Head of Brand at AvePoint in New York, NY

Job description

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