Director, Brand Strategy in San Francisco-Xoom at PayPal

Date Posted: 7/19/2018

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 237 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.

To drive brand strategy and articulation across PayPal Inc “house of brands” to support our core brand value proposition of building “a fast, safe and open platform that provides greater opportunities for all”.

Primary Job Responsibilities

Lead the thinking, concepting and execution on PayPal's brand identity and architecture including all the key brand elements:

  • Brand house of brands and Individual brand architecture for customer facing brands
  • PYPL branded company architecture and individual identities – i.e. PayPal Ventures
  • For each brand in the house of brands, leadership and oversight on:
  • Brand visual & expression Tool-kit,
  • Brand voice and tone
  • Brand personality and attributes,
  • Brand architecture and articulation,
  • Brand narrative and key messaging
  • Product architecture including naming, trademark, licenses and copyright policy on brand IP
  • Building strong insight base and legal claims to support our brand differentiation and key messaging

Create and maintain the "Living Guidelines" clearly articulating our brand platform for use by all key brand customers internally and externally – creating the means for us to protect and manage our brand wherever it appears.


Engage and partner with the world’s leading brand thinkers to help us innovate and drive our brand strategy into new areas and new audiences - living our brand personality and defining the brand behaviors that will make PayPal a leader in the Interbrand Top 50 global brands by 2020 and a defining brand of the 2020s.


Nurture and protect PayPal's brand assets, at a global and local executional level so that our brand is always displayed consistently, in line with brand guidelines and governance and we create equity and value in our recognizable brand icon: buttons, communications templates, corporate identity and workplace branding.


Be the key partner for consulting and collaboration on brand concepts, credentials and assets across the business – Including with the People & Culture team, the product organization, Business Development, global support functions like Legal, Risk, Compliance, Communications and all the regional markets.


Lead the liaison, familiarization and fact-finding to business case & recommendation stage for all new acquisitions, joint ventures, co-branded and other business development or M&A related activity - defining how these new ventures will join and thrive in the PayPal platform.


Role Requirements

  • A searing ambition and creative passion for the PayPal brand - which can be translated into awe -inspiring vision and purpose for the brand to engage and persuade all our audiences of PayPal's unique position in the world
  • An impactful, inspiring story teller - comfortable in any arena evangelizing our brand mission
  • Strong affinity to the consumer tech category and/or financial services category
  • Can paint pictures with words, can use design to replace words
  • Proven experience in insights based strategy development for brands from brand concepts through to brand articulation and key messaging
  • Engaging and impactful communicator in written and spoken formats - loves to tell stories and confident addressing senior personnel with data driven and conceptual messages
  • Can bring out the best in agency relationships – garnering the best teams, building highly engaging relationships and delivering great results with a keen eye on costs
  • Team player across functions and borders - collaborative, consultative, collegiate, someone who builds answers and outcomes with their stakeholders and "customers"
  • High energy, self-driven, loads of initiative, resourceful - generally very focused on getting to "yes" and getting to "do"
  • Impeccable attention to detail, very high-quality standards and robust principles when it comes to brand integrity and acting against insights - can defend the customers wishes and hopes within logical, engineering based environments and will always fight for the standards that our brand deserves
  • Disciplined and empathetic people manager, developing capability and competency within the team and across virtual teams; empowering people to have very involving and rewarding brand stewardship projects – managed to the high standards demanded for our brand
  • Someone that people see as a trusted adviser, a project partner, a strong voice for the customer in global forums and an aficionado on the customer and the markets within the region

Ideal Candidate Profile

  • BA/BS in a creative and articulate discipline - brand/marketing would be a bonus
  • An "education" in the craft and methodologies of brand strategy and development, brand design and visual expression, marketing communications and services, especially around technology, social, digital and mobile practices
  • 10 Years plus experience in brand strategy and creative development, based on insights in a fast moving, disruptive, rapid growth brand environment - preferably with a mix of agency and client side
  • Strong design and user experience affinity to help infuse the brand personality throughout all our signature brand experiences which includes product, service, websites and other branded properties
  • Proven track record of tenure in brand strategy including architecture, articulating brand platforms, brand positioning, value proposition articulation and brand development tools.
  • Accomplished brand strategy articulation – with an impressive history in executing in cross functional team environments in matrix organizations
  • Internationally attune and strong empathy with locally driven marketing
  • Highly Influential
  • Excellent public speaking and presenting skills 



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.

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