Head of Brand

Position overview

The Head of Brand is an executive leader accountable for defining, governing, and evolving AvePoint’s brand to drive differentiation, trust, and preference as the company scales toward $1B ARR. You will own brand positioning, narrative, and visual identity; serve as the final decision-maker for all brand expressions; build and lead a high-performing brand organization; own the brand budget and agency ecosystem; and advise the executive leadership team (ELT) on brand strategy, tradeoffs, and long-term equity. This is a role for a leader who can transform brand from a support function into a measurable engine of commercial growth.

Core Functions

• Brand Strategy & Identity Leadership: Own and set AvePoint’s enterprise brand positioning, story, and visual identity system.

• Brand Governance & Decision Rights: Serve as the final decision-maker and guardian for all major brand expressions, campaigns, and guidelines.

• Brand Campaign Strategy & Activation: Translate strategy into high-ambition brand platforms, moments, and experiential activations.

• Brand Reputation & Advocacy Programs: Drive awareness, sentiment, preference, and customer advocacy programs (e.g., third-party review leadership).

• Brand Measurement & Business Impact: Own brand health tracking and the progressive KPI framework, connecting brand to commercial outcomes.
• Organization & Budget Leadership: Build, scale, and lead the brand organization and manage the brand budget and agency ecosystem.

Key Responsibilities

Brand Strategy & Identity

• Set, define, and continually refine AvePoint’s brand positioning, narrative framework (messaging pillars, tagline, value propositions), and visual identity so it resonates with enterprise and mid-market audiences.
• Act as chief brand architect, ensuring the brand conveys AvePoint’s unique value (unified data security, resilience, and AI governance) in an authentic, differentiated way.
• Own brand architecture across the master brand, product suites, sub-brands (e.g., Elements, Torsion), and campaign brands.

Governance & Decision Rights

• Serve as the final decision-maker and guardian for all brand expressions, with authority to approve, veto, or revise major brand assets and campaigns — from global campaign themes to product naming.
• Own and enforce brand guidelines, partnering with design and content leads to guide corrections, and set brand guardrails, decision rights, and approval workflows that balance speed with consistency.

Campaign & Activation

• Lead flagship, high-ambition brand platforms (e.g., the “mission control for data protection” platform) and experiential activations at key industry events that create category conversation.
• Identify and own signature “brand moments” annually — major research studies, cultural partnerships, and sponsorships — to amplify the company’s profile.

Content & Creative Oversight

• Guide the creation of brand-level content — thought leadership, annual reports, vision videos — ensuring a consistent voice that engages CXO audiences while aligning to business goals.
• Partner closely with content marketing leads and creative directors to produce standout, differentiated brand storytelling.

Organization, Budget & Agencies

• Build, scale, and lead a high-performing brand organization (managers, strategists, and operations), inspiring and developing the team.
• Own the brand budget and direct the agency/partner ecosystem (creative, digital, media, sponsorships), including agency reviews and scope negotiations.

Reputation, Advocacy & Measurement

• Monitor and influence brand health metrics (awareness, sentiment, preference) and drive customer advocacy initiatives, including leadership in third-party reviews.
• Own the progressive KPI framework — evolving from awareness and share of voice (SOV) to preference, consideration, and commercial impact — and be accountable for brand’s contribution to preference, pipeline, and revenue.
• Advise and align the ELT and CRO/CMO on brand direction, tradeoffs, and long-term equity, communicating ROI credibly to the board and executive leadership.

Qualifications & Experience

Required

• 12–15+ years of experience in brand and/or marketing leadership, preferably in B2B SaaS or enterprise technology.
• Proven experience building, scaling, and leading a brand function and inspiring high-performing teams.
• Track record of creating and executing successful integrated, multi-channel brand campaigns that moved awareness, preference, and business results.
• Executive-level narrative and influence: demonstrated ability to advise, challenge, and align executives around brand direction, tradeoffs, and long-term equity building.
• Strong commercial and financial acumen — connecting brand health to business outcomes and communicating ROI credibly to leadership and the board.
• Experience directing multiple agency relationships and managing significant budgets effectively.
• Deep expertise in brand strategy, category positioning, narrative frameworks, and brand governance in a competitive market.
• Bachelor’s degree in marketing, business, or a related field required.

Preferred

• MBA or advanced degree.
• Experience in data security, resilience, governance, or AI-adjacent categories.
• Prior experience taking a brand through a repositioning or rebrand at a high-growth or publicly traded company.

Key Skills & Capabilities

• Brand strategy and category leadership: define, evolve, and defend a differentiated brand and category narrative.
• Executive-level narrative and influence across the ELT and board.
• Cross-functional governance and decision-making — strong judgment in setting brand guardrails and approvals.
• Campaign and brand activation leadership — translating strategy into high-impact brand moments and platforms.
• Brand measurement and business acumen — connecting brand health to commercial outcomes.
• Organizational leadership — building, scaling, and developing teams and agency ecosystems.

Key Stakeholders

Executive Leadership Team (CEO, CRO/CMO)  •  Content & Editorial leadership  •  Communications & PR leadership  •  Growth & Demand Generation leadership  •  Product Marketing  •  Creative & Design  •  Agency & partner ecosystem

Why This Role Exists

• Creates single, accountable executive ownership of the brand.
• Drives differentiation in a crowded category.
• Establishes brand as a growth lever — not a support function.
• Enables scale without dilution through governance and decision rights.
• Builds a measurable path from brand → preference → pipeline → revenue.