Director of Brand Strategy

Company Description

Tradeweb is a global leader in electronic trading for rates, credit, equities, and money markets. As financial markets become increasingly interconnected, our technology enables efficient, multi-asset trading on a global scale. We serve more than 3,000 clients in more than 85 countries, including many of the world’s largest banks, asset managers, hedge funds, insurers, corporations, and wealth managers.

Creative collaboration and sharp client focus have helped fuel our organic growth. We facilitated average daily trading volume (ADV) of more than $2.2 trillion over the past four fiscal quarters, topping $2.5 trillion in ADV for the first quarter of 2025.

Since our IPO in 2019, Tradeweb has completed four acquisitions and doubled our revenues – and 2024 was our 25th consecutive year of record revenues.

Tradeweb is a great place to work, recognized in 2024 by Forbes as one of America’s Best Companies (2024) and by U.S. News & World Report as one of the Best Financial Services Companies to Work For.

Tradeweb Markets LLC ("Tradeweb") is proud to be an EEO Minorities/Females/Protected Veterans/Disabled/Affirmative Action Employer.

Mission: Move first and never stop. Collaborate with clients to create and build solutions that drive efficiency, connectivity, and transparency in electronic trading.

https://www.dol.gov/ofccp/regs/compliance/posters/pdf/eeopost.pdf

Group Details

The Director of Brand Strategy will sit within Tradeweb’s global Marketing team, a fast-paced and highly collaborative group responsible for shaping the firm’s external positioning though the active promotion of products and services.  This team partners closely with senior leadership, product, sales, and corporate functions to deliver integrated marketing, creative, content, and brand initiatives that support Tradeweb’s business growth and global expansion. As part of this group, the Director will play a central role in ensuring brand cohesion across regions and product lines, while fostering alignment between strategic business objectives and how the Tradeweb brand is expressed in the market.

Job Responsibilities

The Director of Brand Strategy will play a crucial role in shaping the organization’s overarching brand strategy, ensuring it remains dynamic and responsive to the evolving marketplace and changing customer demands. This is a new role within the business, created to support the company’s growth as we expand rapidly into new regions and product areas. We are a fast-paced organization in need of someone who can bring focus and direction to a very busy group, while ensuring brand alignment and driving greater awareness in the market.

The director will play a critical role in defining and maintaining the brand architecture. This involves creating decision-making frameworks for brand architectural changes, determining naming conventions, implementing brand integration plans, and devising a strategic roadmap to align brand architecture with broader brand aspirations.

The director’s responsibilities will include developing and fortifying the brand’s positioning, identity, and messaging in alignment with the overall business and brand strategy. Collaborating closely with cross-functional stakeholders, including product development, communications, sales, and business units, this person will ensure a cohesive and effective expression of the brand across all touchpoints and channels, internally and externally.

In addition, the director of brand strategy will work closely with the head of creative to establish updated brand guidelines that align with the brand’s vision, and drive brand cohesion and differentiation in the market by facilitating their extensive application throughout the organization.

As a leader of brand strategy, the candidate will also be responsible for assessing brand health, recommending areas of improvement, and communicating progress with senior management and other functional leaders. Their strategic thinking, leadership, and ability to centre a dynamic, fast-moving team will be key to continuously enhancing the brand’s awareness and influence in the market.

Qualifications

Brand Strategy Responsibilities 

• Develop and articulate a comprehensive brand strategy that aligns with the organization’s goals, vision and objectives.
• Define and socialize the brand’s unique value proposition, positioning and differentiation internally and develop strategies to effectively communicate the brand’s positioning to target audiences.
• Create clear brand messaging guidelines that convey the brand’s positioning and story across all communications channels.
• Collaborate with market research teams or agencies to identify market trends, customer behaviors and opportunities for differentiation that enable the brand to stay relevant in a dynamic market.

Brand Architecture Responsibilities

• Define and develop brand architecture that clearly articulates the relationship between sub-brands and the corporate brand.
• Create brand architecture guidelines that outline brand naming conventions and rules for consolidating, retiring or integrating existing or new sub-brands. Ensure these guidelines align with the overall brand strategy.
• Develop strategies and plans for integrating brands during mergers or acquisitions. 
• Collaborate with market research teams to understand customer preferences to ensure brand architecture resonates with target audiences.
• Educate global marketing teams, product teams and other important stakeholders about brand architecture and guidelines to ensure consistent understanding and implementation throughout the organization.

