Director, Brand & Content

Who You Are

Justworks is seeking an innovative and strategic Director, Brand & Content to lead the development and evolution of our brand strategy and experience. This leader will be responsible for developing and executing brand strategies that drive awareness, engagement, and loyalty with all audiences—small businesses, their partners (brokers, accountants, lawyers, recruiters, VCs), and the talent community. Working closely with our VP of Marketing, Justworks leadership, and the broader Marketing org, you will play a critical role in shaping the brand identity of Justworks, ensuring consistent content, messaging, and experiences across all channels and touchpoints.

Your Success ProfileWhat You Will Work OnBrand Strategy

• The overall goal of this work is to measure and improve our brand awareness and perception. Key performance indicators (KPIs) will include brand recall (aided/unaided awareness), sentiment analysis, share of voice, content engagement, and organic site traffic.
• Develop and implement an integrated, strategic roadmap to advance Justworks’ brand positioning, ensuring a strong and differentiated presence in the market. This includes defining the brand narrative, visual identity, and experience across all touchpoints,  broadening awareness of Justworks’ mission and driving affinity with key stakeholder audiences.
• Partner with the People team to develop and execute an Employer Brand strategy that aligns both internal culture initiatives and external recruitment marketing efforts.
• Partner with the Communications team to enhance earned media impact and ensure a differentiated brand narrative in the press and across organic social media and influencer.
• Engage with Corporate Strategy and Marketing Insights teams to derive qualitative and quantitative insights around motivations, behavior, attitudes, and latent needs among key audiences. This includes measuring brand reach (recall/awareness).
• Develop and own a brand roadmap that aligns with marketing initiatives, ensuring brand strategy is fully integrated into campaign, launches, and ongoing marketing efforts. Work closely with teams across marketing to embed brand experience into key initiatives.
• Serve as both an internal and external brand ambassador to employees, partners, customers, and media stakeholders.
• Stay deeply informed on evolving brand strategies in our competitive landscape, emerging media formats, and broader branding trends to identify opportunities for Justworks. This includes monitoring how competitors position themselves (partnering with our Market Insights team), tracking shifts in audience behavior, and staying ahead of innovations in content, design, and experiential marketing. Leverage these insights to proactively recommend and implement strategies to strengthen our brand presence and ensure we stay ahead of the curve in how we engage our key audiences.
• Lead and manage work with agencies and freelancers to best scale our efforts with the right talent as we develop and mature our brand. 
• Partner across the marketing team to create new tentpole and standalone brand moments to bolster Justworks’ awareness and perception in the market.

Brand Experience

• Establish Justworks as a top-of-mind brand in the SMB HR space by ensuring our brand experience is consistently represented in everything we put into market.
• Improve the effectiveness of paid, earned, and owned channels by optimizing creative storytelling, cross-channel cohesion, and data-driven audience engagement strategies.
• Activate the brand via innovative digital, experiential, and omnichannel go-to-market strategies in partnership with teams across Justworks. 
• Develop the brand partnerships strategy, ensuring alignment with sponsorships, media collaborations, and influencer partnerships to enhance brand reach and credibility.
• Own relationship with both in-house, freelance, and agency creative teams to develop brand guidelines that will ensure consistency in brand design and tone of voice across all touchpoints.

Content Strategy & Production

• Build and own a unified content strategy that aligns with Justworks’ overarching brand goals and go-to-market strategy, ensuring consistency in messaging, tone, and visual identity across all customer touchpoints.
• Develop and mentor a high-performing Content Marketing team by setting measurable performance goals, creating career growth opportunities, and fostering a culture of accountability and creative excellence.
• Oversee the end-to-end content production process, including blog posts, video, email content, long-form storytelling, and sales enablement collateral by leveraging in-house teams, agencies, and freelancers.
• Leverage data insights to inform content decisions, continuously optimizing for engagement and effectiveness.
• Spearhead the development of a content strategy that strategically integrates generative AI for content personalization, automation, and creative augmentation while maintaining brand authenticity.

