Vice President - Brand Strategy

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

Requirements

• 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 and competing priorities
• Sound judgment and attention to detail, including comfort working within a regulated environment
• Bachelor’s degree

Preferred

• Experience in financial services, payments, credit cards, or another highly regulated consumer category
• Experience working with leading brand strategy, creative, research, or advertising agencies
• Experience managing a portfolio of products within a master brand architecture
• Familiarity with brand measurement and learning plans, including awareness, consideration, relevance, and differentiation
• Experience partnering with media, content, digital experience, communications, and customer experience teams

Benefits

• comprehensive health care coverage
• on-site health and wellness centers
• a retirement savings plan
• backup childcare
• tuition reimbursement
• mental health support
• financial coaching and more
• Additional details about total compensation and benefits will be provided during the hiring process.