Senior Manager of Brand Marketing

Ready to make a real impact on global health and wellness care?

Practice Better is an all-in-one platform helping health and wellness practitioners run their businesses, care for their clients, and scale their impact. Founded by practitioners in 2016, we’re now the leading EHR and practice management platform in the wellness industry, trusted by tens of thousands of practitioners across 70+ countries.

In 2023, we expanded our whole-practice care offering through the acquisition of That Clean Life, bringing nutrition planning into our platform.

We’re a remote-first team headquartered in Toronto, made up of curious, driven, and empathetic people building tools that help practitioners create sustainable, independent practices; and do the most meaningful work of their careers. While most of our work happens remotely, we come together regularly for off-sites and team events to stay connected and build together.

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Position Summary

Practice Better is at an inflection point. We have a growing customer base of health and wellness practitioners, a strong product, and real momentum — but our brand hasn't caught up with the business. Our voice isn't as sharp as it could be. Our identity isn't as defined as it should be. And our brand isn't yet doing the work it's capable of doing.

This role exists to change that.

We're looking for a Senior Manager of Brand Marketing who will own the brand function from the ground up — defining our identity, shaping our voice, building a content and communication strategy that brings it to life, and executing programs that move the needle commercially. You will manage a small team and contribute hands-on yourself. You will think in strategy and deliver in execution. You will be the person who makes the brand real at Practice Better — not just documented.

If you've been the brand function at a comparable-stage company — and you know what it means to build something from near-zero and make it matter — this role was written for you.

Why brand matters at this stage of growth

At 75–200 people and in the $25M–$100M ARR range, brand becomes a force multiplier. It reduces CAC as awareness compounds. It lifts pipeline conversion as trust is established. It makes every demand gen dollar work harder. And it creates defensible differentiation that paid channels alone can never build. This role is central to how Practice Better scales beyond 1:1 acquisition into 1:many growth.

Note: Practice Better is a remote-first company with team members across North America. However, this particular role is currently open to Canadian-based candidates only , and preference will be given to applicants legally authorized to work in Canada.

What You'll Be Doing

Brand Strategy & Positioning

Define Practice Better's unique brand positioning voice, and identity framework: articulate who we are, who we're for, why we exist, and how we're meaningfully different from the competition.

Lead messaging architecture ensuring that how we talk to prospective and existing customers reflects our positioning with precision and consistency

Conduct ongoing competitive brand audits and identify white space where Practice Better can build a distinctive and defensible market identity

Content Strategy

Lead content planning and strategy: define themes, topics and narratives that reflect our brand and resonate with our audience; get hands-on with production when the moment calls for it

Build and manage a year-round content calendar that spans all relevant channels and media formats, ensuring coherence, consistency, and intentional sequencing across the plan

Ensure content serves both brand and performance goals — building awareness and trust over time while supporting pipeline and PLG conversion at key moments in the funnel

Brand-Driven Growth Programs

Design and run brand programs that are measurable, scalable, and tied to commercial outcomes — not awareness for awareness's sake

Community activation — develop programs that turn our customer base of practitioners into brand advocates; surface their stories, amplify their voices, and build the infrastructure for word-of-mouth to become a compounding growth channel

Events, webinars & co-marketing — Deliver on-brand, well-promoted events, webinars, and joint campaigns that leverage our ecosystem to extend reach, build credibility, and drive measurable traffic, pipeline, and brand impact.

Thought leadership and brand social— develop a clear point-of-view content engine that positions Practice Better and its people as authoritative voices in health and wellness tech

PR & earned media — build relationships with relevant journalists, podcast hosts, and industry platforms; pitch our story without an agency, prove ROI, and scale the program from there

Performance & Measurement

Come in with a point of view on brand KPIs and own the measurement framework from day one: propose how brand should be tracked and reported, don't wait to be told

Use data to prioritize, kill, and scale brand programs. Run lift experiments and incrementality tests to quantify brand's contribution to growth, particularly within our PLG motion

Collaborate closely with the Marketing Directors (Performance and Lifecycle) to align brand programs with their initiatives and maximize shared outcomes.

How we’ll measure your impact

You'll own proposing and building the measurement framework for this function. Here's what we'll be tracking together:

Branded Search Volume — growth in organic branded queries as awareness compounds over time

Share of Voice — Practice Better's presence relative to key competitors across owned and earned channels

Pipeline Influence — brand touchpoints in the PLG funnel and their contribution to influenced pipeline

CAC Trend — reduction in blended CAC as brand drives more efficient and compounding top-of-funnel

Earned Media Coverage — quality and volume of press, podcast, and third-party placements secured

Organic Social & Content Performance — reach, engagement, and audience growth benchmarked against category peers

Lift Experiments — incrementality measurement tied to specific brand program activations

UTM-Attributed Traffic — direct traffic from co-marketing, PR, partner, and community initiatives

Community Engagement — early signals of advocacy, referral activity, and customer-led amplification

Who You Are

Experience & Background

6–10 years of brand and content marketing experience, including at least 2+ years in a people-manager role

Proven track record at a SaaS company in the $25M–$100M ARR range, ideally 75–200 employees: you know what it means to be the brand at a company, not just work on it

Experience in health, wellness, or health-adjacent tech is a strong plus. Familiarity with the practitioner mindset and the trust dynamics of this space will accelerate your impact

You have built brand positioning and content strategy from near-scratch and shipped programs that moved commercial metrics

You've run PR and earned media without an agency: you know how to pitch, build relationships, and generate coverage through craft and persistence, not just budget

How You Work

You are equally comf