Founding Head of Brand and Marketing, Silvie

Toronto or Waterloo, hybrid | Full-time | Reports to the CEO

Define the brand that changes how the world thinks about aging at home.

Silvie

Silvie is the first consumer product from Pontosense, whose sensing technology is deployed in 24 countries. A small sensor on the wall detects falls and tracks sleep, health and wellness, with no cameras, wearables or pendants. There is nothing to charge and nothing to remember. Families get peace of mind. Older adults keep their independence and their dignity. We are the Oura for seniors and health, and the category is ours to define.

Why now

Pontosense technology is already live in 24 countries, and Silvie is our first consumer brand. Silvie launches nationally in January 2027. Over the next few years, Silvie can be in millions of homes, and the person in this seat decides what the brand stands for when it gets there.

The role

This is the founding brand seat at Silvie. You own the brand outright: what it stands for, how it looks, how it sounds and who carries it. You have the final say on creative. You choose the creators, partners and cultural moments that make Silvie something families want, not just something they need. You build the affiliate programme that carries Silvie into homes through the people and businesses families already trust, and you shape distribution and go-to-market alongside the CEO. You understand the whole of marketing, from positioning and creative to content, social, email, launch and the numbers, and you run it end to end. You sit at the leadership table, and the brand you build becomes the face of the company.

What you'll own

• The brand: positioning, voice, identity and the creative bar for everything Silvie puts into the world
• Content and channels: what Silvie says across social, email, app and push, and how it all fits together
• The marketing plan: one calendar and one budget for brand, launch, creators and growth, run with the Growth Marketing Manager
• The launch: Silvie's commercial debut in January and the campaign built around the TV moment
• Creators and culture: the people and partnerships that make Silvie a brand families are proud to talk about
• The affiliate programme: how Silvie reaches homes through partners, and how those partners are rewarded
• The customer: a deep understanding of the adult child who buys Silvie for a parent, and what moves them
• Your ideas: the bets and the moments that bring Silvie to the world. We want your strategic insight, not a deck

What year one looks like

• Silvie has a brand people recognize, with a look and feel that is unmistakably ours
• The January launch lands, and the TV moment turns into customers
• A roster of creators and partners fits the brand and moves product
• The affiliate programme is live and bringing in customers
• At least one idea nobody saw coming has worked

How we work

• Build it right, then make it better. People's safety rides on what we ship, so we test hard and never settle for good enough.
• Say it as it is. Kind and direct, at every level, including the CEO.
• Real impact. There is more room to make a difference here than at a company ten times our size.
• Do what you said. Trust is built on follow-through, and we return it with real ownership.
• Hard, and worth it. What we build keeps someone's parent safe at home. Rest well, it's part of the job.

This is for you if

• You have taste, and you can prove it
• You have built a brand that people show off, not just buy
• You've built a consumer brand in fashion, beauty, lifestyle or CPG, and owned both the brand and the marketing results
• You know how to reach the right people, and they listen
• You've owned a P&L or a marketing budget in-house, not only creative direction
• You want to define a category, not compete in one
• You have run marketing end to end yourself, from the idea to the launch to the results, not only one part of it

This isn't for you if

• You want a playbook. You'll be writing ours
• You need a big team around you to get things done
• You want to manage a brand rather than make one
• Your career has been on the agency or consulting side, advising brands rather than building one in-house
• You want to set the vision and hand off the execution

What you get

• A sensor for your parents, on us
• A seat at the leadership table and the final say on the brand
• Fair pay, and this role comes with equity
• Impact decides your pay and your path, not tenure
• Hybrid in Toronto or Waterloo, or remote if that is where you do your best work
• Health, dental and vision benefits

The details

• Pay: $150,000 to $200,000 CAD base salary
• This is a new role, created to grow the team, not a backfill
• How we hire: typically an initial interview, a short case, and a final interview in person with our CEO and members of the team. We may adjust this depending on the role
• We leverage AI tools in our hiring process, but prioritize human input and manual review

Our Commitment

At Pontosense, we are committed to creating a workplace that is inclusive and accessible to all. We value diversity and believe that everyone deserves an equal opportunity to succeed.

If you have a disability or special need that requires accommodation during the hiring process, please let us know. We will work with you to make the necessary accommodations to ensure a fair and positive experience for all applicants.

We strive to provide accessible communication and technology for our employees and customers and always look for ways to improve. If you have any feedback or suggestions on how we can improve accessibility in our workplace, please don't hesitate to contact us.

We are proud to be an equal opportunity employer and welcome candidates from all backgrounds to apply for open positions at our company.