Brand Strategy Manager

AAA Club Alliance; Wilmington (DE); Hybrid; USD 76,000 - 119,000; Full time

Benefits offered by this job

Hybrid schedule

Health benefits

Paid time off

401(K) plan with company match

Tuition reimbursement

Volunteer time off

AAA Membership

Health & Wellness Program

Life Insurance

Disability benefits

Job summary

AAA Club Alliance is hiring a Brand Strategy Manager to define, evolve, and operationalize AAA’s brand strategy. You will lead brand architecture across the portfolio, own audience segmentation, and develop positioning and messaging frameworks to ensure consistent brand presence across campaigns and experiences.

The role involves coordinating with Marketing Strategy, Creative, and Content leadership, leveraging market research and consumer insights to drive brand health and differentiating

Qualifications

• Bachelor’s degree in Marketing, Business, Communications or related field.

Responsibilities

• Define, evolve, and operationalize AAA’s brand strategy to drive clarity and differentiation.
• Lead brand architecture development across Masterbrand and product lines.
• Own audience segmentation and develop target audience frameworks based on data.
• Develop brand positioning, value propositions, and differentiation strategies.
• Create communication matrices mapping messages to audiences, channels, and campaigns.
• Conduct brand audits and translate findings into actionable improvements.
• Synthesize consumer insights, brand health metrics, and market trends to inform decisions.

Skills

Brand strategy

Audience segmentation

Brand architecture

Communication strategy

Market research

Brand audits

Education

Bachelor’s degree in Marketing, Business, Communications

Job description

AAA Club Alliance is hiring for a Brand Strategy Manager to join our team! This position is responsible for defining, evolving, and operationalizing AAA’s brand strategy to drive clarity, differentiation, and long‑term brand health. The role leads brand architecture development, audience segmentation, communication strategy, and market research by building strategic frameworks that shape how the brand is positioned, how it connects with key audiences, and how it shows up consistently across campaigns, channels, and experiences. This is upstream brand strategy work: establishing the foundation from which campaigns, creative, and content are built and not directing execution itself.

What We Offer You:

• Competitive annual salary
• The starting base compensation for this position is: $76,195-$118,921*
• Annual Bonus Eligibility
• Hybrid schedule (3 days on‑site weekly)
• Comprehensive health benefits package
• Generous accrued paid time off + 8 paid holidays
• 401(K) plan with company match up to 7%
• Professional development opportunities and tuition reimbursement
• Paid time off to volunteer & company‑sponsored volunteer events throughout the year
• Other benefits include a complimentary AAA Membership, Health & Wellness Program, Health Concierge Service, Life Insurance and Short Term/Long Term Disability
• * The base pay range shown is a guideline for compensation and ultimate salary offered will be based on factors such as applicant experience and geographic location.

Primary Responsibilities:

• Responsible for AAA’s full business portfolio, including membership, insurance, travel, and automotive services, requiring an ability to develop and manage strategy across the Masterbrand and at times multiple product lines and audience segments simultaneously.
• Lead brand architecture development, defining how AAA’s products, services and sub‑brands relate to each other and to the master brand, ensuring clarity and differentiation across the portfolio.
• Own audience segmentation and target audience development, building frameworks grounded in demographic, psychographic, behavioral, and attitudinal data that informs positioning, messaging, and campaign priorities.
• Develop and maintain brand positioning, value propositions, and differentiation strategies that clearly articulate how AAA shows up in the market relative to competitors.
• Build and manage communication matrices that map key messages to specific audiences, channels, and campaign contexts, ensuring message clarity, consistency, and strategic alignment across all touchpoints.
• Design and execute brand audits, assessing consistency, effectiveness, and market perception across channels and touchpoints, and translating findings into actionable improvement recommendations.
• Conduct and synthesize primary and secondary research, consumer insights, brand health tracking, and competitive analysis to identify opportunities, validate positioning, and inform brand decisions.
• Monitor brand trends, cultural shifts, and evolving consumer preferences, proactively bring forward insights that keep AAA’s brand strategy relevant, differentiated, and future‑facing.
• Translate brand strategy into clear, actionable guidance, including strategic briefs, messaging territories, and narrative frameworks, that enable creative, content, and social teams to execute with confidence.
• Establish and evolve brand identity and voice frameworks, ensuring consistent tone, emotional resonance, and visual across campaigns, channels, and customer experiences.
• Serve as a peer strategic partner to Marketing Strategy, Creative, and Content leadership, embedding brand strategy from planning through execution in integrated campaign development.
• Partner with external agencies, providing strategic direction, positioning guardrails, and sharp feedback that keeps work aligned to brand intent without slowing executional agility.
• Identify cross‑business brand storytelling opportunities that sit above individual products or services, strengthening the master brand while supporting business line goals.
• Contribute to brand performance discussions with marketing leadership, sharing research and insights that inform planning, prioritization, and investment decisions.
• Apply AI‑assisted tools where appropriate to support research synthesis, persona development, and messaging exploration.
• Other duties as assigned.

