Position OverviewPNC is seeking a Senior Brand Consulting Lead to join its Brand Consulting & Governance function within Corporate Marketing. The role serves as a strategic brand consultant to line of business, enterprise, and cross-functional partners, helping teams translate brand strategy into sharp messaging, strong creative thinking, and cohesive customer experiences. This role will help deliver elevated creative quality and drive more consistent, distinctive brand expression across the enterprise.
Our established Brand Platform, Brilliantly Boring, is uniquely positioned to differentiate PNC. With our unbank-like tone and empathy advantage, the work we do for our customers is steady, dependable and reliable. Simply put, we aim to be boring with our customers27 finances so they can live bolder, more fulfilling lives.
The successful candidate will bring strategic rigor, creative judgment, and collaborative influence, helping ensure the PNC brand shows up clearly, distinctly, and consistently in ways that connect to customer needs and business objectives. This is an opportunity for a curious, consultative marketer to shape how the brand is understood, activated, and scaled while building trusted partnerships that elevate both the work and the teams behind it.
This role emphasizes how the PNC brand is infused across the consumer retail banking business, sub-brand and product portfolio, and evolving digital and technology-enabled customer offerings and experiences, including emerging AI-related experiences and capabilities.
Key Responsibilities and Functions
Serve as a lead brand consultant to line of business and enterprise partners, shaping how brand strategy is expressed through ideas, messaging, creative development, channel execution, and integrated planning.
Guide teams in creating work that is distinctively PNC, ensuring ideas, messages, visuals, and experiences are differentiated, strategically grounded, and aligned to the brand27s verbal and visual identity system.
Provide thoughtful brand counsel throughout the development process, from early strategy and value proposition development through agency briefing, creative review and final execution.
Partner with product managers, marketers, strategists, designers, writers, and agency teams to translate brand principles into clear, practical direction that can be applied within varied business, product, and customer contexts.
Influence enterprise-wide, brand-centric storytelling by helping teams connect product and campaign messages to a broader, more cohesive brand narrative and customer benefit.
Strengthen the use of brand fundamentals, including tone of voice, messaging architecture, visual identity, design system application, and creative consistency across channels and touchpoints.
Identify opportunities and gaps in brand understanding, adoption, or execution, and help design education, tools, communications, and change management approaches that build capability across internal teams.
Stay closely connected to brand strategy, business priorities, customer shifts, and category dynamics to identify opportunities to strengthen the clarity, distinctiveness, and effectiveness of PNC marketing.
Partner closely with Retail Banking, product, digital, and innovation teams to shape how the PNC brand comes to life across consumer offerings, portfolio architecture, and customer-facing experiences.
Help ensure consistency and distinction across the retail banking ecosystem. Advise on brand expression for consumer products, in-branch experience, digital capabilities, and technology- and AI-enabled experiences, helping teams translate complex features and innovations into compelling, brand-forward, customer-relevant benefits.
Ideal Candidate
A strategically minded, creatively fluent marketer with strong instincts for brand building and creative quality.
Able to balance consistency and flexibility, protecting the integrity of the brand while making sound recommendations for real-world business and channel needs.
Comfortable operating as a consultative partner, building trust and influencing cross-functional teams through sound judgment, clarity, and strong communication.
An active listener who asks smart questions, understands context before reacting.
Confident giving clear, constructive guidance on strategic positioning, messaging, copy, design, storytelling, and customer experience in ways that are practical and collaborative.
Curious, proactive, and energized by the opportunity to improve how the brand shows up, and how creative decisions get made.
Brings strong instincts for consumer behavior and marketing within a fast-paced, multi-channel environment.
Able to translate emerging technology, digital capabilities, and AI-related innovation into authentically PNC brand-centric language and experiences that feel human, useful, and aligned to customer needs.
Experience & Qualifications
8+ years of experience in consumer marketing, brand strategy, brand management, or creative strategy, with direct experience building, stewarding, and activating brands in market.
