Head of Brand & Impact

Responsibilities

• Outcomes (what success looks like) 90-day targets for each outcome are agreed with you before your start date.
• More people know and search for our brands: branded search volume and direct traffic, monthly vs the same month last year
• More new customers come from word of mouth and press: share of new customers who say friend, family, press or social (not an ad) in the post-purchase survey
• We earn press and attention: earned media mentions and their reach each quarter, including press from each brand moment
• Our giving-back program makes a real, visible impact: shelters partnered, pets helped, and product and dollars donated each quarter, shown on the website
• The brand looks and sounds the same everywhere: quarterly brand audit across website, packaging, ads, email and social
• Key Objectives
• 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.

Requirements

• Fully remote, full-time, based in Canada, the United Kingdom or Ireland
• 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.
• No issue working overtime or on the weekends if needed. You are passionate about your work.

Preferred

• Bonus points: pet industry experience.