Brand Strategy Manager

AAA Club Alliance•Wilmington, DE

2d•Hybrid

About The Position

AAA Club Alliance is hiring for a Brand Strategy Manager to join our team! This position is responsible for defining, evolving, and operationalizing AAA’s brand strategy to drive clarity, differentiation, and long-term brand health. The role leads brand architecture development, audience segmentation, communication strategy, and market research by building strategic frameworks that shape how the brand is positioned, how it connects with key audiences, and how it shows up consistently across campaigns, channels, and experiences. This is upstream brand strategy work: establishing the foundation from which campaigns, creative, and content are built and not directing execution itself.

Requirements

Bachelor’s degree in Marketing, Business, Communications, or a related field: or an equivalent combination of education and experience will be considered.
6 years of experience in brand strategy with a track record of leading positioning, segmentation, brand architecture, and communication strategy work.
Demonstrated experience developing brand architecture frameworks, defining how brands, sub-brands, and product lines relate and differentiate within a portfolio.
Strong background in developing communication matrices that align messages to specific audiences, channels, and business contexts.
Hands-on experience conducting brand audits and translating findings into strategic recommendations.
Agency-side or brand consultancy experience is strongly preferred; Candidates with in-house brand strategy roles at organizations with rigorous strategic practices will also be considered.
Proven ability to develop audience segmentation models and target audience frameworks grounded in research, data, and behavioral insight.
Fluency in primary and secondary market research methods, consumer insights analysis, and competitive landscape assessment.
Deep expertise in brand architecture, segmentation, positioning, and communication strategy; Able to build the frameworks, not just apply them.
Skilled at developing communication matrices and translating complex brand strategy into message guidance across multiple audiences and channels.
Strong research and analytical instincts; Able to synthesize consumer data brand health metrics, and market trends into clear strategic recommendations.
Proven ability to conduct brand audits and identify actionable opportunities for improvement in brand consistency, perception, and differentiation.
Stays current on brand trends, cultural shifts, and evolving consumer behavior; Brings proactive, forward-looking insight to the team.
Excellent communication and facilitation skills; Capable of influencing senior stakeholders and cross-functional peers without direct authority.
Operates comfortably in ambiguity and evolving environments; Adapts strategic frameworks to shifting business priorities.
Customer-first mindset with a long-term orientation toward brand health, relevance, and differentiation.
Comfortable working in a matrixed organization alongside agency partners and cross-functional marketing leadership.

Responsibilities

Responsible for AAA’s full business portfolio, including membership, insurance, travel, and automotive services, requiring an ability to develop and manage strategy across the Masterbrand and at times multiple product lines and audience segments simultaneously.
Lead brand architecture development, defining how AAA’s products, services and sub-brands relate to each other and to the master brand, ensuring clarity and differentiation across the portfolio.
Own audience segmentation and target audience development, building frameworks grounded in demographic, psychographic, behavioral, and attitudinal data that informs positioning, messaging, and campaign priorities.
Develop and maintain brand positioning, value propositions, and differentiation strategies that clearly articulate how AAA shows up in the market relative to competitors.
Build and manage communication matrices that map key messages to specific audiences, channels, and campaign contexts, ensuring message clarity, consistency, and strategic alignment across all touchpoints.
Design and execute brand audits, assessing consistency, effectiveness, and market perception across channels and touchpoints, and translating findings into actionable improvement recommendations.
Conduct and synthesize primary and secondary research, consumer insights, brand health tracking, and competitive analysis to identify opportunities, validate positioning, and inform brand decisions.
Monitor brand trends, cultural shifts, and evolving consumer preferences, proactively bring forward insights that keep AAA’s brand strategy relevant, differentiated, and future-facing.
Translate brand strategy into clear, actionable guidance, including strategic briefs, messaging territories, and narrative frameworks, that enable creative, content, and social teams to execute with confidence.
Establish and evolve brand identity and voice frameworks, ensuring consistent tone, emotional resonance, and visual across campaigns, channels, and customer experiences.
Serve as a peer strategic partner to Marketing Strategy, Creative, and Content leadership, embedding brand strategy from planning through execution in integrated campaign development.
Partner with external agencies, providing strategic direction, positioning guardrails, and sharp feedback that keeps work aligned to brand intent without slowing executional agility.
Identify cross-business brand storytelling opportunities that sit above individual products or services, strengthening the master brand while supporting business line goals.
Contribute to brand performance discussions with marketing leadership, sharing research and insights that inform planning, prioritization, and investment decisions.
Apply AI-assisted tools where appropriate to support research synthesis, persona development, and messaging exploration.
Other duties as assigned.