The US Brand Lead will spearhead TON’s brand presence and growth in the United States - one of TON’s most important strategic markets. This role is responsible for shaping TON’s positioning, storytelling, and activations for the US audience, ensuring TON is seen as both a trusted blockchain platform and a cultural brand. The ideal candidate is a hybrid strategist and operator: equally comfortable crafting high-level brand narratives, managing agency partners, and executing market activations that deliver measurable impact.

Key Responsibilities

Market Brand Strategy

• Localise TON’s global brand strategy for the US market, adapting tone, storytelling, and activations to resonate with US audiences.
• Build TON’s brand equity in the US, positioning TON as a credible, innovative, and culturally relevant player.
• Partner with full Marketing team Growth, BD, and Community teams to align brand presence with adoption objectives.

Campaigns

• Lead US-based marketing campaigns, partnerships, and cultural activations.
• Oversee presence at key industry events (crypto, fintech, tech, culture).
• Develop strategic partnerships with US-based brands, media, and influencers to expand TON’s reach.
• Ensure all creative and messaging align with TON’s global brand standards while reflecting local relevance.

Stakeholder

• Act as TON’s brand ambassador in the US, building relationships with partners, agencies, media, and cultural communities.
• Collaborate with ecosystem projects and partners in the US to co-create marketing campaigns.
• Liaise closely with the global TON brand team to ensure alignment and consistency.

Execution

• Manage US creative and work with our PR team, ensuring high-quality, efficient execution.
• Drive local content and design production tailored for the US market.
• Track campaign performance and provide insights to refine strategy.

Requirements

• 8+ years experience in brand, marketing, or communications roles (tech, fintech, lifestyle, or agency).
• Strong network and understanding of the US cultural, tech, and media landscape.
• Proven track record of launching and scaling brand campaigns in the US.
• Experience with partnerships, sponsorships, or cultural activations.
• Exceptional communication, storytelling, and stakeholder management skills.
• Familiarity with Web2 and crypto/Web3, with the ability to translate complex ideas for mainstream audiences (preferred but not required).
• Entrepreneurial, hands-on mindset - able to thrive in a fast-paced, global environment.

What Success Looks Like

• TON becomes a recognised and respected name in the US crypto and cultural landscape.
• US campaigns and activations drive measurable growth in awareness, engagement, and adoption.
• Partnerships with US media, cultural leaders, and brands amplify TON’s presence.
• TON’s US presence is fully aligned with global brand direction, while resonating deeply with local audiences.