Opportunity

We are hiring a Senior Director of Brand & Experience to own how Twin is understood, trusted, and chosen across all audiences. This role is responsible for narrative ownership and brand experience end to end. It ensures Twin tells a powerful, persuasive story that resonates emotionally with members, is credible with employers and health plans, and is consistent across every channel where Twin appears. This is not a traditional brand or creative role. It is a senior leadership role focused on psychology, storytelling, experimentation, systems, and visual persuasion, with direct influence on growth, conversion, and long-term brand strength. We are looking for one exceptional persuasion leader who can operate with speed and rigor across B2C, B2B, and B2B2C environments.

Responsibilities 

Persuasion, Psychology, and Narrative

• Own Twin’s master narrative with a deep understanding of audience psychology and behavior
• Apply both intuitive and rational persuasion principles across all brand and experience touchpoints
• Translate one core truth into compelling, action-oriented storytelling for members, employers, and health plans
• Ensure messaging consistently answers why Twin matters, why now, and why Twin

Brand, Experience, and Discovery Systems

• Own Twin’s brand system including voice, tone, language, and visual identity
• Ensure consistent and persuasive expression across website, lifecycle marketing, sales assets, PR, and partner channels
• Own the TwinHealth.com experience including narrative flow, UX alignment, and conversion support in partnership with Growth and SEO
• Own how Twin’s brand and narrative show up across modern discovery channels, including search engines and AI-powered answer platforms
• Partner with Growth and SEO to ensure content is structured, authoritative, and discoverable across SEO, AEO, GEO, and emerging generative search experiences
• Ensure Twin content is optimized for clarity, credibility, and relevance so it is accurately represented in AI-generated answers and summaries
• Establish clear guardrails that allow teams to move quickly without fragmenting the brand

Design Strategy and Visual Persuasion

• Own the visual persuasion strategy for Twin across brand, product, marketing, and partner experiences
• Set clear design principles that guide how Twin communicates trust, clarity, and credibility visually
• Ensure design systems scale across B2C, B2B, and B2B2C without dilution or inconsistency
• Partner with Creative and Product teams to translate complex concepts into simple, intuitive, and emotionally resonant visual experiences
• Apply behavioral and visual psychology to influence attention, comprehension, and action across pages, campaigns, and flows
• Provide clear guidance and direction so design teams can move quickly while maintaining high quality and cohesion

AI-Driven Personalization and Creation

• Use AI to rapidly create and test hyper-personalized assets including copy, subject lines, visuals, landing pages, mailers, and interactive flows with Lifecycle and Commercial Marketing teams
• Partner with Marketing Operations and MarTech to operationalize AI-assisted workflows that scale personalization while maintaining quality
• Experimentation and Learning Velocity
• Run fast, disciplined experiments to understand what drives action across audiences
• Design and execute A/B and multivariate tests across messaging, visuals, and experiences
• Use data and qualitative insight to double down on what works and quickly retire what does not
• Build a culture where learning speed is a competitive advantage

Storytelling and Product Launches

• Lead storytelling for new product and program launches across audiences and marketing channels
• Frame new offerings with clarity and confidence so they feel inevitable rather than optional
• Partner closely with Product Marketing, analytics, and Clinical to ensure accuracy and credibility

Influence, Trust, and Social Proof

• Own strategy for influencers, UGC, testimonials, and member stories with appropriate governance
• Ensure all social proof is credible, compliant, and designed to reduce friction and increase trust
• Partner with PR and Communications to reinforce narratives through earned media and executive storytelling

Cross-Functional Leadership

• Act as a senior partner to Growth, Lifecycle, Product Marketing, Sales, Field, and Client Growth
• Influence through clarity and collaboration, with best ideas winning
• Lead and develop a small, high-impact team across brand, creative, content, and experience
• Other duties as assigned

What Success Looks Like

• Twin consistently moves audiences from awareness to action through persuasive storytelling
• Brand experiences convert trust into adoption and expansion
• Twin is represented accurately and credibly across search and AI-driven discovery experiences
• AI-driven personalization improves engagement and conversion measurably
• Experiments run continuously and outcomes improve quarter over quarter
• Teams move faster because the brand system is clear, trusted, and scalable

Qualifications 

• 10 or more years of experience leading brand, narrative, or experience at a high-growth consumer or health-focused company
• Deep understanding of human psychology, behavior, and persuasion
• Strong instinct for what motivates audiences to act
• Hands-on experience using AI to create, personalize, and scale marketing assets
• Proven ability to run experiments quickly and learn from results
• Experience operating across B2C, B2B, and B2B2C contexts
• Executive presence and ability to influence senior stakeholders
• Deeply mission-driven with a strong work ethic and desire to win for Twin
• Smart, skilled doer who executes with speed and accountability
• Collaborative partner who values honesty, low ego, and operational excellence
• This remote opportunity based out of the U.S. Applicants must be authorized to work for any employer in the U.S. We are unable to sponsor or take over sponsorship of an employment Visa at this time.

Compensation and Benefits  

The compensation range for this position is $200,000 - $225,000 annually. This position is bonus eligible.  

Twin has an ambitious vision to empower people to live healthier and happier lives, and to achieve this purpose, we need the very best people to enhance our cutting-edge technology and medical science, deliver the best possible care, and turn our passion into value for our members, partners and investors. We are committed to delivering an outstanding culture and experience for every Twin employee through a company based on the values of passion, talent, and trust. We offer comprehensive benefits and perks in line with these principles, as well as a high level of flexibility for every Twin

• A competitive compensation package in line with leading technology companies
• A remote and accomplished global team
• Opportunity for equity participation 
• Unlimited vacation with manager approval
• 16 weeks of 100% paid parental leave for delivering parents; 8 weeks of 100% paid parental leave for non-delivering parents
• 100% Employer sponsored healthcare, dental, and vision for you, and 80% coverage for your family; Health Savings Account and Flexible Spending Account options
• 401k retirement savings plan