Principal Brand Strategist

Remitly•Seattle, WA

6d•Hybrid

About The Position

Remitly is seeking a Principal Brand Strategist to lead the evolution of its brand as it expands from a remittance company into a global financial ecosystem. This role is central to shaping how the brand comes to life across all products, markets, and customer segments. The strategist will be responsible for writing briefs for major campaigns, developing messaging and naming frameworks, evaluating agency work, and ensuring consistent brand application across all touchpoints. A key aspect of this role involves training AI systems on brand standards and best practices, contributing to the future of how the company works. This is a hands-on position requiring close collaboration with creative leads, growth teams, and regional partners to ensure strategic alignment and effective communication.

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 skills.
Experience working on global or multicultural brands with 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.
Ability to write with clarity and purpose, creating briefs that inspire and frameworks that teams can use.
Skill in connecting customer insight to strategic direction with a human-centered approach.
Ability to think across channels and understand how brand strategy translates into creative, performance, and product contexts.
Detail-oriented with the ability to see the big picture.
Collaborative and low-ego approach.
Proactive and communicative, flagging issues early and keeping projects moving.
Culturally curious and globally minded.
AI-first mindset, viewing AI as a creative and strategic partner.

Nice To Haves

Experience in fintech, financial services, or mission-driven consumer brands.

Responsibilities

Serve as a key strategic partner in Remitly's brand evolution, evaluating agency work, pressure-testing ideas, and ensuring the new brand is grounded in business reality and customer insight.
Translate brand evolution outputs into practical tools like messaging frameworks, naming systems, and voice and tone guidelines for the creative and marketing teams.
Partner with the Director, Brand Strategy & Identity to ensure consistent brand landing across all touchpoints, channels, and markets.
Support implementation planning for the brand evolution, identifying where the new brand needs to appear, what needs to change, and how to sequence rollout.
Develop Tier 1 strategic briefs for key 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.
Build and maintain messaging frameworks for brand-defining, campaign, and performance work streams.
Lead naming projects for new products and features, ensuring strategic grounding and coherence with brand architecture.
Develop segment-specific messaging for key customer corridors, ensuring cultural relevance and resonance.
Partner with Growth, Product, and Regional teams to ensure messaging consistency, accuracy, and appropriate adaptation for different audiences and markets.
Maintain and evolve Remitly's brand voice and tone guidelines, ensuring they are practical and usable.
Play a central role in training Remitly's AI systems on brand voice, strategic thinking, and brand standards.
Develop AI-ready frameworks and content to enable effective AI use without sacrificing brand accuracy or cultural nuance.
Stay current on AI tools and workflows relevant to brand strategy and copywriting, and introduce new capabilities to the team.
Help define guardrails and principles for AI-assisted content to meet brand and compliance standards.
Develop and maintain a deep understanding of Remitly's core customer segments.
Stay fluent in the global remittances and financial services landscape, including competitors and customer expectations.
Partner with Research and Analytics to integrate customer insight into briefs, frameworks, and brand recommendations.
Identify opportunities and whitespace in Remitly's brand presence relative to competitors and category conventions.
Work closely with Creative Leads to ensure briefs are well-received and creative work stays on strategy.
Partner with marketing teams to ensure brand messaging translates effectively into various marketing channels.
Collaborate with Regional and Comms teams to adapt frameworks for local markets while maintaining brand coherence.
Support the Director of Brand in preparing executive-ready strategy documents, narratives, and recommendations.