Brand Director

Role Overview

• Own and evolve the Insomnia Cookies brand strategy, including positioning, brand architecture, value proposition, and brand promise.
• Serve as the primary brand steward, ensuring consistency and integrity across marketing, product, channel experience, partnerships, and operations.
• Establish and maintain brand frameworks, guidelines, and guardrails that enable scale without dilution.
• Partner closely with the Creative Director to translate brand strategy into compelling creative work across all channels and touchpoints.
• Provide clear strategic direction and objectives that inform creative briefs, campaign development, and execution.
• Ensure creative output aligns with brand strategy, business priorities, and audience insights.
• Lead deep understanding of the Insomnia customer, with a focus on behaviors, motivations, and cultural context — particularly Gen Z and emerging audiences.
• Translate insights into actionable brand platforms, messaging, and opportunities for connection.
• Monitor brand health, perception, and sentiment to guide ongoing brand evolution.
• Lead the brand strategy behind integrated campaigns, product launches, and partnerships, ensuring alignment to growth goals and KPIs.
• Collaborate with Digital, Growth, and Operations teams to activate the brand across paid, owned, and earned channels.
• Ensure brand initiatives are designed to drive measurable outcomes, including acquisition, frequency, retention, and lifetime value.
• Partner with the Marketing Analyst to define and track brand performance metrics, including awareness, consideration, affinity, loyalty, and equity.
• Connect brand strategy and investments to business outcomes such as acquisition, retention, and long-term value.
• Use data, testing, and learnings to continuously optimize brand strategy, messaging, and channel mix.
• Act as a brand authority and trusted advisor across the organization.
• Influence cross-functional partners to embed brand thinking into everyday decision-making.
• Balance brand discipline with thoughtful evolution as the business and culture shift.

Requirements

• 8–12+ years of marketing leadership experience, ideally with a consumer brand (household, lifestyle, food/beverage, QSR, or fast-casual).
• Proven experience connecting brand strategy to performance marketing and business growth.
• Strong understanding of how brand drives acquisition, loyalty, equity, and long-term value.
• Deep knowledge of social platforms and Gen Z behavior — what resonates, why, and how it performs.
• Experience working cross-functionally across marketing, digital, product, and operations.
• Strong strategic thinking, communication, and presentation skills; comfortable influencing senior leaders.
• Comfortable operating in a fast-paced, results-driven environment.
• Passion for brand, culture, food, and guest experiences.

Benefits

• Competitive salary + bonus + benefits + equity
• A fun, entrepreneurial, and cookie-filled culture.
• Free cookies, branded swag and so much more!