VP Digital & Brand Management - 90375686 - Washington

Date: Apr 25, 2024

Location: Washington, DC, US, 20001

Company: Amtrak

Your success is a train ride away!

As we move America’s workforce toward the future, Amtrak connects businesses and communities across the country. We employ more than 20,000 diverse, energetic professionals in a variety of career fields throughout the United States. The safety of our passengers, our employees, the public and our operating environment is our priority, and the success of our railroad is due to our employees.


Are you ready to join our team?

Our values of ‘Do the Right Thing, Excel Together and Put Customers First’ are at the heart of what matters most to us, and our Core Capabilities, ‘Building Trust, Accountability, Effective Communication, Customer Focus, and Proactive Safety & Security’ are what every employee needs to know and do to be most impactful at Amtrak. By living the Amtrak values, focusing on our capabilities, and actively embracing and fostering diverse ideas, backgrounds, and perspectives, together we will honor our past and make Amtrak a company of the future.



The AVP Digital & Brand Management at Amtrak will serve as the shepherd of the Amtrak brand, shaping and managing the identity, perception, and success of the brand. This seasoned strategic leader will be responsible for bringing Amtrak’s brand promise to life across terrestrial, digital, and social media channels, while in parallel engaging regularly with cross-functional partners to ensure clarity, consistency, and effectiveness of brand communications in stations and onboard our trains. This position will play a pivotal role in driving Amtrak's brand presence and digital innovation. Reporting to the Executive Vice President and Chief Commercial Officer and as a member of the Commercial Leadership Team, you will lead a dynamic organization, spanning brand marketing & advertising, digital (Amtrak.com and Amtrak app), social media, and distribution, ensuring strategic alignment and delivering measurable outcomes through key performance indicators (KPIs).


  1. Establish Brand Identity and Positioning:
    • Define and manage Amtrak’s brand identity, ensuring consistency in positioning and messaging across channels, both digital and offline.
    • Develop brand positioning strategies, in collaboration with cross-functional partners, to acquire and retain customers, driving brand awareness, engagement, and loyalty.
  2. Define and Execute Digital Experience:
    • Define and own the customer experience Amtrak.com and the Amtrak app, establishing a clear vision for a 2-3 year digital transformation and executing on the strategy.
    • Be the digital expert at Amtrak, staying abreast of digital marketing trends and technologies, leveraging them to enhance overall marketing effectiveness.
  3. Optimize Deployment of Advertising Funds:
    • Clearly define goals, allocate funding, and ensure optimal channel diversification associated with marketing initiatives
    • Partner with analytics counterparts and agency partners to methodically track and analyze campaign results, determining effectiveness via the monitoring of KPIs including impressions, clicks, conversions, and CPA
    • Regularly conduct A/B tests to compare effectiveness of distinct approaches, leveraging results to optimize future decisions
  4. Develop and Deploy Social Media Strategy:
    • Develop and execute Amtrak’s social media strategy to enhance brand visibility, maximize audience engagement, and drive business objectives.
    • Oversee the creation of engaging and relevant content for various social media platforms, managing both internal and external (agency) resources.
    • Stay updated on the latest features and trends of major social media platforms and manage relationships with platform providers.
    • Plan and execute social media campaigns, promotions, and contests.
  5. Oversee Third Party Distribution Channels:
    • Own and manage Amtrak’s relationship with third party distributors, an important set of partners via which Amtrak sells a portion of its seating capacity.
  6. Cross-Functional Collaboration:
    • Partner cross-functionally to ideate future strategies, ensuring alignment with current business goals and deploying programs with excellence.
  7. Leadership and Team Development:
    • Coach, mentor, and develop a high-performing collaborative organization, spanning brand marketing, digital (Amtrak.com and Amtrak app), social media, and distribution.
  8. Budgeting and Strategy:
    • Oversee the team budget, connecting marketing actions to brand-leading outcomes and KPIs.
    • Articulate and set the brand direction, fostering a culture of creativity and strategic thinking


  • Bachelor’s Degree required OR equivalent combination of training, education and relevant experience may be considered in lieu of a degree



  • MBA degree preferred
  • 15+ years of documented success in the marketing industry, with a focus on digital and brand management.
  • Preferred 10 years of formal leadership experience leading professional marketing teams.
  • Proven ability to develop and execute strategic marketing plans that enhance brand equity.

  • Entrepreneurial mindset, strategic visionary skills, and experience in building and leading teams powered by technology.


The salary/hourly range is $228,900-$296,600.  Pay is based on several factors including but not limited to education, work experience, certifications, internal equity, etc. In addition to your salary, Amtrak offers a comprehensive benefit package that includes health, dental, and vision plans; health savings accounts; wellness programs; flexible spending accounts; 401K retirement plan with employer match; life insurance; short and long term disability insurance; paid time off; back-up care; adoption assistance; surrogacy assistance; reimbursement of education expenses; Public Service Loan Forgiveness eligibility; Railroad Retirement sickness and retirement benefits; and rail pass privileges. Learn more about our benefits offerings here.​

Requisition ID:161362
Posting Location(s):District of Columbia; New York; Pennsylvania
Job Family/Function:Marketing 
Relocation Offered:Yes 
Travel Requirements:Up to 25% 

You power our progress through your performance.

We want your work at Amtrak to be more than a job. We want your career at Amtrak to be a fulfilling experience where you find challenging work, rewarding opportunities, respect among colleagues, and attractive compensation. Amtrak maintains a culture that values high performance and recognizes individual employee contributions. 

Amtrak is committed to a safe workplace free of drugs and alcohol. All Amtrak positions requires a pre-employment background check that includes prior employment verification, a criminal history check and a pre-employment drug screen. 


Candidates who test positive for marijuana will be disqualified, regardless of any state or local statute, ordinance, regulation, or other law that legalizes or decriminalizes the use or possession of marijuana, whether for medical, recreational, or other use. Amtrak's pre-employment drug testing program is administered in accordance with DOT regulations and applicable law.  

In accordance with DOT regulations (49 CFR § 40.25), Amtrak is required to obtain prior drug and alcohol testing records for applicants/employees intending to perform safety-sensitive duties for covered Department of Transportation positions. If an applicant/employee refuses to provide written consent for Amtrak to obtain these records, the individual will not be permitted to perform safety-sensitive functions.


In accordance with federal law governing security checks of covered individuals for providers of public transportation (Title 6 U.S.C. §1143), Amtrak is required to screen applicants for any permanent or interim disqualifying criminal offenses. 

Note that any education requirement listed above may be deemed satisfied if you have an equivalent combination of education, training and experience.

Amtrak is an EOE/Affirmative Action Minority/Female employer, and we welcome all to apply. We consider candidates regardless of race/color, religion, sex (including pregnancy, childbirth and related conditions), national origin/ethnicity, age, disability (intellectual, mental and physical), veteran status, marital status, ancestry, sexual orientation, gender identity and gender expression, genetic information, citizenship or any other personal characteristics protected by law.