Vice President, Brand Strategy Mastercard

Title and Summary

Vice President, Brand Strategy

Reports to:

Senior Vice President, Brand Strategy & Advertising

The Vice President of Brand Strategy is responsible for advancing a unified, enterprise-wide brand strategy that strengthens and scales the power of the company's brand. This role serves as a critical component of the expression of the organization, with a strong and clear articulation of what the brand stands for and connective tissue between the brand promise and the brand expression, across all aspects of the business and among all audiences.

This role partners closely with enterprise leadership, product, sales, marketing, and regional teams to translate the strength of a globally iconic master brand into differentiated, credible, and growth-driving brand systems.

• Brand Strategy & Architecture
  • Ensure the brand platform is fit for purpose as our business scales and evolves, with a unifying positioning that works across all categories and audiences, further re‑reinforcing and building value back into the brand.
  • Lead brand architecture decisions across products, platforms and services.
  • Lead brand migration strategies for acquired companies aligned to business objectives, maintaining and transferring brand value, partnering with M&A and B2B marketing and communications teams to realize effective brand migrations.
• Strategic Leadership & Influence
  • Serve as a senior brand counselor to executive leadership, business unit heads, and regional leaders.
  • Influence business strategy through a brand lens, ensuring brand considerations inform portfolio, innovation, and partnership decisions.
  • Drive alignment and adoption of brand strategy across global and regional teams, operating largely through influence.
• Go‑to‑Market & Activation Partnership
  • Partner with product, product marketing, and B2B marketing for go to market of new products and services supporting with naming and branding strategies.
  • Partner with brand marketing, creative agencies and regional teams to ensure there is a strong and resonant expression of the brand in our marketing and advertising efforts.
• Governance, Standards & Systems
  • Establish & evolve brand governance frameworks that enable speed & consistency at global scale.
  • Oversee brand guidelines, toolkits & processes that empower teams while protecting brand integrity.
• Team & Capability Building
  • Lead, mentor, and develop a high‑performing global brand strategy team.
  • Build brand strategy capabilities across the organization through education, frameworks, and shared ways of working.
  • Foster strong partnerships with agencies and external strategic partners.

• 15+ years of experience in brand strategy, at brand consultancy and brand side, with significant experience at enterprise scale.
• Proven leadership experience in B2C and B2B branding, preferably within complex portfolios or adjacent‑category ecosystems.
• Proven experience in transfer of equity & brand migration strategies.
• Skilled in naming including complex scenarios across CX with both B2B and B2C lens.
• Strong strategic acumen with the ability to connect brand decisions to business outcomes.
• Exceptional storytelling, influence, and stakeholder management skills at executive level.
• Experience working across geographies, cultures, and matrixed organizations.
• Prior experience in financial services, technology, platforms, preferred.

• Enterprise‑minded:
  Thinks beyond individual initiatives to long‑term brand value and enterprise impact.
• Credible and authoritative:
  Able to command trust with senior leaders while remaining collaborative and pragmatic.
• Nurturing and clear:
  An empathetic leader, able to motivate and bring clear direction; someone who will be a great example of…