Director, Brand Strategy & Messaging

Core Responsibilities

• Lead Messaging & Positioning — Own the end-to-end process from Brand Planning Briefing through optimization, defining naming conventions, messaging hierarchies, and positioning frameworks that align business objectives with consumer needs.
• Champion the Xfinity brand — Serve as the voice of the consumer in every room, setting the strategic quality bar across all touchpoints and building scalable workflows leveraging tools like Adobe and Writer.
• Support the Rogers Xfinity brand — Extend Xfinity’s messaging frameworks and governance standards to the Canadian market, serving as a strategic liaison for Rogers Xfinity go-to-market initiatives and ensuring cross-border brand consistency.
• Drive Brand Governance — Own the Brand Hub as the organization’s single source of brand truth, oversee the review process across disciplines, and enable internal teams and agencies to execute messaging consistently.
• Lead stakeholder negotiations — Align business units (Product, Growth, Legal, Marcom) on unified messaging architecture, secure SLT signoff, and negotiate strategically compelling claims.
• Research & optimize — Conduct quant and qual research, in-market testing, and iterative feedback loops to sharpen positioning to turn findings into action.
• Define AI/agentic brand strategy — Establish the brand voice and governance frameworks that ensure all AI-powered tools output on-brand communications at scale.
• Lead and develop a team — Set the vision for the Messaging & Positioning pillar, and oversee internal and external partners.

Minimum Qualifications/What you’ll need

• Brand expertise — Expert knowledge of brand architecture, positioning frameworks, messaging hierarchy, and consumer insight methodologies across broadband, mobile, entertainment, and digital touchpoints
• Research fluency — Proficiency with quant and qual methodologies and the ability to translate findings into actionable brand decisions.
• Stakeholder influence — Proven ability to align diverse, senior stakeholders and create clarity from ambiguity — translating complex challenges into brand frameworks the entire organization can execute against.
• Communication & presence — Impeccable written and verbal communication skills, comfortable presenting and negotiating at C-suite level, with obsessive attention to detail.
• Agility — A proactive self-starter who thrives in fast-paced environments, manages competing priorities with independent judgment, and drives initiatives across finish lines.