[Hiring] Vice President, Brand @Girl Scouts of the USA

Role Description

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.

Qualifications

• 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.

Requirements

• 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.

Benefits

• 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.
• Medical and Behavioral Health Coverage: Plan options with individual and family coverage which includes wellness, hospitalization, and fertility 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 weeks of 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.

Travel Requirements

• Up to 20% travel may be required.