Brand Director

Dr. Stephanie Wigner is an authority in the online space. Your job is to make sure the world sees her that way.

Company Description

At The Wealthy Practitioner, the brand is the business. Steph is a thought leader, a speaker, a practitioner, and the face of a movement that is changing how practitioners think about money, business, and life. The gap between how she shows up in a room and how she shows up online needs to close — and you're the person who closes it.

This role exists to own the brand end-to-end: the positioning, the visual identity, the messaging, the content strategy, and the consistency across every channel. You're not just making things look good — you're building the brand that attracts premium clients, commands authority in the market, and makes every practitioner who finds us feel like they finally found the right room. You think like a strategist, operate like a creative director, and execute like someone who knows the brand drives the revenue.

IF YOU WORKED HERE LAST WEEK

• Steph posted a Reel that wasn't landing the way it should — the hook was weak and it didn't sound like her. You rewrote the caption, briefed our social media assistant on a rethumbnail, and had a revised version live before it lost momentum. It outperformed the original by 3x.
• You audited the last 90 days of content across Instagram, YouTube, and email and brought leadership a one-page brand health report: what's resonating, what's off-brand, where the messaging is inconsistent, and what to do about it. No guessing — just clarity and a clear path forward.
• A new program launch was three weeks out. You built the full brand brief — positioning, messaging pillars, visual direction, tone guide — and handed it off to the content and design teams before they had to ask. The launch looked and sounded like one cohesive thing.
• You spotted that three competitors in our space were using almost identical messaging. You brought Steph two positioning angles that nobody in the practitioner education space had owned yet. One of them became the lead message for the next launch.
• A piece of brand collateral came back from the designer that was close but not right. You gave a single, precise round of feedback — specific language, specific visual direction — and the next version was approved. You don't give vague notes. You know exactly what you want and you can articulate it.

WHAT YOU'LL OWN

• Own the brand strategy — positioning, messaging architecture, tone of voice, and how DSW and TWP show up across every channel
• Define and protect the visual identity — ensuring every piece of content, collateral, and campaign looks and feels like us
• Lead content strategy across Instagram, YouTube, email, and paid — not execution, but the strategic direction that guides every piece
• Build and maintain brand guidelines that the entire team can execute against consistently
• Partner with the CEO to develop thought leadership positioning — speeches, media, press, and public-facing content
• Audit brand performance regularly and bring data-backed recommendations to leadership
• Brief and direct designers, videographers, and content creators — you set the creative standard and you hold it
• Identify whitespace in the market and translate it into positioning opportunities before competitors get there

WHO YOU ARE

• 5+ years in brand strategy, creative direction, or brand marketing — ideally inside a personal brand, online education, or premium coaching company
• You understand the difference between a brand that looks good and a brand that converts — and you build the latter
• Strong strategic thinker with sharp creative instincts — you can write a brand brief and review a design comp in the same afternoon
• Deeply familiar with the online coaching and personal brand space — you know what premium looks like here and what it takes to stand out
• AI-fluent — you use AI to research positioning, draft messaging variants, analyze content performance, and move faster without losing quality
• Excellent communicator — you can brief a designer, present a strategy to leadership, and write a caption, all at a high level
• Obsessed with consistency — you notice when something is off-brand before anyone else does, and you fix it
• Low-ego, high-ownership — you care deeply about building something great, not about getting credit for it

COMPENSATION

Salary: 90,000-120,000

Hybrid Role: In person 1x a week, remote for the right person!