Head of Brand & Content

At Lapel, we believe the most hospitable companies win. We're building the data, infrastructure, and tools that help customer-facing teams understand every customer and act on that insight at scale throughout the entire customer lifecycle.

Most internet businesses want to treat customers well, but their tools work against them. We’re building the layer that makes every interaction feel personal again: unifying context, coordinating action, and closing the gap between intent and experience.

It’s a technically ambitious challenge spanning data infrastructure, AI, and systems design – with a deeply human outcome: helping software companies serve people better. We call it hospitality at scale.

We’re well-funded, backed by top-tier investors, and already working with exceptional companies, from fast-growing startups to large enterprises. We’ll share more details when we talk.

About This Role

Lapel is building a new category of software, and how the market understands it starts with how we talk about it. You'll own the voice, narrative, and external presence: the writing, the launches, the brand system applied across every customer surface. You'll work as a close creative partner to the founders on everything we put out, and with the team to shape strategy end-to-end.

What You'll Do

• Develop and maintain Lapel’s brand voice and positioning across every external surface

• Shape how the market understands and talks about a new category of software

• Write content that builds Lapel's public presence

• Translate complex product concepts into sharp, compelling external content

• Own the marketing engine across written, video, and launch formats

• Support frequent product launches with structured narratives and polished assets

• Brief and manage freelance writers, designers, and video editors

• Operate as a close creative partner to the founders

You'll Thrive in This Role If You

• Have 3+ years of experience owning brand, content or narrative at a tech company

• Are a genuinely compelling writer, not just a content producer

• Have strong strategic instincts and can connect product, market, and culture into a coherent story

• Understand how attention works online and know what founders & operators pay attention to

• Have a high bar for taste and can immediately tell what's sharp versus generic

• Have executed end-to-end across launches, content systems, and distribution

• Are comfortable writing and developing POVs on behalf of the team

• Thrive with high ownership and little infrastructure

The Process

We aim to hire with intention, respect your time, and offer feedback along the way.

1. Initial conversation (20 minutes) We’ll explore your motivations, share what we’re building, and answer your questions.

2. In-depth interview (60 minutes) We’ll go deeper into your craft and experience. No prep work necessary.

3. Take-home project (2–4 hours) You’ll complete a short, well-scoped exercise that mirrors the kind of work you’d do here.

4. On-site visit (1–2 days) Join us in the office to review your take-home, grab lunch, and work on something real.

Compensation and Benefits

We believe great people build great companies – and we invest accordingly.

• Competitive salary + meaningful early-stage equity

• Full benefits: medical, dental, vision, 401(k), and commuter benefits

• Generous time off: many company holidays and coordinated team-wide breaks throughout the year to focus and recharge

• Office perks: lunch and dinner provided daily, in-office snacks, and health & wellness benefits

• Team culture: regular off-sites, tight feedback loops, and a bias toward action

Why Lapel, Why Now

1. A trillion-dollar problem hiding in plain sight. Companies spend over $1T a year on customer-facing teams and $150B on the tools meant to support them, yet every team still pieces context together across a dozen disconnected systems. We're rebuilding this from the foundation, and AI makes now the only moment it's possible.

2. The most interesting place to apply AI is where the work actually happens. Customer operations is one of the largest, most under-built surfaces in software. Every company runs on it, every team feels the pain, and the tools haven't been seriously reimagined in fifteen years. We think the next generation of category-defining B2B companies will be built here.

3. One platform, every customer-facing team. Sales, success, support, and ops all serve the same customer relationship, but each one buys a different tool to do it. Owning the foundation means the surface area grows with the company, from a single team to the entire revenue org to the whole business. That's the market, and the mission: better service at internet scale.

Lapel works in person in San Francisco, five days a week, at our office on Market Street. We hire people who'd be restless anywhere else.

Other notices

We are an equal opportunity employer, and we do not discriminate on the basis of race, religion, color, national origin, sex, sexual orientation, age, veteran status, disability, genetic information, or other applicable legally protected characteristics.

Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.

Lapel Applicant Privacy Notice