Director, Brand Marketing

he Director of Brand Marketing owns Onit’s brand: the category narrative, corporate identity, and reputation that make Onit the name legal and legal ops leaders trust before a sales conversation ever begins. This role leads Engine 1, Brand, and is accountable for how Onit shows up everywhere it is seen. Onit is in an active platform transition — moving from a workflow-based legal operations platform to an AI-native platform anchored on Unity — and this leader will own the brand narrative through that shift. 

Reporting to the VP of Marketing, this leader sets the master narrative and brand standard that Product Marketing translates into product messaging and that Revenue Marketing carries into demand. The role owns the company story and reputation, not the pipeline and not product-level positioning, and partners closely with both to keep the lines clean. This role will consolidate and build out the brand team, bringing dedicated focus to a function that has operated across multiple contributors. 

Success in this role means Onit owns a clear, differentiated position in the legal AI category, brand awareness and share of voice grow against named competitors, and the organic, earned, and owned channels operate as an always-on engine that makes Onit impossible to ignore.

• Own Onit’s category narrative and corporate positioning, including the through-line that defines what Onit is, what it replaces, and why its differentiation is defensible. 

• Set the master brand story that Product Marketing translates into product messaging and that Revenue Marketing carries into demand programs. 

• Lead the evolution of Onit’s positioning as the market and the AI category shift, keeping the story ahead of competitors. 

• Partner with the VP of Marketing and the executive team to align the brand narrative to company strategy and key market moments. 

• Monitor the competitive brand landscape and ensure Onit’s positioning responds to moves by key competitors including in enterprise legal management, CLM, and AI-native entrants. 

Brand Identity, Voice & Experience:

• Own Onit’s brand identity, voice, and visual system, and set the standard for how every team applies them. 

• Lead the website as a brand expression, owning the experience, design language, and how the story renders for first-time visitors, in partnership with web and design. 

• Direct the creative and design function to produce on-brand work at the pace of an AI company. 

• Own brand presence and experience at tier-one events and lead the OnPoint community as a brand channel, developing it as an always-on touchpoint for legal ops buyers and advocates. 

Reputation, PR and Organic Growth:

• Own earned media and PR, building Onit’s reputation and share of voice in the legal AI category. 

• Lead the executive and employee thought leadership program and scale the shift from episodic campaign spikes to an always-on, culture-led organic engine. 

• Own AI and LLM search visibility as a first-class brand channel, growing Onit’s citation share for the terms that matter to buyers. 

Establish the brand measurement framework, including awareness, share of voice, organic reach, sentiment, and earned media, reported to the VP of Marketing and leadership on a defined cadence with clear business impact framing. 

• Support investor-facing narrative and corporate communications as Onit executes its AI platform transition, in partnership with the VP of Marketing and executive leadership. 

• Partner with Product Marketing on analyst storytelling, supplying the corporate narrative that analyst relations carries to market.