VP, Brand Strategy

Overview

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health and financial security, and personal fulfillment. AARP also works for individuals in the marketplace by sparking new solutions and allowing carefully chosen, high-quality products and services to carry the AARP name. As a trusted source for news and information, AARP produces the nation's largest-circulation publications, AARP The Magazine and the AARP Bulletin.

The Vice President, Brand Strategy provides enterprise leadership for the development, evolution, and stewardship of the organization's brand, ensuring alignment with business strategy, consumer value, and long-term growth objectives. Leads the creation and governance of branded campaigns and frameworks that strengthen brand equity, drive engagement, and advance social impact and membership growth. Serves as a strategic advisor, the role establishes clear brand direction and ensures consistent expression of the brand across channels, platforms, and programs. Balances strategic vision with disciplined execution oversight to ensure brand initiatives deliver measurable value and reinforce AARP's purpose in the marketplace.


Responsibilities

• Defines and leads the organization's enterprise brand strategy, brand positioning, narrative and articulation of value proposition, ensuring consistent alignment with business objectives, consumer value, social impact priorities, and long-term growth goals.
• Establishes success metrics and oversees evaluation of brand performance and engagement, using insights to refine strategy, guide investment decisions, and continuously strengthen market impact.
• Translates brand strategy into actionable brand platforms, campaigns and guidelines across channels.
• Partners with senior leadership and cross-functional stakeholders to shape brand direction, provide strategic counsel, and ensure marketing and communications efforts reinforce the organization's purpose and brand value proposition.
• Collaborates with leadership on short- and long-term planning, based on internal capabilities and external market conditions. Reviews achievement of performance versus strategic plans and budget. Communicates results with senior management.
• Optimizes media and channel mix using performance data and consumer insights to balance short-term demand with long-term brand equity, in collaboration with stakeholders.
• Manages external agencies to deliver high-impact, insight led brand initiatives.

Qualifications

• Bachelor's degree in branding, marketing, communications or related field desired, with 10+ years of experience in the field, with a career focus on advertising and design.
• Strong knowledge and proven successful work experience in branding, advertising and design required, with an emphasis on new and emerging media.
• Proven ability to successfully lead and manage a multi-function team to produce high-quality results effectively and efficiently. Includes managing client services, advertising and design. Operations and finance experience a plus.
• Must be a quick thinker and an authoritative decision-maker, with solid diplomacy and negotiation skills.
• Ideal candidate will have senior-level experience in an advertising/design agency, with experience managing national brands at the local and national level.
• Copywriting and strong written and verbal communication skills are a plus.

AARP will not sponsor an employment visa for this position at this time.

Additional Requirements

• Regular and reliable job attendance
• Effective verbal and written communication skills
• Exhibit respect and understanding of others to maintain professional relationships
• Independent judgement in evaluation options to make sound decisions
• In office/open office environment with the ability to work effectively surrounded by moderate noise.

Hybrid Work Environment

AARP observes Mondays and Fridays as remote workdays, except for essential functions. Remote work can only be done within the United States and its territories.

Compensation and Benefits

AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition and tuition reimbursement.


Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.