Senior Manager, Brand Strategy – Engagement

Riverside Health

. Serve as Riverside's brand steward and strategic leader for brand engagement, consumer perception, employee advocacy, brand intelligence and creative brand expression .

Posted 11/9/2026full-timeNewport News • Virginia • United StatesSenior💰 $102,200 - $140,525 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in brand management and consumer engagement, with a strong focus on developing and implementing brand strategies that align with organizational values and objectives. Proven ability to lead teams, translate insights into actionable strategies, and monitor brand health and effectiveness.

Highest-signal resume keywords

Brand ManagementConsumer EngagementTeam LeadershipBrand Strategy DevelopmentCross-Functional Program Management

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Brand StrategyConsumer Perception AnalysisEngagement Initiative DevelopmentMessaging FrameworksPerformance Metrics MonitoringCreative DevelopmentAudience Insight StrategiesBrand GovernanceIntegrated CampaignsDirect-to-Consumer Brand Experience

Soft Skills

LeadershipStrategic ThinkingCollaborationCommunicationCoaching

Certifications & Qualifications

Bachelor's Degree in MarketingBachelor's Degree in CommunicationsBachelor's Degree in Public RelationsBachelor's Degree in Business Administration

Industry Keywords

Brand StewardshipEmployee AdvocacyBrand IntelligenceCreative Brand ExpressionAudience EngagementBrand AwarenessReputation ManagementStakeholder EngagementCommunity EngagementConsumer Trust

About the role

Key responsibilities & impact

Serve as Riverside's brand steward and strategic leader for brand engagement, consumer perception, employee advocacy, brand intelligence and creative brand expression
Protect, strengthen and activate the Riverside brand across key stakeholder touchpoints
Lead enterprise brand governance, consumer reputation initiatives, employee advocacy programs, brand engagement strategies and creative development efforts
Oversee the Brand Manager and Marketing Coordinator
Ensure the Riverside brand reflects the organization's mission, values and strategic priorities
Serve as the primary steward of the Riverside brand and oversee brand guidelines, visual identity, voice, tone, messaging and brand architecture
Lead brand governance across communications, marketing, digital, events and community engagement activities
Lead Riverside's StoryMakers Creator Community, Brand Ambassador initiatives and employee advocacy programs
Create authentic storytelling opportunities and oversee creator engagement, recognition and participation
Lead brand perception, consumer reputation and audience insight strategies
Translate Riverside Voice findings and employee feedback into actionable brand, engagement and reputation strategies
Identify perception gaps and emerging trends impacting employee trust, culture, engagement and brand advocacy
Develop messaging frameworks, brand strategies and an operating model for the Brand Strategy & Insights Team
Monitor reputation indicators, consumer feedback, online reviews, brand sentiment and audience perceptions
Partner with Human Resources, Internal Communications and executive leadership to align employee experience initiatives with brand objectives
Lead brand strategy and creative development for traditional marketing assets
Oversee print advertisements, radio creative, outdoor advertising, billboards, transit advertising and brand-awareness initiatives
Provide strategic direction and final brand review for traditional media creative
Align creative strategies with audience targeting, campaign objectives and media plans
Monitor effectiveness of brand creative and recommend enhancements
Lead, coach and develop the Brand Manager and Marketing Coordinator
Establish priorities, goals, performance expectations, resource allocation and workload management
Ensure successful execution of brand programs, engagement initiatives and strategic projects
Establish measurement frameworks for brand health, engagement, advocacy, reputation and participation
Monitor performance trends and engagement metrics
Develop executive-level reports and recommendations demonstrating brand impact and effectiveness
Use insights and analytics to refine brand strategies

Requirements

What you’ll need

Bachelor's Degree in Marketing, Communications, Public Relations, Business Administration or a related field (Required)
5-6 years of progressively responsible experience in brand management, communications, marketing, consumer engagement or related disciplines (Required)
Demonstrated direct-to-consumer brand experience, including developing and activating consumer-facing brand strategies, integrated campaigns and audience engagement initiatives that build awareness, preference, trust and loyalty
Experience developing and implementing brand strategies and engagement initiatives
Experience leading teams and developing marketing or communications professionals
Demonstrated ability to translate research, insights and feedback into actionable business and brand strategies
Experience managing cross-functional programs and enterprise initiatives