Senior Director- Brand Marketing & Strategy

Atlantic Union Bank•Glen Allen, VA

2d•$142,800 - $257,000•Hybrid

About The Position

The Senior Director of Brand Marketing is a senior marketing leader responsible for strengthening, differentiating, and growing the bank’s brand across customer and community touchpoints. Reporting directly to the Chief Marketing Officer, the role provides strategic leadership for advertising, media, brand sponsorships, events and hospitality, regional events, and branch merchandising programs. The role translates brand strategy into integrated experiences that build awareness, consideration, preference, and loyalty among current and prospective personal and business customers. It ensures a consistent, distinctive, and relevant brand across paid, owned, and experiential channels while maximizing the business and brand value of marketing investments. The position calls for strategic vision, creative leadership, business acumen, operational discipline, and the ability to influence senior executives and business leaders across the organization and marketing team. The Senior Director partners with the CMO and senior leadership on brand strategy and leads advertising, creative, media, sponsorships, events, hospitality, and the physical expression of the brand in branches. The leader develops measurement and reporting approaches that connect brand investment to business outcomes, manages significant budgets and external partners, and ensures marketing activity complies with banking regulations, legal requirements, and internal policies. They also lead and develop a high-performing brand marketing team and build partnerships across business lines and corporate functions. The position is Richmond-based and hybrid. Compensation depends on factors such as education, work experience, skills, certifications, and geographic location. Eligible teammates may participate in a comprehensive benefits package, subject to plan terms and eligibility requirements. Certain positions may also be eligible for incentive compensation, bonuses, or other variable compensation.

Requirements

Bachelor’s degree in Marketing, Business, Communications, or a related field.
15+ years of progressive experience in brand marketing, advertising, media, integrated marketing, or a related discipline.
Significant leadership experience within a matrixed organization.
Demonstrated experience leading multiple disciplines across advertising, media, sponsorships, events, experiential marketing, and/or physical brand environments.
Proven ability to develop and execute enterprise-level brand strategies.
Experience closely managing marketing budgets and external agency relationships.
Strong understanding of customer insights, marketing analytics, and brand measurement.
Demonstrated ability to influence senior executives and lead through a matrixed organization.
Exceptional communication, presentation, and relationship-building skills.
Strong business acumen, strategic thinking, and financial management capabilities.
Demonstrated ability to balance long-term brand building with near-term business objectives.

Nice To Haves

MBA or advanced degree preferred.
Financial services or banking experience strongly preferred.

Responsibilities

Partner with the Chief Marketing Officer and senior leadership to define and evolve the bank’s brand strategy, positioning, architecture, and value proposition.
Translate brand strategy into integrated marketing programs aligned with enterprise priorities, customer growth, and business objectives.
Steward brand consistency and excellence across customer-facing channels and experiences; maintain brand standards, guidelines, and governance.
Use customer insights, market intelligence, competitive trends, and brand performance data to guide strategic decisions and identify opportunities for differentiation and stronger audience connection.
Lead integrated advertising strategy and execution across traditional, digital, social, and emerging channels; set creative direction and oversee agency relationships, creative development, production, and campaign execution.
Develop and oversee paid media strategy and investment; work with internal teams and media agencies on integrated plans, measurement, and optimization.
Lead the strategy, evaluation, negotiation, and activation of the corporate sponsorship portfolio; align investments with brand positioning, audiences, community priorities, geographic footprint, and business objectives.
Develop sponsorship activations and measurement frameworks, manage external partner relationships, and ensure contract benefits are realized.
Develop an enterprise strategy for brand events, experiences, and hospitality; oversee customer, community, prospect, and executive events that support relationships and business objectives.
Set standards for event brand presentation, guest experience, hospitality, and measurement.
Lead branch merchandising strategy and the physical expression of the brand across the retail footprint, working with Retail Banking, Branch Operations, Facilities, and other stakeholders.
Develop scalable branch standards and processes that balance brand experience, customer needs, operational requirements, and cost.
Serve as a strategic advisor to the CMO and other executive and marketing leaders; build partnerships across banking, community, communications, digital, product, sales, HR, and other functions.
Lead, develop, and inspire a high-performing team; establish priorities, performance expectations, and accountability.
Manage agency and external partner relationships with a focus on strategic value, quality, and financial discipline; influence and align stakeholders across the organization.
Establish comprehensive measures for advertising effectiveness, media performance, sponsorship value, experiential impact, and brand health; provide executive-level reporting connecting brand investment to business outcomes.
Use data and insights to optimize marketing investments, manage significant budgets, and maintain accountability for return on investment.
Ensure brand marketing complies with banking regulations, legal requirements, internal policies, and applicable bank standards; partner with Legal, Compliance, Risk, and other control functions.
Maintain standards for brand reputation, customer trust, and socially responsible marketing, including oversight of third-party agencies and partners.
Build a cohesive brand marketing team and agency ecosystem, strengthen the bank’s brand health and relevance, improve marketing investment effectiveness, and protect the bank’s trust and reputation.

Benefits

Medical coverage
Dental insurance
Vision insurance
Life insurance
Disability coverage
Paid time off
401(k) retirement savings plan
Wellness resources
Other programs designed to support teammates’ health and financial well-being
Certain positions may be eligible for incentive compensation, bonuses, or other variable compensation, subject to applicable plans and performance criteria.