Brand Marketing Lead

About the role

HandsUp sits at the unusual intersection of police-encounter recording, dashcam telematics, and on-demand legal access. The product works. The category is real. The opportunity now is to make millions of Americans understand that this thing exists, why it matters, and why HandsUp is the one they should download.

You will be our first dedicated brand marketing leader. You will own brand strategy, content marketing, organic and paid growth, social, and consumer partnerships. You will work directly with the founders, the design lead, and the legal partnerships team. The mandate is wide and the autonomy is real.

What you will do

• Define and steward the HandsUp brand voice, visual identity, and positioning across every consumer touchpoint, from app store listings to TV-ready assets.
• Build the marketing funnel from scratch, from organic discovery to paid acquisition to retention loops. Set the budget, set the targets, hit the numbers.
• Own performance marketing channels including paid social, search, podcasts, and creator partnerships. Run experiments at a clip and kill what does not work.
• Lead all content marketing including the editorial calendar, partnerships with civil rights publications, and our own owned-media efforts.
• Drive PR and earned media. We have a story to tell across legal, tech, civil rights, and insurance press. You will tell it.
• Build and manage relationships with consumer-facing partners including civil rights organizations, driving schools, fleet operators, and influential creators.
• Stand up brand measurement, from awareness studies to attribution modeling, so we know what is working and why.
• Hire and grow the marketing function as we scale, including content, performance, and partnerships specialists.

What you bring

• 8 or more years of brand or growth marketing experience, with at least four leading the function for a consumer product.
• A track record of growing a consumer app from low six figures of users to seven or more, ideally with strong organic and paid blends.
• Sharp creative judgment. You can write a brief, evaluate a creator, and tell whether a piece of work is going to move the needle without running it.
• Quantitative fluency. You read dashboards, you set up attribution, you know what a CAC payback period is and you can defend yours.
• Deep familiarity with paid social, search, app store optimization, and creator-led acquisition.
• Comfort working at the intersection of legal, civil rights, and product. You understand why we cannot make our marketing political and you can write copy that lands hard without being preachy.
• Excellent writer. You can take a complex product and explain it in one sentence, then build out a five-page launch plan from there.
• Bias toward shipping. You will be running ten experiments at any given time. You enjoy that.

Bonus points

• Experience marketing a legal-tech, fintech, or civil rights consumer product.
• Background launching products in regulated categories (insurance, legal services, health).
• Experience building creator partnership programs or affiliate marketing operations.
• Comfort on camera or in front of press. You will be a public face for HandsUp at times.
• A point of view on how brand and growth should actually work together (most teams get this wrong).

The team you would join

You will report directly to the CEO and work daily with our co-founder of product, the design lead, and the head of legal partnerships. You will be the first dedicated marketing hire. The team is small, fully remote, and ships fast. You will help us go from a product people use to a brand people trust.

Compensation and benefits

The salary range for this role is $200,000 to $260,000 plus meaningful equity. Range is determined by experience, scope, and impact. We benchmark against top-quartile cash compensation at comparable consumer startups and re-benchmark every year.