VP of Brand and Creative Strategy

BARBRI is the most trusted name in legal education — and we’re growing. With a product portfolio that spans the full legal learning lifecycle, from LSAT prep and law school study aids; casebooks to bar exam preparation, SQE prep, and continuing legal education, we serve aspiring and practicing legal professionals at every stage of their careers.

We’re now seeking a Vice President of Brand and Creative Strategy to own and champion the BARBRI brand at the highest level — and drive us to our next chapter of growth. This is not a caretaker role. This is a market-making opportunity for a brand leader who wants to define how the world’s legal community learns, grows, and advances.

You will be the architect of a brand strategy that fuels awareness, conversion, and market share across two powerful business dimensions:

• B2C: Pre-law students, LSAT candidates, law students, bar exam takers, SQE candidates, paralegals, and legal and tax professionals pursuing CLE and CPE

• B2B: Law firms, law schools, and legal organizations seeking training and development solutions for their teams

Reporting directly to BARBRI’s Chief Marketing Officer and sitting on the executive Marketing Leadership Team, you will own BARBRI’s brand voice, its creative engine, and be a key driver of competitive differentiation globally.

BARBRI operates at a rare intersection: a deeply trusted legacy brand with a significant runway for growth. The legal education landscape is evolving rapidly, and the leader who steps into this role will have the platform and authority to reshape how BARBRI shows up in the market — sharpening our positioning, expanding our reach, and ensuring that every touch point, from a first digital impression to a long-term B2B partnership and LTV, reflects a brand that is indisputably the leader in its field.

Brand Ownership & Growth Strategy

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  Own the BARBRI brand: its vision, voice, aesthetic, values, and mission — internally and externally across all markets and segments.

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  Develop and execute brand strategies that drive measurable growth in awareness, conversion, and market share across B2C and B2B audiences.

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  Spearhead compelling brand awareness campaigns across digital (social, web, CTV, display ads, email) and print/traditional channels and ov ersee any brand agency partnerships.

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  Lead competitive brand positioning across BARBRI’s full portfolio: LSAT prep, law school study aids and casebooks, bar prep, SQE prep, and CLE.

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  Evolve and steward BARBRI’s Brand Guidelines, ensuring consistency and relevance across all channels, geographies, and segments.

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  Oversee public relations and communications strategy to protect and amplify BARBRI’s reputation as the trusted leader in legal education in collaboration with executive leadership and PR partners.

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  Manage brand budget, partnering with the CMO on strategic investment decisions.

You will lead a talented, cross-functional creative group including:

• Copywriters

• Print and digital graphic designers

Experience & Background

• Bachelor's degree in Marketing, Communications, Brand Design, or related field; Master’s degree preferred

• 10–15+ years in brand strategy, creative direction, or marketing leadership in education, legal, professional services, or SaaS

• Demonstrated track record of growing brand awareness, market share, and conversion — not just maintaining brand consistency

• Experience leading brand strategy across both B2C and B2B audiences

• Familiar, willing and curious about emerging AI tools for ABC (Assessment, Business, and Content). Lead the next chapter of using new and AI-embedded tools (Adobe, Canva, etc) to significantly scale creative output.

• Experience in or strong familiarity with global markets; understanding of cultural nuances and international brand dynamics (SQE/UK market experience a plus)

Skills & Capabilities

• A brand builder’s instinct: you see market opportunity where others see consistency exercises

• Strong visual and editorial sensibility and art direction — you can direct great work and recognize it

• Exceptional communication and storytelling skills, with the ability to inspire teams and align executives

• Data fluency: you use analytics and consumer testing to make creative decisions, not just validate them

• Highly organized, with the ability to manage multiple priorities and pivot quickly in a fast-moving environment

Tools & Platforms

• Creative: Adobe Creative Suite, Canva

• Strategic Prototyping: Claude