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Principal Associate, Product Brand Strategy

Location McLean, Virginia
Job ID R98531 Updated date 08/11/2020
McLean 2 (19052), United States of America, McLean, Virginia

At Capital One, we’re building a leading information-based technology company. Still founder-led by Chairman and Chief Executive Officer Richard Fairbank, Capital One is on a mission to help our customers succeed by bringing ingenuity, simplicity, and humanity to banking. We measure our efforts by the success our customers enjoy and the advocacy they exhibit. We are succeeding because they are succeeding.                                               

Guided by our shared values, we thrive in an environment where collaboration and openness are valued. We believe that innovation is powered by perspective and that teamwork and respect for each other lead to superior results. We elevate each other and obsess about doing the right thing. Our associates serve with humility and a deep respect for their responsibility in helping our customers achieve their goals and realize their dreams. Together, we are on a quest to change banking for good.

Principal Associate, Product Brand Strategy

At Capital One, we dare to dream, disrupt and deliver a better way for our customers, the financial industry and for each other.  Our goal is simple – bring ingenuity, simplicity and humanity to an industry ripe for change. 

As a founder-led company, we celebrate and believe in the American entrepreneurial spirit and celebrate the nearly 30 million small business owners in the USA. Small businesses are the backbone of the American economy and are fueling innovation across every industry. 

The Small Business team is dedicated to changing banking for good for small business owners and helping them succeed. We are committed to becoming America’s leading purchase program for small business owners – and that’s only our starting point. 

The Role

The Small Business Product Brand Marketing team is a passionate and entrepreneurial team of product marketing strategists focused on communicating the value of our Small Business Card and Bank products across our marketing channels to prospective Business Owners and existing customers. 

We are looking for a passionate marketing strategist to join our Product Brand Strategy team. This person will be responsible for building the positioning, messaging, and high level campaign strategy for our Small Business products. They’ll partner closely with our Product teams, research team, and integrated and channel marketing teams to devise, test and execute product brand strategy aligned to our product roadmap and business objectives. 

Key Responsibilities:

  • Own the positioning, messaging and communications strategy for Small Business products. 

  • Partner closely with the Product teams to define the portfolio brand strategy and product roadmap for our Small Business products, develop the go-to-market strategy for those products, and oversee the marketing launch of new products and new positioning.

  • Partner closely with the Enterprise Brand team to build the naming architecture, word marks, plastic design, and other product-level brands, to ensure consistency across the portfolio. 

  • Partner with the research team to deeply understand the target audience, validate product positioning and messaging, and act as the voice of the customer to the organization at large, to ensure all customer touchpoints both pre and post acquisition provide a seamless, high quality experience, and that the product messaging remains consistent across touchpoints. 

  • Keep track of the competitive space to understand how competitors are evolving their product and messaging strategies, and build strategies that position us for success in the market. 

  • Build the core product-level positioning, messaging, and creative concepts to instruct all downstream channels about how the product should exist in the market. 

  • Develop the high level integrated campaign strategy for products both at launch and in an on-going fashion. Partner closely with the Integrated Marketing team and the relevant Channels Marketing teams to develop, build and execute integrated campaign strategies across upper funnel, lower funnel and customer channels. Partner closely with the brand marketing team to ensure the product-level messages align to the brand standards. 

  • Actively participate in “hub and spoke” integrated teams on behalf of product brand strategy; represent Product Brand Strategy and Brand Marketing more broadly with key partners in a highly matrixed environment.

Here’s what you’ll need to be successful:

  • High level of initiative and ownership, ability to coordinate efforts across diverse functional groups

  • Ability to self-direct and task switch between strategic and tactical initiatives regularly

  • Succinct, focused written and verbal communication skills

  • Exceptional analytical and problem solving skills

  • Preference to be a member of a lean, nimble team where fast failure, change and evolution is expected and encouraged

  • Preference to work on highly ambiguous projects – where you are expected to test hypotheses and stand up best practices that don’t exist today

  • Diligent listening skills and the ability to adapt approach among diverse audiences to tease out insights and pain points

  • Penchant for laughing often and celebrating wins – both big and small

  • High degree of comfort bringing ideas to the table that might at first seem absurd – then quickly build a case for testing and ultimately a recommendation for pursuit, scaling or abandoning

  • Confidence to ask hard questions and push into uncharted territories – and not defaulting to the status quo before exploring new paths and quantifying risk / reward


  • Whole Brained – equally analytical and creative, and deftly employing both skills to deliver bold programs that deliver substantive outcomes 

  • Fearless Leadership – highly-disciplined self-starter with a strong POV who can positively, effectively lead themselves and others, often in ambiguous and/or new territory 

  • Collaboration & Influence –  ability to productively partner with a wide variety of teams across the organization to advance our Small Business goals and connect marketing activities to the underlying business strategy.

Basic Qualifications:

  • Bachelor’s Degree or military experience

  • At least 3 years of marketing experience

Preferred Qualifications:

  • Bachelor’s Degree in marketing, business strategy or related business management vector

  • 5 years of product marketing experience

  • Experience in defining and launching insights-driven marketing plans and value propositions in support of product roadmaps and objectives

At this time, Capital One will not sponsor a new applicant for employment authorization for this position.

No agencies please. Capital One is an Equal Opportunity Employer committed to diversity and inclusion in the workplace. All qualified applicants will receive consideration for employment without regard to sex, race, color, age, national origin, religion, physical and mental disability, genetic information, marital status, sexual orientation, gender identity/assignment, citizenship, pregnancy or maternity, protected veteran status, or any other status prohibited by applicable national, federal, state or local law. Capital One promotes a drug-free workplace. Capital One will consider for employment qualified applicants with a criminal history in a manner consistent with the requirements of applicable laws regarding criminal background inquiries, including, to the extent applicable, Article 23-A of the New York Correction Law; San Francisco, California Police Code Article 49, Sections 4901-4920; New York City’s Fair Chance Act; Philadelphia’s Fair Criminal Records Screening Act; and other applicable federal, state, and local laws and regulations regarding criminal background inquiries.

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Capital One Financial is made up of several different entities. Please note that any position posted in Canada is for Capital One Canada, any position posted in the United Kingdom is for Capital One Europe and any position posted in the Philippines is for Capital One Philippines Service Corp. (COPSSC).