Senior Director of Brand – Experience

Role Overview

• Own Twin’s master narrative with a deep understanding of audience psychology and behavior
• Apply both intuitive and rational persuasion principles across all brand and experience touchpoints
• Translate one core truth into compelling, action-oriented storytelling for members, employers, and health plans
• Ensure messaging consistently answers why Twin matters, why now, and why Twin
• Own Twin’s brand system including voice, tone, language, and visual identity
• Ensure consistent and persuasive expression across website, lifecycle marketing, sales assets, PR, and partner channels
• Own the TwinHealth.com experience including narrative flow, UX alignment, and conversion support in partnership with Growth and SEO
• Own how Twin’s brand and narrative show up across modern discovery channels, including search engines and AI-powered answer platforms
• Partner with Growth and SEO to ensure content is structured, authoritative, and discoverable across SEO, AEO, GEO, and emerging generative search experiences
• Ensure Twin content is optimized for clarity, credibility, and relevance so it is accurately represented in AI-generated answers and summaries
• Establish clear guardrails that allow teams to move quickly without fragmenting the brand
• Own the visual persuasion strategy for Twin across brand, product, marketing, and partner experiences
• Set clear design principles that guide how Twin communicates trust, clarity, and credibility visually
• Ensure design systems scale across B2C, B2B, and B2B2C without dilution or inconsistency
• Partner with Creative and Product teams to translate complex concepts into simple, intuitive, and emotionally resonant visual experiences
• Apply behavioral and visual psychology to influence attention, comprehension, and action across pages, campaigns, and flows
• Provide clear guidance and direction so design teams can move quickly while maintaining high quality and cohesion
• Use AI to rapidly create and test hyper-personalized assets including copy, subject lines, visuals, landing pages, mailers, and interactive flows with Lifecycle and Commercial Marketing teams
• Partner with Marketing Operations and MarTech to operationalize AI-assisted workflows that scale personalization while maintaining quality
• Run fast, disciplined experiments to understand what drives action across audiences
• Design and execute A/B and multivariate tests across messaging, visuals, and experiences
• Use data and qualitative insight to double down on what works and quickly retire what does not
• Build a culture where learning speed is a competitive advantage
• Lead storytelling for new product and program launches across audiences and marketing channels
• Frame new offerings with clarity and confidence so they feel inevitable rather than optional
• Partner closely with Product Marketing, analytics, and Clinical to ensure accuracy and credibility
• Own strategy for influencers, UGC, testimonials, and member stories with appropriate governance
• Ensure all social proof is credible, compliant, and designed to reduce friction and increase trust
• Partner with PR and Communications to reinforce narratives through earned media and executive storytelling
• Act as a senior partner to Growth, Lifecycle, Product Marketing, Sales, Field, and Client Growth
• Influence through clarity and collaboration, with best ideas winning
• Lead and develop a small, high-impact team across brand, creative, content, and experience
• Other duties as assigned

Requirements

• 10 or more years of experience leading brand, narrative, or experience at a high-growth consumer or health-focused company
• Deep understanding of human psychology, behavior, and persuasion
• Strong instinct for what motivates audiences to act
• Hands-on experience using AI to create, personalize, and scale marketing assets
• Proven ability to run experiments quickly and learn from results
• Experience operating across B2C, B2B, and B2B2C contexts
• Executive presence and ability to influence senior stakeholders
• Deeply mission-driven with a strong work ethic and desire to win for Twin
• Smart, skilled doer who executes with speed and accountability
• Collaborative partner who values honesty, low ego, and operational excellence

Benefits

• A competitive compensation package in line with leading technology companies
• A remote and accomplished global team
• Opportunity for equity participation
• Unlimited vacation with manager approval
• 16 weeks of 100% paid parental leave for delivering parents; 8 weeks of 100% paid parental leave for non-delivering parents
• 100% Employer sponsored healthcare, dental, and vision for you, and 80% coverage for your family; Health Savings Account and Flexible Spending Account options
• 401k retirement savings plan