Head of Brand

About the Company

Sleek uses proprietary software and AI, combined with a strong customer-first approach, to simplify back-office work for micro SMEs. The company’s goal is to help entrepreneurs reclaim time so they can focus on growing their businesses and serving customers.

The business operates in three major areas: Corporate Secretary, where it automates incorporation, secretarial work, filings, nominee director services, mailroom handling, and immigration processes through online automation tools and SleekSign; Accounting & Bookkeeping, where it modernises accounting, bookkeeping, tax, and payroll with its own SleekBooks ledger, AI tools, and strong service; and FinTech payments, where it supports new businesses with digital banking solutions.

Founded in 2017, Sleek serves about 15,000 customers across Singapore, Hong Kong, Australia, and the UK, and has a team of around 500 people. The company has raised Series B funding, has delivered more than 70% compound annual revenue growth over the last five years, and has been recognised by major media and professional brands as one of Asia’s fastest-growing companies. It is backed by leading investors and is working toward becoming a cash-flow-positive, tech-enabled unicorn in Asia Pacific.

Role Overview

This role is for a brand leader who can turn Sleek into the first name SME owners think of when they need support in the markets it serves. The focus is on building trust, creating preference, and making the brand a growth driver rather than just a communications function.

The team is looking for someone who is inventive, commercially minded, and focused on measurable outcomes rather than vanity metrics. The ideal person will rethink how a service business earns attention, scales trust, and converts reputation into demand.

Key Outcomes

• Increase brand awareness and preference among SME owners in Singapore, Hong Kong, Australia, and the UK by 20% to 50%, depending on the market.
• Create a referral system that contributes 50 additional new customers every month, either directly or indirectly.
• Generate 100 extra leads each month from social and brand activity.
• Raise Trustpilot performance to 4.8.
• Build highly engaged social communities, including 40,000 LinkedIn followers across key markets and 40,000 followers on Instagram or Facebook, including Sleek Communities.

What You Will Own

• Brand story and positioning: shape Sleek’s narrative, sharpen the ideal customer profile, define the strategic positioning, and align the value proposition, pricing logic, and packaging approach.
• Reputation management: oversee how Sleek is perceived on Trustpilot, Google Reviews, and Reddit, and turn customer reviews into a meaningful competitive advantage.
• Referral growth: design and scale a programme that turns satisfied customers into an effective source of new business.
• Social and community growth: develop owned channels and communities into active, engaged audiences that contribute to business results.
• Creative and visual direction: establish the standard for the company’s creative output and visual identity across all marketing touchpoints.

What Success Looks Like

Success in this role means thinking in terms of outcomes, not activity volume. It also means being willing to challenge campaigns that do not drive business impact, bringing a creative and slightly unconventional approach, and moving smoothly between high-level brand strategy and hands-on execution.

Experience Needed

• 8 to 12+ years of experience in growth or marketing, with progression into senior or leadership responsibility.
• Strong background in scale-ups or high-growth startups, with experience building brand and demand in a fast-moving, resource-aware environment.
• A proven record of delivering measurable business growth, such as pipeline, leads, acquisition, or revenue.
• Direct ownership of brand narrative and value proposition work, including positioning, ICP refinement, and multi-channel storytelling.
• Comfort working across brand and performance marketing, treating brand as a growth lever rather than a cost item.

Behavioural Attributes

• Ownership: dependable, accountable, and proactive in following work through to completion and helping recover when issues arise.
• Humility: open to feedback, willing to learn, and able to work collaboratively with self-awareness and emotional intelligence.
• Structured thinking: able to make practical, well-reasoned decisions in a complex, multi-country, multi-service business.
• Data-driven approach: uses evidence to guide strategy and evaluate the impact of initiatives.
• Ability to handle difficult conversations constructively and respectfully, especially in a fast-paced environment where strong opinions and setbacks are normal.

Interview Process

The hiring process is expected to take no longer than three weeks, depending on the candidate’s availability. The format may be by video or in person based on location and role requirements.

• One-way video interview and talent acquisition screening call.
• Live technical skills test lasting 60 to 90 minutes with the hiring manager.
• Soft skills interview lasting 60 minutes, focused on collaboration, cultural fit, and behavioural attributes.
• Reference checks and offer stage for shortlisted finalists; two professional references will be requested from previous managers or senior leaders, preferably from recent roles.

Background Screening

Sleek is a regulated organisation and may conduct background verification depending on the role. Checks can include education history, criminal record, political exposure, and bankruptcy or adverse credit history. Consent will be requested before any checks are carried out. Depending on the role, an adverse result may prevent the candidate from completing probation.

Candidate Declaration

By applying, candidates confirm that they have read and accepted the Data Privacy Statement for Candidates available on Sleek’s website.

Benefits

• A flexible work setup with the ability to work from home.
• Flexibility around start times, provided work is completed and changes are communicated proactively.
• Option to work fully remotely from anywhere in the world for one month each year.
• Competitive market-aligned pay.
• Generous paid time off and holiday arrangements.
• Potential eligibility for an employee share ownership plan, depending on role and staff group.
• Access to responsibility, autonomy, and fast-paced learning opportunities.
• Internal and external training programmes.
• Exposure to AI-led innovation and participation in a regional centre of AI excellence.
• Opportunity to grow personally and professionally in a values-led, B Corp certified organisation.
• A workplace culture that values humility, kindness, diversity, inclusion, and a sense of humour.