The Challenge
TextNow is the nation's largest free phone service provider at an inflection point-you'll lead the brand engine to break through cultural noise, build legitimacy beyond the budget positioning, and drive sustained growth across consumer and B2B audiences.
Your Mission
Audit current brand positioning, messaging architecture, and stakeholder alignment; define refined positioning pillars and communications framework
Establish integrated brand campaign roadmap for next 12 months with clear phase gates, channel roles, and measurable awareness targets
Evaluate and optimize agency roster (creative, media, PR, influencer); establish performance frameworks and accountability mechanisms
Launch first integrated brand campaign that signals cultural relevance and challenges legacy perception of free phone service
Drive measurable lift in aided/unaided brand awareness and consideration metrics vs. competitors among target audiences
Build a distinctive brand voice and visual identity system deployed consistently across paid, earned, and owned channels
Establish TextNow as a cultural player through 3-5 meaningful partnerships, creator collaborations, or cultural moments
Develop integrated playbook for ongoing brand media strategy with data-driven channel investment allocation and ROI modeling
KPIs You'll Own
Brand Awareness Lift (Aided/Unaided)
Track quarterly movement in aided and unaided brand awareness among target consumer and B2B segments vs. baseline and competitors.
Campaign Attribution to Conversion
Measure percentage of app downloads, sign-ups, and upgrades directly attributed to brand campaign exposure across channels.
Brand Sentiment & Trust Score
Monitor net sentiment and trust/legitimacy perception through quarterly brand health tracking studies and social listening.
Media Efficiency (CPM/CPC by Channel)
Optimize paid media spend across channels, tracking cost-per-thousand impressions and cost-per-click to maximize awareness at scale.
Earned Media Value & Share of Voice
Quantify PR and organic social reach, estimated media value, and share of voice vs. competitors in relevant cultural conversations.
Tools & Stack
Your Team
Your Manager
Head of Marketing (VP, Marketing)
Current Team
Social Media Specialist, Communications Manager (2 direct reports); cross-functional partnerships with Product Marketing, Creative, Media, PR, and Influencer teams
New role-building brand marketing function at scale
The Package
Salary
$180K-$240K base
Variable
Likely 15-25% bonus tied to brand awareness and campaign performance metrics
Equity
Probable equity grant (typical for VP-level at growth-stage companies)
Remote
On-site (location not specified but implies TextNow HQ; likely Texas-based)
Benefits & Perks
Company Intelligence
TextNow is the largest provider of free phone service in the US, on a mission to democratize communication and break down barriers to access. The company is at an inflection point, scaling from a product-first brand to a culturally relevant, strategically disciplined brand engine that drives long-term growth.
Customers
Millions of free users + B2B enterprise customers
Culture
Optimistic, critical, curious-minded team focused on breaking down barriers and freeing the flow of conversation
Is This Role For You?
- You've built or scaled integrated brand campaigns across paid, earned, and owned channels with measurable awareness and business impact
- You're comfortable translating brand strategy into execution while actively coaching creative and managing external partners
- You can balance cultural relevance with strategic discipline-no vanity metrics, only measurable business results
- You thrive leading cross-functional teams and driving accountability across marketing, product, and external agencies
- You see a challenger brand opportunity and understand how to position an underdog against entrenched competitors
- You prefer pure strategy work without hands-on execution, creative briefs, and partner management
- You're uncomfortable working in on-site environments or need full remote flexibility
- You lack experience managing integrated campaigns or attribute-driven measurement across channels
- You're looking for a role focused solely on performance/conversion marketing rather than brand-driven growth
Interview Process
Initial screening
Conversation with recruiter on background, brand leadership experience, and cultural fit
Marketing leader interview
Conversation with Head of Marketing on brand strategy, integrated campaign approach, and cross-functional collaboration
Case study presentation
Present a past integrated brand campaign: strategy, execution, channels, results, and learnings
Executive panel
Interview with VP Marketing and likely CMO or exec team on vision for TextNow's brand, market positioning, and long-term strategy
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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About Brand Marketing roles
Brand marketers build the perception, voice, and visual identity that makes a company memorable. They oversee creative campaigns, brand guidelines, partnerships, and the emotional connection between company and customer.