J.P. Morgan Corporate Brand Strategy Lead

Job Description

The Brand Strategy Lead provides strategic thought leadership to advance high-priority, firmwide brand objectives, including naming, brand architecture, client experience design, storytelling, and the deployment of on-brand assets. This role partners closely with internal creative teams, agencies, and marketing stakeholders to distill inputs into clear strategies and enable best-in-class creative outputs that strengthen the brand, enhance user experiences, and drive business outcomes. The Brand Strategy Lead also sets the tone for the work, managing multiple projects, stakeholders, agencies, and timelines in a fast-paced, matrixed environment.

Job Responsibilities

Lead Brand Architecture and Naming

• Define brand architecture frameworks and product portfolio structures across business and consumer lines to improve client experiences and enable portfolio scale.
• Partner with cross-functional marketing teams and agency partners to map brand hierarchies (e.g., sub-brands, products, features, platforms) and support clear go-to-market roadmaps.
• Provide strategic recommendations for brand extensions and for balancing a hybrid brand strategy across Chase and J.P. Morgan.
• Develop and execute naming strategies aligned to overarching product portfolio systems and go-to-market objectives.

Own Strategic Thought Leadership & Ideation

• Partner with lines of business to identify priority initiatives, reasons-to-believe (RTBs), audiences, and required deliverables to support business objectives.
• Draft strategic marketing and creative briefs that enable effective go-to-market assets and materials.
• Develop and deploy brand identity and strategy for key lines of business, products, services, and new launches.

Develop and Drive Brand Presentations and Narratives

• Create impactful executive-level presentations that clearly visualize recommendations and the path forward.
• Influence stakeholders at all levels, including C-suite leaders, by bringing partners along the brand journey.
• Communicate across multiple teams and skill sets, simplifying complex topics into clear direction.
• Drive cross-functional alignment with business and marketing partners.

Focus on Client-Focused Experience Design

• Design and implement simplified client experience strategies that enhance brand interactions and foster loyalty for J.P. Morgan.
• Champion the client/customer by partnering with cross-functional teams to develop customer journey strategies and mappings that enable seamless brand experiences.
• Collaborate with designers and marketers to optimize brand experiences across digital and physical touchpoints.

Maintain Strategic Insights & Competitive Analysis

• Partner with insights teams to analyze market trends, consumer behavior, competitive landscapes, and brand health to inform strategy and recommendations.
• Maintain fluency in direct and emerging competitors, industry trends, new technologies, and developing sectors within commercial and investment banking; educate partners as needed.
• Translate insights into clear, actionable strategic plans for senior leadership and cross-functional stakeholders.

Project Management

• Lead and manage multiple projects from concept through execution, ensuring outputs are on time, on strategy, and on brand.
• Manage firmwide stakeholders across creative, marketing, corporate strategy, digital/tech, and senior leadership to drive project success.
• Build and maintain strong stakeholder relationships; provide expert guidance and enable project team effectiveness throughout the project lifecycle.

Required Qualifications, Capabilities and Skills

In addition to a strong understanding of financial institutions, a strategic mindset, and a passion for creativity, simplifying complex topics, identifying cultural drivers, and delivering innovative brand solutions, the ideal candidate will have:

• 10+ years of relevant brand strategy experience within a large financial institution and/or as a strategist/planner at a brand-focused agency with relevant client experience.
• Deep understanding of the business, the industry, and the competitive landscape.
• Exceptional communication and presentation skills, with the ability to deliver clear, concise, and persuasive points of view.
• Expertise in brand strategy, including architecture, creative systems, naming, and user experience across channels.
• Strong analytical skills and the ability to interpret market and consumer insights.
• Strong project management capability and a track record of delivering in a fast-paced, matrixed environment.
• Strong interpersonal skills with proven ability to influence, build trust, and collaborate with diverse stakeholders.
• Demonstrated ability to analyze complex brand challenges and apply strategic ideas to drive long-term brand improvements.
• Experience partnering with internal creative teams and external agencies across visual identity, brand architecture, storytelling, naming, experiential, and creative development.

Preferred Qualifications, Capabilities and Skills

• Action-oriented and proactive; seeks opportunities and solutions and is willing to tackle challenges directly.
• Passion for process, organization, and operational excellence.

About Us

Chase is a leading financial services firm, helping nearly half of America’s households and small businesses achieve their financial goals through a broad range of financial products. Our mission is to create engaged, lifelong relationships and put our customers at the heart of everything we do. We also help small businesses, nonprofits and cities grow, delivering solutions to solve all their financial needs. 

We offer a competitive total rewards package including base salary determined based on the role, experience, skill set and location. Those in eligible roles may receive commission-based pay and/or discretionary incentive compensation, paid in the form of cash and/or forfeitable equity, awarded in recognition of individual achievements and contributions.  We also offer a range of benefits and programs to meet employee needs, based on eligibility. These benefits include comprehensive health care coverage, on-site health and wellness centers, a retirement savings plan, backup childcare, tuition reimbursement, mental health support, financial coaching and more. Additional details about total compensation and benefits will be provided during the hiring process. 

We recognize that our people are our strength and the diverse talents they bring to our global workforce are directly linked to our success. We are an equal opportunity employer and place a high value on diversity and inclusion at our company. We do not discriminate on the basis of any protected attribute, including race, religion, color, national origin, gender, sexual orientation, gender identity, gender expression, age, marital or veteran status, pregnancy or disability, or any other basis protected under applicable law. We also make reasonable accommodations for applicants’ and employees’ religious practices and beliefs, as well as mental health or physical disability needs. Visit our  FAQs for more information about requesting an accommodation.

Equal Opportunity Employer/Disability/Veterans

About the Team

Our Consumer & Community Banking division serves our Chase customers through a range of financial services, including personal banking, credit cards, mortgages, auto financing, investment advice, small business loans and payment processing. We’re proud to lead the U.S. in credit card sales and deposit growth and have the most-used digital solutions – all while ranking first in customer satisfaction.

Marketing & Communications teams shape the firm’s brand and protect and grow the firm’s excellent reputation across the world. They deepen relationships with customers through shared passions with a best in class portfolio of partnerships including Madison Square Garden, The Chase Center & the US Open. Through the use of data and analytics, they create and deliver marketing campaigns or servicing messages through Chase.com, the mobile app, and paid media channels based on what is best for the customer.