Director, Brand Strategy
Narrative & Positioning
Help evolve the company’s master brand narrative in the rapidly shifting AI and fintech landscape.
Steward long-term evolution of the Human × AI positioning.
Develop frameworks and templates that empower the broader marketing team to create on-brand content at scale.
Ensure consistency of brand message across product marketing, demand gen, events, and PR.
Conduct ongoing share of voice analysis—tracking how competitors position, message, and evolve.
Build deep expertise in the credit union industry—understanding member needs, operational pain points, regulatory environment, and cultural values.
Monitor industry trends, emerging narratives, and cultural shifts that impact how we position.
Executive Messaging & Thought Leadership
Partner closely with executive team on:
Keynotes
All-hands messaging
External speaking engagements
Industry commentary
Public Relations & External Influence
Own PR strategy and agency management
Define story angles, press priorities, and announcement sequencing
Measure share of voice and narrative penetration
Brand Governance
Establish and maintain brand guardrails
Define messaging frameworks used by PMM, Demand, and Field teams
Educate and enable internal teams (Sales, Customer Success, Product) to be effective brand ambassadors
Own brand’s visual identity in partnership with Principal Designer
Protect conceptual and visual integrity of strategic brand pillars
Measurement & Brand Performance Accountability
Define and track brand health metrics (share of voice, customer surveys, brand visibility across earned and owned channels)
Partner with RevOps and Demand Gen to connect brand initiatives to pipeline influence and revenue contribution
Track executive share of voice, sentiment, and engagement across key industry platforms
Conduct competitive narrative audits to assess differentiation over time
Creative Direction & Asset Production Ownership
Own creative direction for major brand moments (product launches, events, rebrands, campaign themes) across video, graphic and experiential elements
Partner closely with the Principal Designer to ensure visual identity aligns with narrative evolution
Oversee end-to-end creative production workflows—from brief to final delivery
Manage external creative partners where applicable
Ensure timelines, budgets, and output quality meet enterprise standards