VP Brand

5 days ago

New York, New York, United States Bakkt LLC Full time $120,000 - $200,000 per year

The Advisor will be a foundational leader responsible for defining, building, and scaling the company's brand strategy and identity from first principles. This is a hands-on role requiring both strategic vision and executional guidance across all brand touchpoints.

Responsibilities:

  • Define and Build Foundational Brand Strategy:

  • Design, implement, and own the end-to-end global Brand Platform (including Purpose, Vision, Mission, and Values).

  • Lead the development of clear and differentiated Brand Positioning and messaging frameworks that resonate with target audiences and drive competitive advantage.

  • Conduct comprehensive brand audits and market research to identify unique insights that inform the core brand strategy.

  • Establish Brand Identity and Guidelines:

  • Develop and enforce comprehensive Brand Guidelines (visual identity, tone of voice, verbal identity) to ensure consistency across all internal and external communications.

  • Oversee the creation of all core creative assets, ensuring they embody the strategic positioning.

  • Drive Brand Awareness and Preference:

  • Design and execute integrated Brand Marketing Campaigns (e.g., brand-building, thought leadership, PR) that increase awareness, consideration, and preference in key markets.

  • Collaborate with the Performance Marketing and Product teams to ensure brand messaging is integrated and impactful across the customer journey.

  • Internal Brand Advocacy and Culture:

  • Act as the primary brand champion, driving internal understanding and adoption of the brand platform across all departments and leadership levels.

  • Instill a brand-first mindset within the company culture.

  • Team Leadership and Agency Management:

  • Lead, mentor, and build the internal brand team (as the company scales).

  • Select, manage, and direct external creative agencies and vendors to deliver high-quality, on-strategy creative output.

Requirements:

  • Experience & Tenure:

  • 10+ years of progressive experience in Brand Marketing, Brand Strategy, or Creative Leadership, with at least 3-5 years in a Head of/Director-level role managing complex brand initiatives.

  • Demonstrable experience defining and implementing a full Brand Platform and Positioning from the ground up (not just managing an existing one).

  • Strategic & Technical Skills:

  • Exceptional expertise in Brand Strategy, Architecture, and Positioning, with a deep understanding of marketing frameworks and consumer psychology.

  • Proven ability to translate complex business objectives into clear, compelling, and actionable brand narratives.

  • Fluent in interpreting qualitative and quantitative data (market research, brand tracking, competitive analysis) to drive strategic decisions.

  • Leadership & Communication:

  • Superior verbal and written communication skills, with the ability to confidently present and gain buy-in for multi-year brand strategies from the C-suite and executive leadership.

  • A highly collaborative and influential leader capable of working cross-functionally with Product, Sales, and People teams.

  • Creative Acumen:

  • Strong creative judgment and the ability to critique and guide high-quality, impactful creative work across all media (digital, video, traditional).

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