Head of Brand / Brand Lead

Job description

ABOUT THE ROLE Thndr is looking for a Head of Brand to own how Thndr shows up in the world — what we say, how we say it, and how people feel about us. Sitting within Thndr's communications pod, this role owns brand strategy, messaging, social, PR, launch narratives, and campaign thinking, and keeps Thndr's voice consistent across every public touchpoint. The goal: build Thndr's perception as a category leader, a trusted financial institution, and the primary investment account for a new generation of investors. It's strategic and hands-on. You'll shape brand direction, sharpen messaging, lead social and PR from a brand lens, guide campaign briefs, and work with Growth, Creative Studio, Product, and Thndr’s financial content team to bring Thndr's biggest moments to life. HOW BRAND WORKS AT THNDR Brand is the strategic layer connecting company priorities to public perception. It works alongside three specialized teams — Growth (acquisition, performance, conversion, CRM, financial content), Creative Studio (design, motion, video, production)— and brings their work together by defining the narrative, audience insight, key message, tone, and perception goal behind major moments. WHAT YOU'LL DO - Brand strategy & positioning — Positioning, perception goals, and audience narratives. Move Thndr from "investment app" to a complete investment ecosystem and primary investment account. - Messaging & narrative — Clear messaging frameworks for products, launches, campaigns, and leadership moments. Turn complex financial products into simple, credible, compelling stories. - Social — Thndr's social presence from a brand, messaging, and content-direction perspective: content pillars, launch content, market moments, and day-to-day quality. - PR & external comms — Thndr's public and media narrative: press strategy, key messages, executive and leadership communication, interviews, panels, and podcasts. Keep external storytelling consistent with the brand. - Campaign & launch strategy — The brand thinking behind major campaigns and announcements: the brief, audience insight, key message, and desired perception shift. Partner with Growth where acquisition goals are in play, keeping the brand narrative consistent and long-term. - Creative direction partnership — Strong briefs, clear feedback, and strategic direction so Creative Studio's output ladders up to brand and business objectives (without managing the team directly). - Cross-functional communication — Work across Product, Growth, Creative Studio, Learn Content, and leadership so major moments land with one message, one narrative, one voice. WHAT THIS ROLE DOES NOT OWN This is not a growth marketing or Creative Studio management role. Growth owns acquisition, paid media, conversion, and CRM; Creative Studio owns creative concepts, design, production, and craft. Brand owns the strategic direction behind the work — the message, brief, audience, narrative, perception goal, and the standard it must meet. SUCCESS LOOKS LIKE Thndr becomes more known, more trusted, more culturally relevant, and more clearly understood — shifting from startup to category leader, from beginner app to trusted platform for every stage, from a collection of products to a complete ecosystem. Measured by awareness, trust, relevance, share of voice, PR visibility, perception change, and communication quality — not direct conversion. WHAT YOU'LL NEED - +10 years in brand strategy, communications, social, content, or integrated marketing. - Fintech, financial services, or consumer platform experience. - Proven work shaping brand narratives, messaging frameworks, and campaign strategies. - Experience leading social or content from a brand perspective. - Excellent writing, editing, and storytelling. - Ability to translate complex products into clear, compelling communication. - Strong creative judgment and the ability to give sharp feedback on copy, design, motion, and video. - Cross-functional experience across growth, product, creative, PR, content, and leadership. - Balance of strategic thinking and hands-on execution; high ownership and attention to detail. - Arabic and English fluency with strong local market nuance. WHO ARE WE? Thndr was founded on a bold dream to democratize access to investing through smart tech and human-centric design. This is simply our way of saying we give anyone with a smartphone the simple and easy access they need to preserve and grow their wealth. At the same time, we’re shaping the future of investing while actively driving the economies we serve by promoting local investment products. History has shown that investing is the single greatest way to build long-term wealth, but before Thndr, only a very small percentage of people had access to it due to: - High barriers to entry — In the form of excessive minimum account balances, complex, outdated onboarding, and low financial literacy. - Irrelevant experience — Catered toward expert traders and financial specialists, therefore alienating the majority of the population. - Fragmented offering — Investment products were not gathered in a single, intuitive outlet. We don't just talk about change, we deliver it. Here's a glimpse into our impact so far: - 5.5 million app downloads - EGP 1B+ average daily traded value across 2025 - #1 digital investing platform in Egypt for the third consecutive year - 76% of users are first-time investors - 40% of our users come from outside of capital cities and have previously had limited access to financial institutions Building on the success of our core platform, we are continuing to change culture and break down barriers by launching Rumble, the subscription-based investment recommendations platform. Rumble was born with the vision to empower everyday individuals to build wealth confidently and intelligently through access to timely and in-depth advice from the industry’s top experts. Going beyond traditional investment advice, it offers long and short-term investment recommendations and financial content through engaging articles and videos that guide users on their financial journey and maximize their returns. At Thndr, we're looking for people driven by our mission to help us democratize investing across the MENA region. Why is the title "Head of Brand" or "Brand Lead"? We are not fixated on a specific title; rather, we are focused on finding the right talent. That’s why we’re keeping the title open, and the selection process will help determine the most suitable.