from strategic briefing and concept development through execution, ensuring the work is distinctively PNC, audience relevant and aligned with brand standards.

Requirements

• 8–10+ years of experience in integrated marketing, brand strategy, brand platform development, content marketing, corporate reputation or a related discipline.
• Demonstrated experience building a new brand proposition, strategic platform, marketing capability or activation model from the ground up.
• Experience developing audience-led positioning, value propositions, narrative and messaging architecture and integrated activation strategies.
• Demonstrated ability to connect organizational actions, partnerships or investments to credible, audience-relevant brand stories and integrated campaigns across owned, paid, social, digital, experiential, local and internal channels.
• Proven ability to counsel senior stakeholders, lead complex cross-functional work and influence decisions without direct authority.
• Experience managing internal creative resources and/or external agency partners from strategy and briefing through execution.
• Experience in community investment marketing, corporate responsibility marketing, purpose-led marketing, financial services, public affairs or another highly regulated environment is preferred, but not required.
• Demonstrated curiosity and working fluency with AI-enabled marketing tools, with the judgment to apply them responsibly to enhance strategic thinking, creative briefing, and marketing effectiveness.
• Bachelor’s degree in marketing, communications, journalism, public relations or a related field, or equivalent professional experience.
• Roles at this level typically require a university / college degree. Higher level education such as a Masters degree, PhD, or certifications is desirable. Industry relevant experience is typically 8+ years. Specific certifications are often required. In lieu of a degree, a comparable combination of education, job specific certification(s), and experience (including military service) may be considered.

Preferred

• Experience in community investment marketing, corporate responsibility marketing, purpose-led marketing, financial services, public affairs or another highly regulated environment is preferred, but not required.

Benefits

• PNC offers a comprehensive range of benefits to help meet your needs now and in the future. Depending on your eligibility, options for full-time employees include: medical/prescription drug coverage (with a Health Savings Account feature), dental and vision options; employee and spouse/child life insurance; short and long-term disability protection; 401(k) with PNC match, pension and stock purchase plans; dependent care reimbursement account; back-up child/elder care; adoption, surrogacy, and doula reimbursement; educational assistance, including select programs fully paid; a robust wellness program with financial incentives.
• In addition, PNC generally provides the following paid time off, depending on your eligibility: maternity and/or parental leave; up to 11 paid holidays each year; 9 occasional absence days each year, unless otherwise required by law; between 15 to 25 vacation days each year, depending on career level; and years of service.