AVP, Brand Strategy

Advocate Health and Hospitals Corporation•Charlotte, NC

1d•Remote

About The Position

This role provides 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. The AVP ensures the brand remains relevant, differentiated, and aligned with organizational priorities. They 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. The AVP develops and executes a brand strategy that aligns with overall enterprise and marketing strategies, implementing the brand vision, strategy, and positioning for Advocate Health at the enterprise level, ensuring differentiation and competitive advantage within divisions and markets. Collaboration is key, working cross-functionally to align brand initiatives with marketing, products, managed care, people, culture, and other key areas. The role drives brand experience across consumer, teammate, and partner touchpoints, coordinating with CX to reinforce messaging and the brand promise/platform. Maintaining and updating brand resources, overseeing governance and approval processes, and ensuring consistent application of the brand across all channels are critical. The AVP works with internal communications to design and implement internal brand activation and enablement programs. Performance monitoring and measurement of brand strategies and activities, leveraging data and insights to optimize brand performance and customer satisfaction, is essential. Establishing metrics and reporting for brand health, and regularly communicating progress to leadership to support investment decisions are key responsibilities. The AVP leads the development and execution of enterprise-wide brand campaigns, manages the brand advisory council/working group, and facilitates workshops to train teams, surface interdependencies, and resolve portfolio inconsistencies. They 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. Leading, coaching, and mentoring a team of brand managers and strategists to deliver high-quality, impactful brand assets and campaigns is a core function. The AVP manages the brand budget, resources, and timelines to ensure efficiency and effectiveness of brand activities. Working with the insights team to conduct market research and analysis to identify customer segments, needs, preferences, and behaviors, and using these insights to inform brand strategy and positioning is also part of the role. Building and maintaining strong relationships with internal and external stakeholders—including senior leadership, marketing, and digital experience teams—is crucial to ensure alignment and integration of the brand strategy with business goals and consumer needs. Defining and leading the enterprise branded content strategy, ensuring alignment to the brand platform and audience needs, and overseeing the creation and optimization of content across channels from a consumer-first and performance-driven lens are vital. Leveraging data, insights, and performance analytics to continually refine content strategy and demonstrate impact, and championing innovation in content formats, platforms, and storytelling approaches including AI and emerging technologies are key. The role uses AI tools to accelerate brand development, messages, and brand health monitoring while maintaining brand integrity. The AVP designs and directs the work of assigned areas of responsibility, selects, coaches, and develops teams, setting objectives that align with organizational strategy to inspire and motivate the teams. They manage organizational talent through performance management, succession planning, and development, and design and direct processes by which team and individual performance is recognized, feedback is consistently delivered, and performance is systematically improved. The AVP develops and/or recommends operating and capital budgets and controls expenditures within approved budget objectives. They are responsible for understanding and adhering to the organization's Code of Ethical Conduct and for ensuring that people actions, and the actions of employees supervised, comply with the policies, regulations, and laws applicable to the organization's business.

Requirements

Bachelor’s degree in marketing, communications, design, or related field.
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.
Strong executive presence and leadership.
Excellent analytical, creative, and problem-solving skills, with the ability to use data and insights to drive decisions and actions.
Highly collaborative, adaptable, and consumer-oriented, with the ability to work effectively in a fast-paced and dynamic environment.
Passionate about the brand and products and committed to delivering value and excellence to our teammates and our consumers.
Creative and strategic thinker, with a passion for innovation and experimentation.
Strong planning and organizational skills.
Experience using AI powered brand tools or a strong understanding and desire to learn and implement how AI can enhance brand development and growth.

Nice To Haves

MBA preferred.

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.
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.
Responsible for understanding and adhering to the organization's Code of Ethical Conduct and for ensuring that people actions, and the actions of employees supervised, comply with the policies, regulations, and laws applicable to the organization's business.

Benefits

Comprehensive suite of Total Rewards: benefits and well-being programs
Competitive compensation
Generous retirement offerings
Programs that invest in your career development
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