many questions and lots of input on this thread and the unfortunate real answer in most cases is "it depends on the team and its goals"
BUT perhaps my #1# piece of tactical advice if you are in conversations for this sort of role
startups WILL ask you which other startups you think are doing this work well - do NOT just say stripe or ramp
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ive talked to many teams in the past few months who are thinking about this but dont know quite what to call it/have called it everything from brand marketing to comms to storytelling to special projects to content/social
4 high-profile startups in past ~2 weeks have explicitly told me they are stealthily looking to hire for someone in this sort of role
these roles are quietly and quickly exploding if your ear is to the ground!!
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