Principal, Consumer Brand Strategy

Realtor.com® helps more Americans find their way home. As the #1 real estate open marketplace, we connect buyers, sellers, and owners with the tools, data, and expert guidance they need to navigate one of life's biggest decisions with confidence.

We're building the foundation to differentiate a challenger brand in an increasingly competitive landscape, and creating momentum for future growth. We need someone to keep the thinking fresh and sharp as the world evolves. As Principal, Consumer Brand Strategy, you'll have established positioning, segmentation, and messaging frameworks to build from — but your role is to push the thinking further, challenge assumptions, ask hard questions and ensure our strategy stays ahead of the market.

You will operate as a senior individual contributor and enterprise influencer — owning the strategic direction of how Realtor.com® connects with consumer audiences. You'll ensure our brand strategy drives creative excellence, product innovation, and measurable business impact while maintaining consistency across 15+ campaigns. This role requires someone who believes experience is brand — that every interaction at every touchpoint shapes perception. You'll champion strategic rigor in a high-performance organization, using research, data, frameworks, and cultural insights to drive alignment and forward momentum across the business.

Reporting to the VP, Brand & Creative, you'll work closely with your B2B Brand Strategy peer, our Creative Directors, and a 10+ person creative team. You'll lead our external agency relationship with GSD&M on our celebrity campaign featuring Reba McEntire and present regularly to C-Suite including the Chief Consumer & Marketing Officer, CEO, and VP of Corporate Strategy.

What You'll Do:

Own and Evolve Consumer Brand Strategy

• Steward and advance brand positioning, messaging frameworks, and audience segmentation that serve as decision-making criteria across marketing, product, and creative teams
• Translate business objectives into brand strategy that grows share, preference, and trust—with measurable impact on audience engagement, brand health, and commercial goals.
• Relentlessly hunt for competitive whitespace and challenger angles

Lead Strategic Integration Across Functions

• Partner with research teams to translate audience insights into actionable brand strategy and managing a testing strategy that keeps a finger on the pulse of sentiment in an actively changing category
• Develop clear, focused creative briefs with the Consumer Brand Director that leverage relevant insights and messaging to drive impactful campaigns.
• Collaborate with Creative Directors to ensure brand strategy inspires breakthrough work that drives business results
• Work with product marketing and design teams to create unified ecosystems across brand and product experiences

Champion Strategy Through Complex Organization

• Build coalitions across marketing, product, sales, and executive stakeholders to create alignment around strategic direction
• Navigate enterprise complexity with diplomatic skill, knowing when to build consensus and when to drive decisions
• Use research, data, and strategic frameworks to drive consistency in a dynamic environment

Drive Campaign Excellence and Agency Leadership

• Lead relationship with GSD&M on primary celebrity campaign—briefing, concepting, and launching integrated campaigns
• Own strategic development for 15+ campaigns annually, ensuring they ladder to overarching brand strategy
• Balance creative consistency with business flexibility, finding harmony across competing objectives

Measure Impact and Drive Optimization

• Own brand health metrics with focus on consumer trust and expertise perception
• Define success frameworks across campaign performance, audience engagement, and brand equity
• Connect brand strategy directly to business outcomes including audience quality, engagement, and conversion

How We Work:

We balance creativity and innovation on a foundation of in-person collaboration. For most roles, our employees work three or more days in our offices, where they have the opportunity to collaborate in-person, adding richness to our culture and knitting us closer together.

What You'll Bring:

Strategic Foundation

• Bachelor's Degree or equivalent experience with 15+ years of brand strategy expertise, with a mix of agency and in-house experience across consumer-facing businesses
• Proven track record developing brand positioning, messaging architecture, and audience segmentation frameworks that drive measurable business outcomes
• Experience leading brand through growth, transformation, or repositioning in competitive, fast-moving categories

Cross-Functional Leadership

• Demonstrated ability to influence without authority and drive alignment across complex organizations, including C-level stakeholders
• Experience managing strategic agency relationships and overseeing campaign development from brief through launch
• Track record of building collaborative, cross-functional teams that solve complex challenges

Campaign and Creative Excellence

• Portfolio demonstrating strategy that inspired award-winning creative work and drove business results
• Experience developing integrated campaigns across multiple channels and touchpoints
• Understanding of how to balance long-term brand building with near-term performance marketing needs

The Right Mindset

• Champion for strategy who uses research and frameworks as tools for alignment
• Fighter who picks battles wisely—knows when to hold the line and when to find compromise
• Comfortable finding a path through ambiguity, external factors, and organizational change
• Gravitas to hold strategic ground with executives while maintaining diplomatic relationships

What Success Looks Like:

Strategic Impact

• Brand strategy frameworks actively guide decision-making across teams and campaigns
• Consumer segmentation and insights inform campaign development, creative work, and product innovation
• C-level and cross-functional stakeholders are aligned on brand direction and strategic priorities
• Measurable improvement in brand health metrics, particularly consumer trust and expertise perception

Execution and Momentum

• Creative teams are inspired and empowered by strategic frameworks that drive breakthrough work
• 15+ campaigns launch annually with strategic consistency and creative excellence
• GSD&M partnership produces high-impact work that advances brand and business objectives
• Strategy serves as clear criteria for decision-making across marketing, product, and creative
• Research and data effectively support strategic recommendations and drive stakeholder alignment

Why This Role Matters:

You'll shape how millions of Americans experience one of life's most important decisions. You'll work with a team that's built a strong strategic foundation and is ready to scale its impact. You'll champion brand strategy in a high-performance organization that's making real investment in brand building for the first time. You'll see your work come to life across major campaigns, product experiences, and consumer touchpoints—with the data and resources to prove its impact.

How We Reward You:

Realtor.com® is committed to investing in the health and wellbeing of our employees and their families. Our benefits programs include, but are not limited to:

• Inclusive and Competitive medical, Rx, dental, and vision coverage
• Family forming benefits
• 13 Paid Holidays
• Flexible Time Off
• 8 hours of paid Volunteer Time off
• Immediate eligibility into Company 401(k) plan with 3.5% company match
• Tuition Reimbursement program for degreed and non-degreed programs
• 1:1 personalized Financial Planning Sessions
• Student Debt Retirement Savings Match program
• Free snacks and refreshments in each office location