Brand Director

Generic AI averages the internet. Onix lets you summon the actual judgment of a health and wellness expert who has spent a career on your problem, private and personal: names already live on the App Store include Dave Rabin, Mark Sisson, Ashley Koff, William Li, and Elissa Epel .We need a senior brand leader who owns that story everywhere it reaches a person: the brand itself, press, partnerships, events, and every launch. You decide what Onix stands for and how it sounds, and you turn it into moments big enough for national media and simple enough for one person to repeat to a friend.You work with a growth marketer who runs our UGC and social channels, a designer who owns our visual direction, and our PR agency. You set the story they all build on. You work in person, from our office in Old Montreal.What You Will Do
Positioning and voice.
Own the argument for why Onix is different from Big AI, and write it down in a brand book the whole team actually uses.Story and press.
Turn the company story and the expert stories into pitches that land with national media, from top-tier press to morning TV. Brief and direct our PR agency, and hold them to a high bar.Launches and campaigns.
Plan every launch and campaign moment, and work with growth and design to bring them to life across social, the website, the App Store, and in person.Experts and partners.
Shape how our experts and partners tell the Onix story, so people hear one brand across many voices.Events.
Run our presence at conferences and expert-led gatherings, and create our own events that people want to attend.Copy standard.
Write the words that matter most yourself, and set the standard for everything else Onix says.Who You Are
A senior consumer brand leader, ideally from health, wellness, or an adjacent lifestyle category. You have built or repositioned a brand people know.You have landed earned media for a consumer brand, and you can explain why the story worked.You know our core audience: people facing a high-stakes health problem, their own or a loved one’s, from new parents and women in perimenopause to caregivers sorting through advice from several specialists. You understand what they want, what they trust, and what makes them tune out.Agency or in-house, you have worked with PR firms, designers, and growth teams, and you know how to give them a clear brief.You set the direction and still write the pitch or the headline yourself when it matters.This Role is NOT For You If:
You want a remote job. We build together in person, in Old Montreal.You only want to set strategy and hand off all of the execution.You come from a B2B or pure enterprise background.You see social and UGC as someone else’s problem. Our growth team runs those channels, but the brand has to work there first.What Success Looks Like
People understand what Onix is after one sentence from us, and they repeat it in our words.Onix gets on Good Morning America, or a national moment that size, and people download the app because of it.A critique of how we communicate, and how you would make it better.One story about Onix you would pitch to national media, and the outlet you would pitch first.Case studies of brands or campaigns you led, and what changed because of your work.Decision models answer with probabilities. We test how calibrated they are on coin flips and random digits, and why calibrating and validating them matters.Onix launches Tiny Labs, a Montréal research group building small language models around one expert, to keep their knowledge, judgment, and voice intact.Nathalie Niddam lost a 36,000-person community to Meta, then her Instagram account. She talks to Onix founder David S. Bennahum about owning what you know.Registered dietitian Ashley Koff answers six questions she hears most often, on GLP-1 stalls, fiber, protein, bone health, and fasting.
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