Marketing Lead - Digital Brand & Creator Strategy

Position Overview At PNC, our people are our greatest differentiator and competitive advantage in the markets we serve. We are all united in delivering the best experience for our customers. We work together each day to foster an inclusive workplace culture where all of our employees feel respected, valued and have an opportunity to contribute to the company’s success. As a Marketing Lead within PNC's Marketing organization, you will be based in a Marketing Hub. Company Overview PNC’s Marketing organization strives to redefine what great marketing looks like and serves as an innovative growth engine for the business. Our established Brand Platform, Brilliantly Boring, is uniquely positioned to differentiate PNC through a human, unbank-like tone and empathy advantage. The work we do for customers is steady, dependable, and reliable. Simply put, we aim to be boring with their finances so they can live bolder, more fulfilling lives. At PNC, our people are our greatest differentiator and competitive advantage in the markets we serve. We are united in delivering the best experience for our customers and fostering an inclusive workplace culture where all employees feel respected, valued, and empowered to contribute to the company’s success. ________________________________________ Role Overview We are seeking a highly motivated and experienced marketing professional to join our Brand Marketing team. This role will lead the strategic management and continuous optimization of PNC’s digital brand presence across key channels and partner ecosystems, ensuring the Brilliantly Boring brand platform is represented accurately, consistently, and at the highest level of quality. This role leads the strategic development and continuous optimization of PNC’s brand presence across digital channels. It ensures brand strategy is translated effectively into execution while identifying opportunities to strengthen how PNC connects with audiences in evolving digital and cultural spaces. The role is responsible for identifying untapped opportunities in current experiences, scaling high-performing work, and shaping how the brand shows up across touchpoints. Success requires a forward-looking, nimble mindset and the ability to connect brand, culture, content, and channel strategy into a cohesive system. ________________________________________ Key Responsibilities • Uphold a consistent, high-quality brand presence across digital channels by identifying gaps and opportunities, then recommending practical, scalable enhancements that maximize impact and efficiency. • Shape how PNC shows up across the full ecosystem—owned channels (e.g., .com), social/video platforms (e.g., YouTube), and influencer-driven environments. • Develop and inform influencer strategy, identifying opportunities to extend brand reach, relevance, and cultural connection through creators and partnerships. • Provide recommendations on how PNC can better engage priority audiences based on behavior, trends, and platform dynamics. • Monitor industry trends, cultural shifts, and competitive activity; apply learnings to evolve brand presence and approach. • Serve as a strategic connector across brand, media, web, and content teams to drive aligned execution. • Establish measurement criteria to evaluate digital brand performance, consistency, and audience impact across key channels and activations. • Translate insights and results into clear recommendations that optimize current work, guide future investment and strengthen PNC’s digital brand presence. ________________________________________ Ideal Candidate • Strong brand strategist with a clear point of view on how brands show up in digital culture, and the ability to package insights and recommendations to influence decisions and drive alignment. • Deep understanding of digital ecosystems, including content, platforms, influencer/creator landscapes, and emerging AI tools that can inform brand strategy, content optimization, and audience engagement. • Analytical problem-solver who uses data, performance insights, and audience signals to inform decisions, prioritize opportunities, and translate learnings into action. • Strategic thinker who can quickly assess the current state and identify opportunities to improve and scale. • Nimble and solutions-oriented, with a bias toward action and continuous improvement. • Demonstrates strong pattern recognition—able to identify what works and extend it across channels. • Comfortable operating across strategy and execution in a fast-moving, matrixed environment. • Strong collaborator and influencer, able to align diverse stakeholders around a unified vision. • Highly attuned to audience behavior, trends, and competitive landscape. ________________________________________ Experience & Qualifications • 5+ years in brand, digital, integrated, or content marketing. • Experience shaping or influencing brand presence across digital channels and/or influencer programs. • Strong understanding of platform ecosystems (web, video, social, creator/influencer). • Proven ability to work cross-functionally across brand, media, partnerships, and execution teams. • Experience developing strategic frameworks or scalable approaches that improve marketing effectiveness. PNC is an in-office company that fosters a supportive culture where employees can thrive and achieve balance. We encourage candidates to connect with their recruiter and hiring manager to understand workplace expectations and ensure the role aligns with their goals. PNC will not provide sponsorship for employment visas or participate in STEM OPT for this position. Job Description Supports the development and leads the execution of integrated, multi-channel strategic marketing plans for one or more products/initiatives/channels. Formulates plans that acquire, grow, and retain customers in support of the product life cycle and line of business goals and objectives. Supports the development and prioritization of business and marketing objectives, development of value propositions and target segments leveraging competitive intelligence and insights to drive growth strategies. Contributes to thought leadership and builds consensus among partners. Adapts to and optimizes for a changing business environment. Translates desired business outcomes into marketing strategy and executes marketing programs/initiatives that may include advertising, sales content and internal communications. Coordinates and influences complex, multi-functional program teams. Ensures data collected is