Responsibilities

• Define a brand competitors can’t credibly copy. Partner with leadership to sharpen Alpha Lion’s positioning, point of view, identity, boundaries, and tradeoffs—what we stand for, how we win, and what we refuse to become.
• Turn strategy into something customers can see and feel. Personally lead and execute the evolution of our visual and verbal identity across packaging, DTC, Amazon, retail, product, and launches.
• Get your hands dirty. This isn't a role where you hand the work to an agency and review it from 30,000 feet. You’ll personally design critical brand work, collaborate with external partners where they make us better, and step into the details whenever quality demands it.
• Make every touchpoint feel unmistakably Alpha Lion. Create coherence across SKUs and channels so whether someone discovers us on Amazon, sees us on a retail shelf, or opens a package at home, they experience one powerful brand.
• Own the brand call. Be the company’s authority on brand expression. Give teams clear direction, challenge work that dilutes the brand, and make decisive tradeoffs when speed, commercial needs, and brand integrity collide.
• Shape how products go to market. Play an active role in product development and GTM, influencing positioning, naming, messaging, packaging, and launch expression before decisions become difficult to change.
• Build a system that gets stronger as we scale. Create practical guidelines, tools, decision frameworks, and lightweight governance that allow teams to move quickly without turning the brand into a collection of opinions.
• Build the capability over time. Start as a highly hands-on builder. As the volume and business justify it, help determine what brand/design talent we add and build a small, high-performing function without losing the maker mentality.
• Sharpen and elevate the brand strategy. Partner with leadership to refine Alpha Lion’s positioning, point of view, identity, and tradeoffs—clarifying what we stand for, how we win, and where we intentionally choose not to compete. Translate existing momentum into a sharper, more defensible strategic foundation.

Requirements

• 6+ years in brand and design roles within fast-moving consumer businesses, including meaningful leadership responsibility.
• A strong personal design foundation, demonstrated through brand identity, packaging, visual systems and digital or physical consumer experiences.
• A portfolio showing both hands-on design capability and senior creative leadership, with a clear explanation of what you created, directed and improved.
• Experience activating or evolving established brand strategies across DTC, Amazon, retail and physical brand expression; CPG experience is strongly preferred.
• Working fluency in Figma and Adobe Creative Suite, plus a practical understanding of packaging and production.
• Experience with multi-brand portfolios, community, activations, partnerships, athletes or creators is a strong advantage.