J.P. Morgan Corporate Brand Strategy Lead

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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

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