Brand Marketing Lead

Key Responsibilities:

Brand Analytics & Planning

• Own the annual brand marketing plan, translating brand positioning into channel strategies, campaign calendars, and measurable KPIs
• Use consumer insights, brand health tracking, measurement studies, and competitive intelligence to sharpen positioning as the competition and industry changes
• Keep a pulse on the category and competitive landscape to inform strategic recommendations
• Identify and help execute culturally relevant brand moments that build affinity with target consumer segments.
• Contribute to strategy and creative for brand partnerships and sponsorships

AI-assisted Brand Standards & Governance

• Own and maintain brand guidelines/style guides, keeping them current as the brand platform evolves, and ensure they're accessible and actionable for internal teams and external partners. Balance consistency with flexibility
• Leverage AI skills to implement reviews and controls across brand and product assets
• Train and enable cross-functional teams (Growth, Creative, Partnerships, Comms) and external agencies on how to apply brand standards correctly and the AI review process, so brand fidelity scales without your direct sign-off on every asset

Campaign Development & Execution

• Lead execution of core brand campaigns end-to-end — from creative brief through production, launch, and optimization — across paid media, streaming/audio, social, out-of-home, and sponsorships
• Serve as the primary liaison to our creative and media agencies: manage briefs, timelines, budgets, and deliverables, and hold agencies accountable for quality and impact
• Oversee creative asset development and adaptation across paid, owned, and earned touchpoints, ensuring consistency with brand identity

Agency Management

• Own the day-to-day relationship with the brand's creative and strategy agencies, acting as the primary point of contact
• Lead brief development — translating brand and business objectives into clear, inspiring creative and media briefs that set agencies up to do their best work
• Manage agency scopes, timelines, budgets, and deliverables; track spend against contracted scope and flag overages or scope creep early
• Run a consistent cadence of check-ins, status reviews, and creative reviews to keep work moving and quality high without micromanaging
• Give clear, actionable creative feedback rooted in strategy and brand standards — protect the brief, push back on off-strategy work, and know when to let great ideas breathe
• Develop and evaluate agency performance against KPIs (quality, speed, cost-efficiency, business impact) and provide regular performance feedback; support annual or project-based agency reviews
• Manage the agency onboarding process for new partners, including access, brand training, and historical context, to shorten ramp time
• Partner with Legal/Procurement on contract terms, SOWs, and renewals as needed
• Where multiple agencies are in play, ensure coordination and consistency between them so work doesn't fragment or contradict

Measurement & Reporting

• Manage brand campaign budgets and track spend against plan
• Partner with analytics/growth to measure brand campaign performance (brand lift, incrementality, media measurement) and report results to senior leadership
• Turn performance data into clear recommendations for improving creative and channel mix for branded spend
• Translate research, industry observations, and category trends into insights the team can activate

About You:

• 6+ years in brand marketing at a consumer app; experience with a premium or subscription product or health/wellness brand is a plus
• Proven track record owning brand campaigns end-to-end, from strategy through creative production to measurement
• Direct experience managing creative and/or media agencies of record — briefs, budgets, timelines, and holding agencies to a high bar
• Comfortable translating consumer insights and performance data (brand health trackers, lift studies, media measurement) into strategic and creative decisions
• Strong project management instincts — able to run multiple campaigns simultaneously in a fast-moving, resource-constrained environment
• Excellent written and verbal communication; able to build clear briefs and present confidently to senior leadership

Values you’ll model

• Be Kind and Care — build with empathy; assume positive intent; support teammates and members.
• Live Good Health — champion healthy habits and balance in how we work and what we ship.
• Be Data-Inspired — ground decisions in research and data; measure what matters.
• Champion Change — lean into ambiguity; iterate, learn, and improve continuously.
• Leave it Better than You Found It — raise quality, clarify systems, and document as you go.
• Make It Happen — bias to action; deliver impact with craft and accountability.