Responsibilities

• Develop and own the complete DTC brand foundation including positioning, mission, visual identity, tone of voice, and go-to-market strategy
• Craft compelling, emotionally resonant brand storytelling that authentically connects with our core U.S. audience focused on beauty and daily wellness.
• Build and manage a sustainable micro-creator ecosystem end-to-end: sourcing, partnership development, negotiation, campaign execution, and relationship building
• Lead creative direction and visual decision-making: brief photographers, designers, and partners to ensure consistent, premium brand aesthetics
• Develop and execute organic, community-focused marketing strategies to drive brand awareness, engagement, and loyalty
• Collaborate cross-functionally to align brand, product, and consumer experience
• Drive end-to-end execution with a hands-on approach, including copy development, content direction, and campaign delivery
• Report directly to the Founder, take full ownership of North America brand strategy, local team development and end-to-end market execution
• As the founding brand lead, you will shape the core brand narrative, market positioning and go-to-market roadmap from 0 to 1 for our jewelry-inspired smart wearable wellness line.
• Leverage our parent industrial supply chain and hardware R&D advantages to build localized brand operation systems, expand DTC consumer channels and drive sustainable brand growth across the U.S.

Requirements

• Proven experience building a DTC brand from 0 to 1 in an early-stage, pre-Series A or pre-launch environment
• Direct, hands-on experience developing and managing micro-creator partnerships (not solely agency-led)
• Strong ability to define and deliver brand voice, storytelling, and copy direction
• Exceptional aesthetic judgment with the ability to direct visual identity, creative assets, and brand expression
• Ability to thrive in a lean, fast-paced environment with strong execution and self-direction
• Full-time in-office role based in Irvine, CA.
• Hands-on end-to-end brand operation experience within U.S. consumer, beauty, fashion or wellness verticals; deep expertise building and scaling DTC direct-to-consumer channels independently with full strategic decision authority.
• Direct experience building cross-functional teams from scratch at early-stage startups is a strong plus.
• Fluent written & verbal English communication ability, capable of representing the brand to US media & partners.
• Comfortable operating within a fast-growing early-stage startup environment.

Preferred

• Experience in wellness, health tech, jewelry, fashion, or premium lifestyle DTC brands
• A strong personal sense of content and social media intuition
• Existing creator or influencer network in Los Angeles Metropolitan Area
• Track record of building a brand from obscurity to strong market recognition