Brand Lead

Brand Lead at Valerie Purpose The Brand Lead owns both brand strategy and performance creative execution across Valerie’s brand portfolio. This role sits at the intersection of brand vision, consumer psychology, and hands-on creative production, ensuring every customer touchpoint—from paid ads and landing pages to emails and product storytelling—reflects a clear brand position while driving measurable business outcomes. Key Ownership Areas Own end-to-end brand strategy: positioning, messaging pillars, tone of voice, and visual narrative Lead creative across paid acquisition, lifecycle, and retention channels Set creative quality standards and performance benchmarks across the portfolio Establish structured experimentation and creative testing systems Drive AI-assisted creative workflows and rapid prototyping Initially help execute creatives & content directly while building scalable frameworks for future team expansion Key Responsibilities 1) Brand Strategy & Stakeholder Leadership Translate founder vision + business goals into a clear brand north star Ensure alignment across ads, websites, CRM/lifecycle, and content Lead founder/stakeholder strategy conversations with confident recommendations and trade-offs Challenge assumptions when needed using data, customer insight, and brand principles 2) Creative Direction, Quality & Performance Define, uphold, and evolve creative standards across the portfolio Set creative direction for paid campaigns while balancing speed, experimentation, and excellence Partner with Performance teams to iterate based on testing and results (creative fatigue, winners/losers, learnings) 3) Hands-On Creative Execution (Early Stage “Maker” Mode) You will directly produce: Paid social creatives (Meta, TikTok, YouTube) – static + motion Short-form video / animation ads EDM/lifecycle creatives and templates Landing page / UI components and A/B test variants You will ensure assets are mobile-first, thumb-stopping, brand-safe, and well-documented (file hygiene + version control). 4) Innovation & AI + Creative Integration Drive creative innovation across formats, storytelling structures, and platform trends Leverage AI tools (ChatGPT, Midjourney, DALL·E, Firefly, Runway, Leonardo.ai, Figma plugins) for ideation, exploration, production acceleration, and concept validation Refine AI outputs through design polish, compositing, and motion enhancement Guide responsible AI usage without compromising brand integrity 5) Brand Governance & Reusability Maintain brand hygiene: tone, typography, visual standards, safe formats, CTA clarity Build and manage a centralized brand library: guidelines, playbooks, best creatives, approved messaging, audience/competitor insights Create scalable templates/frameworks that teams can reuse Strong working knowledge of best practices across Meta, TikTok, Pinterest, YouTube (safe zones, ratios, legibility, compliance, fatigue patterns) Ideal Behaviour, Qualifications & Skills Must Have Strong hands-on design capability with the ability to create high-quality static and motion creatives Proficiency in Canva and Figma Strong understanding of performance marketing and paid acquisition channels Working knowledge of SEO and organic growth channels Strong understanding of brand strategy, storytelling, and consumer psychology Ability to balance strategic thinking with hands-on execution Deep understanding of creative best practices across Meta, TikTok, Pinterest, and YouTube (formats, ratios, creative fatigue, etc.) Ability to collaborate with founders and stakeholders and translate brand vision into high-performing creative 4–6 years of experience in brand strategy, creative strategy, performance creative, or similar hybrid roles Comfortable wearing multiple hats in a fast-moving environment Experience managing or working across multiple brands Experience working within Agency & Start-up culture FMCG, Beverage, Consumables, E-commerce, or B2C primary experience Good to Have Ability to introduce new creative formats, narratives, and experimentation approaches Experience building creative systems and frameworks from scratch Familiarity with AI-assisted creative workflows or marketing tools Basic knowledge of design tools like After Effects / Premiere Pro What Success Looks Like Brand Consistency & Clarity: alignment across ads, website, CRM, and content Creative Performance Quality: % approved with minimal revisions Founder & Stakeholder Satisfaction: trust, clarity, and decision velocity Iteration Velocity: speed and effectiveness of post-feedback improvements Innovation Contribution: new narratives, formats, and execution approaches introduced Adoption & Reusability: usage of templates/frameworks by internal teams Cross-Team Feedback: clarity, collaboration, speed, strategic impact Values We take our values very seriously and ask that all team members reference (or keep in mind) values in dealing with conflict, challenges, opportunities and day to day operations. Each individual's role is to also hold others accountable and themselves. Accountability- own your part in it first. Collaboration- take initiative with discipline and humility. Resilience- to be steadfast, assess, and bounce back. Selflessness- ‘what does it take to scale’. Fun- be present and connect.