Brand Strategy & Marketing Lead

It all started with an idea at Block in 2013. Initially built to take the pain out of peer-to-peer payments, Cash App has gone from a simple product with a single purpose to a dynamic ecosystem, developing unique financial products, including Afterpay/Clearpay, to provide a better way to send, spend, invest, borrow and save to our 50+ million monthly active customers. We want to redefine the world's relationship with money to make it more relatable, instantly available, and universally accessible.
Today, Cash App has thousands of employees working globally across office and remote locations, with a culture geared toward innovation, collaboration and impact. We've been a distributed team since day one, and many of our roles can be done remotely from the countries where Cash App operates. No matter the location, we tailor our experience to ensure our employees are creative, productive, and happy.
The Role
We're looking for a Brand Marketing Strategy Lead to define and steward Cash App's brand strategy - ensuring our marketing is cohesive, differentiated, and connected across products, audiences, and moments.
This role is accountable for the strategic throughline of our marketing: how individual campaigns, launches, partnerships, and narratives ladder up to a clear, consistent brand story. You will also play a critical role in connecting Cash App's marketing efforts to Block-wide initiatives, including financial education, bi-annual product releases, and partnerships, so that our work compounds rather than competes. This role owns brand strategy for Cash App and Afterpay consumer brands and does not own Block-wide brand strategy, execution, or creative development.
You will define how we show up, who we prioritize, and how we decide what stories to tell and when . You will partner closely with Product Marketing, Creative Strategy, and Integrated Marketing to ensure strategy is translated into high-impact work - without owning channels, budgets, or creative concepts
Key Responsibilities
Brand Strategy & Narrative Ownership

• Define and evolve the brand positioning, narrative, and message architecture for Cash App and Afterpay.
• Establish the strategic principles that guide how our brands show up across products, campaigns, and moments.
  Create clarity on who we are for, what we stand for, and why we matter - in ways teams can consistently apply.

Cohesion & Decision Frameworks

• Ensure cohesion across marketing efforts, aligning campaigns, launches, partnerships, and storytelling to a unified brand strategy.
• Develop strategic frameworks for storytelling choices, including:
• When to lead with Cash App products
• When to tell stories through partners, creators, or ecosystems
• How to evaluate the brand value of each approach

Strategic Partnership & Influence

• Partner with Product Marketing to ensure brand strategy reflects product truth and customer value.
• Work closely with Creative Strategy to provide strategic inputs, guardrails, and context for creative development.
• Partner with Integrated Marketing to ensure brand strategy is consistently and effectively activated across campaigns.
• Act as a senior strategic voice who brings clarity, alignment, and judgment to complex decisions.

Block-Wide Connectivity

• Maximize the value of Block-wide initiatives (e.g., financial education, bi-annual product releases, partnerships) by:
• Determining when and how they meaningfully support Cash App and Afterpay's consumer brands
• Ensuring consumer brand priorities remain clear and protected
• Provide guidance on how consumer brands plug into broader moments - without absorbing ownership of Block-wide brand strategy.

Measurement & Brand Health

• Define frameworks for measuring long-term brand health, relevance, and differentiation.
• Partner with Insights and Analytics teams to translate qualitative and quantitative signals into strategic adjustments.
• Ensure brand strategy evolves with cultural shifts, product innovation, and customer needs.

You Have

• 12+ years of experience in brand strategy, marketing strategy, or strategic planning roles.
• Proven experience defining brand strategy within complex, multi-product consumer organizations.
• Exceptional strategic thinker with clear judgment and strong storytelling instincts.
• Comfortable leading through influence, not execution or headcount.
• Able to balance long-term brand equity with near-term business realities

Your Impact:

• In the first 6 months, you will
  
  • Establish clear brand strategy, messaging frameworks, and storytelling principles.
  • Introduce decision frameworks teams actively use to choose between product-led and partner-led storytelling.
  • Improve alignment across campaigns, launches, and partnerships.
  
  In 12 months:
  
  • Cash App's marketing feels cohesive, intentional, and strategically grounded.
  • Partnerships and Block-wide initiatives clearly strengthen - not dilute - the brand.
  • Teams confidently make consistent storytelling choices without re-litigating strategy.

We're working to build a more inclusive economy where our customers have equal access to opportunity, and we strive to live by these same values in building our workplace. Block is an equal opportunity employer evaluating all employees and job applicants without regard to identity or any legally protected class. We will consider qualified applicants with arrest or conviction records for employment in accordance with state and local laws and "fair chance" ordinances. We believe in being fair, and are committed to an inclusive interview experience, including providing reasonable accommodations to disabled applicants throughout the recruitment process. We encourage applicants to share any needed accommodations with their recruiter, who will treat these requests as confidentially as possible. Want to learn more about what we're doing to build a workplace that is fair and square? Check out our I+D page .
Block takes a market-based approach to pay, and pay may vary depending on your location. U.S. locations are categorized into one of four zones based on a cost of labor index for that geographic area. The successful candidate's starting pay will be determined based on job-related skills, experience, qualifications, work location, and market conditions. These ranges may be modified in the future.
To find a location's zone designation, please refer to this resource . If a location of interest is not listed, please speak with a recruiter for additional information.
Zone A:
$198,000 - $297,000 USD
Zone B:
$198,000 - $297,000 USD
Zone C:
$198,000 - $297,000 USD
Zone D:
$198,000 - $297,000 USD
Use of AI in Our Hiring Process
We may use automated AI tools to evaluate job applications for efficiency and consistency. These tools comply with local regulations, including bias audits, and we handle all personal data in accordance with state and local privacy laws.
Contact us here with hiring practice or data usage questions.
Every benefit we offer is designed with one goal: empowering you to do the best work of your career while building the life you want. Remote work, medical insurance, flexible time off, retirement savings plans, and modern family planning are just some of our offering. Check out our other benefits at Block.
Block, Inc. (NYSE: XYZ) builds technology to increase access to the global economy. Each of our brands unlocks different aspects of the economy for more people. Square makes commerce and financial services accessible to sellers. Cash App is the easy way to spend, send, and store money. Afterpay is transforming the way customers manage their spending over time. TIDAL is a music platform that empowers artists to thrive as entrepreneurs. Bitkey is a simple self-custody wallet built for bitcoin. Proto is a suite of bitcoin mining products and services. Together, we're helping build a financial system that is open to everyone.