VP, Brand

The Branding Journal; Northern (KY); On-site; USD 140,000 - 260,000; Full time

Benefits offered by this job

Paid time off

Remote work

Health and dental coverage

Job summary

Girl Scouts of the USA is seeking a transformational Vice President, Brand, reporting to the Chief Marketing Officer. You will lead the strategy, execution, and evolution of the national brand across 111 local councils, guiding creative, partnerships, licensing, and development marketing.

The role requires executive presence, deep branding expertise, and the ability to lead within a federated organization to drive membership growth and brand relevance.

Qualifications

• Bachelor’s degree or equivalent experience required.
• 10–12+ years in enterprise brand strategy with increasing leadership responsibility.
• Experience at a national membership organization or federated nonprofit preferred.
• Background in brand repositioning and cultural relevance initiatives.

Responsibilities

• Lead brand governance across a federated network of councils.
• Develop and execute enterprise brand campaigns and activations.
• Direct creative, content, licensing, partnerships, and development marketing.
• Foster a culture of excellence and mission alignment within the team.

Skills

Brand strategy

Executive leadership

Board-level communication

Cross-functional leadership

Education

Bachelor’s degree or equivalent experience

Tools

Office 365

PowerPoint

Microsoft Excel

Job description

About Us

Girl Scouts of the USA

Founded in 1912, Girl Scouts of the USA (GSUSA) is the preeminent leadership development organization for girls and the leading authority on their healthy development. Millions of Girl Scout alums across the country and the world have gone on to achieve incredible things and make a tremendous impact in fields ranging from public policy, medicine, journalism, and athletics to international relations, science, technology, art, and entertainment.

As a mission-driven organization, Girl Scouts of the USA champions girls as they explore their worlds, try new things, and develop the courage, confidence, and character to make the world a better place. From stargazing during a first overnight camping trip to building robots, navigating a rocky hiking trail, working together on a community project, and learning about the importance of environmental stewardship, Girl Scouts of all backgrounds and abilities can unapologetically be themselves as they rise to meet new challenges and discover the issues that matter most to them. Along the way they learn the power of friendship, connection, and teamwork.

Girl Scouts are doers, innovators, problem-solvers, creators, and dreamers, and the GSUSA team is here to center, support, and inspire them, working with 111 local councils across the country and USA Girl Scouts Overseas to deliver our life-changing Girl Scout Leadership Experience.

The Marketing team at Girl Scouts of the USA plays a key role in ensuring the Girl Scout brand remains relevant, visible, and engaging for today’s audiences.

#LI-Remote

You Will

Reporting directly to the Chief Marketing Officer, the Vice President, Brand is accountable for the strategy, execution, and continuous evolution of the Girl Scout brand—nationally and across 111 local councils. The role leads a multidisciplinary team and exercises broad creative, strategic, and operational authority across brand, content, partnerships, licensing, merchandise, and development marketing.

This leader will drive the repositioning of an iconic, century-old brand to reflect its contemporary value proposition as the nation’s leading youth leadership development organization—moving beyond legacy associations to build the brand relevance, awareness, and affinity required to support membership acquisition, donor growth, and long-term organizational health. The role requires executive presence, deep brand and marketing expertise, and the organizational acumen to lead across a complex federated structure

Essential Responsibilities

Brand Strategy & Enterprise Positioning

• Develops and leads the organization’s brand architecture, narrative framework, and positioning strategy, with accountability for brand equity metrics across national and affiliate markets.


• Drives enterprise brand repositioning to elevate GSUSA’s identity as a leadership development organization, expanding the brand’s relevance with key audiences including families of girls in grades K–5, institutional donors, and corporate partners.


• Establishes research-informed positioning, messaging hierarchies, and audience segmentation frameworks that govern brand expression across all channels and stakeholder groups.


• Leads brand governance for 111 councils, including standards development, implementation toolkits, and advisory support to ensure national coherence with local relevance.


• Develops and leads high-impact brand campaigns and cultural activations that measurably expand awareness, trust, and affinity.

Creative & Content

• Exercises executive creative authority over all brand-aligned output, maintaining standards of quality and consistency across a complex, multi-channel content environment.


