VP, Creative Development

Key Responsibilities:  

• Drives Nationwide's short- and long-term brand strategy that integrates brand, advertising, public relations, digital and direct media strategies across all business units and support staff functions. 

• Creates, develops and optimizes strategic enterprise brand and trade advertising campaigns within an established media budget. 

• Leads internal creative team (creative directors, writers, designers, proofreaders, photographers, video producers / editors) and external agency partners in efficiently and effectively developing and implementing enterprise creative platforms that unify product lines, audiences and touchpoints. 

• Oversees strategy, creation, execution alignment and on-going optimization of all campaign-related content deployed across the entire paid, earned and owned media mix. 

• Responsible for a consistent, agency-agnostic approach to creative development Ensures Nationwide's brand messaging is delivered with a unified creative look and feel. 

• Ensures all marketing plans deliver on go to market strategy and that messaging is aligned, tells our brand story and product benefits drive intended business results for key audiences across multiple product categories. 

• Guides the internal creative team to meet quality expectations while increasing efficiency. 

• Works closely with media team to ensure media plan and flighting are built to optimally communicate Nationwide brand messaging. Works closely with public relations team to ensure media relations strategy and approach aligns with key campaign launches. 

• Partners with and presents to senior level executives to gain buy-in/adoption and to optimize results. 

• Manages overall talent strategy, including multi-million-dollar talent deals and on-going contractual maintenance governed by SAG-AFTRA. 

• Leadership and management of team of associates including performance management, salary planning and administration, training and development, workflow and organization planning, hiring and placement, and disciplinary actions for direct and possibly indirect reports. 

May perform other responsibilities as assigned. 

Reporting Relationships: Reports to SVP, Marketing - Enterprise Brand Strategy & Activation. Leads a team of 6 direct reports and oversees a team of 50+ indirects. Also responsible for directing external advertising agency partners. 

Typical Skills and Experiences:  

Education:  Bachelor's in Marketing or related field; MBA strongly preferred. 

Experience:  Typically, 10 or more years of brand management experience in well-branded national organizations. Experience leading a large internal creative team required. 

Knowledge, Abilities and Skills:  Demonstrated strategic thinker with proven success analyzing competitive landscape to create a differentiated message that engages the consumer of today and the future. Proven results translating differentiated message into a multi-layered consumer creative platform that achieves brand and business objectives/KPI’s. Deep experience managing large-scale brand campaign development and production through large internal and external (outside agency) teams. Adept at creating clarity and gaining alignment in a complex and matrixed infrastructure. Ability to influence attitudes and opinions of others (including C-suite management) and gain alignment to a strategic vision.  

Other criteria, including leadership skills, competencies and experiences may take precedence. 

Staffing exceptions to the above must be approved by the hiring manager’s leader and HR Business Partner. 

Values:  Regularly and consistently demonstrates Nationwide Values. 

Job Conditions:   

Overtime Eligibility: Not Eligible (Exempt) 

Working Conditions: Normal office environment.  Some travel may be required.   

ADA:  The above statements cover what are generally believed to be principal and essential functions of this job.  Specific circumstances may allow or require some people assigned to the job to perform a somewhat different combination of duties.