Performance Brand Strategist

At AI Case Leads, we connect accident victims with personal injury law firms nationwide. Personal injury is one of the most crowded and least trusted categories in advertising, and every firm sounds the same. We’re looking for a brand strategist who can build brands people actually recognize, trust, and talk about, both in their feeds and in the comments.
The Role
Paid ads can make anyone visible. A real brand makes people choose you. We want someone who knows how to build brands organically: a distinct voice, a consistent message, content people engage with, and a community that trusts the brand before they ever need it.
You’ll also have something most strategists never get: direct access to thousands of real conversations with the people we serve. Our intake calls show exactly what accident victims want, what they’re afraid of, and why they hesitate. Your job is to turn that into brands that feel human, credible, and different. You’ll develop concepts, test them in market, and build the winners into full brands.
What You’ll Do
Customer insight
Listen to and analyze intake and sales calls to identify desires, pain points, objections, and the language customers actually use
Turn findings into insight briefs and customer personas the whole team can use
Research competitors, the category, and how people talk about personal injury online
Organic brand building
Define each brand’s voice, tone, personality, and core message
Build organic content strategies across TikTok, Instagram, YouTube, and Facebook
Set the standard for how the brand engages: comment replies, DMs, reviews, and community conversations
Write reply and engagement playbooks so every response sounds like the brand and builds trust
Monitor sentiment and community feedback, and feed what you learn back into messaging
Grow organic reach, engagement, and audience trust over time
Brand development and testing
Develop multiple brand concepts per cycle: positioning, promise, name, voice, and visual direction
Validate concepts through organic content and lean paid tests with our media team
Build winning concepts into full brands: messaging architecture, brand guidelines, content pillars, and a creative system that scales
Formats and trends
Stay on top of emerging viral formats across TikTok, Reels, Shorts, and YouTube
Adapt trending formats to our niche in ways that are on-brand and compliant
Brief editors and creators on concepts, hooks, and angles
What We’re Looking For
3+ years in brand strategy, ideally with hands-on organic social experience
A track record of building or growing a brand’s organic presence: audience, engagement, and community
Experience defining brand voice and tone, including community management and reply guidelines
Hands-on customer research: interviews, call analysis, reviews, social listening
A deep, current understanding of short-form video and social-native formats
Strong writing across positioning, scripts, captions, and replies
A portfolio or case studies showing brands you built or grew organically
Experience validating brand ideas with paid media (a plus)
Experience in legal, insurance, healthcare, finance, or another regulated category (a plus)
Experience using AI tools to analyze transcripts or customer feedback at scale (a plus)
How You Work
Insight first. Your ideas come from what customers actually say.
Brand over noise. You know the difference between chasing views and building trust, and you do both on purpose.
Honest with data. Engagement, sentiment, and results decide what stays.
Self-directed. This is a remote team, so you communicate clearly in writing and don’t need close management.
What Success Looks Like
Our brands have a recognizable voice across every post, reply, and ad.
Organic channels grow in reach, engagement, and trust, and that trust shows up as lower acquisition costs.
People engage with our brands because they want to, not just because we paid to be in their feed.
Why AI Case Leads
Fully remote
Direct access to a rich source of real customer insight
Room and budget to build brands from the ground up
A lean team where your work directly shapes the business
Direct access to leadership; no layers of approval

Work arrangement
Yes