Content & Brand Manager

Overview

You're the person building OnRamp's brand and content strategy from the ground up. OnRamp sells an AI-powered customer onboarding platform to B2B SaaS companies, client services orgs, healthcare providers, and logistics companies. You'll work on a small, scrappy marketing team (reporting to the VP Marketing) where you're expected to bring ideas, not just execute them.

Role Snapshot

Company Context

Stage: Early-stage (likely Series A/B based on 59 employees)

Size: 59 employees

Growth: Actively hiring, building out go-to-market team

Market Position: Selling into the customer onboarding/customer success platform space—competing against point solutions and manual processes. They're positioning around AI-powered guidance and workflow automation.

What You'll Actually Do

Time Breakdown

Content Creation (40%) | Strategy/Planning (25%) | Internal Collaboration (20%) | Analytics/Optimization (15%)

Key Activities

• Executive thought leadership: You're ghostwriting LinkedIn posts, articles, and potentially podcast/video scripts for founders/execs. Expect 2-4 pieces per week. You're translating their ideas into clear POV that educates the market on customer onboarding challenges.
• SEO content strategy: You own the blog and SEO roadmap. Research keywords around customer onboarding, customer success, SaaS implementation. Write or manage writers on 4-8 articles/month targeting bottom and mid-funnel searches.
• Organic social management: You're running their LinkedIn company page and possibly helping execs with their personal brands. Daily posting, engaging with comments, monitoring competitors, jumping on trending topics in B2B SaaS.
• PR and narrative building: Pitching stories to trade publications (SaaS media, customer success newsletters), writing press releases for product launches, coordinating with any agencies or freelancers. You're the voice of the company externally.
• Cross-functional projects: On a 59-person team, you'll get pulled into product launches, sales enablement (writing one-pagers, case studies), customer marketing (testimonials, advocacy content), and whatever else needs doing. The VP says "everyone pitches in"—that's real.

The Honest Reality

What's Hard

• You're a team of one (for content): There's no content team beneath you. You're writing, editing, publishing, promoting, and analyzing. If you need help, you're managing freelancers or contractors with your budget.
• Ambiguous market category: Customer onboarding platforms aren't as defined as CRM or marketing automation. You're educating prospects on why they need a dedicated solution vs cobbling together tools. That means a lot of educational content and slower awareness building.
• Scrappy means scrappy: Small team, likely limited budget. You won't have enterprise marketing tools or big agency support. You're figuring out what works through testing, not best practices from a playbook.
• Lots of context switching: One hour you're writing a technical SEO article about API integrations, next hour you're reviewing social copy, then you're in a product launch meeting. If you need deep focus time for days, this isn't it.
• Everyone has opinions: The VP says the team isn't shy about sharing opinions. Your headline will get rewritten five times. Your campaign idea will get workshopped on Friday afternoon. You need thick skin and to genuinely want that collaboration vs autonomy.

What Success Looks Like

• Organic traffic to the website grows 20-30% quarter-over-quarter from your SEO work
• Executive LinkedIn posts are getting 5K+ impressions and inbound interest from prospects or press
• You land 1-2 meaningful PR hits per quarter in tier 1 SaaS or customer success publications
• Sales team tells you the content you created helped close deals or move conversations forward
• You've built a repeatable content calendar and process that doesn't require reinventing the wheel every week

Who You're Supporting

Internal Stakeholders:

• VP Marketing (your manager) - sets strategy, you execute and bring ideas
• Sales team - needs enablement content, case studies, competitor intel
• Product team - launches, feature announcements, technical content
• Executives - thought leadership, personal brand building

External Audience:

• Customer Success Leaders at B2B SaaS companies (VPs, Directors)
• Operations/Rev Ops teams looking to streamline onboarding
• Implementation/Services teams dealing with customer onboarding chaos

What They Care About:

• Reducing time-to-value for new customers
• Improving customer retention and expansion
• Getting visibility into onboarding bottlenecks
• Making their teams more efficient (fewer manual tasks)

Requirements

• Self-starter mentality: You don't wait for assignments. You see a gap (no case studies, weak social presence, competitor launched something) and you propose a solution.
• Strong writing chops: You're writing 5-10 pieces of content per week across formats. Blog posts, LinkedIn, emails, scripts. It needs to be clear, engaging, and educational—not fluffy marketing speak.
• SEO fundamentals: You understand keyword research, on-page optimization, content structure for ranking. You've grown organic traffic before and can show the results.
• B2B SaaS experience: You've worked in or marketed to B2B SaaS. You understand the buyer, the sales cycle, the language. You don't need onboarding platform experience, but you need to ramp quickly.
• Comfortable with ambiguity: There's no playbook here. You're building the content function. You need to be OK with figuring it out as you go and adjusting based on what works.
• Collaborative, not precious: Your work will get feedback from multiple people. Ideas will get workshopped. You need to genuinely enjoy that process vs resenting it.
• Opinionated, but flexible: They want someone who brings ideas and has a POV, but can also adapt when the team goes a different direction. Balance between conviction and ego.