Position Summary

Practice Better is at an inflection point. We have a growing customer base of health and wellness practitioners, a strong product, and real momentum - but our brand hasnt caught up with the business. Our voice isnt as sharp as it could be. Our identity isnt as defined as it should be. And our brand isnt yet doing the work its capable of doing.

This role exists to change that.

Were looking for a Senior Manager of Brand Marketing who will own the brand function from the ground up - defining our identity, shaping our voice, building a content and communication strategy that brings it to life, and executing programs that move the needle commercially. You will manage a small team and contribute hands-on yourself. You will think in strategy and deliver in execution. You will be the person who makes the brand real at Practice Better - not just documented.

If youve been the brand function at a comparable-stage company - and you know what it means to build something from near-zero and make it matter - this role was written for you.

Why brand matters at this stage of growth

At 75-200 people and in the $25M-$100M ARR range, brand becomes a force multiplier. It reduces CAC as awareness compounds. It lifts pipeline conversion as trust is established. It makes every demand gen dollar work harder. And it creates defensible differentiation that paid channels alone can never build. This role is central to how Practice Better scales beyond 1:1 acquisition into 1:many growth.

Note: Practice Better is a remote-first company with team members across North America. However, this particular role is currently open to Canadian-based candidates only, and preference will be given to applicants legally authorized to work in Canada.
What Youll Be Doing

Brand Strategy & Positioning

• Define Practice Betters unique brand positioning voice, and identity framework: articulate who we are, who were for, why we exist, and how were meaningfully different from the competition.
• Lead messaging architecture ensuring that how we talk to prospective and existing customers reflects our positioning with precision and consistency
• Conduct ongoing competitive brand audits and identify white space where Practice Better can build a distinctive and defensible market identity

Content Strategy

• Lead content planning and strategy: define themes, topics and narratives that reflect our brand and resonate with our audience; get hands-on with production when the moment calls for it
• Build and manage a year-round content calendar that spans all relevant channels and media formats, ensuring coherence, consistency, and intentional sequencing across the plan
• Ensure content serves both brand and performance goals - building awareness and trust over time while supporting pipeline and PLG conversion at key moments in the funnel

Brand-Driven Growth Programs

• Design and run brand programs that are measurable, scalable, and tied to commercial outcomes - not awareness for awarenesss sake
• Community activation - develop programs that turn our customer base of practitioners into brand advocates; surface their stories, amplify their voices, and build the infrastructure for word-of-mouth to become a compounding growth channel
• Events, webinars & co-marketing - Deliver on-brand, well-promoted events, webinars, and joint campaigns that leverage our ecosystem to extend reach, build credibility, and drive measurable traffic, pipeline, and brand impact.
• Thought leadership and brand social- develop a clear point-of-view content engine that positions Practice Better and its people as authoritative voices in health and wellness tech
• PR & earned media - build relationships with relevant journalists, podcast hosts, and industry platforms; pitch our story without an agency, prove ROI, and scale the program from there

Performance & Measurement

• Come in with a point of view on brand KPIs and own the measurement framework from day one: propose how brand should be tracked and reported, dont wait to be told
• Use data to prioritize, kill, and scale brand programs. Run lift experiments and incrementality tests to quantify brands contribution to growth, particularly within our PLG motion
• Collaborate closely with the Marketing Directors (Performance and Lifecycle) to align brand programs with their initiatives and maximize shared outcomes.

How well measure your impact

Youll own proposing and building the measurement framework for this function. Heres what well be tracking together:

• Branded Search Volume - growth in organic branded queries as awareness compounds over time
• Share of Voice - Practice Betters presence relative to key competitors across owned and earned channels
• Pipeline Influence - brand touchpoints in the PLG funnel and their contribution to influenced pipeline
• CAC Trend - reduction in blended CAC as brand drives more efficient and compounding top-of-funnel
• Earned Media Coverage - quality and volume of press, podcast, and third-party placements secured
• Organic Social & Content Performance - reach, engagement, and audience growth benchmarked against category peers
• Lift Experiments - incrementality measurement tied to specific brand program activations
• UTM-Attributed Traffic - direct traffic from co-marketing, PR, partner, and community initiatives
• Community Engagement - early signals of advocacy, referral activity, and customer-led amplification

