Brand and Communications Lead

Work to Be Done

First 30 days: Learn the business, absorb the brand, and start showing up

• Get deep on Bastion's product, regulatory positioning, and competitive landscape — understand the NYDFS trust charter, how stablecoin infrastructure works, and why enterprise buyers choose Bastion over alternatives
• Map the current state of Bastion's market presence — who knows us, who should, where the gaps are, and which channels matter most for reaching enterprise financial decision-makers
• Audit the press and events landscape — identify the publications, conferences, podcasts, and thought leadership venues where Bastion's target buyers pay attention
• Start building relationships or reconnect with relevant reporters and editors
• Partner with the Commercial team to understand current sales cycles and buyer objections
• Ship something in week one (update a landing page, draft a LinkedIn post for an executive, pitch a reporter)

Outcomes:

• Working understanding of the product, buyers, and competitive positioning
• Brand assets translated into communications infrastructure
• Identified top 3-5 brand and communications gaps with a plan to close them
• Preliminary press and events target list with prioritization rationale

By 90 days: Own the brand and build earned media momentum

• Establish Bastion's brand voice and ensure consistency across the website, LinkedIn, executive communications, and all external-facing content
• Build and execute a brand activation strategy — leverage media relationships to pitch stories, secure initial press placements, and build a pipeline of earned media opportunities
• Prep Bastion executives for speaking opportunities, panels, and media interviews — develop talking points, presentation materials
• Launch targeted campaigns aimed at enterprise decision-makers
• Establish an employer brand cadence that makes Bastion visible to the caliber of talent we're hiring

Outcomes:

• Consistent, recognizable brand voice across all external touchpoints
• First press placements secured or in pipeline with clear momentum
• Targeted campaigns live and reaching decision-maker audiences
• Articulate how each communications activity connects to pipeline

By 180 days: Make Bastion a name that enterprise buyers recognize

• Scale earned media presence — move from initial placements to a steady cadence of press coverage, bylines, and thought leadership
• Develop 30/60/90 day communications launch plans for new products and partnerships
• Develop a scalable content and communications production workflow using AI tooling and contractor support
• Build the case for where the function needs to grow — dedicated PR agency, event support, content contractors, or eventually a second hire
• Work closely with agency partners, proactively manage budgets and ensure delivery

Outcomes:

• Brand awareness measurably grown among target buyer and talent audiences
• Event presence generating real conversations and follow-up pipeline
• Documented playbook and clear perspective on what this function needs next to scale impact
• Leadership trusts market signal and factors it into go-to-market decisions

Challenges

• Building brand awareness in a category most enterprise buyers don't know exists (stablecoin infrastructure)
• Earning press in a space that's noisy and reputation-sensitive
• Serving a wildly diverse audience with one pair of hands (Fortune 500 treasury teams, fintech operators across Asia, emerging stablecoin projects globally)
• Connecting brand and comms work to pipeline in an enterprise sales cycle
• Operating as a team of one in a company that's never had a dedicated brand and communications person

Requirements

• Fintech or financial services experience is a meaningful advantage