Principal Brand Strategist

Remitly; Seattle (WA); On-site; USD 180,000 - 240,000; Full time

Job summary

Remitly is seeking a Principal Brand Strategist to drive brand evolution at the center of strategy, storytelling, and execution. You will write briefs, develop messaging and naming frameworks, and evaluate work with agencies to ensure consistent brand lands across touchpoints.

This hands-on leader partners with creative, growth, product, and regional teams, trains AI systems on brand voice, and shapes practical tools that empower the entire marketing team to act with clarity and impact.

Qualifications

Responsibilities

• You will write briefs that drive our most important campaigns, develop messaging and naming frameworks that feed creative work across channels, and play a central role in evaluating work against strategy.
• You will train AI systems on Remitly brand voice and guardrails, ensuring consistency and cultural nuance across touchpoints.
• You will partner with growth, product, regional teams to ensure messaging is consistent and actionable for different audiences and markets.
• You will maintain and evolve Remitly's brand voice and tone guidelines, making them practical for the full creative team.
• Collaborate with creative leads, growth teams, and regional partners
• Lead naming projects for new products and features
• Develop tier 1 strategic briefs for key moments
• Maintain messaging frameworks for brand, campaigns, and performance
• Ensure consistent brand voice across touchpoints and markets
• Plan implementation and sequencing for brand rollout

Job description

Job Description

At Remitly, we believe everyone deserves the freedom to access, move, and manage their money wherever life takes them. Since 2011, we've tirelessly delivered on our promise to customers sending money globally, providing secure, simple, and reliable ways to manage their money, ensuring true peace of mind. Whether it's supporting loved ones back home, growing a business across continents, or pursuing new opportunities abroad, we're not just here to move money- we're here to move our global customers forward.

We’re looking for builders, reimaginers, and global thinkers who want to work at the intersection of technology, trust, and transformation. If that's you and you're ready to do the most meaningful work of your career-we invite you to join over 2,800 passionate Remitlians worldwide who are united by our vision to transform lives with trusted financial services that transcend borders.

About the Role

Remitly is at a brand inflection point. We are evolving from a single-product remittance company into a global financial ecosystem - expanding our products, our markets, and the customers we serve. Our brand must evolve with us, and this role sits at the center of that work.We are looking for a Principal Brand Strategist to be the hands‑on strategic engine behind how that brand comes to life. This is a highly collaborative role at the intersection of strategy, storytelling, and execution. You will write the briefs that drive our most important campaigns, develop the messaging and naming frameworks that feed creative work across every channel, and play a central role in our brand evolution - evaluating work from agencies and partners, pressure‑testing ideas against strategy, and ensuring the new brand lands consistently across every touchpoint.You will also help train our AI systems on what "good" looks like for Remitly - making this a role that is as much about building the future of how we work as it is about the work itself.This is not a role for someone who wants to stay at the strategy level and hand off. You will be close to the work - partnering with creative leads, growth teams, and regional partners to ensure every brief is sharp, every framework is actionable, and every message connects with the people we serve.

You Will

Support Brand Evolution & Implementation

Serve as a key strategic partner in Remitly's brand evolution - evaluating agency work against strategy, pressure-testing ideas, and ensuring the new brand is grounded in both business reality and customer insight

Help translate brand evolution outputs into practical, usable tools - messaging frameworks, naming systems, voice and tone guidelines - that the full creative and marketing team can act on immediately

Partner with the Director, Brand Strategy & Identity to ensure brand evolution work lands consistently across every touchpoint, channel, and market

Support implementation planning - identifying where the new brand needs to show up first, what needs to change, and how to sequence rollout for maximum clarity and impact

Develop Briefs, Positioning, Messaging & Naming Frameworks

Develop Tier 1 strategic briefs for Remitly's most important brand and culturally relevant moments such as World Cup, product launches, brand campaigns, and seasonal initiatives

Translate brand positioning and customer insight into clear, inspiring creative strategy that gives the creative team a direction strong foundation to build from

Build and maintain messaging frameworks that feed all three work streams - brand‑defining, campaign, and high‑volume performance work

Lead naming projects for new products and features, ensuring every name is strategically grounded, on‑brand, and contributes to a simple, coherent brand architecture

Develop segment‑specific messaging for Remitly's key customer corridors, ensuring content is culturally relevant and resonant

Partner with Growth, Product, and Regional teams to ensure messaging is consistent, accurate, and adapted appropriately for different audiences and markets

Maintain and evolve Remitly's brand voice and tone guidelines, keeping them practical and usable for the full creative team

Train & Elevate AI for Brand Work

Play a central role in training Remitly's AI systems - including custom GPTs and emerging agent workflows - on brand voice, strategic thinking, and what "good" looks like for our brand

Develop AI‑ready frameworks and content that enable the team to use AI effectively without sacrificing brand accuracy or cultural nuance

Stay current on AI tools and workflows relevant to brand strategy and copywriting, bringing new capabilities to the team as they mature

Help define the guardrails and principles that ensure AI‑assisted content meets Remitly's brand and compliance standards

Ground Strategy in Customer & Market Insight

Develop and maintain a deep understanding of Remitly's core customer segments - who they are, what they need, how they feel, and what earns their trust

Stay