28 days old

Director, Brand Transformation Initiative

Arlington, VA 22201
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Since 1941, the USO has been the nation's leading organization to serve the men and women in the U.S. military, and their families, throughout their time in uniform. From the moment they join, through their assignments and deployments, and as they transition back to their communities, the USO is always by their side.

Today's USO continuously adapts to the needs of our men and women in uniform and their families, so they can focus on their very important mission. We operate USO centers at or near military installations across the United States and throughout the world, including in combat zones, and even un-staffed USO service sites in places too dangerous for anyone but combat troops to occupy.

The Director, Brand Transformation Initiative is responsible for developing, leading and implementing an integrated brand transformation strategy and three-year plan that will: better define and drive the USO's brand identity; broaden awareness of its mission; and increase exposure with key audiences and new audiences.

Principal Duties and Responsibilities (*Essential Duties)

  • Lead qualitative and quantitative research to better identify current challenges facing the organization and improve understanding of current and new audiences *
  • Design and create detailed strategy to address challenges, with a focus on appealing to new audiences.*
  • Develop a detailed project plan and budget to support the strategy and plan *
  • Lead key initiatives that elevate the organization in the marketplace and better position the organization as the premier military nonprofit organization.*
  • Evolve the USO brand experience through design, voice & tone; improve brand positioning across owned, operated, paid, direct, and partner marketing channels*
  • Lead an RFP to identify agency partner(s) to support the strategy and plan *
  • Oversee and lead media plan management (TV, programmatic, audio, OOH, new media) with agency partner(s)*
  • Lead support staff, instituting process and workflows that ensure great creative and the implementation of marketing best practices.
  • Partner closely with the Direct Response and Marketing and Communications teams to ensure consistent brand, tone and messaging in current marketing initiatives *
  • Manage the relationships with the appropriate brand agencies and external partners/vendors.*
  • Develop and execute consistent brand messaging across all audience touchpoints and tailored to each audience.*
  • Other duties as assigned.

Job Specifications

  • Bachelor's Degree in Marketing or related field. Advanced Degree and/or Project Management certification preferred.
  • 10+ years of work experience developing or overseeing brand or marketing with 5+ years of experience in managing teams. Relevant experience in non-profit, military, multicultural and/or global organizations preferred.
  • A proven track record of creating brand strategies that have resulted in measurable results.
  • Demonstrated ability to build, manage, and motivate high-performing teams. Ability to achieve desired results while working collaboratively in a team environment.
  • Able to build strong, collaborative relationships with a diverse range of internal and external partners. and to interact with USO Leadership, the general public and military audiences at a variety of levels with integrity and professionalism.
  • Able to interpret qualitative and quantitative research; identify underlying challenges and create strategies to directly address challenges
  • Broad thinking, a problem solver who engages proactively and takes initiative.
  • Excellent communication skills. Able to present complex issues effectively at multiple levels of the organization. Excellent persuasive writing, editing, and verbal communications skills, including presentation skills.
  • Able to manage logistics and operational plans for multi-channel initiatives.
  • Demonstrated ability to exercise sound judgment related to controversial and/or culturally sensitive subjects. Ability to handle confidential information with tact and poise.
  • Ability to obtain and maintain proper credentials necessary to access USO Center locations and facilities including but not limited to security, credit and/or background screening, SOFA status, valid driver's license.
  • Must be a strong advocate of the USO's mission.


  • This position is located in Arlington, VA. Preference will be given to local candidates within commuting distance to the location. Relocation assistance or remote working arrangements may be considered for highly qualified candidates.
  • Resume and cover letter are required for full consideration.


Posted: 2021-02-04 Expires: 2021-03-08

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Director, Brand Transformation Initiative

Arlington, VA 22201

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