Brand & Community Lead, DTC Pet Brand

Responsibilities

• Own the brand story, positioning, tone of voice and brand guidelines for both brands, and keep the two brands distinct.
• Design and run a giving-back program with shelter and rescue partners that customers know us for, and track its impact.
• Build the yearly brand-moment calendar and run each moment end to end: concept, partners, budget, website and email, social and creators, and press.
• Run pop-ups, events, sponsorships and stunts, each with its own budget and goal.
• Win earned media: pitch every brand moment, cause campaign and launch, directly or through a PR agency you manage.
• Build a super-fan community and turn customer reviews, photos and stories into brand content.
• Report brand health monthly and own the brand budget.
• Brand foundation and guidelines: Own the brand story, guidelines and asset library for both brands, review new pages, packaging, emails and key ads before they go live, and run a quarterly brand audit across every touchpoint.
• Cause and shelter partnerships: Choose each brand's anchor causes with the CEO, sign and manage national and local shelter and rescue partners, run adoption events and donation drives, and track and report the impact.
• Brand moments and activations: Build the yearly brand-moment calendar (National Cat Day, National Dog Day, Clear the Shelters, Giving Tuesday and our own owned moment), run each one end to end, and hand its story and assets to the growth and creator teams.

Requirements

• Fully remote, based in Canada, the United Kingdom or Ireland
• Fluent in English
• Brand Experience: 7+ years in brand, communications or brand marketing at consumer brands is ideal; 5–6 years with strong results is also considered
• Brand Builder: You have built awareness and goodwill for a consumer brand through causes, events and PR, not just design, ideally from an early stage
• Brand Moments: You have planned and shipped brand moments end to end, on time and on budget, across many partners
• Cause Marketing: You have run nonprofit or shelter partnerships that were real, measured and credible, not a logo on a page
• PR & Storytelling: You turn a moment into a story that press and customers repeat, and you have the press wins to show for it
• North America: You have run campaigns for a North American audience, and can run events and partners there remotely through agencies, partners and local contractors
• Brand Taste: A sharp eye for what is on-brand, and you protect consistency across every touchpoint
• Commercial Mindset: You tie brand work to measurable results like branded search, word of mouth and press

Preferred

• pet industry experience