Our Purpose
We work to connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible. Using secure data and networks, partnerships and passion, our innovations and solutions help individuals, financial institutions, governments and businesses realize their greatest potential. Our decency quotient, or DQ, drives our culture and everything we do inside and outside of our company. We cultivate a culture of inclusion for all employees that respects their individual strengths, views, and experiences. We believe that our differences enable us to be a better team – one that makes better decisions, drives innovation and delivers better business results.
Title and Summary
Vice President, Brand Strategy
Global Brand & Advertising Strategy Team
The mission of the Global Brand & Advertising Strategy team is to advance Mastercard’s journey to become a top 5 global brand through industry leading strategic thinking and execution, advocating for a holistic and integrated view of the brand and brand expression throughout the Mastercard organization.
The team is a group of consultants of mixed disciplines, focused on cultivating a future proofed branding & advertising strategy that drives design excellence. We collaborate and partner with teams across the organization, including Regional Marketing, Product teams, Operations & Technology, and HR.
Overview
As VP, Brand Strategy, reporting to the SVP Global Brand & Advertising Strategy you will be in a global leadership role, responsible for building a compelling vision and execution plan for our ‘One Mastercard Brand’ Strategy and our Multi-sensory Brand Design system.
The role is key to delivering on our new commercial corporate strategy, which requires rapid growth across a host of new products and services and newly acquired businesses. How our brand manifests itself in these new environments, to new audience segments will be informed by your vision and expertise. This role will be responsible for ensuring our key attributes – trust, security, innovative, inclusive – continue to be strengthened as our business evolves.
This role will also be responsible for setting the strategic direction of the Brand, setting the standards that enable the business today & for the future. Designing systems that support Brand expression through visual, and audio design, the Mastercard tone of voice, and our multi-sensory strategy, through the lens of inclusion. Supporting achieve top 5 global brand status.
The Job
Responsible for defining the strategy for the Brand. Leverage external and internal analysis to support set vision and expression of the Brand to support the business and brand growth objectives through our ‘one brand strategy’ across key stakeholders including B2B, B2C, B2E, shareholders etc.
You will leverage your Brand expertise to define Brand architecture and naming strategy that enables our business to grow, establishing frameworks that enable the Brand to show up in a clear and consistent way across the world.
Partner and align with leadership to define Branding solutions for newly acquired businesses that fit within our overall brand strategy and that satisfy internal stakeholders.
Partner with product and UX to ensure purposeful, clear and consistent visibility of our multi-sensory Brand elements in product design and flows across payment and non-payment environments.
You will also be required to spearhead the latest thinking about how our brand can stay relevant in an ever changing environment. Undertaking proactive exploration and development of the Brand to ensure we future proof, and get ahead of the curve, identifying how new technologies and macro factors that will impact our role and visibility.
Exploring and defining how the Mastercard brand appears in new consumer and business journeys such our blockchain solutions? What kind of brand attributes does Mastercard need to demonstrate to be successful in new verticals like healthcare? These kinds of questions will require innovative solutions, and you will be key to helping solve these complex problems.
On a regular basis you will be required to have critical discussions with senior leaders across the business in products and sales, you will need to be a strong and effective advocate for the power of our brand, able to articulate the link between brand strength and business performance to stakeholders. Much of the dialogue you will have covers challenging topics, from the future of acquired brands to how new products and services need to be adapted and adjusted based on our brand guidelines, which you will be responsible for enforcing. Consequently, the individual in this role must have strong listening, negotiation, and communication skills.
You will serve as a thought leader for defining strategy for our multi-sensory branding, guiding internal and external experts. Mastercard has been ranked as the No.1 audio brand in the world, it’s imperative that we maintain our market leadership position.
Engage partner agencies to help shape the culture, expectations, and goals of our partnerships, ensuring we build strong agency relationships that deliver great results. Act as internal liaison with partner agencies around brand design governance.
About You
Education: College / university degree
First and foremost, you are a nurturing leader & motivator and someone who will be a great example of ‘the Mastercard Way’ and embody your approach to representation, inclusion and fairness.
The ideal candidate has deep experience in Brand strategy – architecture, systems and design. This expertise will take the form of a track record of developing and informing Brand strategy and architecture for major Brands including experience of a One Brand Strategy approach.
Exceptional communicator and strong presenter who commands attention of listeners; clear, concise, and persuasive with ability to influence others while balancing an openness to others’ opinion.
You have a strong strategic skillset and analytical skills, leveraging data and insights to inform strategy and an ability to think clearly and cogently about complex brand strategy challenges - and proven success in applying your ideas to drive long-term brand improvements.
You are forward-thinking, with a curiosity that drives you to uncover innovative solutions to big and small problems.
In the US, Mastercard is an inclusive Equal Employment Opportunity employer that considers applicants without regard to gender, gender identity, sexual orientation, race, ethnicity, disabled or veteran status, or any other characteristic protected by law. If you require accommodations or assistance to complete the online application process, please contact reasonable_accommodation@mastercard.com and identify the type of accommodation or assistance you are requesting. Do not include any medical or health information in this email. The Reasonable Accommodations team will respond to your email promptly.
Corporate Security Responsibility
All activities involving access to Mastercard assets, information, and networks comes with an inherent risk to the organization and, therefore, it is expected that every person working for, or on behalf of, Mastercard is responsible for information security and must:
Pay Ranges
Purchase, New York: $183,000 - $283,000 USD
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