Role:
The Head of Brand & Communication at Usual will be responsible for developing and executing a global, multi-local brand strategy that positions Usual as a leader in the decentralized finance space. This role will be strategic but also require hands-on execution, working closely with a Community Lead (already in the team) and other internal teams to ensure consistency across all touchpoints.
You’ll be the key driver of Usual’s communication efforts globally, ensuring that our message resonates with our target audiences, both in DeFi and the broader market. You will be expected to operate as both a strategic thinker and an efficient executor, managing all aspects of brand communication while being highly proactive in delivery.
Key Responsibilities & Ownership:
Brand Strategy & Identity:
- Develop and implement a cohesive brand strategy that reflects Usual’s mission, values, and vision.
- Ensure that the brand is consistently represented across all channels, working closely with the Community Lead to align communication with audience engagement.
- Lead efforts to further refine the brand identity as Usual scales across multiple regions and communities.
Communications Strategy & Media Outreach:
- Own the creation and execution of an integrated communications plan that aligns with Usual’s global and multi-local strategy focusing on Usual’s key messages.
- Lead outreach to media, manage press releases, organize interviews, and develop PR campaigns to ensure Usual’s story reaches the right audiences globally and locally.
- Serve as the main point of contact for media inquiries, building strong relationships with relevant media outlets and reporters.
- Oversee both proactive and reactive communication efforts, ensuring timely and accurate information flow.
Content Creation & Distribution:
- Work collaboratively with the Community Lead to produce high-quality content (blog posts, newsletters, social media posts, infographics) that supports brand storytelling.
- Take ownership of writing key messaging and developing communication assets across all channels.
- Create and manage a content calendar to ensure consistent communication output aligned with the broader marketing strategy.
- Collaborate with the tech, product and business development teams to translate complexe features or top notch partnerships into easy-to-understand, compelling content.
Campaign Planning & Execution:
- Strategically plan and execute PR and marketing campaigns that align with product launches, partnerships, and key business milestones.
- Leverage the support of the Community Lead to engage the audience and amplify brand messaging through community channels.
- Ensure timely and efficient campaign rollout, tracking performance metrics and making adjustments where necessary.
Media & KOL Relations:
- Build and maintain relationships with KOL and media outlets in the DeFi and fintech sectors.
- Coordinate KOL engagement campaigns to increase brand visibility and credibility in the community.
- Oversee the management of public relations efforts, ensuring that Usual is consistently featured in relevant media.
Internal & External Brand Alignment:
- Work closely with the leadership team to ensure that Usual’s mission and values are consistently reflected in all communications.
- Ensure internal alignment on brand messaging, collaborating with the tech, product, and community teams to maintain consistency.
Short-Term Outcomes (0-6 months):
Brand Strategy Delivery:
- Develop and launch a cohesive brand and communication strategy that clearly positions Usual in the DeFi space and resonates across global and local markets.
Launch Communication Success:
- Lead the communication and PR efforts for the launch of V1, ensuring maximum visibility and engagement with key stakeholders, KOL, and media.
Media Relations:
- Establish relationships with 10+ key media outlets, securing coverage for product launches, partnerships, and milestones.
Content Creation:
- Deliver a consistent output of high-quality, on-brand content across all platforms (social media, blog, newsletters) in coordination with the Community Lead.
Campaign Execution:
- Successfully launch at least two major communication campaigns around product releases and partnerships, measured by increased engagement and brand awareness.
Mid-Term Outcomes (6-12 months):
Global Brand Leadership:
- Position Usual as a top-tier DeFi protocol in terms of brand awareness and trust within the crypto community and beyond.
Partnership Integration:
- Lead the communication strategy for 5+ DeFi partnerships, ensuring seamless brand integration and visibility.
KOL Engagement:
- Build a network of KOL to amplify Usual’s message, leading to measurable increases in engagement, mentions, and credibility.
Content Library Creation:
- Develop a comprehensive library of brand assets, media kits, and PR materials to be used for internal and external purposes.
Continuous Growth:
- Implement and track the impact of communication efforts, constantly iterating based on analytics, feedback, and changing market conditions.
Required Competencies:
Strategic Vision & Tactical Execution:
- Ability to craft a long-term brand strategy while rolling up sleeves to manage day-to-day tasks and deliverables.
Strong Media Relations:
- Proven experience building relationships with global and local media outlets, as well as key influencers in DeFi or fintech.
Excellent Communication Skills:
- Fluent in both written and verbal communication, able to simplify complex concepts and communicate them effectively to both technical and non-technical audiences.
Collaboration & Leadership:
- Experience working cross-functionally, particularly with product, tech, and community teams to align on messaging and brand direction.
Agility & Adaptability:
- Comfortable working in a fast-paced environment with the ability to shift priorities quickly and efficiently.