Asset & Wealth Management, PWM, Brand Marketing and Creative Strategy, Vice President - New York - 2027

MORE ABOUT THIS JOB

This position will have a 2027 start date.

We are seeking a strategic, creatively-driven Vice President, Brand Marketing & Creative Strategy to lead brand positioning, messaging strategy, and advertising creative across Private Wealth Management ("PWM") and broader Wealth Management initiatives.

This is a brand role with a performance mindset. You will define how our brand shows up in market — serving ultra-high-net-worth individuals, families, family offices, and institutional clients — and hold that work to an evidence standard: structured message testing, disciplined creative rotation, and clear measurement of what is working and why. You will partner closely with the digital media and analytics teams to set the strategic and creative direction they activate against.

You will set strategy, direct world-class creative, manage agency and production partners, own a production budget, and lead cross-functional teams from insight through measured outcome — ensuring all positioning ladders credibly to the Goldman Sachs masterbrand.

OUR IMPACT

Private Wealth Management

Goldman Sachs Private Wealth Management (PWM) specializes in creating comprehensive wealth management plans for ultra-high-net-worth individuals and families, as well as select institutions, including foundations and endowments. PWM Teams work one-on-one with clients to advise and deliver customized strategies drawn from our deep investment experience, diverse wealth management capabilities, and global reach. Our Private Wealth Advisors (PWAs) deliver an unparalleled investment platform inclusive of the full product and service offerings of Goldman Sachs and beyond, which may include tax and estate planning, philanthropic planning, and private banking and lending services.

Brand Marketing and Creative Strategy

The Brand Marketing and Creative Strategy team defines positioning and narrative and develops high-impact, multi-channel campaigns that elevate our brand, drive engagement, and deepen relationships across audiences. We operate at a fast pace, translating sophisticated financial concepts into compelling, modern, and accessible narratives across digital, social, multimedia, broadcast, and experiential platforms.

RESPONSIBILITIES AND QUALIFICATIONS

HOW YOU WILL FULFILL YOUR POTENTIAL

As Vice President, Brand Marketing and Creative Strategy, you will own the brand agenda for PWM—setting strategy, directing creative, and measuring the impact of brand investment on business outcomes. You will partner closely with senior business leaders, creative and multimedia teams, media and digital marketing leads, external agencies, and legal and compliance partners.

Responsibilities include:

Brand Strategy & Positioning — Define and evolve brand positioning, messaging architecture, and narrative platforms for PWM and related wealth solutions, differentiating each for its target audience while maintaining coherence with the Goldman Sachs masterbrand.

Messaging Strategy & Segmentation — Build and maintain a segmented messaging framework across wealth tier, life stage, liquidity event, and institutional type. Establish which value propositions resonate with which audiences, and maintain a living messaging playbook that campaign, content, and advisor-facing teams work from.

Creative Testing & Rotation — Own the creative testing agenda. Design structured message and creative tests, define rotation logic and refresh cadences by channel to manage wear-out and audience fatigue, and translate results into the next brief. Media teams execute rotation in-platform; you determine what rotates, when, and why.

Modular Creative Systems — Build modular creative architectures that make meaningful variation possible without linear cost increases, enabling testing at volume within a compliance-heavy environment.

Campaign Creative Strategy — Set the creative strategy for integrated campaigns across digital display, social, streaming video and audio, broadcast, paid search, print, out-of-home, events, and sponsorships. Define the creative approach, asset architecture, and channel-specific requirements that media partners activate against.

Creative Direction — Write and approve creative briefs, provide clear and constructive creative direction, and hold an exceptionally high quality bar across copy, design, and multimedia output — ensuring testing discipline sharpens the work rather than flattening it.

Campaign Effectiveness & Insight — Own the brand and creative measurement framework: brand health, awareness, consideration, share of voice, message resonance, and creative-level engagement quality. Partner with media and analytics teams on campaign performance reporting and attribution, and synthesize both into a clear point of view on what to do next.

Brand-to-Growth Integration — Partner with growth, digital media, and lifecycle marketing teams to ensure brand creative and messaging support client acquisition and retention across the full client journey, with shared success measures and joint planning rhythms.

Advisor & Relationship Engagement — Develop brand and messaging strategies that align with and empower the high-touch, advisor-led, relationship-driven commercial model, equipping Private Wealth Advisors with narrative, content, and digital touchpoints that convert in a relationship-driven sales motion.

Agency & Partner Management — Select, onboard, and manage external creative and production partners. Set scope, negotiate budgets, define quality and output KPIs, and identify opportunities to scale creative production efficiently through modular and templated models.

