Director of Brand

Description


At Xe, we live currencies. We provide a comprehensive range of currency services and products, including our Currency Converter, Market Analysis, Currency Data API and quick, easy, secure Money Transfers for individuals and businesses. We leverage technology to deliver these services through our website, mobile app and by phone. Last year, we helped over 300 million people access information about the currencies that matter to them and over 225,000 people used us to send money overseas.

ABOUT THIS ROLE

We are looking for a Director of Brand to lead Xe's global brand. Xe is one of the most recognized and trusted names in currency, visited by millions of people every month. Your mandate is to evolve that recognition into something bigger: establishing Xe as the trusted way to move money across borders, for both consumers and businesses, everywhere we operate.

You will own global brand positioning, architecture, and guidelines, and partner with regional leads across North America, the UK, Europe, and ANZ to ensure our brand shows up consistently and lands locally in every market. You will lead all brand awareness and top-of-funnel initiatives, from integrated brand campaigns to PR, organic social, influencer marketing, partnerships, and out-of-home, and you will build the connective tissue between brand and performance marketing so the two compound rather than compete.

You will lead a team of two to start, a Content Strategist and a Brand Designer, with the opportunity to grow the function as our investment in brand scales. This is a hands-on leadership role: you will set the strategy, sell it internally, and roll up your sleeves to bring it to life.

OUR PRINCIPLES

• AMBITION - We dream big, try things out and always ask "why not?" and "what if?" We're ambitious in our thinking and our delivery
• RESPONSIBILITY - We get involved, bring our perspective, and are always open to new ideas. We take personal responsibility
• COMMUNITY - We value a sense of belonging, trusting each other and encouraging authenticity. We contribute to our community

RESPONSIBILITIES

• Own Xe's global brand strategy: positioning, architecture, personality, voice, and visual identity, grounded in customer insight and a clear point of view on how we win in cross-border payments
• Build and maintain the brand guidelines and messaging framework that every team, region, and agency works from, so Xe sounds and looks like one company everywhere
• Partner with regional marketing and commercial leads to align brand positioning and campaigns across markets, adapting execution to local audiences while protecting global consistency
• Plan and lead integrated brand awareness campaigns across channels such as social, video, digital, audio, and out-of-home, from brief and creative development through media planning, launch, and measurement
• Own PR and earned media strategy, including agency management, press moments tied to product launches and campaigns, executive visibility, and rapid response, building Xe's share of voice in the payments conversation
• Own organic social media strategy and presence across platforms: channel strategy, editorial calendar, community engagement, and platform-native content that builds audience and brand affinity, executed with your content and design team
• Build and run Xe's influencer and creator marketing program: sourcing and vetting partners, structuring authentic collaborations across consumer and business audiences, and measuring their contribution to awareness and acquisition
• Lead and develop your direct reports, a Content Strategist and a Brand Designer, setting the content and creative direction that powers brand, organic, and top-of-funnel programs
• Connect brand to performance: partner with growth, product marketing, and lifecycle teams so brand investment measurably feeds the funnel, and performance creative stays on brand
• Establish brand measurement: awareness and consideration tracking, share of voice, brand lift studies, and clear reporting that ties brand investment to business outcomes
• Manage the brand budget and external partners (creative, media, PR, research agencies) to deliver agency-quality output with in-house speed and accountability
• Act as the guardian and evangelist of the brand internally, giving teams across the company the tools and confidence to represent Xe well

REQUIREMENTS

• 8+ years of brand marketing experience with 3+ years leading brand strategy or brand teams, ideally in fintech, payments, consumer tech, or another category where trust is the product
• Proven experience repositioning or expanding an established brand into new territory, and the judgment to evolve a loved brand without breaking what makes it valuable
• A track record of leading integrated brand campaigns across paid, earned, and owned channels, including experience with broad-reach media such as video, audio, or out-of-home
• Experienced managing brand consistency across multiple regions or markets, and skilled at influencing regional teams you don't directly manage
• A strong people leader who can develop content and design talent, give sharp creative feedback, and get the best work out of small teams and external partners
• Fluent in both the art and the science: strong creative instincts paired with comfort in brand tracking, lift measurement, and making the business case for brand investment
• Experienced with PR and communications strategy, whether directly or through close agency partnership
• Experienced building organic social presence and running influencer or creator programs, with good instincts for platform culture and what earns attention without paid support
• An excellent storyteller and internal communicator who can align executives, regions, and cross-functional teams behind a single brand vision
• Comfortable in a builder environment: setting up frameworks, processes, and measurement that don't exist yet, and shipping work while you build
• Fluency with AI tools for research, creative development, and content production is a strong plus
• Experience in cross-border payments, FX, remittances, or financial services is a plus

PERKS & BENEFITS

• Medical, Dental & Vision Insurance
• 401K Plan with Match
• Employee Stock Purchase Plan
• Paid Vacation / Sick Leave
• Hybrid Work Schedule
• Tuition Assistance
• Growth Opportunities
• Corporate gatherings, team bonding events, and much more!
• Plumm Mental Health and Wellbeing
• Volunteering day for a charity of your choice

XE offers a competitive salary and benefits package. The reasonable estimated pay for this (Salary Exempt or Non-exempt hourly rate) role ranges from ($160,000USD to $173,000USD). Actual compensation is based upon factors such as the candidate's skills, qualifications, and experience. In addition, XE offers comprehensive and inclusive employee benefits for this role including healthcare, dental and vision benefits, a 401(K) plan, Paid Vacation/ Sick Leave and more.


We want Xe to be a great place to work and to ensure that our communities are represented across our workforce. A vital part of this is ensuring we are a truly inclusive organization that encourages diversity in all respects.

Xe is an Equal Employment Opportunity employer. All qualified applicants will be considered for employment regardless of age, national origin, race, color, disability, religion, sexual orientation, gender identity or expression, or any other characteristic protected under applicable law. We are committed to providing reasonable accommodations to qualified individuals with disabilities. If you need assistance or an accommodation due to a disability, you may contact us at [email protected]


The position responsibilities outlined above are intended to define the general contents and requirements to perform this job. It is not to be taken as a complete statement of responsibilities or requirements. This job description does not restrict the Company's right to assign or reassign duties and responsibilities to this job as needed.