Brand Strategist – Marketing and Customer Experience

Alberta Blue Cross® is an Alberta based organization dedicated to delivering exceptional customer experience and community leadership. We’re committed to providing the best health coverage to over 1.8 million members and take an active role in promoting wellness. We believe in what we do—and place trust in our employees to deliver our vision.

Working at Alberta Blue Cross® means having a career where you’ll be recognized for your contributions. We value diversity, encourage our employees to maintain a healthy work-life balance and provide opportunities for career growth.

ABOUT US

Are you ready to help elevate an iconic, beloved brand?

Alberta Blue Cross is an impact-driven organization dedicated to inspiring courage for life’s meaningful moments. We’re here for Albertans through thick and thin.

For more than 75 years, we’ve been committed to the wellbeing of our communities. Today, we provide health coverage to more than 1.8 million Albertans and their businesses.

But we’re just getting started. We’re gearing up for big changes so we can meet tomorrow’s opportunities with curiosity, creativity and skill.

We don’t just value diversity—we see it as necessary for our success. We celebrate unique perspectives, backgrounds and experiences.

If you’re looking for a dynamic, caring and rewarding career, we’d love to meet you.

ABOUT YOU

You are both artist and scientist, able to marry research-driven strategy with intuitive creative work.

You’re a caring collaborator, adding your own expertise to a team of seasoned marketers and taking the time to bring internal partners along on the journey toward strategic and creative excellence.

You’re excited to grow your already-impressive career with an organization that does good in the world.

You care about flexibility, growth and independence, but are also looking to expand your skillset and leave a legacy of transformative work.

You’re curious, kind and know that we’re stronger together than apart.

You have a portfolio of work that demonstrates impactful, thoughtful, strategic work in shepherding brand growth.

You are a positive, energetic team player who thrives in building and creating exceptional work.

ABOUT THE ROLE

The Brand Strategist is a senior strategic role tasked with growing the love for our brand across all customer segments and the broader community we serve. As a key driver of brand advocacy, the Brand Strategist will embed our brand framework into internal practices and operations, inspiring employees to live the brand and become true ambassadors. Reporting to the Director of Marketing and Brand, and working closely with the Chief Marketing Officer, the Brand Strategist is a core member of the Marketing and Customer Experience team—a fun and dynamic group committed to growing the business through exceptional, consistent customer experiences. This seasoned strategist will collaborate deeply and tactfully with teams and leaders across Alberta Blue Cross, ensuring that our brand resonates emotionally and remains relevant at all touchpoints. They will play a vital role supporting the Canadian Blue Cross National Branding Committee, ensuring compliance with brand and licensing guidelines. The Brand Strategist will also manage the measurement of our brand’s health, tracking key metrics to ensure we are making the right impact on the right audiences.

WHAT WILL YOU DO

• Drive efforts to grow affinity for the brand, ensuring it is embraced and understood both internally and externally.

• Create a compelling and cohesive brand strategy aligned with the company’s core values, long-term strategy, and Blue for Life Vision.

• Ensure the brand strategy is embedded within broader operational and corporate objectives, positioning the brand as a key driver of business success.

• Develop and implement plans to support the internal adoption of brand principles, grounded in our purpose: We inspire courage for life’s meaningful moments.

• Effectively present brand concepts and strategic plans to senior leaders and key collaborators and communicate the brand strategy clearly across all levels of the organization, making it adaptable and usable for all.

• Work closely and collaboratively with all teams to integrate the brand strategy into every aspect of the business.

• Oversee the naming, renaming, and rebranding of existing and new products and services.

• Maintain brand integrity across all touchpoints by ensuring all internal and external communications comply with established brand and licensing guidelines.

• Actively engage in the association’s national branding committee, ensuring alignment with national initiatives and strict adherence to branding and licensing standards.

• Consult on all content and creative efforts to ensure alignment with the brand’s voice and positioning.

• Develop and execute an educational plan to teach and share the power of brand and storytelling across the organization, focusing on education, engagement, and alignment.

• Collaborate with content and creative experts to maintain and evolve the brand toolkit.

• Leverage market intelligence to continuously evolve the brand, identifying opportunities and mitigating risks in a fast-changing environment.

• Measure brand efficacy: Understand and utilize brand research methodologies to measure the success and impact of brand strategies, communicating results and adjusting to enhance performance.

WHAT YOU WILL HAVE

• Post-secondary education in marketing, communications, business, or a related discipline.

• 7+ years of experience in brand strategy, marketing, or communications, with a proven track record of growing brand awareness and engagement.

• Strong understanding of brand research methodologies and measuring the efficacy of brand initiatives to drive performance.

• Demonstrated ability to collaborate and influence cross-functional teams, fostering brand alignment and advocacy across all organizational levels.

• Strong communication and leadership skills to effectively convey brand strategy to diverse audiences to ensure understanding and engagement across teams.

• Comfortable presenting to executives and other key stakeholders with confidence and clarity.

• Proficient in both technical and creative writing, ensuring clear, compelling, and on-brand communication across all mediums.

• Familiar with relevant earned, owned, and paid media channels and platforms as well as digital technologies that drive brand engagement.

• Able to inspire and guide teams, promoting a consistent brand message and cultivating a strong brand culture.

• Ability to work independently while maintaining a high level of performance and accountability.

• Strong organizational skills, able to manage multiple projects simultaneously and meet deadlines.

• A courteous and upbeat demeanor, maintaining composure and professionalism under pressure.

• For a comprehensive view of brand management and execution, a mix of agency and client-side experience is preferred.

• Targeted yearly compensation includes a competitive base salary plus incentive, based on predetermined targets.

• Hybrid working arrangement: you may work from home, come into the office when required (at least once per week) and sometimes travel to client meetings or events.

• A dedicated yearly budget for professional education and growth.

• Our downtown Edmonton office includes access to a world-class top-floor gym in our summit wellness centre.

• Flexible, impactful benefits—right from the source!

• The chance to make a positive difference in people’s lives.

This position will remain open until a suitable candidate is selected. 

Alberta Blue Cross® is an inclusive employer committed to a workplace that reflects the diversity of the communities we serve. We empower and are advocates for our employees by welcoming, respecting and valuing their unique perspectives, backgrounds, and experiences.

We offer a competitive salary and benefits package and the opportunity to work in an innovative, high-energy team-focused environment. If you have the qualifications we are looking for, please apply.