Advisor - Brand Strategy & Innovation

Job Summary

The Brand Strategy & Innovation Advisor will shape how the Fed Ex brand comes to life across campaigns, messaging, digital channels, and high-priority business initiatives. The role is built for someone who operates like an agency strategist: uncover insights, define the strategic problem, own the brief, guide creative direction, and help teams produce work that is clear, differentiated, and on brand.

The person will own strategic briefs and brand strategy recommendations across key initiatives, translating business objectives, audience needs, competitive context, cultural signals, and emerging technology trends into focused direction. The ideal candidate is a strategist at heart who can turn ambiguity into a sharp brief, guide creative development, and keep teams anchored to the audience, insight, brand and business goal.

They bring the discipline of an agency strategist, the judgment to operate inside a large enterprise brand, and the curiosity to understand how AI is changing brand discovery and understanding.

• Develop and refine Fed Ex brand strategy, including positioning, audience insights, value propositions, brand architecture, messaging frameworks, and strategic narratives.
• Help lead brand messaging and copywriting strategy for key campaigns, ensuring work is clear, compelling, consistent, and aligned to Fed Ex brand voice.
• Translate complex Fed Ex capabilities into simple, differentiated messaging for customers, executives, internal audiences, and the general public.
• Partner with creative, content, digital, social, communications, product marketing, sales, legal, and business teams to guide strategy through execution.
• Lead or support special projects across brand marketing, including campaign strategy, audience strategy, thought leadership, internal brand initiatives, competitive research, and executive‑ready presentations.

• Own strategic briefs for brand, campaign, content, social, digital, and special project initiatives.
• Translate complex business challenges into concise briefs that define the audience, insight, objective, strategy, messaging priorities, proof points, and desired outcome.
• Serve as the strategic lead at project kickoff, helping teams clarify the problem, opportunity, and path forward before creative development begins.
• Present briefs and strategic recommendations to leaders, cross‑functional partners, internal creative teams, and agency partners.
• Stay connected after delivery, evaluating concepts and executions against the approved strategy.

• Use AI tools to support research, synthesis, competitive analysis, audience exploration, message development, and brief creation.
• Help shape brand messaging with an understanding of how AI assistants, search engines, answer engines, and LLMs interpret and summarize brand information.
• Aid in developing messaging frameworks that improve clarity, consistency, authority, and discoverability across both human and AI‑driven environments.
• Stay current on how AI, search behavior, and emerging discovery platforms are changing brand strategy and content strategy.

• Five (5) years of experience in marketing, advertising, sales administration, or a related discipline.
• Bachelor's degree or equivalent in marketing, finance, computer science, or a related business discipline.
• Knowledge of advanced principles, theories, concepts in marketing disciplines, project management, and information analysis.
• Strong human‑relations and communication/presentation skills.
• Advanced organizational, quantitative and analytical skills, including experience in database marketing.
• Experience leading complex initiatives in a corporate environment.
• Customer‑focused orientation.
• Directly related advanced degrees may offset experience requirements.
• Directly related experience may offset degree requirements.

• 7–10 years of experience in brand strategy, agency strategy, strategic planning, creative strategy, brand marketing, integrated marketing, or communications strategy.
• Agency experience strongly preferred; experience in account…