Chapter Lead - Brand Strategy - 12 month contract

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

Chapter Lead - Brand Strategy - 12 month contract

Chapter Lead, Brand & Experience Strategy

Are you passionate about shaping how one of Australia’s most recognised brands is experienced across digital, physical and human interactions? We have an opportunity for a Chapter Lead, Brand & Experience Strategy to join Marketing & Corporate Affairs. In this role, you will lead the strategy, standards and enterprise influence that turn customer insight into distinctive, simple, useful and trusted CommBank experiences.

On any given day, you will:

Lead the Brand & Experience Strategy Chapter and work with stakeholders across Marketing, Customer, Digital, Product, Design, Technology, Data, AI, Operations and frontline teams to:

• Own and evolve the enterprise brand strategy, architecture, portfolio principles and customer value proposition frameworks
• Translate purpose and brand pillars into clear choices that guide product, service, experience and go-to-market decisions
• Set the ambition and strategic direction for a distinctive CommBank digital brand experience across the CommBank app, commbank.com.au, NetBank, CommBiz and emerging AI-enabled experiences
• Embed brand in interaction design, language, motion, navigation, personalisation, accessibility and moments of reassurance
• Use journey data, research, behavioural insight and customer feedback to identify moments that matter, pain points and unmet needs
• Translate customer insight into recommendations, roadmaps and design principles that improve trust, engagement, retention, primacy, conversion and efficiency
• Define experience principles across branches, ATMs, events, workplaces, service interactions and relationship-led channels
• Champion connected journeys across digital, assisted and physical touchpoints, improving continuity, hand-offs and consistency
• Create and maintain experience principles, digital brand playbooks, tone and language guidance, reusable patterns and inputs to design systems
• Define how the CommBank brand should show up in AI-assisted and agentic interactions, including guardrails for voice, transparency, trust, accessibility, safety and human hand-off
• Build shared direction, clarify decision rights and influence roadmaps across a complex enterprise environment
• Lead brand governance across the masterbrand and portfolio, including naming, trademarks, approvals, suppliers and controls
• Coach and grow a high-performing chapter, building capability in customer journey analysis, digital experience, strategic storytelling, commercial acumen, AI literacy and enterprise influence

We’d love to hear from people who can talk about their experience in:

• Extensive senior experience in brand strategy, customer experience, service design, digital product, experience strategy or an equivalent field, ideally within a large, regulated or complex organisation
• Shaping high-volume digital products or services, including mobile app and web experiences, through partnership with Product, Design and Technology teams
• Using customer journey methods, behavioural and qualitative research, experience measurement, experimentation and insight synthesis
• Translating brand strategy into design principles, interaction patterns, language systems, physical environments and frontline experiences
• Leading cross-functional programs and influencing at executive level without relying on direct authority
• Connecting customer and brand outcomes to growth, retention, conversion, efficiency, trust and risk
• Managing governance, suppliers, budgets, controls and risk while enabling pace and innovation
• Leading and developing high-performing teams in a complex matrix environment
• AI-enabled experiences, personalisation, accessibility, privacy and responsible design, which will be highly regarded

What success looks like:

• Brand strategy clearly influences priority product, app, website, AI and physical experience roadmaps
• Agreed journey and interaction measures, customer effort, digital experience, trust and brand drivers improve
• Priority journeys have clear experience principles, identified breakpoints, accountable actions and measurable outcomes
• App, web, assisted and physical touchpoints become more consistent and distinctive, with stronger transitions between channels
• Digital brand playbooks, design system inputs and enabling governance tools are widely adopted
• Brand decisions are faster and clearer, avoidable rework is reduced and risk outcomes remain strong
• The Chapter is future-ready, with visible capability uplift, clear succession and effective enterprise partnerships

Benefits of working with our awesome team:

There are a lot of benefits to working in our CommBank Marketing & Corporate Affairs team, including:

• Culturally safe workplaces
• Including flexibility for cultural obligations, and support and training for managers to provide the best environment for all employees.
• Support for First Nations
• Including an established Indigenous Employee Network, Yarning Circle, and more. If you recognise as First Nations, our Indigenous Careers Team is here to support you throughout your journey.
• Supporting employees to achieve their personal potential.
• Supporting our people with the flexibility to balance where work is done, generally with at least half their time each month connecting in the office. We also offer flexible working options, including changing start and finish times, part-time arrangements and job sharing. If these are of interest to you in relation to this role, you can talk to us about how these arrangements might work right from the start.