Director, Brand & Creative

About the Company

Our client is one of the fastest-growing sustainable baby brands in the US, on a mission to reduce plastic in disposable diapers while delivering products parents can truly trust. It's the first disposable diaper brand to use a 100 percent cotton liner against baby's skin instead of plastic. The company's patented liner technology has earned top innovation awards across the personal hygiene industry, and it's growing quickly across DTC and retail.

Role Overview

This is a hybrid brand and creative leadership role based in Los Angeles, CA. It's for someone with a strong point of view and real retail experience. This person will set the creative direction for the brand and make sure it shows up the same way on a major retailer's shelf, a big-box product detail page, a paid social ad, and everywhere else a parent meets it.

They will lead the brand team, own the budget, and work closely with the founder, who stays hands on with brand partnerships. They will also partner with Growth so brand and performance work as one system.

Responsibilities

- Brand strategy and voice: Own brand strategy, positioning, and voice as the brand scales across DTC and retail, and tell the brand story with conviction.

- Creative direction: Serve as creative director for the brand. Bring a strong point of view, set the bar, write the briefs, give the notes, protect the voice, and own brand standards across every touchpoint.

- Social strategy: Own social strategy and the content behind it so the brand feels sharp and consistent on every platform.

- Brand health: Define how awareness, consideration, and affinity are measured, and report on it to leadership.

- Calendar and campaigns: Build and own the annual brand calendar and integrated campaign plan, aligned to commercial priorities, and lead campaigns from brief to launch across social, email, paid, packaging, events, and press.

- Product launches: Lead the brand work behind new product launches, including narrative, naming, and launch creative, in support of the commercial go-to-market plan.

- Content production: Run photoshoots, deliver creative assets for paid and social, and manage the roster of freelancers and agencies, including photographers, editors, designers, and PR, to quality and timeline.

- Retail brand presence: Decide how the brand comes to life on shelf, keep major retailer product detail pages updated, and provide brand direction and creative for retail activation, including demos, displays, collateral, and key account programs, with guidelines for in-store and on-shelf execution.

- Brand partnerships: Own brand partnerships strategy with the founder, shape the annual collab calendar, decide which opportunities are worth the brand, and lead evaluation, negotiation, and execution of major collaborations and co-branded launches, partnering with commercial and sales as partnerships expand into retail channels.

- Press and PR: Own earned media and PR strategy, including agency management, and build relationships with the writers and editors who cover the category.

- Refresh, packaging, and web: Oversee the brand refresh, packaging updates, and the overall design and development of the website.

- Team and budget: Manage, coach, and grow the brand team, set clear priorities and quality standards, give real feedback, and own the brand marketing budget, making the tradeoff calls on where it goes.

- Cross-functional leadership: Partner closely with Growth, keep multiple projects moving on time, and communicate strategy, results, and tradeoffs clearly to leadership.

Who They're Looking For

- Has worked at a consumer brand that sells in retail and knows what it takes to make a brand stand out on shelf.

- Has a strong creative point of view and is comfortable making and defending the final call.

- A storyteller who can answer the billboard question without hesitating.

- Has led brand strategy and positioning, and can show how brand health is measured.

- Has built and run social strategy for a consumer brand.

- Has run photoshoots and managed freelancers and agencies from brief to final asset.

- Has managed packaging updates and website design and development.

- Has led brand partnerships and press, and knows how to work closely with a founder.

- Has managed and coached a team and owned a brand marketing budget.

- An excellent project manager who keeps many moving pieces on schedule and works well with Growth, Sales, and leadership.