Responsibilities

• Brand as a Growth Driver — Own the strategic link between brand activity and business growth. Build the case for brand investment, set clear objectives for awareness and perception, and ensure every brand initiative, from a campaign to a retail activation, is designed to move the needle commercially, not just aesthetically.
• Taking the Brand Into the World — Lead the planning and execution of brand activity that builds awareness and cultural presence beyond digital channels. This means experiential events, PR stunts, out-of-home media, retail activations, influencer moments, and brand partnerships. If it gets Wuffes in front of new audiences and makes them feel something, this is your territory.
• Campaign Leadership — Conceive and lead integrated brand campaigns from idea through to execution. Set the creative vision, own the messaging framework, and drive the team to deliver work that's distinctive, commercially grounded, and built to travel across paid, owned, and earned channels.
• Creative Leadership — Set the creative standard for the business and own the quality of output across every channel and format. Build the systems, processes, and workflows that enable great work at the speed a high-growth business demands. Be hands-on where it matters — this isn't a role that delegates creativity away.
• Performance Creative Partnership — Work closely with the Growth team to ensure brand and performance are pulling in the same direction. Put guardrails and process around the pace and volume of performance creative without slowing it down. The best version of this role makes performance marketing more effective, not less.
• Brand Strategy & Positioning - Own and evolve Wuffes’ brand identity, positioning, and messaging across markets and channels. Think big. Marry strategy and tactics. Shape how the brand shows up in culture. Translate this into an omni-channel brand strategy that spans digital, retail, marketplace and professional (vet) channels.
• Organic Discovery — Own the strategy that ensures Wuffes is found by the right people at the right moment, across search and beyond. Ensure our content, messaging, and brand presence are built with discoverability in mind, and maintain regular alignment with Growth on priorities and execution.
• Marketing Communications - Develop and implement a communications strategy that brings our brand and products to life in compelling and authentic ways across channels. Develop defensible comms that see Wuffes stand out in an ultra-competitive category.
• Consumer Insights - Bring a data-led approach to consumer insights, ensuring we know as much about our consumers as possible. Own turning insights into action, by actively shaping developments to existing marketing assets and shaping new projects including the NPD pipeline.
• Community & Advocacy Building - Cultivate a thriving brand-led community that consumers want to be a part of and sets us apart from the rest. Develop smart feedback loops that allow our consumers seamless ways to show up as advocates for the brand. Simultaneously work with our SVP of Marketing to develop a world-class Vet Advisory Board to support credibility of the Wuffes brand. Manage advisory relationships and integrate expertise into our brand identity.
• Creative Development - Oversee the creation of campaigns, content, and brand assets that elevate awareness,engagement and create an ownable identity within the category. Bring fresh thinking to everything you do. We're breaking new ground in petcare, and we need someone who embraces this with confidence, energy and optimism. Confidently manage creative development across multiple mediums from TV to OOH to direct mail.
• Campaign Leadership - Lead integrated brand campaigns from concept to execution, ensuring impact across paid, owned, and earned channels. Set the tone for the wider team for all campaigns and NPD launches with clear visual campaign identity and messaging frameworks.
• Cross-Functional Collaboration - Partner with Product, Growth, Customer Experience and Retention to ensure brand consistency and resonance across the customer journey. Be the brand lens on all areas of the wider marketing team and beyond.
• Brand Health & Market Insights - Establish and track key brand health metrics. Leverage research and data to refine brand strategy, ensuring we remain relevant and distinctive. Find an ownable space for us in the category, and stay close to cultural relevance.
• Team Leadership - Build, coach, and develop a high-performing junior brand team, setting the standard for creativity and excellence. Work with, and hold accountable, agencies where appropriate.
• Test & Iterate Fast- Develop frameworks for creative and consumer testing, learn quickly, and scale the messaging and ideas that resonate most.