THE ROLE
The VP, Brand Strategy, leads the evolution of Genesis brand communications by modernizing traditional brand strategy for today’s digital media ecosystem. This role elevates brand planning into a platform-led, signal driven discipline built for a digital first world.
This role requires a digitally native strategist who understands how audience systems, identity signals, and platform algorithms influence brand growth. The VP translates these inputs into clear strategic frameworks and compelling narratives that guide integrated go-to-market strategy.
The role drives the development of integrated media strategies rooted in consumer insight, cultural context, and digital audience signals to expand audiences, strengthen brand perception, and create sustained demand for the Genesis brand. Brand strategy is measurement minded by design, grounded in clear signals, learning agendas, and demonstrable business impact.
Partnering closely with the VP, Performance, this leader ensures brand building and demand capture operate as a unified system. Brand strategy fuels audience growth and consideration, while performance teams convert demand using shared audience frameworks, signal architecture, and optimization roadmaps
KEY RESPONSIBILITIES
Brand Media Strategy Leadership
- Lead integrated brand communications across TV, CTV, digital video, social, audio, outdoor, and emerging platforms, grounded in how audience signals and platform capabilities shape effectiveness.
- Build strategic frameworks that connect consumer insight, cultural intelligence, audience data, media investment, and measurement into a unified demand creation system.
- Ensure brand strategy incorporates platform signals and data from across the modern marketing infrastructure.
- Craft strategic narratives that articulate how communications drive brand growth, consideration, and demand, aligning stakeholders and guiding integrated execution
- Define, evolve, and be accountable for brand and signal based KPIs in partnership with analytics and performance teams.
Integration & Innovation
- Drive cross disciplinary collaboration across media, creative, strategy, and client teams to deliver integrated, consumer first plans.
- Partner with creative agencies to shape innovative, culturally relevant, measurement ready ideas that elevate the Genesis brand.
- Champion progressive planning approaches, continuous experimentation, platform innovation and evolving data capabilities.
- Align brand and performance strategies with performance marketing and analytics counterparts, ensuring shared audience frameworks, signal architecture, and optimization roadmaps.
- Ensure brand strategy is built around how modern platforms operate, including identity, targeting and measurement frameworks.
Client Leadership & Industry Engagement
- Serve as a senior strategic advisor to Genesis Marketing, shaping how media investment drives brand and business impact.
- Maintain a strong perspective on media innovation, platform evolution, and modern measurement trends.
People Leadership
- Lead and develop a high performing strategy team, fostering curiosity, collaboration, and analytical rigor.
- Set a high standard for integration, innovation, and data informed decision-making.
QUALIFICATIONS
- Proven ability to lead integrated brand media strategy at a national or global scale.
- Strong experience partnering with creative agencies to develop innovative, integrated ideas.
- Demonstrated ability to translate audience signals, platform data, and analytics into brand strategy and investment decisions.
- Deep understanding of the modern digital media ecosystem and how identity and audience systems drive brand growth.
- Excellent written and verbal communication skills.
- Strong leadership, organizational, and relationship building capabilities.
- Experience collaborating with performance and analytics teams to connect brand strategy to measurable outcomes.
- Fluency in digital platforms, audience targeting frameworks, and signal driven marketing.
EXPERIENCE & EDUCATION
- 10+ years in media or integrated strategy focused on platform led planning, audience intelligence, and analytics driven brand growth, not legacy brand strategy approaches
- Experience across TV, CTV, social, and integrated partnerships; broad ecosystem fluency required.
- 5+ years managing and developing teams.
TRAVEL
- Occasional travel for offsite meetings and client engagements (approximately 10–25%).
Skills Required
- Proven ability to lead integrated brand media strategy at a national or global scale
- Strong experience partnering with creative agencies to develop innovative ideas
- Demonstrated ability to translate audience signals and platform data into brand strategy
- Deep understanding of the digital media ecosystem
- Excellent written and verbal communication skills
- Strong leadership and organizational capabilities
- Experience collaborating with performance and analytics teams
- Fluency in digital platforms and signal driven marketing
- 10+ years in media or integrated strategy
- 5+ years managing and developing teams
What We Do
Named “Most Innovative Agency” by Campaign US, Canvas Worldwide is an independent media agency that provides ingenious solutions for brands looking to challenge the status quo. And as a mission-based agency, our rallying cry, "Challenge the Comfortable," is our team philosophy to push outside our comfort zones to solve problems in new ways – because there can be no greatness without enduring a bit of discomfort. Canvas was created to embrace the rapid pace of change in the industry with the belief that future viability means reimagining what's possible. This fresh, strategic approach to media marketing services has produced an environment in which it’s possible to fearlessly try the unusual. Under the “Challenge the Comfortable” banner, the Canvas team dedicates itself to getting outside of our comfort zones and resisting the conventional. Launched in 2015, we are dual-headquartered in Los Angeles and New York, with regional offices in Chicago, Dallas, Denver and Atlanta. Canvas Worldwide services clients such as Hyundai, Kia, Genesis, Starz, MGM Studios, McDonald's and more. At Canvas, assumptions are left behind, everything is questioned, and in the process, the unexpected—sometimes even magical—happens daily. So, if you’re bold enough to Challenge the Comfortable… then we want YOU to come work for the most innovative agency in the country!
