ADP is seeking a visionary and execution-driven Vice President, Brand to define and lead the next chapter of ADP’s brand evolution.
At this moment in our growth, ADP requires a brand leader who can elevate how we show up in the market—both in voice and in action. This executive will define a clear, emotionally resonant, and enduring brand platform that reflects the strength, innovation, and durability of ADP’s business.
This role goes beyond traditional brand leadership. The VP, Brand will build and operate a modern brand, content, and social ecosystem that drives both long-term brand equity and measurable business growth.
Success in this role means creating a brand platform and operating model so compelling, scalable, and effective that it becomes as enduring as ADP’s financial performance.
Key Responsibilities
Brand Strategy & Enterprise Narrative
- Define ADP’s enterprise brand positioning for this next phase of growth
- Establish a differentiated brand platform that strengthens emotional connection while reinforcing trust, innovation, and leadership
- Ensure a consistent, modern, and impactful brand voice across all channels and audiences
- Translate business strategy into a compelling external narrative that resonates with clients, prospects, associates, and partners
Campaign Leadership & Operating Model
- Stand up and institutionalize an enterprise-wide campaign development engine
- Lead end-to-end brand campaign strategy and execution in close partnership with Business Units
- Drive alignment across Marketing, Product Marketing, Corporate Communications, and BU stakeholders
- Establish governance, creative standards, and performance benchmarks
- Ensure campaigns measurably contribute to brand equity, demand generation, and revenue growth
Product Brand & Emotional Equity
- Partner with Product Marketing to elevate the storytelling and emotional distinction of:
- RUN Powered by ADP
- ADP Workforce Now
- ADP Lyric
- Move beyond functional messaging to create clear, story-driven differentiation
- Build enduring emotional equity that strengthens client loyalty and competitive separation
- Align all product narratives under a cohesive master brand strategy
Content Strategy with Centralized Internal Creative Development & Social
- Build and lead a modern, integrated content and social organization responsible for both creation and distribution
- Establish an internal content agency responsible for enterprise content strategy, creative development, campaign execution, and thought leadership
- Stand up and scale a high-performing social media team responsible for always-on content, audience engagement, and growth across priority platforms
- Develop an owned audience strategy that increases reach, engagement, and brand influence while reducing reliance on paid channels
- Create scalable content frameworks, editorial standards, and channel strategies that enable consistent, high-quality output
- Ensure content is not only creatively excellent, but effectively deployed to drive measurable reach, engagement, and business impact
Agency Leadership & External Partnerships
- Lead agency selection processes aligned to enterprise brand objectives.
- Establish strong, accountable partnerships with creative, media, and strategic agencies.
- Define clear performance expectations and governance models.
- Ensure agency work reflects ADP’s scale, ambition, and leadership position in the market.
Leadership Expectations
The VP, Brand will:
- Lead with clarity, conviction, humility and enterprise mindset.
- Model a modern, decisive, and collaborative leadership style.
- Inspire teams to think boldly while executing with discipline.
- Champion creative excellence grounded in measurable business outcomes.
- Elevate how ADP shows up, internally and externally, through both message and action.
Qualifications
- 15+ years of brand leadership experience in enterprise B2B, technology, financial services, or similarly complex environments.
- Proven track record building enduring brand platforms and large-scale campaigns.
- Experience establishing or transforming internal creative/content organizations.
- Demonstrated success partnering across Business Units in matrixed organizations.
- Strong executive presence and ability to influence at the C-suite level.
- Data-driven mindset with the ability to connect brand investment to business performance.
What Success Looks Like
- ADP launches a unifying brand platform that is distinctive, emotionally resonant, and enduring
- Campaigns operate through a repeatable, scalable engine across Business Units
- RUN, Workforce Now, and Lyric have clear, differentiated, and emotionally compelling narratives
- A high-performing internal content and social organization is established and driving consistent output and engagement
- ADP builds a growing base of owned audience and increases its share of voice across key channels
- Agency partnerships are strategic, accountable, and performance-driven
- Brand investment demonstrably contributes to pipeline growth, revenue, and customer loyalty
Key Performance Indicators
Brand Metrics
- Brand consideration and preference
- Brand trust and reputation
- Brand share of voice vs. competitors
- Brand message association (are people linking ADP to the right ideas?)
- LLM leadership defined by percent share of recommendation
Content Metrics
- Follower and audience growth by platform
- Reach and impressions (paid and organic)
- Video completion rates
- Content interaction depth (saves, shares, comments)
Efficiency & Execution Excellence
- Operating model delivers content velocity (output targets)
Number of client testimonials
- Brand to Revenue Impact
- Direct traffic growth (brand intent)
- Campaign attributed revenue
Qualifications
#LI-AF1
#LI-Exec
