Director, Strategic Brand Programs

This role architects how our mission and value proposition come to life across critical talent segments, connecting employer brand, workforce programs, and market strategy into a unified system that drives measurable outcomes at scale.

Reporting to the VP, Talent Acquisition, this role operates at the intersection of brand, talent strategy, and workforce outcomes, ensuring Navy Federal’s employer brand functions as a sustained, data-driven system influencing attraction, engagement, and mobility across the enterprise.

• Develop and direct a multi-segment employer brand strategy aligned to enterprise priorities that translates Navy Federal’s Employer Value Proposition (EVP) into targeted, scalable activation across priority talent markets
• Ensure consistency, credibility, and differentiation across all candidate and employee touchpoints
• Design and oversee a portfolio of campaigns aligned to critical hiring needs, workforce planning, and market dynamics, with clear segmentation, channel strategy, and performance expectations, executed in partnership with internal brand and comms partners
• Create a unified framework that integrates talent acquisition programs into a cohesive brand and engagement ecosystem reinforcing enterprise talent outcomes
• Establish a data-driven approach to evaluating and optimizing job boards, sourcing channels, media investments, and employer brand vendors including clear performance benchmarks and reallocation strategies
• Continuously evaluate performance and reallocate investments based on ROI and market intelligence; identify and scale emerging channels and partnerships
• Partner across Talent Acquisition to implement executive-level reporting, dashboards, and insights that connect brand and campaign activity to funnel metrics, cost efficiency, and quality of hire outcomes
• Define and operationalize employer brand and campaign performance metric; drive data-informed decision making and continuous optimization
• Partner with Corporate Marketing, HR Business Partners, Strategic Workforce Planning, and Talent Acquisition; influence stakeholders on talent market positioning and investment strategy
• Partner with TA Process and Quality Optimization team to ensure employer brand is consistently reflected across structured interview processes, candidate communications, and hiring experiences
• Partner with risk teams and TA leadership to ensure employer brand strategies incorporate fraud-awareness and candidate-protection messaging into external brand channels where appropriate
• Provide leadership, direction, prioritization, and feedback across direct reports and an interdisciplinary team to enable high-quality creative execution aligned to enterprise brand standards
• Cultivate a culture of ambassadorship and advocacy, where team members actively represent and amplify the employer brand internally and externally
• Develop leadership capability within the team, enabling both strategic thinking and operational excellence
• Foster an environment of psychological safety, ownership, and continuous learning; prioritize team health through intentional investment in upskilling, development, and career growth

• 10+ years of experience designing and executing integrated campaigns that drive measurable talent outcomes
• Expert ability to integrate employer brand strategy with talent programs such as internal mobility, employee referrals, early careers, and community-based hiring initiatives
• Expert knowledge of employer brand strategy, recruitment marketing, and multi-channel campaign development
• Expert capability in talent segmentation and development of differentiated strategies for diverse talent communities
• Expert ability to translate an Employer Value Proposition (EVP) into targeted,…