Brand Event Strategy & Production

• Develop and scale a differentiated event strategy that clarifies Justworks-hosted brand activations vs. third-party sponsorships, ensuring alignment with brand and business objectives.
• Own the execution of flagship brand events, including experiential activations, sponsorships, and industry conferences.
• Collaborate with Field Marketing and Communications to ensure brand-led event experiences complement sales, customer success, media and thought leadership, and partnership initiatives, reinforcing Justworks’ market influence.
• Build playbooks and scalable frameworks to ensure consistency in event execution, production quality, and audience engagement.
• Measure the impact of events on brand awareness, iterating based on insights and feedback.

Community Strategy (Including Customer Board)

• Develop and nurture a thriving Justworks community that fosters loyalty, engagement, and peer-to-peer connection, ensuring alignment with Lifecycle's strategy to drive revenue via referrals and expansion.
• Lead the strategy for our Customer Board, ensuring it functions as a key driver for customer advocacy, thought leadership, and product feedback loops.
• Design initiatives that empower small business owners to connect, share insights, and engage in brand-led networking opportunities, fostering long-term advocacy and referrals.
• Partner with customer success and product teams to create programs that celebrate and elevate Justworks customers.
• Measure and optimize community engagement efforts, leveraging qualitative and quantitative data to drive continuous improvement.

How You Will Do Your Work

As Director, Brand & Content, how results are achieved is paramount for your success and ultimately result in our success as an organization. In this role, your foundational knowledge, skills, abilities, and personal attributes are anchored in the following competencies:

• Customer focus - builds strong customer relationships and delivers customer-centric solutions.
• Teamwork and communication - putting our collective best together through documentation, collaboration, relationship-building, listening, empathy, recruiting, and evangelism.
• Nimble learning - actively learning through experimentation when tackling new problems, using both successes and failures as learning fodder.
• Results-driven - consistently achieves results, even under difficult circumstances.
• Strategic mindset - anticipates future trends and implications accurately; articulates credible pictures and visions of possibilities that will create sustainable value.

In addition, all Justworkers focus on aligning their behaviors to our core values known as COGIS. It stands for:

• Camaraderie - Day to day, you can be seen working together toward a higher purpose. You like to have fun. You’re an active listener, treat people respectfully, and strongly desire to know and help others.
• Openness - Your default is to be open. You're willing to share information, understand other perspectives, and consider new possibilities. You’re curious, ask open questions, and are receptive to thoughts and feedback from others.
• Grit - You demonstrate grit by having the courage to commit and persevere. You’re committed, earnest, and dive in to get the job done well with a positive attitude.
• Integrity - Simply put, do what you say and say what you'll do. You’re honest and forthright, have a strong moral compass, and strive to match your words with your actions while leading by example. 
• Simplicity - Be like Einstein: “Everything should be made as simple as possible, but no simpler.” 

Qualifications

• Minimum of 10 years of experience in brand marketing, content strategy, or creative leadership, with at least 5 years leading cross-functional brand teams and scaling brand initiatives.
• Track-record of defining and expanding brands that resonate with an SMB audience
• Experience leading and building high-performing brand & content teams
• Proven track record of scaling business growth through brand marketing strategies.
• Strong leadership skills with the ability to develop and scale high-performing teams, drive cross-functional collaboration, and execute high-impact brand initiatives.
• Experience overseeing creative strategy, design direction, and brand execution, with a strong ability to guide internal and external teams in visual storytelling, campaign creative, and brand identity development.
• Excellent analytical skills with an ability to interpret quantitative and qualitative data to make actionable decisions.
• Outstanding communication and interpersonal skills, capable of fostering strong relationships both internally and externally.
• Experienced working in a fast-paced environment.

The base wage range for this position based in our New York City Office is targeted at $225,000.00 to $270,000.00 per year.

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