SVP, Brand Strategy & Integration

Role Summary

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.

• 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 sponsor ships, 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.

• 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…