Minimum Qualifications:

• Bachelor’s degree in Marketing, Business, Communications, or a related field: or an equivalent combination of education and experience will be considered.
• 6 years of experience in brand strategy with a track record of leading positioning, segmentation, brand architecture, and communication strategy work.
• Demonstrated experience developing brand architecture frameworks, defining how brands, sub‑brands, and product lines relate and differentiate within a portfolio.
• Strong background in developing communication matrices that align messages to specific audiences, channels, and business contexts.
• Hands‑on experience conducting brand audits and translating findings into strategic recommendations.
• Agency‑side or brand consultancy experience is strongly preferred; Candidates with in‑house brand strategy roles at organizations with rigorous strategic practices will also be considered.

Knowledge Skills and Abilities:

• Proven ability to develop audience segmentation models and target audience frameworks grounded in research, data, and behavioural insight.
• Fluency in primary and secondary market research methods, consumer insights analysis, and competitive landscape assessment.
• Deep expertise in brand architecture, segmentation, positioning, and communication strategy; Able to build the frameworks, not just apply them.
• Skilled at developing communication matrices and translating complex brand strategy into message guidance across multiple audiences and channels.
• Strong research and analytical instincts; Able to synthesize consumer data brand health metrics, and market trends into clear strategic recommendations.
• Proven ability to conduct brand audits and identify actionable opportunities for improvement in brand consistency, perception, and differentiation.
• Stays current on brand trends, cultural shifts, and evolving consumer behavior; Brings proactive, forward‑looking insight to the team.
• Excellent communication and facilitation skills; Capable of influencing senior stakeholders and cross‑functional peers without direct authority.
• Operates comfortably in ambiguity and evolving environments; Adapts strategic frameworks to shifting business priorities.
• Customer‑first mindset with a long‑term orientation toward brand health, relevance, and differentiation.
• Comfortable working in a matrixed organization alongside agency partners and cross‑functional marketing leadership.

Full time Associates are offered a comprehensive benefits package that includes:

• Medical, Dental, and Vision plan options
• Up to 2 weeks Paid parental leave
• 401k plan with company match up to 7%
• 2+ weeks of PTO within your first year
• Paid company holidays
• Company provided volunteer opportunities + 1 volunteer day per year
• Free AAA Membership
• Continual learning reimbursement up to $5,250 per year
• And MORE!

Job Category: Marketing Work from home or remote positions primary residence must reside within the footprint that AAA Club Alliance Inc. operates.

Our club is located in Washington DC and 13 states including Connecticut, Delaware, Indiana, Kansas, Kentucky, Maryland, New Jersey, Ohio, Oklahoma, Pennsylvania, South Dakota, Virginia, and West Virginia.

AAA Club Alliance is the result of AAA Mid‑Atlantic, AAA Allied Group, AAA Oklahoma/South Dakota, and AAA Ohio Automobile Club joining, now representing nearly 7.4 million members in 13 states including Washington, D.C. We’ve created an environment where you can look forward to coming to work and interacting with compassionate people who enjoy what they do and love supporting their team.

We’re dedicated to keeping our Associates fulfilled and helping them feel secure. With such a diversity of products and services, our Associates have the opportunity to fulfill customer needs while growing their own career.

ACA is an equal opportunity employer and complies with all applicable federal, state, and local employment practices laws. At ACA, we are committed to cultivating a welcoming and inclusive workplace of team members with diverse backgrounds and experiences to enable us to meet our goals and support our values while serving our Members and customers. We strive to attract and retain candidates with a passion for their work and we encourage all qualified individuals to apply. It is ACA’s policy to employ the best qualified individuals available for all positions. Hiring decisions are based upon ACA’s operating needs, and applicant qualifications including, but not limited to, experience, skills, ability, availability, cooperation, and job performance.

We recognize that you don’t stop being a parent, caretaker, pet owner, or student because you’re at work. We give our Associates the option to customize their experience in order to suit their individual needs and interests. We offer a wide array of benefits that give our Associates piece of mind– even after retirement. You can learn more about our benefit offerings here.

AAA Club Alliance complies with federal, state and local disability laws and makes reasonable accommodations for applicants and employees with disabilities. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please direct your inquiries to [e-mail].