Chapter Lead - Brand Strategy - 12 month contract
Chapter Lead, Brand & Experience Strategy
Are you passionate about shaping how one of Australia's most recognised brands is experienced across digital, physical and human interactions? We have an opportunity for a Chapter Lead, Brand & Experience Strategy to join Marketing & Corporate Affairs. In this role, you will lead the strategy, standards and enterprise influence that turn customer insight into distinctive, straightforward, useful and trusted CommBank experiences.
On any given day, you will:
Lead the Brand & Experience Strategy Chapter and work with stakeholders across Marketing, Customer, Digital, Product, Design, Technology, Data, AI, Operations and frontline teams to:
Own and evolve the enterprise brand strategy, architecture, portfolio principles and customer value proposition frameworks
Translate purpose and brand pillars into clear choices that guide product, service, experience and go-to-market decisions
Set the ambition and strategic direction for a distinctive CommBank digital brand experience across the CommBank app, commbank.com.au, NetBank, CommBiz and emerging AI-enabled experiences
Embed brand in interaction design, language, motion, navigation, personalisation, accessibility and moments of reassurance
Use journey data, research, behavioural insight and customer feedback to identify moments that matter, pain points and unmet needs
Translate customer insight into recommendations, roadmaps and design principles that improve trust, engagement, retention, primacy, conversion and efficiency
Define experience principles across branches, ATMs, events, workplaces, service interactions and relationship-led channels
Champion connected journeys across digital, assisted and physical touchpoints, improving continuity, hand-offs and consistency
Create and maintain experience principles, digital brand playbooks, tone and language guidance, reusable patterns and inputs to design systems




Define how the CommBank brand should show up in AI-assisted and agentic interactions, including guardrails for voice, transparency, trust, accessibility, safety and human hand-off
Build shared direction, clarify decision rights and influence roadmaps across a complex enterprise environment
Lead brand governance across the masterbrand and portfolio, including naming, trademarks, approvals, suppliers and controls
Coach and grow a high-performing chapter, building capability in customer journey analysis, digital experience, strategic storytelling, commercial acumen, AI literacy and enterprise influence
We'd love to hear from people who can talk about their experience in:
Extensive senior experience in brand strategy, customer experience, service design, digital product, experience strategy or an equivalent field, ideally within a large, regulated or complex organisation
Shaping high-volume digital products or services, including mobile app and web experiences, through partnership with Product, Design and Technology teams
Using customer journey methods, behavioural and qualitative research, experience measurement, experimentation and insight synthesis
Translating brand strategy into design principles, interaction patterns, language systems, physical environments and frontline experiences
Leading cross-functional programs and influencing at executive level without relying on direct authority
Connecting customer and brand outcomes to growth, retention, conversion, efficiency, trust and risk
Managing governance, suppliers, budgets, controls and risk while enabling pace and innovation
Leading and developing high-performing teams in a complex matrix workplace




AI-enabled experiences, personalisation, accessibility, privacy and responsible design, which will be highly regarded
What success looks like:
Brand strategy clearly influences priority product, app, website, AI and physical experience roadmaps
Agreed journey and interaction measures, customer effort, digital experience, trust and brand drivers improve
Priority journeys have clear experience principles, identified breakpoints, accountable actions and measurable outcomes
App, web, assisted and physical touchpoints become more consistent and distinctive, with stronger transitions between channels
Digital brand playbooks, design system inputs and enabling governance tools are widely adopted
Brand decisions are faster and clearer, avoidable rework is reduced and risk outcomes remain strong
The Chapter is future-ready, with visible capability uplift, clear succession and effective enterprise partnerships
Benefits of working with our awesome team:
There are a lot of perks to working in our CommBank Marketing & Corporate Affairs team, including:
Culturally safe workplaces
Including flexibility for cultural obligations, and support and training for managers to provide the best environment for all employees.
Support for First Nations
Including an established Indigenous Employee Network, Yarning Circle, and more. If you recognise as First Nations, our Indigenous Careers Team is here to support you throughout your journey.
Supporting employees to achieve their personal potential.
Supporting our people with the flexibility to balance where work is done, generally with at least half their time each month connecting in the office. We also offer flexible working options, including changing start and finish times, part-time arrangements and job sharing. If these are of interest to you in relation to this role, you can talk to us about how these arrangements might work right from the start.
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📌 Chapter Lead - Brand Strategy - 12 Month Contract (Sydney)
🏢 Commbank
📍 Sydney