Senior Brand Marketing Lead

PNC; Pittsburgh (Allegheny County); On-site; USD 120,000 - 180,000; Full time

Job summary

PNC is seeking a Senior Brand Marketing Lead to define and activate a strategic pillar within the PNC brand. This highly entrepreneurial role partners with Corporate Responsibility to translate investments into differentiated brand narratives and integrated activation across multiple markets.

The successful candidate will lead audience insights, messaging architecture, and campaigns, bringing a clear strategic proposition to life with strong creative judgment and collaboration across Brand

Qualifications

• Define, build and evolve a strategic pillar within the PNC brand.
• Partner with Corporate Responsibility to translate investments into brand distinction.
• Establish an integrated activation strategy aligned with audience needs.
• Create the structure to move the pillar from strategy to execution.
• Identify stories, programs and partnerships to substantiate the proposition.
• Translate complex initiatives into accessible human stories.
• Lead development of integrated marketing plans and campaigns.
• Collaborate with Corporate Communications for earned storytelling while owning strategy.
• Work with regional teams to tailor narratives for local relevance.
• Guide internal and external teams from briefing to execution.
• Use audience insights and AI-enabled capabilities to refine the proposition.

Responsibilities

• Define, build and evolve a strategic pillar within the PNC brand, including audience opportunity, positioning, value proposition, narrative and messaging architecture.
• Partner with Corporate Responsibility to translate investments into a differentiated, audience-relevant source of brand distinction.
• Establish an integrated activation strategy that connects enterprise priorities to audience needs and opportunities for meaningful engagement.
• Create the structure to move the pillar from strategy to execution, including content architecture and market activation.
• Identify and connect stories, programs, partnerships and outcomes that substantiate the proposition.
• Translate complex initiatives into accessible narratives and experiences that show PNC's value in communities.
• Lead development of integrated marketing plans, audience strategies, briefs, messaging frameworks and digital experiences.
• Partner with Corporate Communications to identify earned storytelling opportunities while maintaining Brand Marketing ownership.
• Work with regional presidents and local teams to tailor narratives for local relevance.
• Guide internal creative teams and agencies from briefing to execution with brand standards.
• Use audience insights and AI-enabled capabilities to refine the proposition and measure success.

Job description

Position Overview

At PNC, our people are our greatest differentiator and competitive advantage in the markets we serve. We are all united in delivering the best experience for our customers. We work together each day to foster an inclusive workplace culture where all of our employees feel respected, valued and have an opportunity to contribute to the company's success. As a Senior Brand Marketing Lead within PNC's Marketing organization, you will be based in Pittsburgh, PA; Cleveland, OH; Chicago, IL; Tysons Corner, VA; Philadelphia, PA; or Houston, TX.

PNC is an in-office company that fosters a supportive culture where employees can thrive and achieve balance. We encourage candidates to connect with their recruiter and hiring manager to understand workplace expectations and ensure the role aligns with their goals.

PNC will not provide sponsorship for employment visas or participate in STEM OPT for this position.

Job Description

Role Overview

PNC is seeking a Brand Marketing Lead Senior to help define, build and activate a strategic pillar within the PNC brand. This role sits within Brand Marketing and will work in close partnership with PNC's Corporate Responsibility organization to identify, shape and amplify the investments, partnerships, programs and outcomes that demonstrate how PNC delivers meaningful impact in the communities it serves.

This is a highly entrepreneurial marketing role for a versatile brand builder who can create clarity and momentum around an opportunity. The individual will translate enterprise priorities, audience needs and credible proof points into a differentiated value proposition, compelling brand narrative and integrated activation strategy.

Working across Brand Marketing, Corporate Responsibility, Corporate Communications, channel teams, regional partners and lines of business, the Brand Marketing Lead Senior will architect and mature the pillar through the PNC brand lens. The role will establish its strategic positioning, narrative architecture and activation model, then bring it to life through integrated campaigns, content, partnerships and experiences that strengthen PNC's relevance, trust and brand distinction.

The successful candidate will be a strategically minded, creatively fluent marketer with a proven ability to build and develop brand platforms. They will bring deep audience curiosity, integrated marketing expertise and strong creative judgment, along with the ability to translate complex enterprise priorities into a clear strategic proposition, compelling brand narrative and meaningful audience experiences that strengthen PNC's relevance and distinction.

Key Responsibilities and Functions

• Define, build and evolve a strategic pillar within the PNC brand, including its audience opportunity, positioning, value proposition, narrative, messaging architecture and relationship to the broader brand platform.
• Partner closely with Corporate Responsibility and enterprise stakeholders to translate PNC's investments in communities into a differentiated, audience-relevant source of brand distinction.
• Establish an integrated activation strategy that connects enterprise priorities and credible proof points to audience needs, cultural context and opportunities for meaningful brand engagement.
• Create the structure needed to move the pillar from strategy to execution, including audience priorities, content architecture, channel roles, creative platforms and market-level activation.
• Identify and connect stories, programs, partnerships, products, people and outcomes that substantiate the proposition and make it tangible to external audiences.
• Translate complex initiatives and proof points into accessible, human stories and experiences that demonstrate PNC's relevance and value in the communities it serves.
• Lead development of integrated marketing plans, audience strategies, campaign and creative briefs, messaging frameworks, digital experiences and other assets that bring the pillar to life.
• Partner with Corporate Communications to identify opportunities for earned storytelling, executive visibility and reputation building, while maintaining clear Brand Marketing ownership of the strategy, audience plan, content ecosystem and activation.
• Work with Corporate Responsibility, Regional Presidents, local market teams and line-of-business partners to surface credible proof points and tailor enterprise narratives for local relevance.
• Guide internal creative teams and external agencies from strategic briefing and concept development through execution, ensuring the work is distinctively PNC, audience relevant and aligned with brand standards.
• Use audience insights, cultural context, business priorities, performance signals, and AI-enabled capabilities to refine the proposition, improve activation and establish practical measures of success over time.

Ideal Candidate

A builder and architect who can take an emerging opportunity from an initial strategic premise to a clear, differentiat