Director of Brand and Content

Role Purpose

The Director of Brand & Content owns Boku’s narrative, positioning, and voice in the market, and is accountable for translating that narrative into high impact content programs that support brand authority, go to market execution, and account level growth.

This is a leadership role for an experienced content strategist who can set direction, make trade offs, and build scalable systems, while remaining actively involved in execution to ensure quality, pace, and commercial relevance. You will shape Boku’s category leadership in local payment methods and global commerce, turning complex capabilities into clear, compelling stories that drive engagement, trust, and measurable business impact.

The role owns brand and content strategy end to end, spanning positioning, messaging, thought leadership, website, PR, social, events, and editorial governance. You will work closely with leadership, product, sales, regional teams, and demand functions to ensure content directly supports GTM priorities and ABM programs.

Key Responsibilities

Content Strategy & Editorial Leadership

• Own and evolve Boku’s global content and editorial strategy, aligned with commercial priorities, GTM plans, and audience needs
• Define core narratives, editorial themes, and messaging frameworks that guide content creation across teams and channels
• Translate strategy into clear, executable content programs with defined outcomes and success measures
• Ensure content consistently reflects Boku’s expertise, credibility, and value to customers

Thought Leadership & Executive Content

• Lead Boku’s thought leadership program, partnering with executives and subject matter experts to develop authoritative, differentiated perspectives
• Oversee executive content including bylines, keynote narratives, opinion pieces, and social presence
• Actively shape and edit high impact content personally where quality, clarity, or senior visibility matters
• Ensure Boku’s voice in the market is confident, informed, and relevant

Owned Channels & Distribution

• Own content strategy across Boku’s website, blog, and organic social channels, with particular focus on LinkedIn and YouTube
• Oversee the website content experience, ensuring clarity, relevance, SEO and LLM effectiveness, and strong audience engagement
• Define distribution and amplification strategies to maximise reach and impact across owned, earned, and shared channels

Account Based Marketing & GTM Enablement

• Partner with Demand, Sales, and Regional teams to support ABM programs with tailored content and narrative frameworks
• Develop programmatic content approaches for priority accounts, verticals, and buying groups
• Ensure content supports each stage of the buying journey, from awareness and education through to trust and decision
• Create reusable content systems that allow ABM programs to scale without sacrificing relevance or quality

Events & Narrative Moments

• Provide strategic leadership for Boku’s events program, ensuring events are designed as high impact content and storytelling moments
• Partner with the Event Manager to align event themes, messaging, and content with broader narrative and GTM priorities
• Ensure events extend beyond the moment itself through integrated content, PR, and social amplification

PR, Earned Media, & Narrative Alignment

• Shape content narratives for PR, announcements, and external communications in partnership with PR and communications teams
• Ensure earned media reinforces Boku’s positioning and thought leadership
• Align content and messaging across campaigns, launches, and market moments

AI Enablement & Governance

• Define and embed best practices for using AI in content creation and distribution, enabling the marketing team to work faster and smarter
• Establish clear guardrails to protect Boku’s brand voice, accuracy, and credibility
• Partner with legal, product, and marketing operations to ensure responsible and effective use of AI tools

Performance, Insight, & Optimisation

• Use data and insight to assess content performance across channels, including engagement, reach, SEO, ABM contribution to GTM impact
• Continuously refine content priorities based on audience insight and business impact
• Report on content effectiveness, narrative performance, and audience trends to marketing and executive stakeholders

Leadership, Enablement, & Quality

• Lead and develop content, social, and events resources, including external partners
• Set clear standards, processes, and governance to maintain quality and consistency at scale
• Foster a culture of strong editorial judgement, curiosity, and continuous improvement

 

Measures of Success

• Clear, consistent narrative and messaging applied across all Boku content, campaigns, events, and channels
• Strong external understanding of Boku’s value, expertise, and category leadership in local payment methods
• Sustained growth in high quality content reach and engagement across owned, earned, and shared channels
• Improved website performance, including SEO and AI driven discovery visibility
• Increased visibility and credibility of Boku executives through high quality thought leadership and content
• Content programs that directly support GTM priorities and account based marketing initiatives
• Positive feedback from Sales, Demand, and regional teams on content relevance, usability, and impact
• Evidence that content supports key stages of the buying journey and sales conversations
• Events consistently delivered as high impact content and narrative moments, with strong post event amplification
• Responsible, effective use of AI that improves speed and efficiency without compromising brand quality or accuracy
• Clear insight and reporting on content performance, narrative effectiveness, and audience trends

 

Key Skills, Experience, and Competencies

• Senior experience leading content and editorial strategy in a B2B technology, fintech, or payments environment
• Proven ability to define clear narratives and turn them into executable, high impact content programs
• Strong commercial orientation, with experience supporting GTM priorities, ABM initiatives, and sales motions
• Excellent editorial judgement and storytelling skills, with a track record of simplifying complex topics credibly
• Hands on experience delivering thought leadership, executive content, web, social, events, and PR aligned materials
• Deep understanding of content distribution, SEO, AI driven discovery, and performance optimisation
• Experience using data and insight to guide content decisions and measure impact
• Confident partner to Sales, Demand, Product, and regional teams on priority accounts and buying journeys
• Experience leading teams, agencies, and external partners while maintaining high quality standards
• Practical experience embedding AI into content workflows with appropriate governance
• Comfortable operating in fast paced, high growth environments with competing priorities
• Strong stakeholder management skills, with the confidence to influence senior leaders

 

Qualifications

• Interest in global trends in digital payments, LPMs, and cross-border commerce
• Significant experience in senior content, editorial, or brand roles within B2B technology, fintech, or payments
• Demonstrated track record of owning and delivering content strategy at a global or multi market level
• Portfolio of high quality content and narrative work, including thought leadership, executive content, and GTM aligned materials
• Experience working closely with Sales, Demand, Product, and regional teams in complex buying environments
• Hands on experience with modern CMS platforms, content distribution tools, and performance analytics
• Familiarity with SEO, AI driven discovery, and content optimisation best practices
• Experience managing agencies and external partners in a scaled marketing environment