Brand Strategy Manager

Alpaca Health; New York (NY); On-site; USD 120,000 - 180,000; Full time

Benefits offered by this job

Health benefits

Meaningful equity

Job summary

Alpaca Health in NYC is seeking a Brand Strategy Manager to own who we are and how we sound, look, and feel across every asset. You will set strategy, oversee the brand system, and guide a designer, social lead, events manager, and community lead to bring ideas to life.

Healthcare branding should be warm and human. You will push for bold ideas, protect the brand bar, and ensure consistency across product, marketing, recruiting, and family-facing content while tracking awareness and sentiment.

Qualifications

• Strong taste and aesthetics; able to justify design choices.
• Excellent writing and storytelling; can rally a room.
• Self-starter who fills gaps without briefs.
• Experience shaping consumer and healthcare brands.

Responsibilities

• Define and evolve our positioning, narrative, voice, and tone across everything we make.
• Set the visual identity direction and maintain the brand system across surfaces.
• Write and maintain the brand guidelines for scaling into new states.
• Concept campaigns end-to-end from insight to execution; turn moments into stories.
• Ensure consistency across product, marketing, recruiting, and family-facing content to sound like one brand.
• Track awareness and sentiment; set goals to prove the brand is working.

Skills

Brand strategy

Writer / storytelling

Self-starter

Public speaking

Job description

Own how Alpaca shows up in the world. You shape our voice, look, and story so everything we make is unmistakably us, and impossible to ignore.

About Alpaca Health

Alpaca Health helps clinicians become entrepreneurs, starting in autism care. We give BCBAs the software, payer contracting, and back-office muscle to launch and scale their own practices, so power in healthcare shifts back to the people actually giving the care.

We have raised over $14M from investors like Core Innovation Capital, Adverb Ventures, and South Park Commons. We serve hundreds of families and are growing 30% month over month.

We also move fast. Last week we threw a festival for 600 people, planned in under two weeks, with real alpacas on site. That is the energy around here. If that sounds like your kind of chaos, keep reading.

The Role

We are hiring a Brand Strategy Manager to own who Alpaca is and how we sound, look, and feel everywhere we show up. You will decide what the brand stands for and then make sure every asset, post, event, landing page, and product screen ladders back to it. You set the direction and the big ideas; a designer, a social lead, an events manager, and a community lead help bring them to life.

Healthcare branding is almost always cold, clinical, and forgettable. Yours will not be. We want a brand that is warm, human, and a little unexpected: the kind families trust with their kids and clinicians are genuinely proud to be part of. You are the person who protects that bar and keeps pushing it higher.

This is a role for someone with real taste who is not afraid of a big swing. Some of your ideas should sound slightly crazy the first time you say them out loud (a documentary series about our providers, a podcast recorded on a walking tour through New York, a billboard that actually makes people stop). The best ones we will go build.

What You'll Do

Own the brand

• Define and evolve our positioning, narrative, voice, and tone across everything we make

• Set the visual identity direction and hold the bar on every surface (a designer executes and maintains the system you shape)

• Write and maintain the brand and messaging guidelines that keep us consistent as we scale into new states

Come up with the big ideas

• Concept campaigns end to end, from the core insight to the hook to how it shows up in the world, then hand them to social, design, and events to run

• Turn company moments (new market launches, funding, milestones, product drops) into stories people actually want to share

• Bring a steady stream of bold, original ideas, and the judgment to know which ones are worth the budget

Make the whole company sound like one brand

• Bring consistency across product, marketing, recruiting, provider-facing, and family-facing content

• Be the taste-maker other teams come to before they ship, and raise everyone's bar in the process

Keep score

• Track awareness, sentiment, and message consistency, and set the goals that tell us the brand is working

What Success Looks Like

• In 90 days: You have audited every place our brand shows up, sharpened our positioning and voice, and shipped a refreshed brand guide the whole team actually uses.

• In a year: Alpaca feels cohesive and distinctive everywhere, you have at least one signature campaign under your belt, and teams across the company instinctively match the voice without being asked.

Who You Are

• You are a self-starter. You do not wait for a brief; you see the gap and you fill it.

• You have genuine taste and understand aesthetics deeply. You can look at two options and explain exactly why one is better, and you are usually right.

• You are full of ideas, including a few bold ones that make people say "wait, can we actually do that?" And you are pragmatic enough to ship them on a real budget and a real deadline.

• You are a strong writer and storyteller who can rally a room around an idea.

• You think in both stories and systems, so the brand stays consistent even as we move fast.

• You get energy from ambiguity and speed, and you would rather ship something bold than something safe.

• You care about building something that genuinely helps families and clinicians, not just something that looks good in a deck.

Bonus Points

• You have built or meaningfully reshaped a brand people would recognize

• Experience spanning both consumer and healthcare, or bringing a consumer bar into a serious category

• You make things yourself sometimes (write, design, shoot, edit), even if it is not your main job

Why Join

• Direct exposure to company building at an early stage

• Real ownership of the brand from day one

• The chance to materially change life for families and clinicians

• A learning curve few roles can match

• Competitive salary

• Meaningful equity

• Health benefits

• Flexible PTO

• Dinner when working late

Location: NYC, in office 5 days