Brand Manager

Washington, DC
Oct 21, 2022
Nov 15, 2022
Full Time

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence and nearly 38 million members, AARP strengthens communities and advocates for what matters most to families: health security, financial stability and personal fulfillment. AARP also produces the nation's largest circulation publications: AARP The Magazine and AARP Bulletin.

AARP's Integrated Communications and Marketing (ICM) Group includes Membership, Content and Editorial, Customer Experience, External Relations, Brand Strategy and Strategic Communications. Across paid, earned, shared and owned channels, ICM manages AARP's reputation, drives engagement and member growth, and showcases AARP's mission and value through one, integrated voice.

The Brand Strategy & Integration Manager reports to the Director of Brand Strategy & Integration to develop and implement strategic platforms that drive top and middle of funnel success for AARP generating awareness and familiarity of AARP programs and issue areas. The Manager supports key programs and issue areas through development and management of advertising and collateral materials; paid media including sponsorship evaluation, negotiation, and activation; project management; and overall campaign development. The Manager collaborates across the organization on initiatives to enhance AARP's brand and reputation, align communications strategies and tactics and to ensure a clear and consistent delivery of the AARP brand.


  • Collaborates with state office leadership to develop strategic communications plans that optimize resources aligning with state office and national communications goals.
  • Leads state and local marketing communications and media planning, creative development of advertising materials.
  • Maintains clear understanding of States' priorities, initiatives, objectives, and goals by analyzing and identifying trends and opportunities to advance State priorities.
  • Manages media campaigns and messaging, assist with KPIs, optimizes success metrics and identifies opportunities for best practice.
  • Develops targeted media plans, including creative briefs, to provide strategic direction to both media and advertising agencies for the development of creative collateral that ensures brand standard compliance and strategy alignment.
  • Provides continuous coaching, guidance and mentoring to state staff as needed.
  • Initiates and implements innovative solutions that ensure state goals are achieved.
  • Oversees infrastructure that processes, edits, and archives all material review.


  • Demonstrated ability to work effectively within a matrix environment and across multiple departments.
  • Master's degree and at least 7 years of work experience.
  • Exceptional communication and interpersonal skills.
  • Excellent verbal and written communications skills.
  • Ability to be highly adaptable to a dynamic environment with changing priorities.
  • Ability to adhere to tight deadlines and work accurately in a fast-paced environment.
  • Advanced proficiency in Word, PowerPoint, Excel, and electronic communication.
  • In office/open office environment with the ability to work effectively surrounded by moderate noise.

Flexible Work Arrangement (FWA)

AARP observes Mondays and Fridays as telecommuting workdays, except for essential functions. Remote work and telecommuting can only be done within the United States and its territories.

Compensation and Benefits

AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition; tuition reimbursement; among others.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.