Vice President, Brand

Description

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

#LI-AF1

#LI-Exec

Base salary offers for this position may vary based on factors such as location, skills, and relevant experience. Some positions may include additional compensation in the form of bonus, equity or commissions. We offer the following benefits: Medical, Dental, Vision, Life Insurance, Matched Retirement Savings, Wellness Program, Short-and Long-Term Disability, Charitable Contribution Match, Holidays, Personal Days & Vacation, Paid Volunteer Time Off, and more. The compensation for this role is USD $229,200.00 - USD $383,700.00 / Year*

*Actual compensation will not be less than the applicable minimum wage or minimum exempt salary requirement under federal, state and local laws.

A little about ADP: We are a comprehensive global provider of cloud-based human capital management (HCM) solutions that unite HR, payroll, talent, time, tax and benefits administration and a leader in business outsourcing services, analytics, and compliance expertise. We believe our people make all the difference in cultivating a down-to-earth culture that embraces our core values, welcomes ideas, encourages innovation, and values belonging. We've received recognition for our work by many esteemed organizations, learn more at ADP Awards and Recognition.

Diversity, Equity, Inclusion & Equal Employment Opportunity at ADP: ADP is committed to an inclusive, diverse and equitable workplace, and is further committed to providing equal employment opportunities regardless of any protected characteristic including: race, color, genetic information, creed, national origin, religion, sex, affectional or sexual orientation, gender identity or expression, lawful alien status, ancestry, age, marital status, protected veteran status or disability. Hiring decisions are based upon ADP’s operating needs, and applicant merit including, but not limited to, qualifications, experience, ability, availability, cooperation, and job performance.

Ethics at ADP: ADP has a long, proud history of conducting business with the highest ethical standards and full compliance with all applicable laws. We also expect our people to uphold our values with the highest level of integrity and behave in a manner that fosters an honest and respectful workplace. Click https://jobs.adp.com/life-at-adp/ to learn more about ADP’s culture and our full set of values.