Who You Are

Experience & Background

• 6-10 years of brand and content marketing experience, with meaningful time in a senior individual contributor or early people-manager role
• Proven track record at a SaaS company in the $25M-$100M ARR range, ideally 75-200 employees: you know what it means to be the brand at a company, not just work on it
• Experience in health, wellness, or health-adjacent tech is a strong plus. Familiarity with the practitioner mindset and the trust dynamics of this space will accelerate your impact
• You have built brand positioning and content strategy from near-scratch and shipped programs that moved commercial metrics
• Youve run PR and earned media without an agency: you know how to pitch, build relationships, and generate coverage through craft and persistence, not just budget

How You Work

• You are equally comfortable setting brand strategy on Monday and reviewing a content brief on Tuesday: context-switching between thinking and doing is your default mode
• You manage people by showing them, not just telling them: a player-coach who raises the bar through example
• You are data-literate without being data-dependent. You know how to build a case for brand investment before all the proof exists
• You thrive where the path isnt fully paved: you dont wait for a playbook, you write one
• Youre a strong cross-functional collaborator. At this stage, brand requires influence without authority and trust built through consistent output

What this role is not

This is not a brand management role at a company with a fully established identity. It is not a role for someone who needs a large team, a fully-formed playbook, or an agency to do their best work. It is not a role where raising awareness without measurable impact is an acceptable outcome. And it is not a role where strategy ends at the deck: execution is half the job. If you are energized by ownership, ambiguity, and the challenge of building something that genuinely didnt exist before, this is for you.
Compensation & Pay Transparency

At Practice Better, we believe in pay transparency, equity, and fairness. We benchmark compensation against similar-stage, high-growth SaaS companies in both Canada and the United States and review our salary bands regularly to ensure they remain competitive and aligned with market trends.

Each role has a defined pay range based on its level, scope, and geographic location. Final offers are determined by several factors, including experience, demonstrated skills, and location, to ensure consistency and equity across our team.

Anticipated Salary Range (Canada): $125,000 - $135,000/year CAD

We take a holistic approach to compensation, combining salary, benefits, and flexibility. Our goal is to provide total rewards that support both your professional growth and personal well-being.

The range above reflects our expected compensation for this role, based on current market data. Final offers may vary depending on factors such as location, skills, depth of experience, and relevant certifications. All compensation ranges are reviewed regularly and may evolve over time to reflect changes in the market.
What We Offer

Comprehensive Benefits

We offer a robust benefits package for full-time, permanent employees, including health, dental, and vision coverage from day 1, as well as RRSP matching, generous paid parental leave, and annual learning stipends.

Remote-First, Connected Culture

Our remote-first model gives you autonomy and flexibility, with optional access to our downtown Toronto office for in-person collaboration. We also host regular off-sites and team gatherings across North America, because connection, creativity, and shared moments matter.

Wellness and Growth

• Unlimited vacation, built on trust, clear expectations, and real support for taking time off
• Company RRSP program with employer-matched contributions
• Comprehensive health and dental benefits from day 1
• $750 annual Health & Wellness Allowance
• $1,000 annual Learning & Development Allowance to support your growth
• $500 annual Home Office Allowance to set up a productive remote workspace
• Sprout Family: personalized support for family-building and fertility journeys
• Inkblot: confidential, digital mental health support from licensed professionals
• Company-wide holiday closure in December
• Regular virtual company-wide events, lunches, and team socials to stay connected

Thriving at Practice Better

At Practice Better, you are not just an employee. You are part of a mission-driven community dedicated to helping others thrive. You will be trusted with autonomy, encouraged to take ownership, and supported by a team that values curiosity, compassion, and meaningful results.

We believe great culture and great performance go hand in hand. Delivering on our commitments is how we earn the trust of our practitioners and continue to expand our impact. Here, you will find the freedom to experiment, a focus on follow-through, and the opportunity to grow, along with the satisfaction of knowing your work directly improves lives every day.