Director of Brand Experience & Storytelling

Sia is a next-generation, global management consulting group. Founded in 1999, we were born digital. Today our strategy and management capabilities are augmented by data science, enhanced by creativity and driven by responsibility. We’re optimists for change and we help clients initiate, navigate and benefit from transformation. We believe optimism is a force multiplier, helping clients to mitigate downside and maximize opportunity. With expertise across a broad range of sectors and services, our 3,000 consultants serve clients worldwide from 48 locations in 19 countries. Our expertise delivers results. Our optimism transforms outcomes.

About Sia Experience-Creative

Sia Experience is the full-service creative agency within Sia. In the SiaX-Creative business line, we combine creative, CX, marketing, and deep AI expertise with industry leading knowledge to deliver impactful, growth-focused solutions for our clients. By bringing together agencies known for creating standout work for leading brands, Sia is building SiaX into a premier player in the creative and digital agency space—pairing the speed, creativity, and independence of top boutique shops with the reach and resources of a global network.

At SiaX we’re nimble, deeply collaborative, and known for delivering high-impact work with lean teams. As strategic partners to our clients, we focus on building brands and delivering growth for clients that are aiming to break through creative barriers and accelerate digital transformation.

This role is for a strategic leader who thinks deeply about human behavior, audience mindsets, motivations, emotional drivers, and the moments that influence decision-making; and knows how to translate those insights into cohesive brand, communications, and experience strategies and narrative platforms that are informed by both qualitative insight and performance data. 

You will define the strategic foundation that unifies how a brand shows up across creative, communications, content, and experience touchpoints. You will also shape the core brand story and experience principles that guide how that story is expressed across channels and moments. The goal is to ensure the ecosystem reflects what customers actually need, care about, and respond to while clearly defining what success looks like and enabling teams to measure, learn, and optimize over time. 

You’ll partner closely with Creative, Growth, Analytics, and Client Leadership. Working in active collaboration with analytics teams to define KPIs, interpret performance signals, and translate insight into strategic refinement guiding multidisciplinary teams with clarity, insight, and a compelling point of view to architect experiences and storytelling journeys that feel relevant, resonant, and purposeful. 

Your Impact 

• Shape audience-led strategies that clarify how brands build meaningful, lasting relationships with people and how those relationships translate into measurable outcomes. 

• Establish a unified experience and narrative architecture that aligns brand storytelling, communications, customer journeys, and success metrics. 

• Elevate creative output by grounding ideas in deep human insight and clearly articulated objectives that enable performance evaluation and learning. 

• Help clients reframe challenges, identify growth opportunities, and connect strategy to outcomes across brand, engagement, and conversion through clearer narrative direction and experience design choices. 

• Contribute to the evolution of SiaX’s strategic POV by strengthening how insight, experience design, brand narrative systems, and measurement work together in an integrated offering. 

What Success Looks Like 

When you’re thriving in this role, the impact is felt across the work, the team, the client relationship, and the business: 

Audience Insight & Behavioral Understanding 

• The team rallies around a clear, shared understanding of who the audience is, what they care about, and why they behave the way they do, supported by research and behavioral data. 

• Strategy consistently starts from human truth and is reinforced by performance signals, resulting in work that feels intuitive, relevant, and grounded and expressed through consistent brand storytelling frameworks. 

• Client conversations evolve from surface-level tactics to deeper discussions about motivation, mindset, moments that matter, story resonance, message clarity, and how effectiveness is measured. 

Experience & Narrative Architecture 

• The brand shows up as a cohesive, intentional ecosystem, not disconnected campaigns or channels with clarity on how success is defined across the customer journey. 

• Stories evolve naturally across touchpoints, with each interaction reinforcing a clear emotional and functional value exchange that can be evaluated over time and mapped to a defined narrative spine. 

• Teams can clearly articulate how individual ideas ladder to a broader narrative and experience vision and how impact is assessed and optimized. 

Strategic Leadership & Creative Enablement 

• Creative teams feel inspired, focused, and well-armed—briefs unlock better thinking while clearly defining objectives, success criteria, and learning agendas and the role each execution plays in the broader brand story. 

• Creative work reflects strong audience insight, strategic intent, and a clear understanding of what outcomes the work is meant to influence and what story it is meant to advance. 

• Strategy is seen as a catalyst for great creative and smarter decision-making, elevating both ambition and effectiveness while protecting narrative and experience consistency. 

Cross-Disciplinary Orchestration 

• Strategy acts as connective tissue across Creative, Growth, Analytics, and Client teams, aligning vision, execution, and performance measurement. 

• Planning feels intentional and customer-led, with shared priorities and a common understanding of what success looks like and how brand experience and story expression stay coherent across channels. 

