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Brand Architecture​ & Naming Leader in New York at PayPal

Date Posted: 4/5/2021

Job Snapshot

Job Description

Fueled by a fundamental belief that having access to financial services creates opportunity, PayPal (NASDAQ: PYPL) is committed to democratizing financial services and empowering people and businesses to join and thrive in the global economy. Our open digital payments platform gives PayPal’s 375 million active account holders the confidence to connect and transact in new and powerful ways, whether they are online, on a mobile device, in an app, or in person. Through a combination of technological innovation and strategic partnerships, PayPal creates better ways to manage and move money, and offers choice and flexibility when sending payments, paying or getting paid. Available in more than 200 markets around the world, the PayPal platform, including Braintree, Venmo and Xoom enables consumers and merchants to receive money in more than 100 currencies, withdraw funds in 56 currencies and hold balances in their PayPal accounts in 25 currencies.

Role Purpose The Brand Strategy and Branding team has embarked on a journey to redefine PayPal’s role in the world and how it manifests itself to current and prospect customers. The Naming and Architecture Leader will lead the development of the brand architecture and naming initiatives allowing the brand to show up with clarity, cohesion and consistency across all the stakeholders touchpoints, ensuring that the integrity of the brand is strongly connected with corporate Brand Standards and guidelines. This leader is an expert in brand identity systems, has experience working side-by-side with multiple teams across Product, Marketing, Sales, and Legal and is committed to be a steward for the PayPal brand across all customer touchpoints. This role requires the ability to learn relevant product/features details, assess their role within the brand and product architecture, define hierarchies connected to the business needs, assess risk, and apply their knowledge to solutions that will positively influence consumer behaviors. The candidate must be able to thrive in a fast-moving environment. They are a results-oriented, highly motivated, hands-on leader able to set a vision to drive change internally and be able to develop and implement complex projects. They are an avid reader, active researcher, innovative thinker, and a compulsive writer. They must be flexible and have a “can do”, positive attitude and be passionate about selling a vision to senior executives. Why this is a fantastic opportunity • This is a new role at PayPal with enormous opportunity for impact. PayPal is the world’s most trusted payments brand, and this role will help shape the evolution of our brand (and connected brands) as we grow and expand our business • This is a role with enormous diversity, complexity and is full of intellectual challenges. It will require superb mental agility with the scope for enormous value creation. The Payments and Fin Tech Industry is one of the highest growth, most competitive industries right now and PayPal has a very strong position (but also an incredibly impressive set of aggressive competitors). This is an opportunity for someone who loves a challenge, wants to be stretched and who plays to win. • Be a founding team member who is redefining Marketing at PayPal. We have a new marketing model and we plan to redefine the role of marketing as a growth lever and game changing function. For a career marketer, this is a once in a lifetime career opportunity to explore the potential impact that your chosen craft can have in changing the dynamics of a customer champion business

Key Responsibilities

• Protect and champion PayPal’s brand identity and voice across all stakeholders’ touchpoints by establishing and maintaining PayPal’s brand Architecture and Naming framework

• Lead all architecture and naming projects as PayPal broadens its portfolio of products, features, initiatives, both internal and external • Serve as the brand identity, trademark, naming subject matter expert, advisor and brand liaison for the PayPal organization

• Collaborate with other members of the Brand team to ensure that all internal stakeholders and external partners are brand compliant with the Brand Standards • Develop branding and naming recommendations and facilitate dialogue and approvals up to the highest levels of the organization

• Work with our Risk, Legal and Procurement teams to ensure we are meeting company procedures and fulfill any tasks related to these areas.

• Partner with the Research Team to conduct qualitative and quantitative market research related to brand naming and architecture when needed

• Develop deep level understanding of competitive ecosystem and bring new expertise to inspire the deployment of breakthrough ideas

Required Skills and Experience:

  • Brand Strategy and Identity 6+ years’ experience in marketing, or advertising/design agency 
  • Brand transformation track record in the creation, transformation of a beloved global brand
  • Creative Leader track record in business changing strategic projects
  • Agency Experience known for getting the best work out of the best agencies
  • Global Operator with track record in working empathetically across multiple geographies
  • Agent of Change has led and motivated teams through change and has actively played a role in lifting the bar
  • Commercially minded understands the importance of demonstrating impact and linking brand metrics to commercials. Can manage and administer budgets effectively and optimize vendor roster for efficiency
  • Outstanding communicator can motivate others through language and the written word and can simplify the complex
  • Brilliant collaborator track record in working interdependently with individuals and teams for mutual success and understands the importance of elevating others and the team’s success above personal success
  • Customer Champion with demonstrated track record in designing marketing solutions with customer at centre
  • Proven team transformation experience in hiring, retaining and coaching a team for peak performance

We're a purpose-driven company whose beliefs are the foundation for how we conduct business every day. We hold ourselves to our One Team Behaviors which demand that we hold the highest ethical standards, to empower an open and diverse workplace, and strive to treat everyone who is touched by our business with dignity and respect. Our employees challenge the status quo, ask questions, and find solutions. We want to break down barriers to financial empowerment. Join us as we change the way the world defines financial freedom.

PayPal provides equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, pregnancy, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, PayPal will provide reasonable accommodations for qualified individuals with disabilities. If you are unable to submit an application because of incompatible assistive technology or a disability, please contact us at



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