Responsibilities

• Brand strategy and evolution: The positioning of Proper and the architecture beneath it: Proper, By Proper, The Collective, Cal Neva, and the wellness platform. What each stands for, how they relate, and where the boundaries are. You develop this alongside the founders, who hold the point of view, and you translate it into something the whole company can actually use.
• Creative direction: Every expression of the brand. Campaigns, photography, art direction, brand identity systems, environmental and print graphics, and the new website. You direct the work and often make it.
• Content and social: The full content engine: photo, video, the library, and how it is produced. Social is currently our weakest channel and fixing it is an explicit mandate of this role, starting with the Senior Social + Content hire, which is yours to define and make.
• Brand standards across the portfolio: A working system that holds across 12 properties and the openings ahead of us. Guidelines, a centralized brand library, and a review process fast enough that operators actually follow it. A standard nobody uses is not a standard.
• Final creative sign-off across the company: When creative ships, it ships to this standard. The authority sits with this seat.
• Brand consistency in Proper OS: Encode taste and standards into the operating platform so brand quality scales across a growing portfolio without becoming a bottleneck at your desk.
• Brand Architecture Committee: You hold the brand seat and enforce co-brand and tier rules across the company.

Requirements

• A creative leader with a point of view, not a manager of agencies. You have taste and you can defend it with reasoning, not preference. You have originated brand identity, not just supervised it.
• You have built and run a content and social engine. Not art-directed one from above. You can hire and lead a senior social and content person, stand up a production capability, and turn a weak channel into a strength.
• Multi-brand house experience. You have held brand architecture across tiers or sub-brands and kept them distinct. You know how a portfolio brand goes soft and how to prevent it.
• Builder-manager. You can build the operating function and delegate it, and still make the work yourself when the moment demands it.
• You treat AI as amplification of taste, not a cost cut. You are comfortable encoding judgment and standards into a system so quality scales. Proper OS is where this lives.
• You hold the line pleasantly and repeatedly. You defend the brand against faster, louder, revenue-urgent pressure without needing to be liked by the revenue team.

Benefits

• Health & Wellness
• - Comprehensive Health Coverage : Medical, dental, and vision plans through Aetna, designed to fit a range of personal and family needs.
• - Wellness Access : Company-subsidized memberships with Equinox and ClassPass, plus wellbeing workshops and mental health resources.
• - Employee Assistance Program (EAP) : Confidential support for emotional wellbeing, financial planning, and life management through Unum.
• - Time Off & Flexibility
• - Paid Time Off : Flexible PTO plus 11 paid holidays each year for corporate team members.
• - Paid Parental Leave : Paid time off for eligible employees welcoming a new child through birth, adoption, or foster placement.
• - Flexible Work Practices : Hybrid schedules for eligible roles and an emphasis on work-life balance.
• - Financial Wellbeing & Core Protections
• - 401(k) Program : Company match of 50% of employee deferrals, up to the first 4% of eligible compensation.