Director of Brand

Responsibilities

• Own and evolve the brand strategy, positioning, voice and product storytelling. Turn the founders' vision into clear principles that guide decisions across the business.
• Build a grounded understanding of US consumers through research, retail data and direct feedback. Use those insights to guide brand choices and inform product and commercial colleagues.
• Create a coherent brand experience across packaging, retail, digital channels and content. Protect icenova's distinctive identity as the portfolio and distribution grow.
• Lead creative briefs and set standards for agencies, creators and production partners. Approve core creative for major campaigns and give clear feedback that improves the work.
• Develop campaigns, consumer activations and partnerships that build recognition and preference while supporting trial and retail demand.
• Build an engaged brand community through social channels, creator relationships and consumer experiences. Encourage participation and advocacy, and bring community insights back into the brand.
• Represent icenova with brand and licensing partners. Lead the brand and creative side of collaborations and coordinate with the teams responsible for other workstreams.
• Partner on product launches, leading brand messaging and launch storytelling. Align marketing activity with product readiness and sales priorities while maintaining the separate product and PMM responsibilities.
• Build the brand plan, recommend investments and manage agreed budgets. Establish measures of brand health and commercial contribution, review results and improve how we work.
• What success looks like: A clear, distinctive brand direction that teams use consistently: Positioning and creative principles guide decisions.

Requirements

• Experience owning consumer brand strategy and execution, with clear examples of your contribution to brand development and business growth.
• Strong understanding of Millennial and Gen Z consumers in the US, with experience building brands that resonate with these audiences.
• Sound creative judgment and experience directing agencies and partners from concept through delivery.
• Understanding of retail marketing and how brand activity supports consumer demand and sales.
• Experience managing budgets, setting priorities and evaluating both brand progress and campaign results.
• Clear communication and the ability to work hands-on in an entrepreneurial business, balancing long-term direction with immediate needs.

Preferred

• Food, beverage or other consumer packaged goods experience.
• Experience building challenger brands or launching products through retail.
• Experience working with an emerging consumer brand.
• Experience with licensing partnerships, major creative productions or collaboration across US and China teams.