Head of Brand, Phoenix

ABOUT THE ROLE

Phoenix is one of Canada's fastest-growing men's health platforms. The business has been built on trust, discretion, clinical quality, and a patient experience that feels modern in a category that often does not. As we move into new treatment areas, we are looking for a senior brand leader who can keep the brand coherent and well-defined through that growth.

The Head of Brand will own how Phoenix shows up in the world. That includes our positioning, our patient narrative, the messaging architecture that connects everything we say, and the creative standards that bring it to life. You will define how each treatment category lives inside one Phoenix brand, and you will partner across the company to make sure that strategy is reflected in the work we ship.

The role reports to the CMO and works closely with Growth, CX, Clinical Operations, and the executive team.

WHAT YOU WILL OWN

Brand strategy and positioning:

- You will evolve Phoenix's positioning, value proposition, and patient narrative. You will define the role each treatment category plays within the master brand, including its proof points, emotional territory, and connection back to Phoenix.

Audience and messaging:

- You will lead the persona work, segmentation, and messaging frameworks that the rest of the company relies on. Your work answers what we say, who we say it to, when we say it, and how the message changes by category, channel, and patient stage. You will keep that work honest by grounding it in customer research, CX feedback, NPS, creative learnings, and what the category itself is telling us.

Creative direction:

- You will set the creative vision and quality bar across paid, organic, website, lifecycle, content, campaigns, and product. You will lead the major brand moments, and you will raise the quality of briefs and creative decisions throughout the company. The work should be insight-led, distinctive, clinically credible, and compliant.

Brand governance:

- You will build the standards, guidelines, and review processes that help teams move quickly without fragmenting the brand. In sensitive health categories, that work is what separates clean growth from accumulated brand debt.

Cross-functional leadership:

- You will be the senior brand partner across the company, aligning stakeholders around strategy, audience priorities, and creative standards. Over time, you will build the cadence, capabilities, and systems of a brand function that can keep pace with the business.

WHAT SUCCESS LOOKS LIKE

A year into the role, Phoenix has a clear and differentiated brand strategy that teams across the company understand and use. Priority personas and messaging frameworks exist for the master brand and every treatment category. Each category has a distinct role and voice that still belongs to Phoenix. Campaigns, landing pages, lifecycle flows, and product experiences are sharper and more cohesive than they are today. Creative and messaging decisions are grounded in customer insight, clinical credibility, and clear business priorities. Patients, partners, and the broader category recognize Phoenix as the trusted, doctor-led men's health brand in Canada.

WHAT YOU BRING

- You have led brand at a senior level in a high-growth consumer, healthcare, telehealth, wellness, or DTC business, ideally one with multiple product lines under a single master brand. You have built positioning, persona, and messaging systems from the ground up and watched them hold at scale.

- Your creative judgment is strong, and you know how to raise the quality of work without becoming the bottleneck. You can articulate how brand drives trust, conversion, retention, and category growth, and you can defend brand decisions in commercial terms.

- You have worked inside regulated or sensitive categories where compliance and discretion shape every decision. Familiarity with Health Canada or PAAB-equivalent advertising standards is a plus.

- You lead practically. You can define the strategy and the system underneath it, you enable other teams to execute well, and you hold a high quality bar even when the business is moving quickly.