Director, Brand Strategy

Location: Santa Clara, CA
Compensation: $160,000 (Base)

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

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