VP, Brand Management and Governance

E2404019-11

Job Description

Role Summary/Purpose:

The Corporate Brand Team’s purpose is to articulate and express Synchrony’s brand across all products, properties and touchpoints by building and innovating on the Synchrony brand as relevant, inclusive, and compelling for our partners, consumers, employees and prospects.

The Vice President, Brand Management and Governance is a brand enabler — with a keen eye for design — who provides clarity to employees and agencies on how to tell the Synchrony brand story properly and consistently through the use of on-brand assets; illuminates why brand alignment is vital to growing the brand and building equity in a sustainable way; and encourages controlled experimentation creating an open flow of feedback within the Synchrony brand universe.

Reporting to the Vice President, Brand Strategy, this person will be responsible for working closely with internal cross-functional teams, including the Growth organization (Corporate Communications & Brand, Marketing, Creative Studio, Enterprise Product Marketing, Product, Digital, Performance Marketing) and the enterprise, to oversee brand governance and execution, make decisions, and take action to drive the Synchrony Masterbrand strategy, architecture and nomenclature enterprise-wide.

Our Way of Working

We’re proud to offer you choice and flexibility. At Synchrony, our way of working allows you to have the option to work from home, near one of our Hubs or come into one of our offices. Occasionally you may be required to commute to our nearest office for in person engagement activities such as business or team meetings, training and culture events.

Essential Responsibilities

• Evaluate and manage updates to the master brand guidelines and brand training enterprise-wide in collaboration with internal teams (B2C, B2B, Corporate Brand, Employer Brand, HR, Bank, Goldmind, platforms, etc.), to achieve business objectives. Conduct brand guidelines audit to determine gaps and provides recommendations for improvement based upon enterprise-wide branded content needs. Leads a collaborative process of ongoing brand training throughout the year for internal teams and suppliers.
• Create processes for stronger brand governance across the organization.
• Act as the brand enabler to ensure the highest quality and consistency in branded content; serves as a resource for adherence to and continuous improvement of brand standards.
• Provide brand guidance and leadership to internal and external creative teams as it relates to the core brand.
• Collaborate with internal and external creative teams in developing concepts and designs (related to major core brand initiatives) to meet Synchrony and client needs, while maintaining brand integrity, including the creation of core brand elements, high-profile events and campaigns.
• Through bi-monthly/quarterly reviews, ensure visuals, messaging and interactive elements of a project are properly aligned with brand strategy and standards; conduct brainstorming sessions for strategic, creative thinking and to develop innovative and actionable creative in a fiscally responsible manner.
• Review/approve creative for large, core brand initiatives, ensuring deliverables address marketing objectives and challenges.
• Governance of the Corporate Brand mailbox, acting as a corporate brand expert by responding to inquiries and reviewing/approving Synchrony-branded applications.
• Contribute to the creation of style guides and editorial guidelines and procedures as part of the enterprise-wide brand strategy.
• Creative consultations with internal and external teams as needed, while leaning into creative support, as appropriate, from Goldmind or other agencies.
• Foster strong engagement and healthy cooperative partnerships with stakeholders to understand relevant industry trends, customer needs and business goals.
• Research and stay up-to-date on latest development in brand, UI/UX, web design, media, market and consumer trends.
• Perform other duties and/or special projects as assigned.
  
  

Qualifications/Requirements

• Bachelor’s degree or, in lieu of a degree, a high school diploma and 10+ years of marketing experience in the credit card or financial services industries
• 7+ years of experience in brand and/or creative services; B2C, B2B or B2B2C experience preferred that includes:
• Strong expertise in brand and directing omnichannel creative services projects
• Ability to effectively manage multiple projects simultaneously
• Strong understanding of brand strategy, architecture, governance, and best practices
• Outstanding verbal/written communication, proofreading, editing, interpersonal, and organizational skills, and the ability to work both independently and as a part of a team
• Microsoft Office skills required
• Ability to travel up to 15% per year
• Must work Central or Eastern Time Zone
  

Desired Characteristics

• 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
• Ability to work collaboratively with senior management and cross-functional teams.
• High level of adaptability and innovation
• Desire to work in a way that requires balancing educating others on concepts, building consensus across different teams and leading with decisiveness.
• Proven track record collaborating with a wide variety of internal teams
• Maintains a current understanding of brand strategy best practices
  
  

Grade/Level: 12

The salary range for this position is 110,000.00 - 185,000.00 USD Annual and is eligible for an annual bonus based on individual and company performance.

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 a diverse, inclusive culture where your skills, experience, and voice are not only heard—but valued. We celebrate the differences in all of us and believe that our individual, unique perspectives is what makes Synchrony truly a great place to work. Together, we’re building a future where we can all belong, connect and turn ideals into action. Through the power of our 8 Diversity Networks+, with more than 60% of our workforce engaged, you’ll find community to connect with an opportunity to go beyond your passions.

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.

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
  
  

Job Family Group

Communications