• Teams understand not just what they are doing and why, but how progress will be measured and learned from and how it contributes to the evolving brand narrative. 

Client Partnership & Business Impact 

• Clients view you as a trusted strategic partner who helps them see their business and customers more clearly and make more informed decisions. 

• Strategic thinking drives longer-term relationships, deeper scope, and more meaningful influence by connecting insight, experience, and results through differentiated brand storytelling and experience strategy. 

• Your work contributes to stronger client outcomes and reinforces SiaX’s reputation for insight-led, integrated strategy and experience-driven brand storytelling with measurable impact. 

• 7–12+ years of strategy experience within a full-service advertising agency or integrated creative consultancy, spanning integrated strategy, brand strategy, communications planning, experience strategy, brand narrative development, storytelling strategy, or a closely related audience-centric discipline. 

• Proven track record leading strategy for complex, multi-channel brand ecosystems where storytelling, behavior, communications, experience design, and collaboration with analytics teams must work together seamlessly. 

• Experience guiding multidisciplinary teams (creative, media/growth, analytics, CX, account leadership) through a unified strategic vision from insight to execution and consistent brand story expression. 

• History of shaping strategic foundations that scale across campaigns, platforms, and customer journeys not one-off initiatives or isolated campaign narratives. 

Skills 

• Exceptional insight development, paired with the ability to partner with analytics teams to define success metrics and interpret performance data. 

• Strong narrative thinker who distills complexity into clarity and builds frameworks teams can rally behind including brand story and experience frameworks. 

• Skilled at guiding creative and experience development through a customer psychology and journey-led lens while maintaining accountability to outcomes and narrative cohesion. 

• Confident presenting to senior clients and shaping how they think about their brand’s role in people’s lives and business performance through experience and story, not just messaging. 

Mindset 

• Human-centered, curious, empathetic, and pattern-oriented. 

• Highly collaborative and comfortable navigating multiple inputs, stakeholders, and data sources. 

• Balances strategic rigor with creative intuition and narrative sensibility. 

• Energized by ambiguity, vision-setting, and elevating the work of teams through insight and learning and through stronger brand and experience storytelling. 

Additional Information

Compensation & Benefits 

We believe in supporting our team professionally and personally. Here’s a snapshot of the comprehensive benefits you’ll enjoy as part of Sia. 

Competitive Compensation 

• Annual base salary starting at $180,000-$190,000 commensurate with experience and qualifications

• Annual performance based discretionary bonus 

Robust Health Coverage 

• 3 Medical plans  

• Dental and Vision  

• Life, AD&D and other voluntary insurance  

Tax-Advantaged Accounts 

• 401K retirement plan 

• 4% matching and 100% vested upon enrollment 

• Health Savings Account (HSA) 

• Flexible Spending Account (FSA)  

• Health, Dependent Care, Commuter 

Family Friendly Benefits  

• 100% paid parental leave for all new parents with eligible tenure 

• Building Healthy Families program if enrolled through Medical plan 

Time Off to Recharge 

• Generous Paid Time Off (PTO) policy 

• 9 company holidays plus 1 floating holiday  

Extras that Make Life Easier 

• College savings and student loan repayment assistance 

• Monthly cell phone stipend 

• Access to wellness programs at no cost if enrolled through Medical plan, including: 

  • Gym membership reimbursement 

  • LiveHealth Online virtual care 

  • Personalized support from a Well-being Coach  

• Employee Assistance Program at no cost 

  • Free confidential counseling and emotional support services  

  • On-demand access to Emotional Well-being resources (ranging from relaxation techniques to stress management)  

Diversity, Equity, Inclusion & Belonging 

At Sia, we believe in fostering a diverse, equitable and inclusive culture where our employees and partners are valued and thrive in a sense of belonging. We are committed to recruiting and developing a diverse network of employees and investing in their growth by providing unique opportunities for professional and cultural immersion. Our commitment toward inclusion motivates dynamic collaboration with our clients, building trust by creating an inclusive environment of curiosity and learning which affects lasting impact. Please visit our website for more information.  

Sia is an equal opportunity employer. All aspects of employment, including hiring, promotion, remuneration, or discipline, are based solely on performance, competence, conduct, or business needs. 

Office Workplace Guidelines  

Sia is committed to providing a flexible workplace environment that supports client, business, and market needs. Consultants located in our primary market office locations—New York City, Charlotte, Seattle, and San Francisco—are expected to live within a reasonable commuting distance and attend the office at least three days per week. For Consultants outside of our primary markets, we can offer more flexible in-person requirements in accordance with your location. 

Work Authorization & Sponsorship  

At this time, Sia does not intend to pursue employment with applicants who will require now or in the future visa by our company for work authorization in the United States (i.e., H1-B visa, F-1 visa (OPT), TN visa, or any other non-immigrant status).