Define and evolve brand architecture, positioning, tone of voice, and value propositions across channels to ensure differentiation and long-term equity.
Lead creative teams and external agencies to develop compelling visual identity, packaging, content, and campaigns that drive awareness and conversion.
Partner with performance marketing, e-commerce, and retail teams to design integrated GTM plans that scale customer acquisition, retention, and lifetime value.
Own the end-to-end customer journey, ensuring consistency across digital, packaging, unboxing, customer service, and retail touchpoints.
Collaborate with Product, Merchandising, Operations, and Sales to align product innovation, merchandising strategy, and inventory planning with brand positioning.
Establish KPIs and dashboards to track brand health, campaign performance, and marketing ROI; drive data-informed optimisation.
Build, mentor, and scale a high-performing brand organisation; foster a creative, accountable, and metrics-driven culture.
Report regularly to executive leadership and the board on brand performance, strategic initiatives, and resource needs.

10+ years of brand, marketing, or creative leadership experience, including senior roles at consumer product or retail/e-commerce companies.
Proven track record of developing and scaling brands that deliver measurable commercial growth.
Strong strategic thinker with excellent creative judgement and an eye for compelling design and storytelling.
Experience managing integrated marketing (brand, performance, social, content, PR) and working with agencies.
Data literate: comfortable using brand and performance metrics to guide decisions and optimise spend.
Demonstrated ability to lead cross-functional initiatives and influence senior stakeholders.
Exceptional communication skills, both written and verbal.
Experience with retailer relationships and packaging/pack development is an advantage.
Bachelor’s degree in Marketing, Business, Design, or related field; MBA or equivalent experience preferred but not required.

Chief Brand Officer

Key skills