Sr. Dir, Brand Strategy & Narrative
Sodal, Inc.
USD 141,700-375,800 / year + Equity
GitHub is the world’s leading platform for agentic software development — powered by Copilot to build, scale, and deliver secure software. Over 180 million developers, including more than 90% of the Fortune 100 companies, use GitHub to collaborate, and more than 77,000 organisations have adopted GitHub Copilot.
Locations
In this role you can work from Remote, United States
Overview
GitHub is the home for all developers and the platform where the world builds software. As AI reshapes how software is imagined, created, secured, and scaled, GitHub has a unique opportunity, and responsibility, to define what the future of software development means for developers, enterprises, partners, and the broader Microsoft ecosystem.
We’re looking for a Sr. Director of Brand Strategy & Narrative to lead the next evolution of GitHub’s brand platform and storytelling in this new agentic era. This leader will define and operationalize a modern, relevant, developer-authentic brand strategy that honors GitHub’s deep developer roots while helping the company lead the category into what comes next.
You will shape how GitHub tells its story across audiences and moments, from developers to business decision makers, from product launches to global campaigns, from internal strategy to external expression. You will also support the broader Microsoft developer brand strategy, influencing how GitHub fits within that story, and how the values of each brand support and accelerate the other.
This leader will oversee GitHub’s content writing team and help elevate GitHub’s narrative craft across channels, moments, and campaigns. They will also oversee the GitHub Shop, treating it as both a beloved community touchpoint, a customer incentive, and a brand laboratory - a place to experiment with identity, storytelling, culture, and developer love in tangible form.
Responsibilities
Define the next evolution of GitHub’s brand
Lead the development of a modern GitHub brand platform that reflects the current and future state of software development, with AI, agents, developer creativity, enterprise trust, and open collaboration at its core.
Translate GitHub’s company strategy, product vision, market position, and cultural DNA into a clear, compelling, and differentiated brand narrative.
Create durable narrative frameworks that help GitHub communicate consistently across developer, enterprise, partner, community, and internal audiences.
Partner closely with Microsoft stakeholders to support the broader Microsoft developer brand strategy and GitHub’s role within it.
Influence cross-company campaigns, moments, and programs that bring the GitHub and Microsoft developer relationship to life.
Drive narrative adoption across the business
- Build programs, playbooks, and stakeholder engagement that help teams understand and apply GitHub’s brand strategy in their work.
- Partner with integrated growth, demand generation, product marketing, events, communications, DevRel, and others to ensure the narrative is consistently leveraged into high-impact work.
- Help turn brand strategy into usable systems so the work scales across teams, campaigns, launches, channels, and customer moments.
Lead brand writing and content craft
Lead GitHub’s content writing team, setting a high bar for narrative quality, technical credibility, creative ambition, and editorial excellence.
Ensure GitHub’s writing is clear, human, technically astute, developer-authentic, and differentiated in a crowded and fast-moving market.
Build stronger connections between brand strategy, content strategy, product storytelling, and campaign execution.
Oversee the GitHub Shop as a brand laboratory
Lead the strategic direction of the GitHub Shop as a meaningful expression of GitHub’s brand, culture, community, and fandom.
Use the Shop as a place to experiment with brand identity, creative storytelling, developer culture, merchandise, collaborations, and physical expressions of GitHub’s personality.
Ensure the Shop continues to delight developers and fans while supporting broader customer and Hubber needs.
Qualifications
- 12+ years experience at an agency or with brand marketing, communications, marketing strategy, social media, customer evidence, or related field
- OR Bachelor's Degree in Business, Marketing, Communications, or related field AND 10+ years experience at an agency or with brand marketing, communications, marketing strategy, social media, customer evidence, or related field
- OR Master's Degree in Business, Marketing, Communications, or related field AND 8+ years experience at an agency or with brand marketing, communications, marketing strategy, social media, customer evidence, or related field OR equivalent experience
- OR equivalent experience.
- 10+ years experience executing a communications or marketing strategy.
- 10+ years experience with marketing and campaign management.
- 10+ years experience working cross-functionally with other teams (e.g., Design, Communications, Revenue, Customer Success, external agencies/internal).
Preferred Qualifications
A deep understanding of, and experience with, the software development landscape — including how developers work, what they care about, how modern software teams operate, and how AI is changing the SDLC.
Strong fluency in the current AI landscape, especially as it relates to software development, developer productivity, agents, coding assistants, automation, security, and enterprise adoption.
A proven ability to develop brand strategies, platforms, narrative systems, messaging architectures, and strategic frameworks that move large organizations.
Exceptional writing, editing, storytelling, and positioning instincts — with the ability to simplify complexity without flattening nuance.
A working knowledge of GitHub as a product and platform — and enough technical fluency to be credible with developers, product teams, and technical stakeholders.
7+ years experience with people management, cross-functional project leadership, acting as team lead, or managing an agency.
Compensation Range
The base salary range for this job is USD $141,700.00 - USD $375,800.00 /Yr.
These pay ranges are intended to cover roles based across the United States. An individual's base pay depends on various factors including geographical location and review of experience, knowledge, skills, abilities of the applicant. At GitHub certain roles are eligible for benefits and additional rewards, including annual bonus and stock. These rewards are allocated based on individual impact in role. In addition, certain roles also have the opportunity to earn sales incentives based on revenue or utilization, depending on the terms of the plan and the employee's role.
GitHub values
- Customer-obsessed
- Ship to learn
- Growth mindset
- Own the outcome
- Better together
- Diverse and inclusive
Manager fundamentals
- Model
- Coach
- Care
Leadership principles
- Create clarity
- Generate energy
- Deliver success
Who We Are
GitHub is the world’s leading AI-powered developer platform with 150 million developers and counting. We’re also home to the biggest open-source community on earth (and 99% of the world’s software has open-source code in its DNA). Many of the apps and programs you use every day are built on GitHub.
Our teams are dreamers, doers, and pioneers, leading the way in AI, driving humanitarian efforts around the globe, and even sending open source to Mars (and beyond!). At GitHub, our goal is to create the space you need to do your best work. We’re remote-first and offer competitive pay, generous learning and growth opportunities, and excellent benefits to support you, wherever you are—because we know that people flourish when they can work on their own terms.
Join us, and let’s change the world, together.
EEO Statement
GitHub is made up of people from a wide variety of backgrounds and lifestyles. We embrace diversity and invite applications from people of all walks of life. We don't discriminate against employees or applicants based on gender identity or expression, sexual orientation, race, religion, age, national origin, citizenship, disability, pregnancy status, veteran status, or any other differences. Also, if you have a disability, please let us know if there's any way we can make the interview process better for you; we're happy to accommodate!