Director, Brand Strategy

Job Summary

• This position serves as the strategic steward of our brand, helping define who we are, who we serve, and how we show up across every touchpoint.
• This role leads the articulation and activation of our enterprise brand strategy, working across teams to ensure it inspires internal culture, sharpens our storytelling, and drives business growth.
• Operating with a high degree of autonomy, this leader influences across the organization to ensure our brand is not only understood—but consistently and powerfully brought to life.

Essential Job Functions

• Owns the cross-functional brand activation strategy.
• Translates brand positioning into clear briefs, message architectures, and activation frameworks that align internal stakeholders, creative partners, and customer-facing teams.
• Leads strategic planning sessions and brand immersion workshops across functions.
• Partners closely with the research & insights team to align brand activity with enterprise measurement, ensuring brand/campaign restults help optimize our activations. 
• Uses insights to proactively adjust strategy—whether sharpening creative, adjusting investment levels, or re-engaging teams across product and customer experience (CX).
• Connects stronger brand positioning to downstream effects on pricing power, demand generation, and conversion.
• Manages external brand vendor relationships with brand strategy, creative strategy, and activation partners. Overseeing scope developement, timlines, integration, and deliverable quality. 
• Oversees scope development, timelines, integration, and deliverable quality.
• Ensures brand activity is measurable, aligned to business outcomes, and connected to enterprise measurement frameworks.
• Partner across functions—including product, CX, distribution, corporate communications, employer brand, sponsorship, and social media—to embed the brand strategy into business unit goals and experience design.
• Authors compelling, insight-driven creative briefs that guide campaign development, social media strategy, sponsorship activation, and agent communications.
• Partners with corporate communications to support internal rollout efforts, such as toolkits, training moments, or campaigns that engage employees and agents, bring the brand to life, and inspire cultural change.
• Leads the development and enterprise adoption of Farmers’ primary and secondary target audiences. By refrehsing customer segmentation and ensuring target audiences come to life across creative, media, prodcut, and distribution channels - making them useful, actionable, and embedded across the business. 

Education Requirements

Experience Requirements

• Minimum seven years in brand strategy, brand management, or integrated marketing roles with at least five years partnering across functions to embed brand into business strategy, product development, or experience design—preferably within large, matrixed organizations.
• Minimum three years interpreting brand measurement data (brand tracking, brand lift, business outcomes) and applying it to activation planning.
• Minimum three years managing external brand, strategy, or creative agencies and ensuring delivery of high-quality work.
• Minimum three years leading or influencing internal culture change or driving enterprise-wide adoption of strategic initiatives to embed brand into business strategy or product development.

Additional Qualification

• Effective interpersonal skills.
• Ability to work across teams to influence change.
• Strong understanding of brand measurement, including brand tracking, brand lift, and business outcomes, even if not designing the research.
• Ability to influence internal and/or external constituents.
• Able to embed brand thinking across product, customer experience, distribution, and other enterprise functions.
• Excellent organizational skills. Fine and minute attention to detail.
• Strategic mindset and able to connect brand positioning to demand generation, pricing power, and business outcomes.
• Creates and fosters a test and learn culture.
• Proven ability to lead culture change or drive enterprise-wide adoption of new strategic initiatives.
• Persuasive communication.
• Ability to articulate strategic vision through clear, compelling presentations that feel on par with top-tier consulting or creative agencies—visually simplifying complexity and guiding stakeholders through the journey.