Brand Strategist and Manager

  • 🏛️Protocol Labs
  • 🏷️
  • 🌐
  • 📅12 days ago


About Protocol Labs

Protocol Labs drives breakthroughs in computing to push humanity forward. Protocol Labs is a product-development lab, but behind the protocols and tools we build, behind the research and implementations, are passionate people, teammates, and community members. Most teams in the Protocol Labs Network are fully distributed and work remotely around the world. Engineers, researchers, and operators work in the open to improve the internet — humanity's most important technology — as we explore new advances at the intersection of many exciting fields (web3, cryptography, networks, distributed systems) and cultures (startups, research, open-source, distributed work).

Protocol Labs is looking for a Brand Strategist and Manager who is passionate about brand building including strategy, architecture, value props, and target audiences.

The ideal candidate will have extensive experience building strategies for tech and innovation brands, with a background in Web3 or blockchain strongly preferred. This position will be remote and report to the Head of Content.


  • Acquire a deep understanding of Protocol Labs projects, including Filecoin and IPFS.
  • Partner with Head of Content to develop the brand architecture for five key brands: Filecoin, IPFS, Filecoin green, NFT.Storage, Estuary.
  • Dive deep with cross-functional teams to understand branding and channels used to date, identify gaps and inconsistencies, and build project plan to create a brand architecture for each brand.
  • Work with Head of Content to identify and onboard the chosen strategy AoR from the RFP process. Guide and serve as the main point of contact for the strategy agency, working across PL to identify and collect information to inform the brand architecture. 
  • Identify core audiences, working closely with Community and PR teams. Develop and land personas for each brand. 
  • Develop value props and messaging pillars for each brand, running user research where needed. 
  • Create brand books and guidelines for each brand, once architecture is complete. Land these with each DRI and their teams, and cross-functional partners. 
  • Develop and own brand voice for Filecoin, in collaboration with copywriter.
  • Establish content review process and review outgoing content to ensure adherence to brand guidelines. 

Minimum Qualifications...

  • BA/BS degree in business, marketing, or any field that relates to the role
  • 7+ years of brand strategy experience, ih-house or agency side, with tech or innovation brands
  • Ability to influence across teams and functions, and manage and prioritize multiple projects simultaneously
  • Efficient and organized with excruciating attention to detail
  • Process-oriented and excellent communication skills (written and verbal)
  • Self-motivated with the ability to work independently and on multiple initiatives in a fast-paced, constantly changing environment

Preferred Qualifications...

  • Success launching and building technical brands and products 
  • Experience with Web3 or blockchain technology
  • Agency strategy background with emphasis on brand building
  • Strong business acumen and quantitative analytical skills.


What’s it like to work at Protocol Labs?
Protocol Labs' mission is to improve humanity’s most important technology, the Internet. We build protocols, systems, and tools to improve how it works. Today, we are focused on how we store, locate, and move information. Our projects include IPFS, Filecoin, libp2p, and more.
As a distributed team, we hire anywhere in the world, and at various levels of experience (entry, senior, staff). We look for people with unique perspectives and diverse backgrounds.
We have a great benefits package, including parental leave, contributions to your retirement, competitive pay, and unlimited time off. For U.S.-based employees, we also provide platinum-level health, dental, and vision coverage for you and your family.

If you’re passionate about the future of computing and a more democratized internet, we want to talk to you.


GDPR for Job Applicants and Candidates

When you apply to a job on this site, the personal data contained in your application will be collected by Protocol Labs, Inc. (“Protocol Labs”), which is located at 427 N Tatnall St #51207, Wilmington, Delaware 19801 and can be contacted by emailing legalrequests[at]  Protocol Labs’ data protection team can be contacted via legalrequests[at]  Your personal data will be processed for the purposes of managing Protocol Labs’ recruitment related activities, which include setting up and conducting interviews and tests for applicants, evaluating and assessing the results thereto, and as is otherwise needed in the recruitment and hiring processes. Such processing is legally permissible under Art. 6(1)(f) of Regulation (EU) 2016/679 (General Data Protection Regulation) as necessary for the purposes of the legitimate interests pursued by Protocol Labs, which are the solicitation, evaluation, and selection of applicants for employment.

Your personal data will be shared with Greenhouse Software, Inc., a cloud services provider located in the United States of America and engaged by Protocol Labs to help manage its recruitment and hiring process on Protocol Labs’ behalf. Accordingly, if you are located outside of the United States, your personal data will be transferred to the United States once you submit it through this site. Because the European Union Commission has determined that United States data privacy laws do not ensure an adequate level of protection for personal data collected from EU data subjects, the transfer will be subject to appropriate additional safeguards.

Your personal data will be retained by Protocol Labs as long as Protocol Labs determines it is necessary to evaluate your application for employment or to assist in the hiring process. Under the GDPR, you have the right to request access to your personal data, to request that your personal data be rectified or erased, and to request that processing of your personal data be restricted. You also have the right to data portability. In addition, you may lodge a complaint with an EU supervisory authority.