Job Summary
The Brand Strategy & Innovation Advisor will shape how the FedEx brand comes to life across campaigns, messaging, digital channels, and high-priority business initiatives. This role is built for someone who operates like an agency strategist: able to uncover insights, define the strategic problem, own the brief, guide creative direction, and help teams produce work that is clear, differentiated, and on brand.
This person will own strategic briefs and brand strategy recommendations across key initiatives, translating business objectives, audience needs, competitive @context, cultural signals, and emerging technology trends into focused direction. The ideal candidate is a strategist at heart: someone who can turn ambiguity into a sharp brief, guide creative development, and keep teams anchored to the audience, insight, brand, and business goal. They bring the discipline of an agency strategist, the judgment to operate inside a large enterprise brand, and the curiosity to understand how AI is changing how brands are discovered and understood.
Key Responsibilities
Brand Strategy & Messaging
Develop and refine FedEx brand strategy, including positioning, audience insights, value propositions, brand architecture, messaging frameworks, and strategic narratives.
Help lead brand messaging and copywriting strategy for key campaigns, ensuring the work is clear, compelling, consistent, and aligned to FedEx brand voice.
Translate complex FedEx capabilities into simple, differentiated messaging for customers, executives, internal audiences, and the general public.
Partner with creative, content, digital, social, communications, product marketing, sales, legal, and business teams to guide strategy through execution.
Lead or support special projects across brand marketing, including campaign strategy, audience strategy, thought leadership, internal brand initiatives, competitive research, and executive-ready presentations.
Strategic Brief Ownership
Own strategic briefs for brand, campaign, content, social, digital, and special project initiatives.
Translate complex business challenges into concise briefs that define the audience, insight, objective, strategy, messaging priorities, proof points, and desired outcome.
Serve as the strategic lead at project kickoff, helping teams clarify the problem, opportunity, and path forward before creative development begins.
Present briefs and strategic recommendations to leaders, cross-functional partners, internal creative teams, and agency partners.
Stay connected after the brief is delivered, evaluating concepts and executions against the approved strategy.
AI-Informed Brand Strategy
Use AI tools to support research, synthesis, competitive analysis, audience exploration, message development, and brief creation.
Help shape brand messaging with an understanding of how AI assistants, search engines, answer engines, and LLMs interpret and summarize brand information.
Aid in developing messaging frameworks that improve clarity, consistency, authority, and discoverability across both human and AI-driven environments.
Stay current on how AI, search behavior, and emerging discovery platforms are changing brand strategy and content strategy.
Minimum Qualifications
Five (5) years of experience in marketing, advertising, sales administration, or related discipline.
Bachelor's degree/equivalent in marketing, finance, computer science or related business discipline
Knowledge of the broad application of advanced principles, theories, concepts and techniques in marketing disciplines, project management and information analysis.
Strong human relations and communication/presentation skills.
Advanced organizational, quantitative and analytical skills, including experience in database marketing.
Experience leading complex initiatives in a corporate environment.
Customer-focused orientation.
Directly related advanced degrees may offset experience requirements.
Directly related experience may offset degree requirements.
Experience Considered a Plus
7-10 years of experience in brand strategy, agency strategy, strategic planning, creative strategy, brand marketing, integrated marketing, or communications strategy.
Agency experience strongly preferred; experience in account planning, brand strategy, creative strategy, or integrated strategy is especially relevant.
Proven experience owning strategic briefs that guide creative, campaign, content, social, digital, or brand marketing work.
Strong ability to translate business objectives, audience insights, research, and stakeholder input into clear strategic direction.
Excellent writing, storytelling, presentation, messaging, and copy judgment.
Experience using AI tools to support strategy, research, synthesis, messaging, competitive analysis, or content planning.
Strong collaboration and project management skills, with the ability to operate effectively in a large, matrixed organization.
Experience with enterprise brands, B2B brands, logistics, technology, ecommerce, retail, or service-based businesses.
Experience developing campaign briefs, brand briefs, messaging guides, creative platforms, AI-informed messaging frameworks, or executive-level strategy materials.
Understanding of how brand messaging, consistency, digital presence, and content structure influence how brands are represented in search, AI assistants, answer engines, and LLMs.
Familiarity with SEO/AEO, content ecosystems, digital brand authority, or thought leadership strategy.
Experience working with both internal creative teams and external agency partners.
7-10 years of experience in brand strategy, agency strategy, strategic planning, creative strategy, brand marketing, integrated marketing, or communications strategy.
Agency experience strongly preferred; experience in account planning, brand strategy, creative strategy, or integrated strategy is especially relevant.
Proven experience owning strategic briefs that guide creative, campaign, content, social, digital, or brand marketing work.
Strong ability to translate business objectives, audience insights, research, and stakeholder input into clear strategic direction.
Excellent writing, storytelling, presentation, messaging, and copy judgment.
Experience using AI tools to support strategy, research, synthesis, messaging, competitive
