Job 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

Qualifications

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