• Leads internal creative and content teams (design, copy, video, digital) and directs external agency relationships on major campaigns.


• Establishes the creative vision and quality standards for storytelling that reflects youth leadership, mission impact, and organizational credibility.


• Ensures creative coherence across membership, programs, fundraising, advocacy, and licensing touchpoints at national and council levels.

Brand Partnerships

• Identifies and manages high-value national brand partnerships that expand organizational reach, enhance cultural relevance, and support revenue and mission goals.


• Develops the brand partnership strategy and manages relationships with Fortune 500 companies, media organizations, and cultural institutions.


• Negotiates partnership structures and ensures enterprise-wide alignment on partnership terms, brand standards, and value delivery.


• Collaborates with Development and council partners to extend partnership value into fundraising and programmatic outcomes.

Team Leadership & Executive Contribution

• Leads, develops, and retains a high-performing, multidisciplinary team while contributing as a strategic member of the CMO’s senior leadership team.


• Manages team structure, performance, budgets, staffing plans, and agency relationships with full accountability for outcomes.


• Contributes to cross-functional organizational strategy, board-level communications, and enterprise-wide marketing integration.


• Fosters a culture of excellence, inclusion, mission alignment, and continuous improvement.

Note: This job description is not intended to be an exhaustive list of all duties, responsibilities, or activities required of the role. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the position.

Required Competencies

• Proven success managing brand governance and marketing enablement across a federated, franchise, or multi-affiliate network structure.


• Track record building and stewarding major brand partnerships with Fortune 500 or national media organizations.


• Experience leading fundraising marketing or development marketing strategy in partnership with philanthropy teams.


• Functional expertise spanning brand strategy, creative direction, content, licensing, and consumer product marketing.


• Senior executive communication and board-level presentation skills


• Ability to influence and align at the highest organizational levels.


• Demonstrated ability to build, develop, and retain high-performing cross-functional teams of 10 or more.

Required Technical Skills

• Office 365 or similar suites


• Competency in PowerPoint or similar presentation software


• Competency in Microsoft Excel or similar software

You Need

• Bachelor’s degree or equivalent experience


• 10-12+ years of experience in enterprise brand strategy experience at a nationally recognized organization, with increasing leadership responsibility.


• Experience at a national membership organization, federated nonprofit, or youth-serving institution preferred.


• Background in brand repositioning, narrative transformation, or cultural relevance initiatives for legacy brands.


• Familiarity with cause-related marketing, co-branding, and consumer product licensing in a nonprofit context

SALARY RANGE: $140,400 - $260,000

This represents the present low and high end of the pay range for this position.This pay range is only applicable to NYC Metro-based employees, on a hybrid schedule. Actual pay will vary based on various factors, including but not limited to experience.

What We Offer:

members to be their best selves in and out of the office. We place a high priority on flexibility and offer a competitive employee salary and benefits package that includes:

Paid Time Off:

GSUSA offers 20+ days of paid time off, 2 floating holidays, as well as 9 workplace holidays per year. GSUSA staff also enjoy a paid holiday year-end office closure between Christmas and New Year's.

OtherBenefits:

• Medical and BehavioralHealth Coverage


• Plan options with individual and family coverage which includes wellness, hospitalization, andfertility assistance.


• Both plans include GSUSA partial subsidy of premium costs


• Dental and vision coverage


• Health Savings Accounts (HSAs) and Flexible Spending Accounts (FSAs) including Health, Dependent Care, and Limited FSA for those with Health Savings Accounts


• Company-paid life insurance


• Flexible work arrangements


• 12 weeksof paid parental leave


• 401(K) with company match


• Short- and Long-Term Disability for salary continuation


• Health and Wellness Classes and Activities throughout the year

POSITION TYPE / EXPECTED HOURS OF WORK:This is a full-time, remote position. Days and hours of work are Monday through Friday, with east coast hours. Occasional evenings and weekends work may be required as job duties demand.

AAP/EEO Statement: GSUSA is an equal employment opportunity employer

Travel Requirements

up to 20%