• Author strategic frameworks (brand positioning, messaging, architecture, etc.) that clarify how our brand shows up to consumer audiences. • Identify opportunities and collaborate cross-functionally to ensure our brand is activated across the consumer ecosystem (campaigns, experiences, content, stories, etc.). • Steward and evolve our brand strategy to ensure brand health, strength, and clarity. Consult and guide teams related to naming, brand identity, etc. • Report on the state of the brand via qualitative and quantitative tracking research, ensuring we have meaningful feedback on the health of our brand with our consumer audiences. • Monitor and dissect the competitive landscape. • Immerse with key stakeholders to understand their business context and complexity; consult on how the brand is accelerated through their work (product roadmap, experience design, business model, etc.). • Develop a deep understanding of our consumer audiences in order to help internal teams develop understanding and empathy; Lead creative ways to inspire those teams with clarity around our brand promise and impact.