Head of Brand

SBC Performance

Responsibilities

Your job is to define the strategy, the positioning, the messaging architecture, and the brand standards and then ensure every team delivers against them consistently.

Define FixiHouse's brand positioning for two distinct audiences: homeowners (B2C) and contractors (B2B)
Develop the brand narrative, messaging architecture, tone of voice, and visual identity from scratch
Build and maintain brand guidelines that all teams - product, marketing, sales, content
Establish FixiHouse's thought leadership positioning in the Home Improvement space

Partner with the product team to ensure brand positioning is reflected in the product experience - onboarding flows, in-app messaging, notifications, and UX copy
Define how the product communicates with each audience (homeowners vs. contractors) through a brand lens
Run experiments with product and marketing teams to test messaging and positioning across both sides of the marketplace
Ensure brand consistency across all product surfaces and customer touchpoints

Establish brand health baseline from zero: awareness, consideration, NPS, sentiment across both audience segments
Build brand KPIs, dashboards, and regular reporting cadence to the CEO and senior leadership
Develop ROI frameworks for brand investments - connecting brand perception to lead generation, contractor acquisition, and conversion outcomes
Define how we measure brand impact on both sides of the marketplace

Partner with performance marketing to ensure brand positioning enhances paid acquisition efficiency
Support sales team with brand positioning frameworks and partner-facing messaging for contractor acquisition
Work with content team to provide strategic direction - messaging briefs, audience frameworks, narrative guidelines

7-10+ years in brand marketing, with at least 3-5 years in a senior/head-level role
Direct experience in Home Improvement, Home Services, Proptech, or closely adjacent verticals
Experience developing and maintaining brand guidelines across a complex, multi-audience organization
Ability to translate brand strategy into product experience, marketing campaigns, and sales materials

Serve as the brand authority across the organization - ensuring product, marketing, sales, and content teams all speak with one consistent voice

Proven experience developing brand strategy for two-sided marketplaces, understanding both consumer (B2C) and professional/partner (B2B) audiences
Track record of building brand positioning, messaging architecture, and brand guidelines from scratch
Experience embedding brand into product experience - working closely with product and UX teams on in-product messaging, onboarding, and customer communications
Strong metrics fluency: ability to build brand health measurement frameworks, connect brand investments to business outcomes

Deep expertise in brand positioning, messaging architecture, and brand strategy frameworks
Strong understanding of how brand perception drives conversion and retention in a marketplace model

Educational support: reimbursement of certification, training, and knowledge-sharing atmosphere
Company events and multiple internal activities
Open feedback and transparent direct communication