SVP, Brand Strategy – Integration

Role Overview

• Lead the development and execution of the enterprise brand strategy to maximize long-term value.
• Evolve and elevate Synchrony’s enterprise brand positioning to authentically engage consumers, partners, employees, and investors, clearly defining target personas and evolving into testable audiences.
• Collaborate with senior leadership across Corporate Affairs, Product, Client Marketing, Strategy, HR and Growth functions to design and implement enterprise-wide brand strategies, reinforcing differentiation and reputation.
• Set a vision for value proposition and oversee brand messaging development with internal teams and agency partners to ensure consistency and impact across all communications channels.
• Direct consumer brand marketing efforts, including advertising, partnerships, and sponsorships, to drive business growth and deepen audience engagement.
• Develop and implement an insights-driven content strategy, utilizing paid, owned, and earned media to amplify brand narratives.
• Lead the continuous evolution of corporate design and brand experience, innovating across digital and physical touchpoints to enhance customer preference, loyalty and value delivered to partners.
• Guide a differentiated consumer strategy, representing consumer interests using data-driven insights to anticipate market trends and inform brand evolution.
• Partner with ACE leads to develop a go-to-market strategy for brand and key consumer-facing capabilities.
• Partner with the Chief Corporate Affairs Officer to proactively identify brand opportunities and mitigate challenges, strengthening Synchrony’s market position.
• Establish and refine enterprise-wide brand KPIs in alignment with marketing and customer experience objectives, ensuring robust measurement and accountability.
• Identify, pilot, and scale innovative brand opportunities aligned with emerging market dynamics.
• Cultivate a high-performing, best-in-class brand and marketing organization by attracting, developing, and retaining top talent and fostering an inclusive culture.
• Leverage industry networks and relationships to engage world-class external agencies and partners that enhance Synchrony’s brand presence.
• Serve as a cultural change agent, introducing leading external perspectives and advancing organizational transformation.
• Perform other duties and/or special projects as assigned.

Requirements

• Bachelor's degree
• In lieu of degree, HS Diploma/GED and 20+ years of experience in B2B, B2C and B2B2C brand strategy
• 15+ years of demonstrated experience in Corporate Marketing and Brand Strategy with emphasis on growth with top-tier national or multi-national brands and/or agencies
• Experience recruiting, leading and selecting agencies and creative resources, both project work and AOR for enterprise (internal/external)
• Experience leading strategy and process for creative campaign(s), and media with creation of associated KPIs and performance metrics
• Demonstrated experience in leveraging data and research to inform strategy and execution and employing test & learn and agile processes
• Experience working strategy, product and customer experience leaders to identify areas of opportunity for company and lead cross-functional teams in planning/executing new opportunities
• Strong understanding of consumer media landscape and macro-level influences on consumer behavior
• Strong business acumen, work ethic and ability to influence and lead in a matrixed environment
• Ability to balance strategic leadership with day-to-day bias for action and hands on work
• Ability to influence in a matrixed environment and present decisive recommendations
• Excellent leadership and communication skills; comfortable presenting to and influencing executives
• Experienced team leader with emphasis on finding and developing talent, building and managing diverse teams and promoting a culture of inclusion and team commitment.
• Microsoft Office skills required
• Ability to travel up to 15-20% per year.

Benefits

• Annual Incentive Plan target of 25% of salary
• Annual Equity target of 25% of salary