Vice President - Brand Strategy

JPMorgan Chase & Co. • New York, NY

1d • $133,000 - $195,000

About The Position

The Vice President of Brand Strategy in Consumer Banking Marketing sets the long-term brand vision for the Freedom portfolio and translates it into practical frameworks that guide communication and brand expression across channels. The role defines and stewards the portfolio’s positioning, architecture, value proposition, narrative, and strategic principles, drawing on customer insight, competitive context, and business priorities to build lasting relevance and equity.

The VP partners closely with campaign strategy, creative, research, analytics, and cross-functional teams, as well as external agencies. The leader co-develops campaign briefs and provides strategic guidance and feedback through creative development, production, reviews, approvals, and launch. The role is accountable for ensuring brand strategies and deliverables meet applicable legal, risk, compliance, accessibility, and control requirements, with appropriate documentation and approvals. Occasional travel may be required based on business needs.

The VP, Brand Strategy works as a close strategic partner to the VP, Product Campaign Advertising Strategy. Brand Strategy owns the enduring Freedom brand platform and its strategic integrity, while Product Campaign Advertising Strategy owns campaign development, execution, and production. Both leaders share accountability for the quality and effectiveness of Freedom advertising. Success is measured by the clarity and adoption of the brand positioning, improvement in agreed brand-health measures, consistent brand expression, effective partnership, and the ability to convert customer and market insight into choices that support business growth.

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 ability to connect brand choices to customer and business outcomes.
• Excellent strategic storytelling and executive communication skills, including the ability to simplify 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 amid ambiguity and competing priorities.
• Sound judgment and attention to detail, including comfort working within a regulated environment.
• Bachelor’s degree.

Nice To Haves

• 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.

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 for campaigns, content, media, experiences, and digital touchpoints.
• Partner with research and analytics teams to translate customer and cultural insights into strategic choices.
• Assess category and competitor positioning to identify 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, aligning business goals, customer insights, product value propositions, and brand strategy.
• Provide strategic guidance and feedback throughout creative development, production, reviews, approvals, and launch milestones.
• Coordinate direction with creative, research, production, and cross-functional partners; review creative work at key development and production milestones.
• Help align campaign strategy, messaging, creative direction, and each campaign’s role within the broader Freedom portfolio.
• Ensure brand work and advertising are strategically sound, distinctive, consistent with the Freedom brand, and designed to influence intended customer behavior.
• Apply campaign, creative, customer, and brand-performance learning to strengthen future work.
• Ensure brand strategies and deliverables comply with applicable legal, risk, compliance, accessibility, and control requirements.
• Obtain appropriate approvals, maintain required documentation, and identify and escalate risks, dependencies, and decisions affecting brand integrity, customer experience, or delivery.
• Resolve strategic or creative differences early and escalate material decisions to the Executive Director, Integrated Marketing Strategy when alignment cannot be reached.

Benefits

• Competitive total rewards package with base salary determined by role, experience, skill set, and location.
• Eligible roles may receive commission-based pay and/or discretionary incentive compensation in cash and/or forfeitable equity.
• Comprehensive health care coverage.
• On-site health and wellness centers.
• Retirement savings plan.
• Backup childcare.
• Tuition reimbursement.
• Mental health support.
• Financial coaching.

What This Job Offers

• Job Type: Full-time
• Career Level: Executive