Principal Brand Strategist

2 weeks ago

San Francisco, California, United States SoFi Full time
About the Role

We are seeking a highly skilled Principal Brand Strategist to lead our brand strategy efforts and drive business growth. As a key member of our team, you will be responsible for developing and implementing strategic plans to enhance our brand's reputation, increase awareness, and drive customer engagement.

Key Responsibilities
  • Lead brand-driven efforts to drive awareness, consideration, and engagement with key audiences.
  • Develop and implement strategic platforms that resonate with valuable segments while creating impactful earned media moments.
  • Collaborate closely with product marketing managers and the Creative Studio to drive the creation of briefs, strategies, and campaigns that elevate SoFi's product portfolio.
  • Lead qualitative research efforts with external research vendors and manage the development of core brand assets such as the Brand Book and Brand Visual Identity.
  • Craft compelling strategic brand and product narratives and platforms.
  • Develop inspirational creative briefs and creative strategies that unlock best-in-class creative work.
  • Lead cross-functional brand and product campaigns, working closely with Creative Studio and business unit leaders.
  • Craft earned media moments that put SoFi at the heart of culture and drive conversation.
  • Lead audience research working with 3rd-party vendors unearthing actionable new insights into our target.
  • Collaborate on the data-driven measurement and reporting of campaigns and use these insights to improve both short-term and long-term performance.
  • Lead competitor reviews and cultural analysis.
  • Collaborate on messaging hierarchies and communication plans.
  • Work with Media on the planning and implementation of creative work.
  • Lead brand strategy workshops.
  • Contribute to foundational brand and product strategy documents.
  • Mentor and develop talent within the brand strategy group.
Requirements
  • Bachelor's degree.
  • 12+ years experience in brand and creative strategy for consumer brands.
  • Excellent oral and written communication skills and an ability to influence others.
  • Experience writing and critiquing creative briefs.
  • Comfort presenting in front of senior leadership.
  • Strong understanding of qualitative and quantitative research methodologies.
  • Ability to use data in the measurement and reporting of campaign effectiveness.
  • Experience in digital, social, and influencer strategy is a plus.
About SoFi

SoFi is a next-generation financial services company and national bank using innovative, mobile-first technology to help our millions of members reach their goals. We're proud to come to work every day knowing that what we do has a direct impact on people's lives, with our core values guiding us every step of the way.

Equal Employment Opportunity

SoFi provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion (including religious dress and grooming practices), sex (including pregnancy, childbirth and related medical conditions, breastfeeding, and conditions related to breastfeeding), gender, gender identity, gender expression, national origin, ancestry, age (40 or over), physical or medical disability, medical condition, marital status, registered domestic partner status, sexual orientation, genetic information, military and/or veteran status, or any other basis prohibited by applicable state or federal law.

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