Principal Brand Strategist

Remitly•Seattle, WA

7d•$152,000 - $175,000•Hybrid

About The Position

At Remitly, we believe everyone deserves the freedom to access, move, and manage their money wherever life takes them. Since 2011, we've tirelessly delivered on our promise to customers sending money globally, providing secure, simple, and reliable ways to manage their money, ensuring true peace of mind. Whether it's supporting loved ones back home, growing a business across continents, or pursuing new opportunities abroad, we're not just here to move money— we're here to move our global customers forward. We're looking for builders, reimaginers, and global thinkers who want to work at the intersection of technology, trust, and transformation. If that's you and you're ready to do the most meaningful work of your career—we invite you to join over 2,800 passionate Remitlians worldwide who are united by our vision to transform lives with trusted financial services that transcend borders. About the Role: Remitly is at a brand inflection point. We are evolving from a single-product remittance company into a global financial ecosystem — expanding our products, our markets, and the customers we serve. Our brand must evolve with us, and this role sits at the center of that work. We are looking for a Principal Brand Strategist to be the hands-on strategic engine behind how that brand comes to life. This is a highly collaborative role at the intersection of strategy, storytelling, and execution. You will write the briefs that drive our most important campaigns, develop the messaging and naming frameworks that feed creative work across every channel, and play a central role in our brand evolution — evaluating work from agencies and partners, pressure-testing ideas against strategy, and ensuring the new brand lands consistently across every touchpoint. You will also help train our AI systems on what "good" looks like for Remitly — making this a role that is as much about building the future of how we work as it is about the work itself. This is not a role for someone who wants to stay at the strategy level and hand off. You will be close to the work — partnering with creative leads, growth teams, and regional partners to ensure every brief is sharp, every framework is actionable, and every message connects with the people we serve.

Requirements

5–10 years of experience in brand strategy, content strategy, or integrated marketing — agency or in-house
Strong messaging framework development and brief writing— this is core to the role
Experience working on global or multicultural brands, with genuine sensitivity to cultural nuance and localization
Familiarity with AI tools for brand and copy work (custom GPTs, NotebookLM, or similar) — or a strong appetite to develop this fluency quickly
Experience in fintech, financial services, or mission-driven consumer brands a plus
You write with clarity and purpose — briefs that inspire, frameworks that teams actually use
You connect customer insight to strategic direction without losing the human at the center of the story
You think across channels — understanding how brand strategy translates into creative, performance, and product contexts
You are detail-oriented without losing sight of the big picture
Collaborative and low-ego — you make the work better, not just the strategy deck
Proactive and communicative — you flag issues early, ask clarifying questions, and keep projects moving
Culturally curious and globally minded — you genuinely care about the communities Remitly serves
AI-first mindset — you see AI as a creative and strategic partner, not a threat

Responsibilities

Support Brand Evolution & Implementation: Serve as a key strategic partner in Remitly's brand evolution — evaluating agency work against strategy, pressure-testing ideas, and ensuring the new brand is grounded in both business reality and customer insight.
Help translate brand evolution outputs into practical, usable tools — messaging frameworks, naming systems, voice and tone guidelines — that the full creative and marketing team can act on immediately.
Partner with the Director, Brand Strategy & Identity to ensure brand evolution work lands consistently across every touchpoint, channel, and market.
Support implementation planning — identifying where the new brand needs to show up first, what needs to change, and how to sequence rollout for maximum clarity and impact.
Develop Briefs, Positioning, Messaging & Naming Frameworks: Develop Tier 1 strategic briefs for Remitly's most important brand and culturally relevant moments such as World Cup, product launches, brand campaigns, and seasonal initiatives.
Translate brand positioning and customer insight into clear, inspiring creative strategy that gives the creative team a direction strong foundation to build from.
Build and maintain messaging frameworks that feed all three work streams — brand-defining, campaign, and high-volume performance work.
Lead naming projects for new products and features, ensuring every name is strategically grounded, on-brand, and contributes to a simple, coherent brand architecture.
Develop segment-specific messaging for Remitly's key customer corridors, ensuring content is culturally relevant and resonant.
Partner with Growth, Product, and Regional teams to ensure messaging is consistent, accurate, and adapted appropriately for different audiences and markets.
Maintain and evolve Remitly's brand voice and tone guidelines, keeping them practical and usable for the full creative team.
Train & Elevate AI for Brand Work: Play a central role in training Remitly's AI systems — including custom GPTs and emerging agent workflows — on brand voice, strategic thinking, and what "good" looks like for our brand.
Develop AI-ready frameworks and content that enable the team to use AI effectively without sacrificing brand accuracy or cultural nuance.
Stay current on AI tools and workflows relevant to brand strategy and copywriting, bringing new capabilities to the team as they mature.
Help define the guardrails and principles that ensure AI-assisted content meets Remitly's brand and compliance standards.
Ground Strategy in Customer & Market Insight: Develop and maintain a deep understanding of Remitly's core customer segments — who they are, what they need, how they feel, and what earns their trust.
Stay fluent in the global remittances and financial services landscape, including competitors, adjacent categories, and evolving customer expectations.
Partner with Research and Analytics to bring customer insight into briefs, frameworks, and brand recommendations.
Identify tensions, opportunities, and whitespace in how Remitly shows up relative to competitors and category conventions.
Partner Across the Business: Work closely with Creative Leads to ensure briefs land well and creative work stays on strategy.
Partner with marketing teams to ensure brand messaging translates effectively into paid social, LCM, and owned channels.
Collaborate with Regional and Comms teams to adapt frameworks for local markets without losing brand coherence.
Support the Director of Brand in preparing executive-ready strategy documents, narratives, and recommendations.