Director, Brand and Integrated Marketing

As our Director, Brand and Integrated Marketing, you are the strategic steward of the Insomnia Cookies brand and the orchestrator of how that brand comes to life across every channel and customer touchpoint. You own positioning, purpose, and point of view, and you own the integrated calendar, media relations, and partnership strategy that bring that point of view into the world at the right moment.

This role partners closely with the creative team who brings the brand to life through visual identity, storytelling, and execution. You also lead the PR Manager and the Social and Influencer lead, giving you direct ownership over how the brand's voice and presence come to life in earned and community channels, in addition to the strategy that guides them.

Sitting at the intersection of consumer insight, brand strategy, communications, and performance, this role translates customer and cultural understanding into a cohesive brand roadmap, then owns the execution of that roadmap across campaigns, product launches, partnerships, media, and experiences, all in service of long-term brand equity and growth.

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

Integrated Campaign Strategy & Calendar

Own the end-to-end integrated marketing calendar, sequencing brand campaigns, LTO launches, seasonal moments, and cultural tentpoles so every activation lands cohesively across channels

Lead the brand and integrated strategy behind product launches and partnerships, ensuring every initiative ladders up to a single brand narrative rather than competing for attention

Serve as the connective tissue between brand strategy and go-to-market execution, keeping cross-functional teams aligned on timing and priority

Media Relations & Communications

Lead the in-house PR Manager and the company's media relations strategy, setting the editorial point of view and approving high-stakes placements and messaging

Lead crisis communications strategy and executive messaging, protecting brand equity and consumer trust

Support earnings communications and key business disclosures by setting messaging direction and securing strategic press coverage that reinforces the growth narrative

Social, Influencer & Brand Partnerships

Set strategy and creative direction for the Social and Influencer team, working through the team's lead to guide content, platform presence, and influencer collaborations that drive cultural relevance and amplification

Manage partnership strategy end to end, identifying and executing brand collaborations that increase frequency, lifetime value, and cultural relevance

Oversee experiential marketing programs designed to drive cultural relevance, social amplification, and measurable business impact

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

Lead and develop a team of two direct reports, the PR Manager and the Social and Influencer lead, setting clear direction, holding a high creative and strategic bar, and partnering with the Project Manager to keep the integrated calendar on track

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 to 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

Track record owning integrated strategy across PR, social, influencer, and partnerships, in addition to brand positioning and creative direction, with direct experience managing the people who execute it

Experience leading a PR function and managing executive visibility and crisis communications, whether through direct ownership or managing a PR lead

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 as the senior-most voice on brand and integrated marketing

Experience directly managing leads or managers, not just individual contributors, with a track record of developing strong people leaders

Passion for brand, culture, food, and guest experiences

SWEET POSITION PERKS:

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

Rich opportunity to build a team, set the tone, and leave your mark on a brand

Competitive salary, bonus, benefits, and equity

A fun, entrepreneurial, and cookie-filled culture

Free cookies, branded swag, and so much more