Budget Ownership — Own and optimize brand and creative production budgets across wealth management initiatives, making disciplined trade-offs across campaigns and assets to maximize impact per dollar.

Brand Governance — Own brand guidelines, standards, and identity systems for PWM and related wealth marketing assets, including the relationship between the enterprise masterbrand and endorsed wealth offerings. Ensure consistency of tone, voice, and visual expression across every touchpoint globally.

Stakeholder Influence — Serve as a trusted advisor to senior leadership in PWM and Asset & Wealth Management; build consensus across a matrixed organization and present strategy, recommendations, and results to executive audiences.

Team Leadership & Development — Lead, mentor, and develop marketing professionals; foster a culture of creativity, rigor, and collaboration across workstreams.

Compliance Partnership — Partner proactively with Legal, Compliance, and Risk to bring ambitious, test-driven creative to market, including building pre-cleared modular creative libraries that make testing cadence feasible within institutional wealth management regulatory requirements and advertising standards.

SKILLS & EXPERIENCE WE'RE LOOKING FOR

Qualifications:

• Brand & Creative Strategy Experience: Typically 8–12+ years of progressive brand and creative strategy experience, including significant time leading integrated campaigns at a leading agency, a premium or luxury brand, and/or within financial services and wealth management.

• Creative Testing & Optimization: Demonstrated experience designing and interpreting message and creative tests, managing creative rotation and refresh cadences, and building modular creative systems that support variation at scale.

• Target Audience Track Record: Demonstrated experience marketing to affluent, ultra-high-net-worth, family office, or institutional audiences, with judgment about how testing and optimization practices translate to low-volume, high-value, privacy-sensitive segments.

• Strategic Judgment: Proven ability to develop brand positioning and narrative from insight, connecting brand and messaging decisions directly to measurable commercial outcomes.

• Creative Excellence: Exceptional creative instinct and judgment, with a portfolio reflecting a high standard of craft across digital, print, and video formats; skilled at briefing and directing creative teams.

• Analytical Literacy: Fluency with brand health tracking, brand lift studies, campaign analytics, market research, and competitive analysis. Able to read media performance reporting critically and translate it into creative direction — without needing to run the channels.

• Cross-Functional Partnership: Track record of working effectively with media, analytics, and growth teams under shared objectives and split ownership.

• Multi-Channel Fluency: Deep familiarity with digital display, social media, streaming video and audio, print, thought leadership content, events, and emerging channels.

• Leadership & Influence: Proven success leading teams and influencing senior stakeholders in a complex, matrixed organization; comfortable presenting to executive audiences.

• Agency & Budget Management: Track record of managing external agencies and multi-million-dollar production budgets with discipline and accountability.

• Regulatory Comfort: Experience operating within a compliance-driven environment (e.g., wealth management, asset management, or broader financial services); familiarity with wealth management advertising standards is a distinct advantage. Experience building pre-cleared modular creative libraries with Compliance partners is highly valued.

• Execution Discipline: Outstanding organizational and program management skills, with the ability to run multiple large-scale initiatives simultaneously and pivot as priorities evolve.

• Communication: Exceptional written and verbal communication skills, including storytelling and executive-level presentation ability.

• Education: Undergraduate degree required (Marketing, Communications, Advertising, Economics, English, or a related field); advanced degree a plus.

ABOUT GOLDMAN SACHS

At Goldman Sachs, we commit our people, capital and ideas to help our clients, shareholders and the communities we serve to grow. Founded in 1869, we are a leading global investment banking, securities and investment management firm. Headquartered in New York, we maintain offices around the world.

We believe who you are makes you better at what you do. We're committed to fostering and advancing diversity and inclusion in our own workplace and beyond by ensuring every individual within our firm has a number of opportunities to grow professionally and personally, from our training and development opportunities and firmwide networks to benefits, wellness and personal finance offerings and mindfulness programs. Learn more about our culture, benefits, and people at GS.com/careers.

We’re committed to finding reasonable accommodations for candidates with special needs or disabilities during our recruiting process. Learn more:

© The Goldman Sachs Group, Inc., 2023. All rights reserved.

Goldman Sachs is an equal opportunity employer and does not discriminate on the basis of race, color, religion, sex, national origin, age, veterans status, disability, or any other characteristic protected by applicable law.

Salary Range
The expected base salary for this New York, NY, United States-based position is $115000-$270000. In addition, you may be eligible for a discretionary bonus if you are an active employee as of fiscal year-end.

Benefits
Goldman Sachs is committed to providing our people with valuable and competitive benefits and wellness offerings, as it is a core part of providing a strong overall employee experience. A summary of these offerings, which are generally available to active, non-temporary, full-time and part-time US employees who work at least 20 hours per week, can be found here.