SVP, Brand Strategy & Integration

Job Description:

Role Summary/Purpose:

As Senior Vice President of Brand Strategy & Integration, you will lead the charge in reshaping and elevating our company’s brand as a strategic asset to accelerate enterprise value.  This is an opportunity to transform and unify the company around a brand position that reflects the company’s strengths, while helping to  drive toward its ambitious growth goals. You will be responsible for driving the corporate brand strategy, brand marketing & integration for the enterprise, unifying B2B and B2C brand and reputation, across every stakeholder group – employees, customers, partners, and investors, while strengthening our brand presence across an international workforce. You will craft a compelling, consumer-forward brand approach and brand go-to-market strategy, while maintaining the strength of our established B2B presence, positioning the brand as a trusted, differentiated force in the marketplace.

In this role, you will need to be a resourceful change agent and executive influencer with a talent for building powerful networks of advocates both inside and outside the organization. You will align diverse teams and stakeholders around a clear, enterprise-wide brand vision that informs and integrates business priorities, product roadmaps, and customer and employee experiences. Your leadership will inspire engagement and ensure that every touchpoint reinforces a consistent, authentic brand that drives trust, demand, and business growth.

Reporting to the SVP of Consumer Engagement & Brand, you will help drive customer engagement through  enterprise partnerships with client Marketing teams, Product, Corporate Affairs, Strategy, Operations and HR, and own the end-to-end brand strategy, brand marketing, brand governance and experience. You will help define and accelerate brand transformation by identifying untapped white-space opportunities that create  differentiation, build trust, awareness and reputation to sharpen market distinction. You will develop strategic and ownable partnerships, fuel business development and embed brand values across all internal and external interactions. This is a pivotal role for someone ready to growth with and shape a company’s brand position and lead it into the future.

Essential Functions/Responsibilities:

• 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.

Qualifications/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.

Desired Characteristics:

• Expertise and track record of influencing and driving enterprise-wide change initiatives

• Experience in consumer financial services; retail/merchant partner marketing experiences a plus.

• Ability to work collaboratively with executive, senior management and cross functional teams.

• Ability to effectively align brand initiatives to business priorities and work on multiple projects simultaneously

• High level of adaptability and marketing innovation that drives market-leading brand initiatives.

• Passion for advancing organizational brand maturity and elevating brand awareness at all levels.

• Proven track record identifying and collaborating with strategic agencies/partners to support a change initiative relevant for our business model

Grade/Level: 15

The salary range for this position is 200,000.00 - 330,000.00 USD Annual.  This position is also eligible for an Annual Incentive Plan target of 25% of salary and an Annual Equity target of 25% of salary.  

Actual compensation offered within the posted salary range will be based upon work experience, skill level or knowledge.

Salaries are adjusted according to market in CA, NY Metro and Seattle.

Eligibility Requirements:

• You must be 18 years or older

• You must have a high school diploma or equivalent

• You must be willing to take a drug test, submit to a background investigation and submit fingerprints as part of the onboarding process

• You must be able to satisfy the requirements of Section 19 of the Federal Deposit Insurance Act.

• New hires (Level 4-7) must have 9 months of continuous service with the company before they are eligible to post on other roles.  Once this new hire time in position requirement is met, the associate will have a minimum 6 months’ time in position before they can post for future non-exempt roles.  Employees, level 8 or greater, must have at least 18 months’ time in position before they can post.  All internal employees must consistently meet performance expectations and have approval from your manager to post (or the approval of your manager and HR if you don’t meet the time in position or performance expectations).

Legal authorization to work in the U.S. is required.  We will not sponsor individuals for employment visas, now or in the future, for this job opening. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status. 

Our Commitment:

When you join us, you’ll be part of an inclusive culture where your individual skills, experience, and voice are not only heard – but valued. Together, we’re building a future where we can all belong, connect, and turn ideals into action. More than 50% of our workforce is engaged in our Employee Resource Groups (ERGs), where community and passion intersect to offer a safe space to learn and grow.

This starts when you choose to apply for a role at Synchrony. We ensure all qualified applicants will receive consideration for employment without regard to age, race, color, religion, gender, sexual orientation, gender identity, national origin, disability, or veteran status. We’re proud to have an award-winning culture for all. 

Reasonable Accommodation Notice:

• Federal law requires employers to provide reasonable accommodation to qualified individuals with disabilities. Please tell us if you require a reasonable accommodation to apply for a job or to perform your job. Examples of reasonable accommodation include making a change to the application process or work procedures, providing documents in an alternate format, using a sign language interpreter, or using specialized equipment.

• If you need special accommodations, please call our Career Support Line so that we can discuss your specific situation. We can be reached at 1-866-301-5627.   Representatives are available from 8am – 5pm Monday to Friday, Central Standard Time

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