Head of Brand, Phoenix

Socket.dev; Toronto; On-site; CAD 150,000 - 190,000; Full time

Benefits offered by this job

Healthcare coverage

Wellbeing allowance

Flexible time off

Job summary

Phoenix in Canada is seeking a senior brand leader to unify the master brand with growing treatment categories and to own positioning, patient narrative, and the messaging architecture across all touchpoints.

You will set the creative vision and quality bar across paid, organic, website, lifecycle, content, campaigns, and product experiences, ensuring compliance and clinical credibility while elevating briefs and outcomes.

Qualifications

• Senior brand leader with proven ability to scale branding across multiple products.
• Strong strategic thinking with experience defining positioning and messaging.
• Experience in regulated or sensitive health categories and discretion.

Responsibilities

• Define brand strategy, positioning, and patient narrative across treatment categories.
• Lead persona work, segmentation, and messaging frameworks grounded in insights.
• Set creative vision and quality standards across paid, organic, site, lifecycle, and product.
• Build governance and processes to protect brand consistency at scale.
• Partner with Growth, CX, Clinical Operations and executives to execute strategy.

Skills

Brand leadership

Brand strategy

Messaging systems

Creative judgment

Cross-functional collaboration

Job description

About Phoenix

Founded in 2019, Phoenix is building the most trusted telehealth platform in Canada, making specialist healthcare accessible to every Canadian, wherever they are. Our platform breaks down barriers to care, empowering patients to take control of their health with personalized treatment options and the guidance of licensed providers. If you thrive where big ideas turn into real impact, you'll fit right in here. We're a team of creative problem-solvers who move deliberately and collaborate in person, because we think the best work happens that way. At Phoenix, you'll find autonomy over your work, people who care about each other's success, and a mission that's making healthcare better for Canadians.

About the Role

Phoenix is one of Canada's fastest-growing men's health platforms. The business has been built on trust, discretion, clinical quality, and a patient experience that feels modern in a category that often does not. As we move into new treatment areas, we are looking for a senior brand leader who can keep the brand coherent and well-defined through that growth.

The Head of Brand will own how Phoenix shows up in the world. That includes our positioning, our patient narrative, the messaging architecture that connects everything we say, and the creative standards that bring it to life. You will define how each treatment category lives inside one Phoenix brand, and you will partner across the company to make sure that strategy is reflected in the work we ship.

The role reports to the CMO and works closely with Growth, CX, Clinical Operations, and the executive team.

What You Will Own

Brand strategy and positioning:

• You will evolve Phoenix's positioning, value proposition, and patient narrative. You will define the role each treatment category plays within the master brand, including its proof points, emotional territory, and connection back to Phoenix.

Audience and messaging:

• You will lead the persona work, segmentation, and messaging frameworks that the rest of the company relies on. Your work answers what we say, who we say it to, when we say it, and how the message changes by category, channel, and patient stage. You will keep that work honest by grounding it in customer research, CX feedback, NPS, creative learnings, and what the category itself is telling us.

Creative direction:

• You will set the creative vision and quality bar across paid, organic, website, lifecycle, content, campaigns, and product. You will lead the major brand moments, and you will raise the quality of briefs and creative decisions throughout the company. The work should be insight-led, distinctive, clinically credible, and compliant.

Brand governance:

• You will build the standards, guidelines, and review processes that help teams move quickly without fragmenting the brand. In sensitive health categories, that work is what separates clean growth from accumulated brand debt.

Cross-functional leadership:

• You will be the senior brand partner across the company, aligning stakeholders around strategy, audience priorities, and creative standards. Over time, you will build the cadence, capabilities, and systems of a brand function that can keep pace with the business.

What Success Looks Like

A year into the role, Phoenix has a clear and differentiated brand strategy that teams across the company understand and use. Priority personas and messaging frameworks exist for the master brand and every treatment category. Each category has a distinct role and voice that still belongs to Phoenix. Campaigns, landing pages, lifecycle flows, and product experiences are sharper and more cohesive than they are today. Creative and messaging decisions are grounded in customer insight, clinical credibility, and clear business priorities. Patients, partners, and the broader category recognize Phoenix as the trusted, doctor-led men's health brand in Canada.

What You Bring

• You have led brand at a senior level in a high-growth consumer, healthcare, telehealth, wellness, or DTC business, ideally one with multiple product lines under a single master brand. You have built positioning, persona, and messaging systems from the ground up and watched them hold at scale.
• Your creative judgment is strong, and you know how to raise the quality of work without becoming the bottleneck. You can articulate how brand drives trust, conversion, retention, and category growth, and you can defend brand decisions in commercial terms.
• You have worked inside regulated or sensitive categories where compliance and discretion shape every decision. Familiarity with Health Canada or PAAB-equivalent advertising standards is a plus.
• You lead practically. You can define the strategy and the system underneath it, you enable other teams to execute well, and you hold a high quality bar even when the business is moving quickly.

Why Work at Phoenix?

• A Rewarding Mission: Through our asynchronous care model, Phoenix is reimagining patient-centric care for Canadians across the country by making diagnoses and treatment delivery faster, more accessible, and completely discreet.
• Impact & Autonomy: You’ll work directly with passionate, experienced leaders who’ve seen the ups and downs of building a business and genuinely care about your growth. You won’t just execute — you’ll help shape the future of Phoenix and Raven.
• Collaborative On-Site Culture: Our teams work together in person, whether that's at our downtown Toronto HQ or our Richmond pharmacy. We come together on-site to build fast and push what's possible, and we love the quick feedback loops, spontaneous brainstorms, and actually knowing the people we work with. Bonus points if you're into the occasional office tournament or have strong opinions about the best lunch spot nearby.
• Competitive Pay, Real Benefits: Our compensation bands are backed by real market data, so offers are competitive and fair. Our benefits package includes standard healthcare coverage, a remote-first holiday season, and holistic wellbeing support — such as a wellbeing allowance and flexible additional time off to care for loved ones, support mental health, observe meaningful religious and cultural holidays, or when life just happens.

Thank you for your interest in joining the Phoenix team! While we are lucky to attract a high level of interest in each of our roles, only candidates selected for an interview will be contacted.

Phoenix is an Equal Opportunity Employer. In accordance with the Accessibility for Ontarians with Disabilities Act, 2005 and the Ontario Human Rights Code, Phoenix will provide accommodations to applicants with disabilities throughout the recruitment, selection, and/or assessment process. If selected to participate in the recruitment, selection, and/or assessment process, please inform Human Resources staff of the nature of any accommodation(s) that you may require.

Phoenix uses artificial intelligence (AI) to help review applications and screen resumes during the early stages of our hiring process. These tools assist our recruitment team, and all final hiring decisions are made by real people — not by automated systems.Phoenix will only contact applicants using a @phoenix.ca email address or a verified LinkedIn account. We encourage applicants to be vigilant in responding to inquiries from unverified sources.