SVP Brand

Overview

The Senior Vice President, Brand is responsible for setting the global direction and defining and operationalizing the enterprise brand strategy for Cotiviti, ensuring the brand functions as a measurable driver of growth, market differentiation, enterprise alignment and enterprise value. This role sets the creative vision and standard for the company, ensuring all brand expression is distinct, ownable, and reflects a cohesive, premium market presence.

 

This leader will build and scale a cohesive brand and creative system that distills complex healthcare analytics and payment integrity solutions into clear, differentiated, and trusted market narratives. The role sits at the intersection of brand strategy, go-to-market execution, and executive alignment—partnering closely with Product, Sales, Growth Marketing, and the C-suite to drive clarity, consistency, and commercial impact across all touchpoints.

 

This position requires a strategic operator who can move fluidly between high-level brand positioning and hands-on execution — establishing frameworks and creative systems that scale across a complex, matrixed organization.

 

This role will lead a full-scale enterprise rebrand and category definition effort, repositioning Cotiviti from a services-based organization to a market-defining platform and infrastructure company. This includes owning the articulation and activation of the company’s core narrative in the market, ensuring it is consistently translated across customer, partner, and investor touchpoints.

Responsibilities

Enterprise Brand Strategy and Positioning

• Define and evolve the company’s brand strategy, architecture, and narrative to support business growth and market differentiation
• Translate complex product and data-driven solutions into clear, compelling, and ownable positioning
• Ensure alignment between brand strategy and revenue objectives across business units
• Own the development and governance of the company’s core narrative, ensuring Cotiviti defines and leads its category in the market
• Establish clear, ownable messaging that shapes how customers, partners, and investors understand the company’s value
• Drive enterprise-wide alignment of brand, product, and commercial messaging across all markets and business units

Creative Services, Content and Brand Systems Leadership

• Build and lead a centralized creative services function responsible for delivering high-impact, on-brand work across all business units
• Define and uphold a high bar for creative quality, ensuring all output reflects strong point of view, craft, and differentiation in the market
• Establish intake, prioritization, and production models that enable scale, speed, and quality across a matrixed organization
• Oversee development of all core brand expressions, including campaigns, digital, sales materials, executive content, and thought leadership
• Ensure creative output reflects a premium, differentiated, and cohesive brand standard across all touchpoints

Digital Experience and Web Strategy

• Own the company’s digital presence, including corporate website, as a primary expression of brand, narrative, and conversion
• Lead end-to-end website strategy, including structure, messaging, UX, and content governance
• Partner with Product and Growth to align digital experience with user journeys and overall business objectives

 

Go-to-Market and Revenue Alignment

• Ensure brand and narrative directly support enterprise sales, deal strategy, and expansion within key accounts
• Partner with executive leadership to shape and align the company’s external narrative with capital markets positioning, including IPO readiness and investor storytelling
• Ensure brand strategy contributes to measurable enterprise outcomes, including pipeline influence and market positioning

Executive and Cross-Functional Leadership

• Act as a strategic advisor to executive leadership on brand, positioning, and market perception
• Drive alignment across Marketing, Product, and Commercial teams in a matrixed environment
• Establish governance models that ensure clarity, consistency, and accountability
• Serve as a senior enterprise leader partnering with the C-suite to drive external positioning and growth strategy

Brand Performance and Optimization

• Define KPIs that connect brand investment to business outcomes
• Implement feedback loops across sales, customer, and market insights
• Continuously refine brand strategy based on data, competitive landscape, and evolving business priorities