Senior Director, Brand and Corporate Strategy

Ripple | Building the Internet of Value. Enabling the world to move value the way information moves today


Discover why hundreds of financial institutions choose RippleNet to provide a better payments experience and enable greater economic opportunity for everyone, everywhere.


San Francisco, CA, USA


Job Description

Ripple is a crypto solutions company that is driving a new era in finance, doing for value what the internet did for information: enabling its instant and seamless flow around the world. We call this the Internet of Value, and in the short term its development will create powerful gains in financial efficiency, access and inclusion, using cryptocurrency as a universal asset. Long term it will launch – just as the original internet did – new industries that bring people and places closer together, and this time related to money, and every other kind of value as well: from stocks to art, scientific discoveries to commodities, votes to intellectual property, and more.

To get value to move like information moves today, we build on and support the development of one of the world’s fastest, most sustainable and reliable public blockchains. We build everything with both an inclusive vision and pragmatism, so while others are incrementally improving the digital economy through apps and technical workarounds, our team is fundamentally re-engineering the way value moves. It’s already driving new efficiencies to help businesses be more successful and diverse, helping people make the most of their money – and we’ve only begun to discover what it’s capable of doing.

With offices in San Francisco, New York, London, Mumbai, Singapore, São Paulo, Reykjavík, Washington D.C., and Dubai, we have more than 500 global employees and hundreds of customers (including some of the world’s biggest banks) in more than 40 countries and six continents.

We are seeking a passionate, creative, experienced brand strategist and creative leader to join Ripple’s fast-growing design team. In this role, you will build our brand strategy and verbal identity team, and will have accountability for brand and product positioning, brand architecture, naming, brand voice, messaging frameworks, core creative ideas, and supporting the brand design system.

You have experience setting foundational brand strategy, and then building strategic brand design systems that guide the creative development and execution of products, marketing campaigns and engagements that dramatically improve the customer experience and accelerate brand awareness for a growing tech company. You have experience with verbal identity – naming strategies, coordinating with legal counsel, and creating messaging platforms. You understand that brand strategy and business strategy support one another, and you provide the needed context to help guide important decision making.

You are a thoughtful and inspirational brand leader who excels at recruiting and developing top talent, scaling a creative brand design organization through high growth, and delivering on the ambitious goals you set for your team.

You’re a collaborator at heart and easily influence decisions at senior and executive levels. While you’re expected to come to the table with well thought-out recommendations you understand the importance of taking in new information and adjusting when it makes sense. You’re at your best in a fast-changing environment and an emerging industry with plenty of ambiguity and interesting, challenging problems to solve. You are relentlessly curious, take ownership, consistently push the envelope and challenge the status quo.

Ripple prides itself on its culture. We’re nice people. You should be too.


  • Oversee the continued evolution of the Ripple brand as we expand into new product areas and markets – ensuring that our brand promise grows in relevance with customers, consumers and partners.
  • Develop and deploy internal processes, tools and training to facilitate on-going adoption of the brand, its mission, and usage of its voice, messaging and identity.
  • Partner with Marketing teams to develop and execute Ripple branded programs that generate a competitive advantage for Ripple and our customers, position Ripple as an industry leader, and help drive increased relevance of Ripple’s current and future offerings.
  • In partnership with Marketing, develop and drive the core creative idea, creative strategy, narrative, creative assets and positioning of consumer and customer brand marketing campaigns.
  • Support the Marketing team to develop and execute consumer research, comparative A-B testing of advertising, media planning and brand campaign promotions.
  • Partner closely with various teams to ensure a consistent implementation of the global brand strategy.
  • Build a team of creative brand strategists, creative copywriters/copy editors and communication designers to express the Ripple brand voice in compelling B2B communications.
  • Manage Ripple’s portfolio of brands and branded experiences, including events.
  • Responsible for implementing best practices/processes and cultivating relationships to ensure that Ripple’s marketing efforts, campaigns, collateral, web presence, etc. advance the Ripple brand strategy in a consistent and compelling manner.
  • Develop and steward the Ripple brand vision, architecture and naming conventions.
  • Partner with Ripple Legal to ensure that brand compliance is included into contracts and brand assets are protected as intellectual property.
  • Lead the development of brand identity tools for consistent expression of the Ripple brand, including presentation templates, email signatures and business systems.
  • In partnership with Ripple’s People and Internal Communications team, provide Ripple brand guidance for internal and external programs.
  • Engage with external agency resources as necessary to evolve and protect brand equities, inclusive of naming and other brand assets for new and existing Ripple products and services.
  • Provide clear, reliable and enduring thought leadership on how to effectively and consistently activate our brands and consistently message brand purpose and value across all market occasions.
  • Empower our system to implement and uphold Brand Identity as the foundation of every project.
  • Lead the development of best-in-class, customizable branded and co-branded assets for our brands and most valuable customers.
  • In partnership with Marketing, define and develop target personas and their key touch-points per each branded experience occasion while taking into consideration their profile and usage occasion.


