Director, Brand Strategy

Location: Santa Clara, CA
Total Compensation: $180,000-$300,000

Role Overview

The Director, Brand Strategy will lead the evolution and stewardship of the company’s strategic brand narrative. This role sits at the intersection of executive positioning, market perception, and long-term brand architecture.

This is a high-impact, hands-on strategic role responsible for elevating narrative clarity, strengthening executive messaging, shaping external brand perception, and ensuring governance across all brand touchpoints.

This role reports to the VP of Marketing and works closely with Product, and GTM leadership.

What This Role Owns

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
• Maintain quality standards across internal and agency-produced assets
• Manage external creative partners where applicable
• Ensure timelines, budgets, and output quality meet enterprise standards
  
  

Ideal Profile

• 8+ years in brand strategy, narrative architecture, or executive communications
• Experience in B2B SaaS or enterprise tech positioning
• Strong executive presence and creative writing capability
• Ability to operate both conceptually and hands-on
• Comfortable partnering closely with executive-level stakeholders
• Structured thinker with strong governance discipline
  
  

Why This Role Matters Now

As the company scales, brand maturity must evolve from execution excellence to narrative precision and executive influence. This role ensures the company’s strategic voice remains differentiated, cohesive, and market-leading. This isn't a logo-and-colors role. This is strategic brand leadership at the intersection of positioning, messaging, competitive intelligence, and go-to-market execution.

Our Values

• Human × AI Thinking – We believe the future is human AND AI working together, not one replacing the other
• Mission Driven – We exist to help credit unions and community banks serve their members better; everything leads to our mission of Financial Access for All: Anytime Anywhere
• Move Fast, Build Trust – Speed matters, but not at the expense of security, compliance, or doing right by our clients and their customers
• Curiosity Over Assumptions – We listen more than we talk; we test more than we guess
• Better Together – We win as a team; we leave egos at the door; we elevate each other
• Craft Matters – We take pride in quality work—whether it's code, design, writing, or customer interactions