Brand & Experience Strategy Lead

Commonwealth Bank; Sydney; On-site; AUD 180,000 - 230,000; Full time

Benefits offered by this job

Culturally safe workplaces

Indigenous support

Flexible working options

Job summary

Commonwealth Bank is seeking a Chapter Lead, Brand & Experience Strategy to shape customer experiences across digital, physical and human interactions. The role leads a Strategy Chapter, partnering with Marketing, Digital, Product, Design and Technology to translate brand pillars into practical roadmaps and reusable playbooks.

You will set the business direction for a distinctive CommBank digital brand across apps, websites and emerging AI-enabled experiences, embedding brand in language,

Qualifications

• Extensive senior experience in brand strategy, CX, or service design within a large, regulated or complex organisation.
• Shaping high-volume digital products or services in partnership with Product, Design and Technology teams.
• Using customer journey methods and insight synthesis to drive decisions.
• Leads cross-functional programs and influences executives without direct authority.

Responsibilities

• Lead the Brand & Experience Strategy Chapter and collaborate with Marketing, Customer, Digital, Product, Design, Technology, Data and Operations teams.
• Own and evolve enterprise brand strategy, architecture and customer value frameworks.
• Translate brand pillars into actionable design principles and roadmaps.
• Define experience principles across branches, ATMs, events and channels.
• Champion connected journeys across digital, assisted and physical touchpoints.
• Build and maintain brand playbooks, tone guidance and reusable design inputs.
• Guide AI-enabled experiences and responsible design with guardrails for trust and accessibility.
• Coach a high-performing chapter and grow capability in enterprise influence.

Skills

Brand strategy

Customer experience

Cross-functional leadership

Digital product

AI literacy

Job description

Commonwealth Bank is seeking a Chapter Lead, Brand & Experience Strategy to shape customer experiences across digital, physical and human interactions. The role leads a Strategy Chapter, partnering with Marketing, Digital, Product, Design and Technology to translate brand pillars into practical roadmaps and reusable playbooks.

You will set the business direction for a distinctive CommBank digital brand across apps, websites and emerging AI-enabled experiences, embedding brand in language,