Brand Strategy Director

Own the brand identity, strategy, and cultural presence of one of Europe's most design-led DTC sleep and lifestyle brands.

There's a brand out there right now with a loyal following and real creator momentum already behind it. The product speaks for itself. What doesn't exist yet is the story behind it: press inquiries pile up unread, campaigns get shot because a founder pictured them, and every department is quietly building its own version of what this brand is supposed to be.

That's the gap you'd be walking into. Not a broken brand. An unbuilt one.

If the idea of turning that kind of chaos into a brand people actually believe in is the sort of problem that gets you out of bed, keep reading.

This is a remote-first, full-time contractor role. You can be based anywhere within roughly 3-4 hours of CET to keep close alignment with the team.

WHAT’S IN IT FOR YOU

• Brand ownership at its fullest. Define who this brand is, who it's for, and how it shows up everywhere, offline and online.
• A high-trust seat at the leadership table. Sit alongside the Head of Growth and founders, with direct input on commercial and creative direction.
• Build and grow your own team. Start with a social media manager and campaign manager reporting to you, with a clear path to expand the brand team as the business scales.

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• A true blank canvas. No legacy brand book, no rigid playbook to inherit. You're building the identity from the ground up, creative direction included, not just cleaning one up.
• Performance upside. Compensation tied to brand equity growth and commercial outcomes.
• Remote-first flexibility. Work from anywhere within roughly 3-4 hours of CET.

WHAT YOU’RE GETTING INTO

• Define and own the complete brand strategy: positioning, target customer, brand personality, tone of voice, and competitive differentiation
• Build the definitive Brand Book, the single source of truth for how the brand shows up across every touchpoint: packaging, campaigns, content, UGC, influencer partnerships, retail, events, and product expansion
• Translate the Brand Book into department-level SOPs covering content, copy, visual identity, and campaign standards
• Own the annual marketing calendar, aligning brand initiatives with performance campaigns from day one
• Act as brand guardian across performance, CRM, product, creative, influencer, and customer service, ensuring growth tactics reinforce rather than undermine brand positioning
• Lead brand campaigns from concept through creative direction, production, and rollout, managing the social media manager and campaign manager who help bring them to life
• Own PR, cultural partnerships, and a long-term influencer and ambassador strategy that goes beyond paid reach

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• Define brand equity KPIs and connect them to commercial outcomes, presenting brand performance alongside revenue and growth data

WHO YOU ARE

• You have 5+ years of experience in brand strategy or brand management, ideally in DTC, lifestyle, fashion, beauty, or premium consumer goods
• You have a genuine creative eye and the strategic discipline to back it, and you don't outsource one to compensate for the other. You can shape a brand's visual and creative direction yourself, not just brief someone else to do it, while also building the systems that make it stick everywhere
• You've built or repositioned a brand from the inside out: defining who a brand is, not just executing someone else's brief
• You've owned PR, cultural partnerships, and brand building beyond owned channels
• You're commercially literate, comfortable discussing CAC, contribution margin, and retention alongside brand equity metrics, and connecting the two
• You're a strong cross-functional leader with the credibility to align teams around competing priorities and a single brand vision
• You're equally comfortable in a workshop with founders defining brand values and in a briefing room reviewing ad creatives with a performance team
• You've managed and developed a brand or marketing team, with a clear point of view on how to scale one as the brand grows
• You're highly autonomous, entrepreneurial, and adaptable in a fast-moving, founder-led environment