synthesized and leveraged effectively to provide appropriate business intelligence. Influences the budget while ensuring all operating activities are optimized and delivered within the established budget framework. Implements and oversees activities including coordination with legal, compliance, finance, risk and other key partners. Leads partnership with agencies, third parties and internal business partners to coordinate development and execution of programs/initiatives. Acts as a point of contact with product and digital teams to coordinate strategy and development. Makes decisions to ensure the business programs/initiatives and customer expectations are being met. PNC Employees take pride in our reputation and to continue building upon that we expect our employees to be: Customer Focused - Knowledgeable of the values and practices that align customer needs and satisfaction as primary considerations in all business decisions and able to leverage that information in creating customized customer solutions. Managing Risk - Assessing and effectively managing all of the risks associated with their business objectives and activities to ensure they adhere to and support PNC's Enterprise Risk Management Framework. Qualifications Successful candidates must demonstrate appropriate knowledge, skills, and abilities for a role. Listed below are skills, competencies, work experience, education, and required certifications/licensures needed to be successful in this position. Preferred Skills Advertising, Competitive Advantages, Content Marketing, Customer Solutions, Digital Marketing, Marketing Programs, Marketing Strategies, Negotiation, Results-Oriented Competencies Business Acumen, Business Data Analysis, Collaborating, Decision Making and Critical Thinking, Effective Communications, Effectiveness Measurement, Marketing Function, Marketing Systems, Matrix Management Work Experience Roles at this level typically require a university / college degree, with 5+ years of industry-relevant experience. Specific certifications are often required. In lieu of a degree, a comparable combination of education, job specific certification(s), and experience (including military service) may be considered. Education Bachelors Certifications No Required Certification(s) Licenses No Required License(s) Pay Transparency Base Salary: $91,000.00 – $202,800.00 Salaries may vary based on geographic location, market data and on individual skills, experience, and education. This role is incentive eligible with the payment based upon company, business and/or individual performance. Application Window Generally, this opening is expected to be posted for two business days from 07/13/2026, although it may be longer with business discretion. Benefits PNC offers a comprehensive range of benefits to help meet your needs now and in the future. Depending on your eligibility, options for full-time employees include: medical/prescription drug coverage (with a Health Savings Account feature), dental and vision options; employee and spouse/child life insurance; short and long-term disability protection; 401(k) with PNC match, pension and stock purchase plans; dependent care reimbursement account; back-up child/elder care; adoption, surrogacy, and doula reimbursement; educational assistance, including select programs fully paid; a robust wellness program with financial incentives. In addition, PNC generally provides the following paid time off, depending on your eligibility: maternity and/or parental leave; up to 11 paid holidays each year; 9 occasional absence days each year, unless otherwise required by law; between 15 to 25 vacation days each year, depending on career level; and years of service. To learn more about these and other programs, including benefits for full time and part-time employees, visit pncthrive.com. Disability Accommodations Statement If an accommodation is required to participate in the application process, please contact us via email at View email address on click.appcast.io. Please include “accommodation request” in the subject line title and be sure to include your name, the job ID, and your preferred method of contact in the body of the email. Emails not related to accommodation requests will not receive responses. Applicants may also call View phone number on click.appcast.io and say "Workday" for accommodation assistance. All information provided will be kept confidential and will be used only to the extent required to provide needed reasonable accommodations. At PNC we foster an inclusive and accessible workplace. We provide reasonable accommodations to employment applicants and qualified individuals with a disability who need an accommodation to perform the essential functions of their positions. Equal Employment Opportunity (EEO) PNC provides equal employment opportunity to qualified persons regardless of race, color, sex, religion, national origin, age, sexual orientation, gender identity, disability, veteran status, or other categories protected by law. This position is subject to the requirements of Section 19 of the Federal Deposit Insurance Act (FDIA) and, for any registered role, the Secure and Fair Enforcement for Mortgage Licensing Act of 2008 (SAFE Act) and/or the Financial Industry Regulatory Authority (FINRA), which prohibit the hiring of individuals with certain criminal history. California Residents Refer to the California Consumer Privacy Act Privacy Notice to gain understanding of how PNC may use or disclose your personal information in our hiring practices. For nearly 160 years, PNC has strived to make a meaningful impact for our employees, customers, communities, and shareholders. We believe our success and positive reputation are built on open and honest dialogue, an unwavering focus on smart risk management, relationship-based customer service and community investments. Our inclusive workplace allows our employees to be heard, valued, and developed to do their best work. Being a great place to work means we are making a lasting difference for everyone we serve. Check out the top reasons to join PNC. PNC’s total rewards package includes things like time off, benefits, learning and career development, wellness programs, recognition and much more. The benefits and programs highlighted below are just a sampling of what PNC offers its employees. To learn more, visit our Total Rewards page. If you're not ready to apply yet, or you'd like to learn more about PNC, join the Talent Community to receive regular updates on what's happening at PNC and available career opportunities. Click to join!