As our Brand Director you are the strategic steward of the Insomnia Cookies brand. You play a critical role in the brand’s positioning, purpose, and point of view — ensuring clarity, consistency, and on time relevance across every customer touchpoint.

This role partners closely with the Creative Director, who brings the brand to life through visual identity, storytelling, and execution. Together, you ensure Insomnia shows up with a clear strategy and a distinctive creative expression that drives both cultural relevance and business impact.

Sitting at the intersection of consumer insight, brand strategy, and performance, the Director, Brand translates customer and cultural understanding into a cohesive brand roadmap that informs campaigns, product launches, partnerships, and experiences — all in service of long-term brand equity and growth.

SWEET POSITION PERKS:

A highly visible leadership role where your work will directly shape brand identity and culture.

• Rich opportunity to build a team, set the tone, and leave your mark on a brand.
• Competitive salary + bonus + benefits + equity
• A fun, entrepreneurial, and cookie-filled culture.
• Free cookies, branded swag and so much more!

Key Responsibilities:

Brand Strategy & Stewardship

• 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.

Strategic Partnership with Creative

• 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.

Consumer Insight & Cultural Relevance

• 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.

Brand Activation & Performance Marketing

• 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.

Measurement & Business Impact

• 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.

Leadership & Influence

• 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.

Qualifications & Experience:

• 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.