Director, Brand Marketing

Key Responsibilities:

Category Narrative & Positioning:

• Own Onit’s category narrative and corporate positioning, including the through-line that defines what Onit is, what it replaces, and why its differentiation is defensible. 

• Set the master brand story that Product Marketing translates into product messaging and that Revenue Marketing carries into demand programs. 

• Lead the evolution of Onit’s positioning as the market and the AI category shift, keeping the story ahead of competitors. 

• Partner with the VP of Marketing and the executive team to align the brand narrative to company strategy and key market moments. 

• Monitor the competitive brand landscape and ensure Onit’s positioning responds to moves by key competitors including in enterprise legal management, CLM, and AI-native entrants. 

Brand Identity, Voice & Experience:

• Own Onit’s brand identity, voice, and visual system, and set the standard for how every team applies them. 

• Lead the website as a brand expression, owning the experience, design language, and how the story renders for first-time visitors, in partnership with web and design. 

• Direct the creative and design function to produce on-brand work at the pace of an AI company. 

• Own brand presence and experience at tier-one events and lead the OnPoint community as a brand channel, developing it as an always-on touchpoint for legal ops buyers and advocates. 

Reputation, PR and Organic Growth:

• Own earned media and PR, building Onit’s reputation and share of voice in the legal AI category. 

• Lead the executive and employee thought leadership program and scale the shift from episodic campaign spikes to an always-on, culture-led organic engine. 

• Own AI and LLM search visibility as a first-class brand channel, growing Onit’s citation share for the terms that matter to buyers. 

Establish the brand measurement framework, including awareness, share of voice, organic reach, sentiment, and earned media, reported to the VP of Marketing and leadership on a defined cadence with clear business impact framing. 

• Support investor-facing narrative and corporate communications as Onit executes its AI platform transition, in partnership with the VP of Marketing and executive leadership. 

• Partner with Product Marketing on analyst storytelling, supplying the corporate narrative that analyst relations carries to market. 

Team Leadership & Cross-Functional Partnership: 

• Consolidate and build the brand team, bringing dedicated headcount to a function that has operated across multiple contributors, including in-house PR and social, content, and design talent; manage the brand budget including agency and vendor relationships. 

• Hold the brand standard across every team that touches the brand without owning every task, partnering with Revenue Marketing and Product Marketing while keeping scope clean. 

• Operate like an AI company: fast, high-volume, experiment-driven, and comfortable leading through ambiguity. 

 

Required Skills:

• 8+ years of brand or corporate marketing experience in B2B technology, ideally enterprise SaaS, including time owning category positioning through a real market shift. 

• A track record of leading brand at the function level, with at least one example of building or rebuilding an identity or narrative you can walk through. 

• A portfolio that proves it: narratives you authored, identities you shaped, and reputation work with outcomes you can point to. 

• Demonstrated command of organic social, PR, and thought leadership as a growth system, not a list of tactics. 

• Fluency in how AI is reshaping both the product story and the discovery layer, including how brands earn visibility inside AI search and LLMs. 

• Experience building and leading a team, with a record of developing people and raising the bar on craft. 

• The judgment to hold a brand standard across teams without owning every task, and the diplomacy to partner with Product Marketing and Revenue Marketing without blurring lines. 

• Strong executive presence and communication, with a point of view you deliver directly. 

• A bias for speed and high-volume output, comfortable operating like an AI company. We hire on demonstrated craft and results, not credentials.