Director of Brand Marketing

About Us
Propel is on a mission to build technology that strengthens the social safety net. We’re a passionate team of ~100 Propellers who envision a future where every American has the tools and resources they need to thrive.

The Role
Brand is an unrealized opportunity at Propel. Millions of Americans who receive government benefits like SNAP (also called food stamps) trust Propel and use the app regularly, but our growth to date has primarily come from word-of-mouth. Now we’re ready to harness the power of brand marketing to establish Propel as a ubiquitous, credible name among our users, people who receive SNAP benefits, and people who design policies to help them.

We’re looking for a strategic brand leader with strong creative instincts and business acumen to bring our recently revamped brand strategy to life. This role will turn brand into a force multiplier—driving awareness, deepening trust, and accelerating user growth across all channels.

Here's how you'll impact the company:

• Drive adoption and consistent execution of Propel’s brand strategy across the marketing org and broader company, ensuring our positioning and narrative shape how we show up across paid, organic, earned, and owned channels.
• Lead the development and execution of high-impact brand campaigns that connect to strategic business goals, partnering with creative vendors, internal stakeholders, and agency partners to bring ideas to life.
• Lead a proactive earned media strategy in collaboration with our PR agency, aligned with company priorities and designed to elevate Propel’s presence in the market.
• Develop and evolve Propel’s organic social strategy—owning content pillars, tone, and influencer partnerships that reflect our brand positioning and deepen engagement with our community.
• Partner with the growth and lifecycle marketing teams to ensure brand shows up effectively at every stage of the funnel—from awareness to conversion—with creative and messaging tailored to context and intent.
• Incubate new brand and community partnerships, including grassroots or niche opportunities (e.g. food banks, nonprofit orgs), that may be lower-scale but high-impact for reaching our users and building trust.
• Oversee creative vendors and freelancers, providing clear direction and holding partners accountable to quality and delivery expectations.
• Manage and mentor a visual designer, serving as a player-coach while shaping the future structure of the brand team.
• Serve as a cross-functional leader and trusted partner to our Product, Marketplace, and Government teams—bringing a thoughtful, business-aligned brand perspective into company-wide initiatives.

Requirements

• 8–12 years of experience in brand marketing, with proven success owning brand strategy, campaigns, PR, social, and partnerships at a consumer-facing company. 4–5 years of experience working with product-focused tech companies.
• Strong track record of translating brand strategy into business impact, with experience building Brand into a strategic asset.
• Demonstrated ability to lead high-performing campaigns from concept to execution, in collaboration with vendors, agencies, and internal stakeholders. Has launched multi-million dollar brand campaigns spanning both online and offline channels.
• Experience developing and evolving organic social, PR and influencer strategies.
• Deep understanding of how brand shows up across the full funnel, with experience partnering with performance and lifecycle marketing teams.
• Excellent communication and collaboration skills—able to lead through influence and drive alignment across teams.
• Experience managing external partners and creative vendors with structure, clarity, and accountability.
• Passionate about working at Propel!

Compensation

Propel builds compensation bands referencing the 75th percentile of compensation for companies like us. Expected compensation for the role as scoped is $210,000 - $240,000 and will be based on how a candidate matches to our internal leveling guide.

Location

This position is available for applicants from the following states: California, Colorado, District of Columbia, Florida, Georgia, Illinois, Maryland, Massachusetts, New Jersey, New York, Oregon, Pennsylvania, Texas, Virginia, and Washington.

More About Propel

Join us, and let's build something amazing together!

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