Head of Brand Marketing

Who are we

Cohere is the leading security-first enterprise AI company. We build cutting-edge foundation AI models and end-to-end products that are designed to solve real-world business problems.

Were training and deploying frontier models for enterprises who are building AI systems. We believe that our work is instrumental to the widespread adoption of AI and we are looking for folks that want to be part of that.

We obsess over what we build. Each one of us is responsible for contributing to increasing the capabilities of our models and the value they drive for our customers. Cohere is a team of researchers engineers designers and more who are all passionate about their craft.

We are a global technology company co-headquartered in Toronto and San Francisco with key offices in London New York City Montreal Seoul Germany and Paris. Join us!

Cohere is building frontier AI for the enterprise. The product is technical. The buyer is technical. The category is loud. None of that exempts us from being a brand people actually want to be near.

Were hiring a Head of Brand Marketing to own how Cohere shows up in the world: visually verbally culturally and emotionally. Youll be the senior leader most responsible for what Cohere feels like in a keynote on a billboard in a product launch film on a t-shirt at a conference in a post that goes around design Twitter on a Sunday night. The goal isnt brand-as-decoration. Its brand as compounding advantage: the reason a great engineer joins us over a competitor the reason a CIO remembers our name in a procurement meeting the reason a journalist picks up our story.

This is a senior creative and strategic role. Youll set the brand strategy own our narrative and verbal identity framework drive our cultural point of view and partner closely with two creative counterparts who report into the same leader: our Design Director who leads in-house design and owns Coheres visual identity and our Editorial Director who leads our owned-media long-form content and the execution of voice across what we publish. Together the three of you are the taste filter for everything that goes out the door under the Cohere name. Your job is to set the vision and the brief; theirs is to bring it to life. The best work will come from real partnership across all three seats.

You have strong opinions calmly held about whats good. You can tell the difference between work thats correct and work thats alive and you can articulate why. You read widely (design fashion music film architecture fiction technology) not because its your job to but because its how you think.

The strongest candidates for this role have spent time inside great creative environments: culture-forward consumer brands world-class agencies magazines design studios record labels fashion houses museums. You want to bring that sensibility into a fast-moving B2B AI company. Whats non-negotiable is that you can operate inside that environment without losing your taste and that you can translate a complex AI product into something a human being feels something about.

• Set the brand strategy: who Cohere is what we stand for what we wont be.

• Own Coheres master narrative and make sure every surface (product launches executive comms recruiting sales decks partner work) ladders up to it without flattening into sameness.

• Sharpen our positioning at the cultural and emotional level in tandem with Product Marketings positioning at the category and competitive level.

• Own Coheres verbal identity at the framework level: the voice and tone strategy copy systems naming conventions the brand book. The Editorial Director owns the execution of voice in long-form published work drawing from the framework you set.

• Partner with our Design Director who leads our in-house design team and owns Coheres visual identity as your creative counterpart. Youll set strategy and narrative direction together brief into the work together and act as joint taste filters on the most important output.

• Bring strong creative judgment to flagship work. You wont be art-directing layouts but you should be in the room early with a point of view on the work that matters most.

• Set the vision and strategy for Coheres integrated brand campaigns: the kind people screenshot and send to each other that build awareness reframe the category and earn the right to be remembered.

• Own the brief. Bring the Design Director and Editorial Director in early as your creative partners to build the work itself: design and visual systems on one side long-form narrative and content on the other.

• Work with the Integrated Marketing leader so brand work amplifies pipeline work and vice versa without either watering the other down.

• Develop Coheres cultural calendar: the conferences fairs magazines festivals screenings dinners and collaborations where being present matters more than being loud.

• Identify and run brand partnerships with companies artists designers publications or institutions whose audiences we want to be in front of.

• Sponsor selectively and well. Pass on most things. Make the yeses count.

• Have a real voice in Coheres editorial sensibility: what we choose to engage with the cultural questions we take on the brand-level work that lands on our owned channels.

• Partner with the Editorial Director who owns and runs the long-form content engine (essays films photography podcasts books owned-media properties) so editorial work and brand work move in the same direction. They run the engine; you partner with them on what feeds it.

• Our Social Lead owns Coheres organic social channels. Youll partner closely with them on the cultural moments worth engaging on how the brand shows up in feed and on the brand-level decisions about what we say when and how.

• Keep an ear to the ground across the corners of the internet where culture is actually being made and bring those signals into the conversation about what we should and shouldnt engage with.

