Job Description

Xello is looking for a Director of Brand & Communications
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About us:
At Xello, our mission is simple yet powerful--to equip every student with the skills, knowledge, and confidence to build a successful, meaningful future. For over 30 years, we've partnered with more than 3,000 school districts and 8 million students and educators worldwide, delivering innovative, student-centered college and career readiness tools. Recognized for exceptional customer support and research-backed design, we empower learners from all backgrounds to explore possibilities, discover their strengths, and create actionable plans for life after school.
Who are you: You are a masterful storyteller, strategic brand builder, and collaborative leader who thrives at the intersection of creativity and commercial impact. As Director of Brand & Communications, you will lead the team responsible for defining and amplifying the Xello brand--crafting narratives that resonate deeply with K-12 educators and decision-makers, and ensuring our story is carried consistently across channels, teams, and moments in the customer lifecycle.
You understand that brand isn't just what we say--it's how we show up. You'll drive a unified voice through digital content, events, community, and customer storytelling. This is a rare opportunity to shape the voice of a purpose-driven company making a real impact in education.
What you'll do:
Brand Strategy & Voice Leadership

• Own and evolve Xello's brand positioning, messaging architecture, and tone of voice to ensure consistency and relevance across all touchpoints.
• Translate the brand strategy into messaging systems that resonate across audience segments, journey stages, and product lines.
• Equip internal teams with tools, guidelines, and training to apply brand messaging effectively and confidently.

Content & Thought Leadership

• Lead the development and implementation of a content strategy that builds awareness, supports demand, and reinforces Xello's market differentiation.
• Oversee the creation of high-quality content in multiple formats--blogs, whitepapers, videos, case studies, social assets, and executive communications.
• Establish and scale thought leadership programs that position Xello and its leaders as trusted voices in K-12 education, including authored articles, speaking opportunities, and industry commentary.
• Ensure all content is optimized for performance, aligned to brand voice, and tailored to the needs of educators and decision-makers.

Customer Storytelling & Advocacy

• Build a structured customer storytelling program that highlights real-world outcomes and amplifies educator and student voices.
• Develop testimonials, spotlight stories, and peer-led content for marketing, sales, and product channels.
• Collaborate with Customer Success and Product Marketing to integrate authentic customer proof into GTM campaigns and competitive positioning.

Events, Community & Brand Experience

• Oversee the strategy and execution of events, trade shows, and brand activations that enhance awareness, engagement, and trust.
• Ensure all experiences reflect a unified narrative and resonate with target audiences.
• Support community engagement initiatives that foster advocacy, peer learning, and long-term loyalty.

PR & Communications

• Lead external communications strategy, including media relations, press engagement, and visibility in key education trade outlets.
• Build relationships with journalists, industry publications, and associations to secure meaningful coverage.
• Partner with subject matter experts and executives to develop press-ready narratives, bylined content, and speaking abstracts.
• Track PR impact through metrics such as reach, share of voice, and message pull-through.

Cross-Functional Partnership

• Partner with Growth Marketing, Product Marketing, and Sales Enablement to ensure brand and content efforts align with acquisition, retention, and expansion strategies.
• Collaborate with Strategic Accounts and Customer Success to support relationship building and storytelling at the account level.

Measurement & Optimization

• Define and track KPIs to assess the impact of brand, content, and communications initiatives on awareness, engagement, perception, and pipeline.
• Use insights from performance data to evolve strategies, inform resource allocation, and optimize execution.

Team Leadership & Mission Impact

• Hire, coach, and inspire a high-performing team, championing Xello's mission of empowering every student to become future ready.
• Foster a culture built on Xello's values--collaboration, creativity, accountability, and continuous learning--where experimentation and innovation thrive.
• Lead by example in connecting daily work to meaningful outcomes for educators, districts, and students.

What we're looking for:

• 7+ years of experience in brand, content, or related marketing roles, with 3+ years in a leadership capacity.
• Strong background in building and scaling brand narratives across digital, experiential, and customer-driven formats.
• Proven success leading cross-functional storytelling efforts that support awareness, demand, and retention.
• Experience managing teams across content creation, events, and community or advocacy.
• Excellent writing, editing, and communication skills, with the ability to translate complex ideas into accessible, compelling messaging.
• Deep collaboration skills, particularly with Product Marketing, Sales, and Customer Success.
• Strategic mindset with a track record of aligning brand and content efforts to measurable business outcomes.

Nice to have:

• Familiarity with the K-12 education market or experience in education technology.
• Experience evolving or repositioning a brand in a competitive or fast-evolving market.
• Background in community engagement, customer advocacy, or event-led storytelling.

We're Xello - Join us!
We are Xello (CASCAID in the UK), the leading developer of future readiness programs in North America and the UK and soon the world! Our mission is to help anyone, anywhere in the world to create a successful future through self-knowledge, exploration, and planning.
We believe that by bringing our best selves to our work and collaborating with one another, we can change the world. We are a very diverse group of individuals who work hard, laugh often and share in each other's lives. We are an inclusive, equal opportunity employer.
Embracing agile practices, an innovative mindset, and keeping our users at the heart of what we do, are just a few of the keys to our success.
In addition to working with leading technologies, we are committed to continuous learning and growth through internal/external training and mentoring, which includes a PD budget for every employee.
For our Canadian based staff, we also offer:

• Flexible work arrangements including hybrid and remote
• 4 weeks of vacation
• Employer-paid health and dental benefits
• 4-month top-up for parental leave
• Group RRSP with 3% matching

For our US based staff, we also offer:

• Remote work environment
• 4 weeks of vacation
• 80% employer-paid health benefits
• 4-month top-up for parental leave
• 401(k) with 3% matching

For our UK based staff, we also offer:

• Remote work environment
• 28 days annual leave (inc. 3 days at Christmas) + bank holidays. With additional annual leave days added to reward long service

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