Global Content & Brand Lead

Appinio; Greater London; Remote; GBP 90,000 - 130,000; Full time

Benefits offered by this job

Flexibility policy (vacation)

Work from abroad up to 180 days

MacBook provided

Deutschland ticket / mobility budget

Urban Sports Club / ClassPass

Co-working spaces access

Job summary

Appinio is hiring a Global Content & Brand Lead to own the global content strategy and brand ecosystem, turning a refreshed brand into scalable execution across markets. You’ll drive demand creation, sales enablement, and customer advocacy while aligning GTM priorities with market needs.

You will own the content operating system, governance, and lifecycle, ensuring measurable commercial impact and consistency in messaging across regions.

Qualifications

• Proven track record leading B2B content strategy in SaaS/scale-up.
• Experience owning a brand system across markets and channels.
• Strong collaboration across senior stakeholders and regional teams.

Responsibilities

• Define global content strategy, editorial roadmap, and GTM priorities across buyer journeys and markets.
• Scale and operationalise the brand system across content library and touchpoints.
• Build content operating system with governance, lifecycle, and repurposing frameworks.
• Set up content performance tracking to demonstrate commercial impact across GTM channels.
• Develop customer advocacy through case studies and testimonials.
• Collaborate with Marketing to activations, SEO, CRO, and regional inputs.
• Connect content to demand generation, pipeline growth, and sales enablement.

Skills

B2B content strategy

Brand system ownership

SaaS/scale-up experience

Cross-functional collaboration

English writing

Job description

Allow us to introduce ourselves

Hello there! We're Appinio, a global market research company that combines an AI-powered insights platform with expert consultancy. On a mission to make the world a little more fact-based, we help companies understand how consumers think and make smarter decisions.

We started out in Hamburg back in 2014, but we're now humbled to call the world our playground, with over 260 employees spread across 13 countries (we're remote-first), 2600+ international clients, delivering research from +190 markets, globally.

Your mission as a Global Content & Brand Lead

Your mission is to take full ownership of Appinio's global content strategy and brand ecosystem, turning a newly refreshed brand system into consistent execution across our markets. You will transform a fragmented content landscape into a high-impact, scalable global content engine. Grounded in market insights and tight GTM alignment, you will build the operational systems, workflows, and editorial roadmaps needed to drive demand creation, sales enablement, and customer advocacy-positioning Appinio as a distinctive market leader.

What you'll be doing

• Own the Global Content Engine & Strategy: Define and lead the global content strategy, editorial roadmap, and GTM content priorities across all buyer journeys, ICPs, channels, and target markets.
• Operationalise Brand Positioning: Operationalise and scale our newly established brand system, tone of voice, and narrative across our global content library and every marketing touchpoint.
• Build the Content Operating System: Establish central workflows, governance, content architecture, lifecycle management, and repurposing frameworks to maximise output and efficiency.
• Measure & Optimise Performance: Set up content performance tracking and optimisation loops to demonstrate clear commercial impact across GTM channels.
• Customer Advocacy: Own and overhaul Appinio's customer advocacy strategy, developing compelling case studies, testimonials and new customer-led formats that amplify the customer voice across the brand and support the wider GTM motion.
• Marketing Collaboration & Activation: Partner across Marketing to create compelling activations and support priorities such as SEO, AIO and CRO, with strong feedback loops across regional and specialist teams.
• Commercial & GTM Connection: Connect content directly to demand generation, pipeline growth and sales enablement, ensuring content supports broader GTM priorities and delivers measurable business impact.

You will thrive in this role if

• You have extensive experience leading B2B content strategy and owning the brand system within a fast-moving SaaS or scale-up environment.
• You possess strong commercial instincts with a track record of connecting content directly to demand creation, sales enablement, and business growth.
• You are a natural influencer and collaborator, skilled at change management and navigating cross-functional alignment across senior stakeholders, regional teams, and GTM functions.
• You bring native-level English writing and communication skills, with a deep appreciation for tone, editorial standards, and distinct brand narrative across multiple geographical markets.
• You balance high-level strategic thinking with a hands-on, proactive drive to keep operations moving.

What's in it for you?

• Flexibility Policy - Average is 30 days taken, however, we do not have a hard cap of number of vacation days as we know life happens
• Temporary work from abroad - If you're based in the EU, you can work outside your country of residence for up to 180 days per year
• All the hardware you need and your own MacBook
• If you are located in Hamburg or Berlin, you'll get a Deutschland ticket or access to a mobility budget with the NAVIT app to get you to and from the office space
• Subsidised Urban Sports Club or ClassPass membership based on location
• In case you're located in one of the cities where most of our fellow Appinioneers are (Hamburg, Berlin, Munich, London, Madrid, Barcelona, or New York), you can get access to our Co-working spaces

This post not only outlines our ideal candidate but also serves as an inspiration for what this role can evolve into. We're eager to hear from individuals who share our enthusiasm.

Appinio is an equal-opportunity employer. All applicants will be considered for employment without attention to race, colour, religion, sex, sexual orientation, gender identity, national origin, veteran, or disability status.

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Learn more about us:

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