  • 15+ years of experience in consumer and/or B2B brand or creative strategy. Experience in the technology branding sector preferred. Experience with global partner co-branded marketing is a plus.
  • 15+ years of progressive brand management/ advertising experience in a fast-paced global technology environment.
  • Extraordinary collaborative and consensus- building capabilities. Able to galvanize people to execute and to influence across all levels and functions of an organization. Demonstrated ability to serve as a trusted advisor to the VP of Design, marketing leadership and senior executives.
  • Hands-on experience managing a portfolio of brands and sub-brands across multiple lines of business, successfully launching new brands, and developing engaging brand building programs for both consumers and partners.
  • Ability to understand, integrate and synthesize primary and secondary data to form insightful observations and clear, actionable business implications.
  • Excellent written and oral communication skills.
  • Analysis and complex problem resolution using systems thinking; Ability to recommend creative solutions considering cross functional needs and opportunities and demonstrated ability to resolve conflict.
  • Ability and interest to build a brand that is at the intersection of mathematics and art.
  • Highly analytical with experience acting on consumer, industry and market insights.
  • Operations focused with strong attention to detail. Proven brand management experience.
  • Global and cross-cultural familiarity / fluency highly desirable.
  • Directly interfaces with senior level management; Requires a well-developed sense of strategy, timing and advanced negotiation skills. Well-developed ability to clearly represent business context, Ripple’s eco-system implications and plan for cross- functional alignment.
  • Has responsibility and substantial latitude to act without prior approval; Accountable for discipline-level project delivery, standard of excellence, and operational effectiveness
  • Leads discipline to address key challenges, drive vision, inspire and manage performance; builds key relationships across functions and at upper levels in the organization; maintains strategic relationship with agency partners


  • The chance to work in a fast-paced start-up environment with experienced industry leaders
  • A learning environment where you can dive deep into the latest technologies and make an impact
  • Competitive salary and equity
  • 100% paid medical and dental and 95% paid vision insurance for employees starting on your first day
  • 401k (with match), commuter benefits
  • Industry-leading parental leave policies
  • Generous wellness reimbursement and weekly onsite programs
  • Flexible vacation policy – work with your manager to take time off when you need it
  • Employee giving match
  • Modern office in San Francisco’s Financial District
  • Fully-stocked kitchen with organic snacks, beverages, and coffee drinks
  • Weekly company meeting – ask me anything style discussion with our Leadership Team
  • Team outings to sports games, happy hours, game nights and more!


Ripple is doing for value what the internet did for information: enabling its instant and seamless flow around the world. We call this the Internet of Value (IoV). Using blockchain and cryptocurrency technology, Ripple is dedicated to creating powerful gains in financial efficiency, equity and inclusion. In addition, Ripple is developing and enabling the future use cases that will catalyze the new digital economy for governments, businesses and consumers.

Ripple has offices in San Francisco (HQ), New York, London, Mumbai, Singapore, São Paulo, Reykjavík, Washington D.C. and Dubai.

Ripple is an Equal Opportunity Employer. We’re committed to building a diverse and inclusive team. We do not discriminate against qualified employees or applicants because of race, color, religion, gender identity, sex, sexual preference, sexual identity, pregnancy, national origin, ancestry, citizenship, age, marital status, physical disability, mental disability, medical condition, military status, or any other characteristic protected by local law or ordinance.
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