At Lapel, we believe the most hospitable companies win. We're building the data, infrastructure, and tools that help customer-facing teams understand every customer and act on that insight at scale throughout the entire customer lifecycle.

Most internet businesses want to treat customers well, but their tools work against them. We’re building the layer that makes every interaction feel personal again: unifying context, coordinating action, and closing the gap between intent and experience.

It’s a technically ambitious challenge spanning data infrastructure, AI, and systems design – with a deeply human outcome: helping software companies serve people better. We call it hospitality at scale.

We’re well-funded, backed by top-tier investors, and already working with exceptional companies, from fast-growing startups to large enterprises. We’ll share more details when we talk.

About This Role

Lapel is building a new category of software, and how the market understands it starts with how we talk about it. You'll own the voice, narrative, and external presence: the writing, the launches, the brand system applied across every customer surface. You'll work as a close creative partner to the founders on everything we put out, and with the team to shape strategy end-to-end.

What You'll Do

Develop and maintain Lapel’s brand voice and positioning across every external surface

Shape how the market understands and talks about a new category of software

Write content that builds Lapel's public presence

Translate complex product concepts into sharp, compelling external content

Own the marketing engine across written, video, and launch formats

Support frequent product launches with structured narratives and polished assets

Brief and manage freelance writers, designers, and video editors

Operate as a close creative partner to the founders

You'll Thrive in This Role If You

Have 3+ years of experience owning brand, content or narrative at a tech company

Are a genuinely compelling writer, not just a content producer

Have strong strategic instincts and can connect product, market, and culture into a coherent story

Understand how attention works online and know what founders & operators pay attention to

Have a high bar for taste and can immediately tell what's sharp versus generic

Have executed end-to-end across launches, content systems, and distribution

Are comfortable writing and developing POVs on behalf of the team

Thrive with high ownership and little infrastructure

The Process

We aim to hire with intention, respect your time, and offer feedback along the way.

Initial conversation (20 minutes) We’ll explore your motivations, share what we’re building, and answer your questions.

In-depth interview (60 minutes) We’ll go deeper into your craft and experience. No prep work necessary.

Take-home project (2–4 hours) You’ll complete a short, well-scoped exercise that mirrors the kind of work you’d do here.

On-site visit (1–2 days) Join us in the office to review your take-home, grab lunch, and work on something real.

Compensation and Benefits

We believe great people build great companies – and we invest accordingly.

Competitive salary + meaningful early-stage equity

Full benefits: medical, dental, vision, 401(k), and commuter benefits

Generous time off: many company holidays and coordinated team-wide breaks throughout the year to focus and recharge

Office perks: lunch and dinner provided daily, in-office snacks, and health & wellness benefits

Team culture: regular off-sites, tight feedback loops, and a bias toward action

Why Lapel, Why Now

A trillion-dollar problem hiding in plain sight. Companies spend over $1T a year on customer-facing teams and $150B on the tools meant to support them, yet every team still pieces context together across a dozen disconnected systems. We're rebuilding this from the foundation, and AI makes now the only moment it's possible.

The most interesting place to apply AI is where the work actually happens. Customer operations is one of the largest, most under-built surfaces in software. Every company runs on it, every team feels the pain, and the tools haven't been seriously reimagined in fifteen years. We think the next generation of category-defining B2B companies will be built here.