Good Sam – VP Brand

Role Overview

Good Sam has been a trusted name for travelers for 60 years. As we prepare for our next chapter, we’re reimagining what it means to travel freely and connect deeply with the American road.

The VP of Brand will help define this new era, translating Good Sam’s heritage into modern relevance through brand strategy, storytelling, and integrated marketing that fuels growth. This hands-on strategic and creative leader will define what the brand stands for, leading go-to-market strategy across channels. This role will oversee Creative, Content, and Social teams and partner with Product and Paid Media leads to bring Good Sam to life through powerful campaigns and content.

Key Responsibilities

Brand Strategy Development

• Define Good Sam’s brand positioning, purpose, and narrative.

• Develop a unifying brand framework that guides marketing communications, growth marketing campaigns, and cultural activations.

• Build on Good Sam’s heritage while connecting to identified growth segment travelers and outdoor enthusiasts.

Go-to-Market & Growth Integration

• Partner with Product Marketing and Paid Media to integrate brand storytelling into growth initiatives and full-funnel product campaigns launching in early 2026, building awareness and driving measurable growth.

• Define and lead Good Sam’s go-to-market brand playbook, outlining how brand campaigns integrate with performance marketing across paid, owned, and earned channels. Translate brand strategy into actionable campaign briefs that align brand-building and performance goals.

Content Storytelling & Campaign Activation

• Bring brand strategy to life through storytelling, content, and experiences that express Good Sam’s purpose.

• Act as the strategic and narrative steward for how Good Sam shows up emotionally and visually, setting the “why and what” of our storytelling so Creative can execute the “how”.

• Lead internal and external creative partners to concept and produce brand storytelling assets (e.g., brand films, docu-style content, editorial collaborations).

• Lead integration of brand strategy into the 2026 tentpole campaign, tying to America 250, Route 66 Centennial, and Good Sam’s 60th anniversary.

• Ensure all campaign storytelling drives awareness, engagement, and brand equity in support of our demand-gen goals.

Brand Health Tracking

• Establish brand health tracking (awareness, consideration, preference, trust) with an external partner to measure brand impact and progress over time.

Creative & Influencer Ownership & Integration

• Lead creative team to ensure brand strategy is activated across creative (content), social, and influencer channels.

• Provide strategic guardrails that inspire creative excellence and maintain brand consistency. Drive influencer and creator partnerships that reinforce Good Sam’s positioning and cultural relevance.

Leadership & Collaboration

• Serve as a senior strategic thought partner across Marketing, working cross-functionally with Product, Media, and Operations leads. Act as a unifying force between strategy and creative, ensuring both teams are aligned under a shared vision for how Good Sam shows up in the world.

• Contribute to other key Good Sam marketing initiatives as defined by the SVP Marketing, ensuring brand consistency and alignment to business goals.

Qualifications

• 15+ years in brand strategy, marketing, or brand management with a strong record of building and scaling meaningful brands.

• Proven ability to lead cross-functional teams across creative, social, influencer, paid media, and product marketing.

• Experience developing brand platforms and leading full-funnel go-to-market strategies.

• Strong creative sensibility with a track record of working closely with creative teams and external partners.

• Deep understanding of brand measurement and health tracking tools, including the ability to tie marketing execution to business outcomes.

• Passion for travel, culture, and community storytelling—aligned with the spirit of the open road.

• Collaborative, flexible, and comfortable working in a fast-moving, lean team