We are hiring a Brand Strategy Associate to own who Alpaca is and how we sound, look, and feel everywhere we show up. You will decide what the brand stands for and then make sure every asset, post, event, landing page, and product screen ladders back to it. You set the direction and the big ideas; a designer, a social lead, an events manager, and a community lead help bring them to life. Healthcare branding is almost always cold, clinical, and forgettable. Yours will not be. We want a brand that is warm, human, and a little unexpected: the kind families trust with their kids and clinicians are genuinely proud to be part of. You are the person who protects that bar and keeps pushing it higher.

Responsibilities

Define and evolve our positioning, narrative, voice, and tone across everything we make
Set the visual identity direction and hold the bar on every surface (a designer executes and maintains the system you shape)
Write and maintain the brand and messaging guidelines that keep us consistent as we scale into new states
Concept campaigns end to end, from the core insight to the hook to how it shows up in the world, then hand them to social, design, and events to run
Turn company moments (new market launches, funding, milestones, product drops) into stories people actually want to share
Bring a steady stream of bold, original ideas, and the judgment to know which ones are worth the budget
Bring consistency across product, marketing, recruiting, provider-facing, and family-facing content
Be the taste-maker other teams come to before they ship, and raise everyone's bar in the process
Track awareness, sentiment, and message consistency, and set the goals that tell us the brand is working

Requirements

You are a self-starter. You do not wait for a brief; you see the gap and you fill it.
You have genuine taste and understand aesthetics deeply. You can look at two options and explain exactly why one is better, and you are usually right.
You are full of ideas, including a few bold ones that make people say "wait, can we actually do that?" And you are pragmatic enough to ship them on a real budget and a real deadline.
You are a strong writer and storyteller who can rally a room around an idea.
You think in both stories and systems, so the brand stays consistent even as we move fast.
You get energy from ambiguity and speed, and you would rather ship something bold than something safe.
You care about building something that genuinely helps families and clinicians, not just something that looks good in a deck.

Nice to have

You have built or meaningfully reshaped a brand people would recognize
Experience spanning both consumer and healthcare, or bringing a consumer bar into a serious category
You make things yourself sometimes (write, design, shoot, edit), even if it is not your main job

Benefits

Direct exposure to company building at an early stage
Real ownership of the brand from day one
The chance to materially change life for families and clinicians
A learning curve few roles can match
💵 Competitive salary
📈 Meaningful equity
🏥 Health benefits
🏖️ Flexible PTO
🍱 Dinner when working late