Brand and Communications Lead

Bastion builds regulated financial infrastructure for modern businesses. Bastion's full stack product suite covers stablecoin issuance, custodial wallet infrastructure, and global asset conversion rails, with the flexibility to deploy individual capabilities or combine them end-to-end.

Bastion's regulated foundation underpins a compliance-first approach to risk management, ensuring the integrity and security of all financial activity within its systems. Bastion holds the appropriate licenses for its own operations, but can also act as a service provider, offering compliance and financial operations support under our customers’ licenses.

Overview

We are hiring a Brand and Communications Lead to make Bastion known. Today, we have proven product-market fit with marquee enterprise clients, a regulated trust charter, and a platform that institutions are building on — but almost no one outside of our existing network knows it. This role exists to change that.

You will be the person who shapes and guides the brand positioning, ensuring consistent messaging and visual alignment across all touch points. You will own earning press coverage, preps executives for panels, navigates conference floors through relationships, and runs targeted campaigns for decision-makers — and you'll do it with a persistent awareness that everything you build needs to eventually connect to pipeline.

Fintech or financial services experience is a meaningful advantage here — this is a space where regulatory nuance and institutional credibility are hard to fake, and harder to learn on the fly.

While we are prioritizing candidates based in New York City, we are open to candidates remotely in the United States.

Instead of a list of requirements, we want to give you a directional look into the first 30, 90, and 180 days on the job.

We are a startup, so the pace is fast and the specific work will change. People who thrive here are finding ways to contribute in their first week, and fully productive in their third month. You need to be okay with that.

If you think this is something you can handle, we will be excited to speak with you.

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 — not to produce sales collateral, but to ensure that every piece of external communications reinforces the narratives that move deals forward

• Ship something in week one. Update a landing page, draft a LinkedIn post for an executive, pitch a reporter — demonstrate that you operate, not just plan

• Outcomes

  • You have a working understanding of the product, buyers, and competitive positioning

  • Brand assets are being translated into communications infrastructure — not sitting in a brand guidelines PDF

  • You've identified the top 3-5 brand and communications gaps and have a plan to close them

  • You have a preliminary press and events target list with a rationale for prioritization

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

• Establish Bastion's brand voice and ensure it's consistent across the website, LinkedIn, executive communications, and all external-facing content

• Build and begin executing a brand activation strategy — leverage your media relationships to pitch stories, secure initial press placements, and build a pipeline of earned media opportunities in publications that enterprise financial decision-makers actually read

• Prep Bastion executives for speaking opportunities, panels, and media interviews — develop talking points, presentation materials, and the confidence to put our leadership in front of audiences

• Launch targeted campaigns aimed at enterprise decision-makers — not broad performance marketing, but precise awareness plays that keep Bastion top of mind for the right people.

• Establish an employer brand cadence that makes Bastion visible to the caliber of talent we're hiring

• Outcomes

  • Bastion has a consistent, recognizable brand voice across all external touchpoints

  • First press placements are secured or in pipeline with clear momentum

  • Targeted campaigns are live and reaching decision-maker audiences

  • You can articulate how each communications activity connects to pipeline — even when the connection is long-term and indirect

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 in the publications and venues that matter to target buyers

• Develop 30/60/90 day communications launch plans for new products and partnerships — ensuring that every major company milestone gets the external visibility it deserves. You leverage insights and competitive analysis to inform brand evolution and messaging priorities.

• Develop a scalable content and communications production workflow using AI tooling and contractor support that lets you operate at a velocity a single person shouldn't be able to achieve

• Build the case for where the function needs to grow — whether that's a dedicated PR agency, event support, content contractors, or eventually a second hire. You work closely with agency partners, proactively manage budgets and ensure delivery of the best brand work.

• Outcomes

  • Bastion's brand awareness has measurably grown among target buyer and talent audiences — the Commercial team reports that prospects increasingly recognize the name before the first sales conversation

  • Event presence is generating real conversations and follow-up pipeline

  • You have a documented playbook and a clear perspective on what this function needs next to scale impact

  • Leadership trusts your market signal and factors it into go-to-market decisions

Some challenges you might tackle

• Building brand awareness in a category most enterprise buyers don't know exists: Stablecoin infrastructure is not a well-understood market. You need to make Bastion credible and visible to buyers who may not yet know they need what we sell — that means educating and building trust simultaneously, not just announcing features

• Earning press in a space that's noisy and reputation-sensitive: Crypto-adjacent companies face skepticism from enterprise-focused media. You'll need to position Bastion's regulated, institutional story in a way that cuts through the noise and earns coverage from publications that matter to treasury and financial services leaders

• Serving a wildly diverse audience with one pair of hands: Your target audience spans Fortune 500 treasury teams in the US, fintech operators across Asia, and emerging stablecoin projects globally. The messaging, channels, and cultural context vary dramatically — you need creative range and the judgment to prioritize ruthlessly

• Connecting brand and comms work to pipeline in an enterprise sales cycle: The impact of a Forbes placement or a conference panel doesn't show up in a dashboard the next day. You need to build a framework for articulating how brand and communications activities drive long-term value — and be disciplined about cutting activities that don't

• Operating as a team of one in a company that's never had a dedicated brand and communications person: There's no existing playbook, no press list, no event history to build from. You're building the function while running it, and you need to be comfortable making decisions with imperfect information

Bastion provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, and placement. Bastion participates in E-Verify to authorize eligibility of employment in the United States.