What are the responsibilities and job description for the Brand Strategist position at Axelon Services Corporation?
Brand Strategist
New York, NY
Approximate contract length is 6 Months
- Hybrid Model :
In-Office : Tuesday through Thursday
Pay Rate : 80 - 110 / hr
As part of the client corporate brand strategy team, you will be responsible for developing an enterprise-level brand architecture to support the company s strategy for growth and brand essence. Brand architecture work will require rapid immersion into the company s lines of business, audiences, and existing value propositions (covering consumers, employers, associations, financial advisors, institutional clients, and employees). The new brand architecture will need to define the connective tissue across lines of business and audiences as well as distinguishing strategic elements. The Brand Strategist will develop the brand architecture with the support of the VP, Brand Strategy and stakeholders across the enterprise. The Brand Strategist will also work closely with external branding partners to leverage the brand architecture output to optimize and expand New York Life s sub-brands in-market (including sub-brand positioning, naming, and identity development). An important area of focus will be affluent and HNW consumers related to advisory solutions and targeted support models / consultative services. The Brand Strategist should have the following :
5-7 years minimum as a Brand Strategist with hands-on experience leading brand architecture work for complex, diversified brands.
Experience working in Financial Services, Wealth Management, and Insurance a plus (although not mandatory).
A self-starter able to design a project plan, manage work to through key milestones and deliverables, manage roadblocks, and communicate consistently and effectively with team.
A creative problem solver able to aggregate and assess large amounts of strategic information and data, distill, and turn into a concise, compelling strategic POV.
Executionally focused able to turn strategy into executional ideas and market-facing concepts (including positioning, naming, visual identity development).
Team oriented able to quickly build relationships and trust across teams and comfortable working with multiple stakeholders.
Role Definition & Key Responsibilities
Overall Role :
o Collaborate directly with hiring manager in executing corporate brand strategy
o Not a generic brand strategist this role is built around evolving the enterprise positioning and ensuring a consistent, optimized brand architecture across the entire portfolio
Brand Architecture :
o Encompasses the overall framework for the New York Life brand, including its sub-brands, endorsed brands, and standalone brands
o Involves both the visual identity (logo, color palette, photographic style) and the brand voice
o Work with an external branding agency to optimize, refine, and, if needed, develop new brand elements (e.g., a new wealth sub-brand)
First Six Months Focus :
o Collaboration with External Agency :
Work closely with a leading branding firm to assess and optimize the current portfolio architecture
Engage in the evaluation and refinement of the positioning of existing brands (e.g., New York Life Investments, Group Benefits Solutions)
o Development of New Brand Elements :
Participate in the development of a new wealth sub-brand within the portfolio
Conduct in-depth stakeholder interviews with key internal groups and the team leading the wealth initiative
o Execution :
Translate strategic insights into tangible brand architecture improvements
Quickly understand and document the current state, identify gaps, and work collaboratively on solutions
4. Candidate Profile & Manager s Expectations
A. Experience & Background
Required Experience :
o 5-7 years in brand strategy, with direct, hands-on involvement in brand architecture
Preferred Background :
o Experience from agency or consulting environments (e.g., firms like Landor, Siegel Gale, Client, or PwC) where candidates have tackled complex, multi-brand puzzles
o A resume that shows clear evidence of having developed and refined brand portfolios across diverse categories (asset management, life insurance, advisory services, etc.)
B. Ideal Candidate Characteristics
Analytical & Methodical :
o Must have the puzzle solver mentality able to assemble and deconstruct complex brand frameworks with a methodical, almost linear approach
o The role requires more than creative insights; it demands a practical, structured way to piece together diverse brand elements
Confidence & Cultural Fit :
o Should enter the role with absolute confidence in their abilities
o Beyond technical skills, the candidate must be collaborative, open, and able to build trust with internal stakeholders and external partners
o The manager emphasizes that while brilliant puzzle solvers exist, a candidate must also be personable and work well within a tight-knit, trust-based team environment
Evaluation of Resumes :
o The manager is highly critical of candidates whose resumes list only brand strategy titles that center solely on communications or insights work
o A key deal breaker is a lack of demonstrated, hands-on experience in rigorous brand architecture work
o Ideal resumes will reflect robust experience working on multi-brand environments and the ability to handle complex strategic assignments
Example - Previous Pursued Candidate (Scrubbed Resume Provided)
o A candidate previously pursued exemplified the ideal blend of visual identity and brand architecture expertise. Example resume attached to job posting.
o Her resume showcased hands-on experience and a linear, methodical approach to brand planning qualities that are critical for this role.
o While her details will be scrubbed before sharing, her background serves as a benchmark for the type of candidate being sought.
C. Deal Breakers
Limited Experience :
o Candidates whose experience is restricted to the softer side of insights and communications without a track record of practical, hands-on brand architecture are not a fit
Team Integration :
o It s essential that the candidate is not only technically proficient but also someone who seamlessly integrates into the team, showing a collaborative spirit and an ability to engage openly with colleagues
o Candidates who come across as defensive, isolated, or lacking in the willingness to engage fully with the team are not acceptable
