Responsibilities

• Brand strategy and positioning, built from evidence
• Lead the continuous consumer research programme that underpins every brand decision. Translate research into a positioning that is distinctive in the category, durable over time, and commercially sharp. Guardian of the brand across every touchpoint
• Consumer insight as a capability
• Own the relationship with research partners. Build an always-on understanding of our customer, the category, and the cultural context DUSK operates in. Turn insight into decisions, not decks
• Content and organic social
• Own the content strategy across owned and organic social channels. Move the team from always-on calendar execution to a content system that builds category authority, desire, and talk-ability. Influencer and creator strategy sits here
• PR and communications
• Own earned media, brand PR, sponsorships, and partnership strategy. Make DUSK a brand that gets talked about, not just marketed to
• Creative briefing and stewardship
• Brief and steer our lead creative agency and the internal creative team on hero campaigns and always-on brand work. You own the brief, the positioning, and the guardrails - not the production pipeline or the creative team itself
• Brand measurement
• Define and track the brand KPIs that matter: awareness, consideration, preference, share of search, brand-led demand. Build the evidence base that makes brand investment accountable
• Team leadership and Board presence
• Coach and raise the bar on three direct reports and the wider team of eight beneath them. Represent the DUSK brand at the Board and turn brand work into language that CFOs, CEOs, and owners understand

Requirements

• You start with the consumer, not the playbook
• You build brands from evidence - research, data, consumer truth. You are suspicious of "what worked before" and more interested in "what is true now". You have a track record of translating messy insight into sharp strategy - and the intellectual discipline to change your mind when the evidence changes
• You are comfortable being the dissenting voice
• When the room wants to follow the category, you are the person holding the line for difference. When the data contradicts a senior opinion - including your own - you follow the data
• You think commercially
• You can defend brand investment to a CFO, connect positioning to CAC and LTV, and hold your own in a room full of performance marketers. You understand MER, incrementality, and the difference between brand value and brand vanity
• You can write a brand brief that an agency would kill for. You can present a positioning to a board. You can spot the difference between a content idea and a brand idea - and you know which one matters
• You inherit teams and make them better. You raise standards without crushing morale. You coach senior managers to the next level and hire the gaps
• You understand how brands get built in 2026 - creator economy, earned attention, category- defining content, cultural relevance - not the 2010 playbook of TV and press alone
• You have led brand in a consumer business of meaningful scale, or run a significant brand portfolio in a top-tier agency. You are comfortable with a £5–10m budget line and the accountability that comes with it.