VP, Brand

About Us

Girl Scouts of the USA

Founded in 1912, Girl Scouts of the USA (GSUSA) is the preeminent leadership development organization for girls and the leading authority on their healthy development. Millions of Girl Scout alums across the country and the world have gone on to achieve incredible things and make a tremendous impact in fields ranging from public policy, medicine, journalism, and athletics to international relations, science, technology, art, and entertainment.

As a mission-driven organization, Girl Scouts of the USA champions girls as they explore their worlds, try new things, and develop the courage, confidence, and character to make the world a better place. From stargazing during a first overnight camping trip to building robots, navigating a rocky hiking trail, working together on a community project, and learning about the importance of environmental stewardship, Girl Scouts of all backgrounds and abilities can unapologetically be themselves as they rise to meet new challenges and discover the issues that matter most to them.

Along the way they learn the power of friendship, connection, and teamwork.

Girl Scouts are doers, innovators, problem-solvers, creators, and dreamers, and the GSUSA team is here to center, support, and inspire them, working with 111 local councils across the country and USA Girl Scouts Overseas to deliver our life-changing Girl Scout Leadership Experience.

The Marketing team at Girl Scouts of the USA plays a key role in ensuring the Girl Scout brand remains relevant, visible, and engaging for today’s audiences.

#LI-Remote

Reporting directly to the Chief Marketing Officer, the Vice President, Brand is accountable for the strategy, execution, and continuous evolution of the Girl Scout brand—nationally and across 111 local councils. The role leads a multidisciplinary team and exercises broad creative, strategic, and operational authority across brand, content, partnerships, licensing, merchandise, and development marketing.

This leader will drive the repositioning of an iconic, century-old brand to reflect its contemporary value proposition as the nation’s leading youth leadership development organization—moving beyond legacy associations to build the brand relevance, awareness, and affinity required to support membership acquisition, donor growth, and long-term organizational health. The role requires executive presence, deep brand and marketing expertise, and the organizational acumen to lead across a complex federated structure

Brand Strategy & Enterprise Positioning

• Develops and leads the organization’s brand architecture, narrative framework, and positioning strategy, with accountability for brand equity metrics across national and affiliate markets.
• Drives enterprise brand repositioning to elevate GSUSA’s identity as a leadership development organization, expanding the brand’s relevance with key audiences including families of girls in grades K–5, institutional donors, and corporate partners.
• Establishes research-informed positioning, messaging hierarchies, and audience segmentation frameworks that govern brand expression across all channels and stakeholder groups.
• Leads brand governance for 111 councils, including standards development, implementation toolkits, and advisory support to ensure national coherence with local relevance.
• Develops and leads high-impact brand campaigns and cultural activations that measurably expand awareness, trust, and affinity.

Creative & Content

• Exercises executive creative authority over all brand-aligned output, maintaining standards of quality and consistency across a complex, multi-channel content environment.
• Leads internal creative and content teams (design, copy, video, digital) and directs external agency relationships on major campaigns.
• Establishes the creative vision and quality standards for storytelling that reflects youth leadership, mission impact, and organizational credibility.
• Ensures creative coherence across membership, programs, fundraising, advocacy, and licensing touchpoints at national and council levels.

Brand Partnerships

• Identifies and manages high-value national brand…