Summary of the Brand Marketing Lead job at Gigs

The Role

We're looking for someone to define the category we're building, and Gigs' place inside it.

Reporting to our Head of Marketing, you'll shape how Gigs shows up in the world: what we say, how we say it, and where our story lands. Today we call what we do embedded connectivity. As the business grows, that framing is already starting to strain. Finding the language that replaces it, and making it stick with customers, press, investors, and partners, is the heart of this role.

But naming a category is only half the job. The other half is positioning Gigs inside it, so that when the space does have a name, we're the company people associate with it. You'll do that through our founders' voices, the stages we choose to be on, and a story that flexes across every market we operate in, because it won't land the same way in New York as it does in Paris or Singapore.

It's a build-from-scratch role for someone who has done this before and wants to do it again, at speed.

What You Will Do

• Define the category. Take us beyond "embedded connectivity" to language that holds as the business expands. You'll own the positioning, the terminology, and the argument for why this category exists at all; then get customers, press, analysts, and partners using our words.
• Position Gigs within it. Creating a category you don't own is a gift to your competitors. You'll make sure the story we tell about the space and the story we tell about Gigs reinforce each other at every touchpoint.
• Elevate our founders' voices. Partner directly with our founders and execs to ghostwrite and co-create thought leadership: essays, keynotes, podcasts, social, interviews; so their public voice carries the category argument rather than running parallel to it. You'll bring a point of view and the judgment to push back, respectfully.
• Decide where we show up. Own the external calendar across conferences, stages, podcasts, newsletters, and press. Which rooms matter, which don't, and who from Gigs belongs in each one.
• Adapt the story by market. We're growing across the US, Europe, and Asia, and the same narrative won't work everywhere. You'll figure out what travels, what needs reframing, and where we need a different approach entirely.
• Hold the bar with Design. Partner closely with Design so the look and feel of the brand stays sharp and consistent across every format: site, deck, stage, social, event.
• Work across the company. Growth marketing, Product, Partner Marketing, and our partners themselves all carry pieces of our story. You'll keep them coherent, and use partner surfaces as a distribution channel for the category narrative.
• Direct the wider mix. Set the brief for and evaluate performance, events, AI-driven, and internal-communications work, going deep where it matters most and directing specialists and agencies everywhere else.
• Put AI to work. Use AI tools day-to-day to sharpen speed, creativity, and decision-making, and help shape how Gigs is represented, discovered, and recommended across LLMs and emerging AI-driven channels.

What We Are Looking For

• You've created a category before. You've made a company legible before its category had a name; think explaining Uber in 2013 or Airbnb in 2011. You know the difference between a clever tagline and a frame that competitors, press, and customers actually adopt.
• You've positioned a company inside a category, not just built one. You understand that defining the space and winning it are two separate jobs, and you've done both.
• You've worked directly with founders. You've ghostwritten or built the public voice of a founder or executive, you're at home in the room with leadership, and you can hold your own when you disagree.
• You're a writer by trade. An exceptional written and verbal communicator, most likely with a content strategy background. Your instinct for language is what sets you apart.
• You've built distribution that works. You've stood up content and distribution engines that measurably grew brand awareness, and you have opinions about which stages, shows, and channels are worth the effort.
• You've told a story across markets. You've adapted a brand narrative for different regions and know when to translate versus when to rebuild.
• You can direct the full mix. Content, social, events, comms, design — you can set the brief and evaluate the work across all of it, even where you're not the hands-on expert. Comfort with data is a plus, but this role is judged on voice and category instinct more than dashboards.
• You use AI in your daily work to improve speed, creativity, and decision-making.
• You've done this in a high-growth tech startup or agency environment.

Salary range: $180,000 - $240,000 annually + equity

(The final offer depends on your background, skills, and how you perform through the process. We're open to considering outlier candidates, which may result in an adjustment to the scope and compensation)