About the role
The Director of Brand Marketing is a senior strategic leader responsible for defining, building, and championing the Brio brand across every touchpoint. This role owns brand positioning, messaging architecture, and go-to-market strategy — ensuring that every channel, campaign, and activation shows up with a consistent, compelling, and culturally resonant voice . You will be the connective tissue between brand strategy and execution, partnering closely with Creative, Performance Marketing, Digital, PR, and channel leaders to ensure the brand drives measurable growth. A deep focus on GTM strategy — from product launches to seasonal campaigns — will be central to this role.
Key Responsibilities
Brand Strategy & Positioning
- Define and own brand positioning, identity, and value propositions — ensuring a clear, differentiated place in the market.
- Develop messaging frameworks that serve as the strategic foundation for all channel execution: social, content, SEO, PR, lifecycle, experiential, and paid media.
- Own the annual messaging strategy, defining campaign themes, seasonal priorities, and tentpole moments that align across channels.
- Lead ongoing competitive intelligence and category analysis, translating findings into clear positioning advantages.
- Identify whitespace opportunities and strategic risks within assigned brand categories.
- Present brand strategy recommendations, competitive landscape updates, and campaign messaging plans to executive leadership.
Go-to-Market (GTM) Strategy
- Lead end-to-end GTM planning for product launches, seasonal campaigns, and key brand moments — from strategy through execution.
- Define GTM messaging architecture for each launch, ensuring positioning clarity across all consumer and trade-facing materials.
- Partner cross-functionally with Product, Sales, and Creative to develop integrated launch playbooks with clear roles, timelines, and KPIs.
- Translate market insights and customer data into differentiated GTM narratives that drive conversion and brand affinity.
- Own post-launch performance reviews, capturing learnings that sharpen future GTM execution.
Consumer & Customer Insights
- Drive consumer insights and audience research to ensure brand strategies reflect real customer motivations and behavior.
- Own the development and maintenance of customer profiles and personas, keeping them current with qualitative and quantitative research.
- Translate customer data into strategic recommendations that inform messaging, product positioning, and campaign priorities.
- Partner with Data and CRM teams to understand customer lifecycle behavior and identify opportunities to deepen brand connection at each stage.
Digital Marketing
- Ensure brand consistency and strategic coherence across all digital touchpoints.
- Partner with Performance Marketing to ensure paid digital messaging reinforces brand positioning at scale.
- Oversee digital campaign briefs, ensuring Creative teams have clear strategic direction for assets across digital formats.
- Monitor digital brand health metrics and optimize strategy based on performance data.
Sponsorships, Activations & Events
- Inform and shape Brio's sponsorship strategy — identifying partnership opportunities that align with brand positioning and audience goals.
- Lead brand activation planning and execution, creating immersive experiences that deepen consumer connection.
- Oversee event strategy and execution, from large-scale brand moments to intimate customer experiences.
- Define the brand story for each activation and ensure consistent messaging across physical and digital touchpoints at events.
- Evaluate sponsorship and event ROI, providing recommendations to optimize investment for brand impact and awareness.
PR & Communications
- Serve as a strategic partner to PR, ensuring media narratives and earned coverage ladder up to brand positioning.
- Develop brand communications frameworks that guide messaging for press, thought leadership, and executive visibility.
- Partner with PR on crisis communications protocols, ensuring brand voice is protected in sensitive situations.
- Identify opportunities for proactive storytelling that builds brand credibility and cultural relevance.
Creative & Cross-Functional Partnership
- Develop campaign-level creative briefs that give Creative teams clear strategic direction — the 'what to say' across brand and performance channels.
- Collaborate with Creative on visual and verbal identity systems, ensuring brand coherence across all outputs.
- Serve as the primary strategic brand partner to channel Directors, ensuring execution ladders up to brand strategy.
- Build brand governance standards and tools that ensure positioning and messaging consistency across all touchpoints, including franchise networks where applicable.
- Describe the specific responsibilities and job functions of the role
Qualifications
- 8+ years of brand marketing experience, with at least 3 years in a senior leadership role.
- Proven track record leading full-funnel brand strategy and GTM launches for consumer or lifestyle brands.
- Deep expertise in brand positioning, messaging architecture, and creative strategy.
- Experience owning digital marketing strategy across owned and earned channels.
- Demonstrated success driving consumer insights work and translating findings into brand strategy.
- Strong cross-functional collaboration skills — comfortable partnering with Creative, Performance, PR, Product, and Sales.
- Exceptional written and verbal communication; ability to present complex strategy clearly to executive audiences.
- Experience with sponsorship evaluation, event marketing, and experiential activations.
Preferred
- Experience in [relevant industry: wellness, food & beverage, retail, franchise, etc.].
- Familiarity with franchise or multi-location brand governance.
- Background working with performance marketing teams on brand-to-performance messaging integration.
- Experience managing and developing high-performing brand teams.
Benefits / Perks
We believe in recognizing and rewarding our employees for a job well done. We offer growth potential for motivated individuals, competitive compensation, and a comprehensive benefits package, including:
- Medical, Dental, Vision, Life Insurance
- 401K Retirement Plan
- Paid Vacation Time
- Paid Holidays
- and More!
