Director of Brand & Communications

What you'll do:

Brand Strategy & Voice Leadership

• Own and evolve Xello’s brand positioning, messaging architecture, and tone of voice to ensure consistency and relevance across all touchpoints.
• Translate the brand strategy into messaging systems that resonate across audience segments, journey stages, and product lines.
• Equip internal teams with tools, guidelines, and training to apply brand messaging effectively and confidently.

Content & Thought Leadership

• Lead the development and implementation of a content strategy that builds awareness, supports demand, and reinforces Xello’s market differentiation.
• Oversee the creation of high-quality content in multiple formats—blogs, whitepapers, videos, case studies, social assets, and executive communications.
• Establish and scale thought leadership programs that position Xello and its leaders as trusted voices in K–12 education, including authored articles, speaking opportunities, and industry commentary.
• Ensure all content is optimized for performance, aligned to brand voice, and tailored to the needs of educators and decision-makers.

Customer Storytelling & Advocacy

• Build a structured customer storytelling program that highlights real-world outcomes and amplifies educator and student voices.
• Develop testimonials, spotlight stories, and peer-led content for marketing, sales, and product channels.
• Collaborate with Customer Success and Product Marketing to integrate authentic customer proof into GTM campaigns and competitive positioning.

Events, Community & Brand Experience

• Oversee the strategy and execution of events, trade shows, and brand activations that enhance awareness, engagement, and trust.
• Ensure all experiences reflect a unified narrative and resonate with target audiences.
• Support community engagement initiatives that foster advocacy, peer learning, and long-term loyalty.

PR & Communications

• Lead external communications strategy, including media relations, press engagement, and visibility in key education trade outlets.
• Build relationships with journalists, industry publications, and associations to secure meaningful coverage.
• Partner with subject matter experts and executives to develop press-ready narratives, bylined content, and speaking abstracts.
• Track PR impact through metrics such as reach, share of voice, and message pull-through.

Cross-Functional Partnership

• Partner with Growth Marketing, Product Marketing, and Sales Enablement to ensure brand and content efforts align with acquisition, retention, and expansion strategies.
• Collaborate with Strategic Accounts and Customer Success to support relationship building and storytelling at the account level.

Measurement & Optimization

• Define and track KPIs to assess the impact of brand, content, and communications initiatives on awareness, engagement, perception, and pipeline.
• Use insights from performance data to evolve strategies, inform resource allocation, and optimize execution.

Team Leadership & Mission Impact

• Hire, coach, and inspire a high-performing team, championing Xello’s mission of empowering every student to become future ready.
• Foster a culture built on Xello’s values—collaboration, creativity, accountability, and continuous learning—where experimentation and innovation thrive.
• Lead by example in connecting daily work to meaningful outcomes for educators, districts, and students.

What we’re looking for:

• 7+ years of experience in brand, content, or related marketing roles, with 3+ years in a leadership capacity.
• Strong background in building and scaling brand narratives across digital, experiential, and customer-driven formats.
• Proven success leading cross-functional storytelling efforts that support awareness, demand, and retention.
• Experience managing teams across content creation, events, and community or advocacy.
• Excellent writing, editing, and communication skills, with the ability to translate complex ideas into accessible, compelling messaging.
• Deep collaboration skills, particularly with Product Marketing, Sales, and Customer Success.
• Strategic mindset with a track record of aligning brand and content efforts to measurable business outcomes.

• Familiarity with the K–12 education market or experience in education technology.
• Experience evolving or repositioning a brand in a competitive or fast-evolving market.
• Background in community engagement, customer advocacy, or event-led storytelling.