Overview
Fractional Head, Brand & Communications Jobs in Toronto, Ontario, Canada at Groovon
Title: Fractional Head, Brand & Communications
Company: Groovon
Location: Toronto, Ontario, Canada
A global movement to fix the broken music industry and promote the interests of fans, artists and venues
ABOUT GROOVON
The music industry is broken. Artists are paid fractions of a penny per stream while free music has systematically devalued their work. Algorithms controlled by a handful of platforms favour the top 1% of artists, leaving the other 99% invisible. Social media throttles the reach of both artists and fans unless they pay to play. We have become passive consumers of music — fed playlists by machines — rather than active participants in a culture we love. Music discovery is fragmented, the live experience is disconnected from the digital world, and fans who champion artists for years are never recognised or rewarded for their loyalty. The industry stands at a genuine inflection point as AI reshapes how music is created, distributed, and discovered. The old rules no longer apply — and that is an opportunity.
We are about to launch a global, fan-powered movement for fair discovery, fair reach and fair pay for music artists. The movement is backed by a tech platform built for live music but designed for the world of music. The Entire World of Live Music, Connected. Discovery, immersive experiences, community, social, commerce and rewards — for fans, artists and venues. We see the future of music as LIVE, HUMAN, CONNECTED AND FAIR. We are building the team that will make this movement real and launch the tech platform— and we're looking for a Fractional Head of Brand & Marketing Communications to own how we show up in the world.
MINIMUM REQUIREMENTS
— Minimum 10 years' experience in brand, marketing communications, or integrated marketing — with a clear track record at a senior or leadership level
— Demonstrated brand-building experience — must have built or significantly shaped a brand's identity, voice, and visual narrative from an early or transitional stage
— Track record across all three pillars — brand & positioning, content & social, and PR & media relations;Experience across brand strategy, content & social, and marketing communications is highly desirable. We recognise that exceptional candidates may bring particular strengths in one or more of these areas while complementing the broader leadership team.
— AI-fluent content creator — comfortable using AI tools for content creation and ideation; able to leverage new AI capabilities to produce and distribute content at pace across social and digital platforms
— Fractional or portfolio working experience — comfortable operating across multiple commitments simultaneously and delivering senior-level output without full-time support
THE ROLE
— Own and drive the movement — be the engine behind groovon's presence in the world; ensure everything we put out is bold, on-mission, and impossible to ignore
— Own groovon's brand identity — steward and evolve our visual identity, tone of voice, and brand guidelines as we grow across markets
— Lead integrated marketing communications — plan and execute campaigns that span brand, content, social, and PR in a coherent, on-mission narrative
— Build and lead a small team — hire and lead 2–4 people across content, social, and communications; set standards, culture, and velocity
— Drive content strategy and production — own groovon's content across social, editorial, podcast, email, and platform; use AI tools to create and distribute at speed and scale
— Lead PR and media relations — secure earned media, build relationships with music, tech, and cultural press, and position groovon's founders and mission in the public conversation
— Amplify artist and fan stories — find and tell the human stories at the heart of groovon; make the movement tangible through the voices of the community we serve
— Collaborate with the founding team and other fractional heads — groovon operates with senior fractional leaders across functions; this role works closely with the CMO, CTO, and commercial leads
IDEAL BACKGROUND & EXPERIENCE
— 10+ years in brand, integrated marketing, or marketing communications — start-up experience is highly valued; media/entertainment or scale-up background also welcome
— Proven brand builder — has shaped a brand's identity, tone, and positioning from an early or pivotal stage; knows what it means to build before there is a playbook
— AI-native content execution — actively uses AI tools (text, image, video) for content creation; able to build and execute a social and digital content engine with a lean team
— Strong social and digital platform fluency — hands-on experience executing across Instagram, TikTok, LinkedIn, YouTube, and emerging platforms; knows what works and why
— PR and media savvy — track record of earning media coverage, managing press relationships, and placing stories in relevant publications
— Excellent writer and storyteller — can craft compelling copy across formats; the words groovon puts into the world will start with this person
— Proven fractional or portfolio working track record — has successfully delivered at a senior level while managing multiple client or company commitments
— Experience in music, entertainment, or cultural brands — understanding our world is a real advantage ✦ strong plus
KEY ACHIEVEMENTS WE LOOK FOR
BRAND BUILT FROM SCRATCH
Shaped or co-created a brand's identity — voice, visuals, positioning — for a new or early-stage company or movement
AI-POWERED CONTENT AT SCALE
Used AI tools to build and execute a content programme that punched above its weight in reach, quality, and speed
EARNED MEDIA WINS
Placed stories in meaningful publications or secured coverage without relying on a PR agency budget
ORGANIC AUDIENCE GROWTH
Grew a brand or community's following organically — with proof of real engagement, not vanity metrics
FRACTIONAL SUCCESS STORY
Delivered measurable brand or comms outcomes in a fractional capacity — with references to match
MUSIC OR CULTURE SECTOR
Experience working with or inside music, live events, fan communities, or cultural organisations
✦ strong plus — highlighted cards indicate advantageous but not essential criteria
MINDSET & CHARACTER
— Creative with commercial instinct
— Builder and doer
— Storyteller at heart
— Passionate about music & entertainment ✦
— AI-curious and hands-on
— Self-directed and disciplined
— Collaborative across functions
— Comfortable with ambiguity
— Mission-driven
— High standards, low ego
COMPENSATION
Equity stake in groovon now · Cash payment upon closing of current funding round · Minimum 10 hours per week commitment · Negotiated based on experience
EQUITY + CASH