Brand Activation Responsibilities

• Collaborate with external agencies and partners to execute brand-related projects.
• Form partnerships with internal stakeholders from creative and other teams to provide strategic guidance on expressing the brand creatively and cohesively in all visual and content assets such as graphics, advertisements, packaging and social media. 

Brand Governance Responsibilities

• Partner with the creative team and act as the intermediary with the marketing team to develop digital assets such as templates, logos, email signatures, typography and imagery repositories in alignment with brand guidelines.
• Develop and maintain mechanisms that ensure continuous brand compliance throughout the organization.
• Collaborate cross-functionally to ensure new products, services or brands align with the overall brand strategy and brand architecture.
• Develop initiatives, programs and communications that continuously champion and reinforce the brand’s purpose internally and ensure employee understanding and engagement.

Brand Measurement Responsibilities

• Establish clear and measurable objectives for brand health, aligning them with the broader business goals.
• Define key performance indicators (KPIs) and other metrics to measure the effectiveness of brand strategy and to assess brand health, and continuously optimize brand strategy as needed.
• Establish a cadence to communicate brand health findings, progress and areas of improvement to marketing and non-marketing leaders.

Skills

• Strong leadership and team management skills, with an ability to guide and lead a diverse team.
• Excellent interpersonal skills, with the ability to build relationships and collaborate effectively with cross-functional and multidisciplinary teams.
• Excellent communication and presentation skills, with the ability to convey complex ideas to stakeholders at all levels of the organization.
• Robust business acumen, including domain-specific knowledge of the industry and the competitive landscape.
• Expertise in conducting data analysis, including the ability to identify, collect and analyze data from various sources to draw relevant insights about leading and lagging brand health metrics. 
• Proficiency in applying market research, data analysis and consumer insights to drive informed decisions.
• Proven ability to drive people, process and technology change in a dynamic and complex operating environment.
• Superior project management skills, capable of managing multiple projects simultaneously using internal and agency resources.
• Strong ability to stay updated on the evolving marketing landscape, industry trends and best practices in branding and marketing.
• Exceptional strategic thinking and problem-solving abilities, with a keen eye for detail.

Experience:

• 10+ years preferred experience in brand development, marketing or brand strategy, brand consulting or strategic planning. Preferably in the financial or fintech markets 

The ideal candidate:

• Has demonstrated knowledge and experience with brand strategy planning and execution.
• Can balance logical strategic thinking with adaptive and fast-paced thinking in an ever-changing marketing landscape.
• Has a deep understanding of people and culture, while demonstrating an ability to translate customer insights into actionable brand marketing strategies.
• Can collaborate with diverse teams to articulate and transform brand strategies into execution. 
• Has background which includes presenting to senior management. 
• Can translate quantitative data into qualitative insights and effective strategies.

Additional Information

Tradeweb is committed to providing valuable and competitive benefits. In addition to working in our culture of innovation and collaboration, we offer: 

• Health Insurance: Highly competitive medical, dental, and vision programs
• Hybrid Environment: Our employees have the flexibility of working in the office and from home.
• Health Care and Dependent Care Flexible Spending Accounts: You may elect to set aside pre-tax earnings to pay for eligible health care and dependent day care expenses for you and your eligible family members.
• Maven Family Building Benefit: Maven offers support for fertility and preconception; pregnancy and post-partum; adoption; surrogacy and pediatrics for children up to age 10. Tradeweb provide a $10,000 lifetime reimbursement towards fertility, egg freezing, adoption and surrogacy expenses. 
• Building Wealth - 401(k) Savings Plan: Employees are immediately eligible for the 401(k) plan. Participants may contribute up to 75% of eligible compensation into a traditional 401(k) and/or Roth 401(k). Tradeweb will match 100% of the first 4% of compensation that you contribute.
• The current pay range for this role if performed in the city of New York is currently $175,000 to $305,000 per year, based on a regular, full-time schedule.  The amount of pay offered will be determined by a number of factors, including but not limited to qualifications, market data, geographic location, and internal guidelines.

Other Benefit Programs

• Pre-Tax Commuter Benefits Program
• ARAG Legal Services
• Employee Assistance Program
• Tuition Reimbursement
• Financial Wellness Tools
• Travel Assistance Benefits
• Pet Insurance
• Corporate Gym Subsidies
• Wellness Perks
• Paid Time Off and Parental Leave