• Own how Cohere shows up in physical space: event design office and lobby experiences signage merch gifts books exhibitions.

• Treat merch as brand. If its not something youd wear we dont make it.

• Lead and grow a team of brand strategists writers and producers.

• Partner with three peers who report into the same leader: the Design Director (visual identity and design execution) the Editorial Director (long-form content and voice execution) and the Social Lead (organic social channels). The expectation is real partnership across all four seats: joint planning shared briefs shared standards not a baton-pass relationship.

• Build a creative culture inside the company: high standards real feedback and the conditions for great work to happen.

• Manage external partners: agencies studios photographers directors illustrators casting.

The honest version: brand is measured on a longer arc than pipeline and the leading indicators are softer. But there are real signals well track:

• Aided and unaided brand awareness in target segments (developers AI/ML leaders enterprise tech buyers)

• Brand consideration and preference vs. our defined competitive set

• Share of voice in priority editorial and industry conversation

• Organic and direct traffic; branded search volume

• Earned media quality not just volume: coverage awards inclusion in the lists and shows that matter

• Employer brand strength: inbound recruiting volume and quality offer accept rates candidate sentiment

• Internal signal: do Cohere employees feel proud of the work that goes out under their name

And the qualitative one we wont apologize for: is the work good Would we be proud to put it in a book

• 15 years in brand creative or marketing leadership roles with at least 45 years running a brand or creative function at a senior level.

• A portfolio of work (campaigns launches identities films editorial) that you can walk us through with conviction. Bring receipts.

• Demonstrated taste. You can hold the room on a creative decision and explain why something is or isnt working in language that helps the room get smarter rather than nodding along.

• Real fluency in contemporary culture (fashion music art design film internet) and a track record of using that fluency to make commercial work resonate.

• Experience leading and developing creative teams (strategists writers producers) partnering closely with design editorial and social counterparts and managing external creative partners (agencies studios freelancers).

• The ability to operate inside a fast-moving company. Youre comfortable with ambiguity deadlines and the trade-offs that come with shipping.

• Sound judgment about when to play it straight and when to take a real swing. Both are skills.

Were deliberately broad here. Strong candidates might come from:

• In-house brand or creative leadership at culture-forward consumer or tech brands (think Apple Nike Aesop Glossier On Stripe Figma Linear Arc A24 Mejuri Aimé Leon Dore MSCHF Liquid Death)

• Creative direction at top-tier agencies (Mother WiedenKennedy Gretel Pentagram Collins Instrument)

• Editorial leadership at publications or media brands with strong cultural authority

• Brand or creative roles at fashion houses record labels design studios or cultural institutions

• Direct experience marketing technical products to technical buyers.

• A network in the design fashion music or publishing worlds wed be lucky to inherit.

• A point of view on how AI is changing creative work and how brands should respond.

If some of the above doesnt line up perfectly with your experience we still encourage you to apply!

We value and celebrate diversity and strive to create an inclusive work environment for all. We welcome applicants from all backgrounds and are committed to providing equal opportunities. Should you require any accommodations during the recruitment process please submit an Accommodations Request Form and we will work together to meet your needs.

We may use AI-enabled tools to screen and assess applicants against the criteria for this position. This helps our recruiters identify potentially qualified candidates but it doesnt limit the applications our recruiters may review or consider.

Full-Time Employees at Cohere Enjoy These Perks:

• An open and inclusive culture and work environment

• Work closely with a team on the cutting edge of AI research

• A weekly lunch stipend of $75/75 or equivalent in your local currency for lunch.

• Full health and dental benefits including a separate budget for mental health.

• RRSP matching 401K Pension Scheme.

• 100% Parental Leave top-up for up to 6 months for either parent.

• Annual enrichment benefits:

  • Arts & culture fitness/wellness quality time and a workspace improvement credit.

  • Education & learning stipend for conferences courses and coaching.

• Remote-flexible offices in Toronto New York San Francisco London and Paris as well as a co-working stipend

• 6 weeks of paid vacation (30 working days!)

• Budget for traveling to other offices if you are remote plus an annual company offsite.

  
  

How and Where We Work:

• Cohere is remote-friendly. We have offices in Toronto San Francisco New York City London Paris Montreal and more coming soon.

• For those in the office: a daily lunch program plenty of snacks and regular community and social events.

• For those not near an office: a co-working benefit so you can work alongside others in your city.

• Everyone receives a $500 home office stipend to set up your workspace properly.

Required Experience:

Director