Demonstrated success shaping creative ideas, campaigns, messaging, and customer-facing experiences in ways that strengthen brand clarity, distinctiveness, and consistency.
Experience counseling internal stakeholders, cross-functional partners, and/or clients, including presenting recommendations, navigating feedback, and influencing decisions, with or without direct authority.
Strong experience working with internal creative teams and external agency partners to develop and refine high-quality marketing work.
Advertising agency and/or consulting experience preferred.
Experience supporting consumer retail banking, digital product marketing, portfolio branding, fintech, technology, and/or innovation-led marketing is preferred.
Experience working on digital experiences, product ecosystems, or technology-enabled customer journeys is a plus.
Why This Role Matters
Brand is a critical enterprise asset and an important driver of growth, consistency, and customer trust across PNC.
This role helps ensure that the brand is not only protected, but actively strengthened through strong collaboration and distinctive marketing work in service of our business objectives.
It is a high-impact opportunity for a marketer who wants to shape the quality, coherence, and influence of brand expression across the organization.
PNC is an in-office company that fosters a supportive culture where employees can thrive and achieve balance. We encourage candidates to connect with their recruiter and hiring manager to understand workplace expectations and ensure the role aligns with their goals.
PNC will not provide sponsorship for employment visas or participate in STEM OPT for this position.
Job Description- Leads the development and execution of integrated, multi-channel strategic marketing plans for one or more products/initiatives/channels. Formulates plans that acquire, grow, and retain customers in support of the product life cycle and line of business goals and objectives.
- Supports the team in development and prioritization of business and marketing objectives, development of value propositions and target segments leveraging competitive intelligence and insights to drive growth strategies. Contributes to thought leadership and builds consensus among partners. Adapts to and optimizes for a changing business environment.
- Translates desired business outcomes into marketing strategy and executes complex, integrated marketing programs/initiatives that may include advertising, sales content and internal communications.
- Serves the team as a leader and influences complex multi-functional program teams. Ensures data collected is synthesized and leveraged effectively to provide appropriate business intelligence.
- Influences the budget while ensuring all operating activities are optimized and delivered within the established budget framework.
- Implements and oversees activities including coordination with legal, compliance, finance, risk and other key partners. Leads partnership with agencies, third parties and internal business partners to coordinate development and execution of programs/initiatives.
- Acts as a point of contact with product and digital teams to coordinate strategy and development. Makes decisions to ensure the business programs/initiatives and customer expectations are being met.
PNC Employees take pride in our reputation and to continue building upon that we expect our employees to be:
- Customer Focused - Knowledgeable of the values and practices that align customer needs and satisfaction as primary considerations in all business decisions and able to leverage that information in creating customized customer solutions.
- Managing Risk - Assessing and effectively managing all of the risks associated with their business objectives and activities to ensure they adhere to and support PNC27s Enterprise Risk Management Framework.
QualificationsSuccessful candidates must demonstrate appropriate knowledge, skills, and abilities for a role. Listed below are skills, competencies, work experience, education, and required certifications/licensures needed to be successful in this position.
Preferred SkillsAdvertising, Competitive Advantages, Content Marketing, Customer Solutions, Digital Marketing, Marketing Programs, Marketing Strategies, Negotiation, Results-Oriented
CompetenciesBusiness Acumen, Business Analytics, Business Data Analysis, Collaborating, Decision Making and Critical Thinking, Effective Communications, Effectiveness Measurement, Marketing Function, Marketing Systems, Matrix Management
Work ExperienceRoles at this level typically require a university / college degree. Higher level education such as a Masters degree, PhD, or certifications is desirable. Industry relevant experience is typically 8+ years. Specific certifications are often required. In lieu of a degree, a comparable combination of education, job specific certification(s), and experience (including military service) may be considered.
EducationBachelors
CertificationsNo Required Certification(s)
LicensesNo Required License(s)
Pay TransparencyBase Salary: $91,000.00 2D $202,800.00
