Manager, Brand Strategy Expression & Activation

Your opportunity

At Schwab, you’re empowered to make an impact on your career. Here, innovative thought meets creative problem solving, helping us “challenge the status quo” and transform the finance industry together.

As a Manager on Schwab’s Brand Strategy & Expression team, you will play a key role in defining, shaping, governing and activating the Charles Schwab brand across the enterprise. This role sits at the intersection of strategy, expression, and execution, ensuring every brand touchpoint reflects a cohesive, modern, and human brand system.  You will translate strategy into action and vision into meaningful experiences for both clients and employees.

Partnering closely with senior leaders across Marketing, Product, Business Units, UX, Creative, and external agencies, this role supports enterprise naming and branding initiatives, guides the introduction of new products and services, and ensures alignment with Schwab’s brand architecture, voice, and visual identity.

Role Overview:

Brand Strategy & Architecture

• Support the evolution and activation of Schwab’s brand strategy in alignment with enterprise vision, mission, and values.
• Help steward brand architecture, including product, service, and sub brand naming, ensuring consistency with corporate naming conventions, positioning, and voice.
• Partner with business, product, and marketing teams as new products, services, and initiatives are launched.

Brand Expression & Governance

• Support the development and governance of Schwab’s brand expression, including visual identity, tone of voice, messaging frameworks, and experience principles.
• Ensure consistent brand expression across customer and employee touchpoints, including digital, social, print, experiential, and emerging channels.
• Provide expert brand guidance and creative review, identifying risks and protecting brand integrity.
• Educate and enable internal teams, partners, and agencies through tools, training, and best practices.

Cross Functional Partnership & Activation

• Collaborate with Marketing, Product, UX, Creative, MarTech, and Content teams to activate the brand in meaningful, client centric ways.
• Partner with internal and external creative teams to develop scalable brand assets, systems, and toolkits.
• Support enterprise brand awareness and activation efforts, ensuring strategy translates into clear, compelling execution.

Executive Communication & Insight

• Develop and deliver clear, compelling presentations that articulate brand strategy and recommendations for senior leaders.
• Confidently present and facilitate discussions with executives and cross-functional partners.
• Stay current on industry trends, emerging technologies, and the evolving AI landscape to identify brand risks and opportunities.
• Measure the effectiveness of brand initiatives and recommend continuous improvements.

What you have

To ensure that we fulfill our promise of “challenging the status quo,” this role has specific qualifications that successful candidates should have.

Required Qualifications:

• Bachelor’s degree in Marketing, Design or Communications and/or equivalent work experience.
• 3+ years of experience in brand strategy, brand management, or agency environments, ideally supporting large, complex brands.
• Strategic thinker and trusted advisor, equally comfortable influencing senior leaders and rolling up their sleeves to guide teams forward.
• Demonstrated experience developing and governing brand systems across multiple channels.
• Strong understanding of the relationship between brand strategy, naming, messaging, and visual identity.
• Exceptional presentation and storytelling skills, including advanced proficiency in PowerPoint.
• Proven ability to influence, collaborate with, and present to senior executives and diverse stakeholders.
• Strong organizational, project management, and agency management skills.

Preferred Qualifications:

• Experience working within a highly regulated industry or large financial services organization.
• Proven success partnering with UX, Product, and Digital teams to bring brand strategy into customer experiences.
• Comfort navigating ambiguity and leading through influence rather than authority.
• Successful history of building, measuring and managing effective brand trackers.
• Experience leveraging AI tools, systems, or methodologies to inform strategy and decision-making.