Director Brand Strategy & Experience

Role Purpose

The Director Brand Strategy & Experience is responsible for shaping, building, and governing a premium lifestyle brand across all customer touchpoints. The role ensures the consistent translation of brand strategy into product experience, customer engagement, retail execution, communications, and international market development.

The position acts as the central steward of the brand, driving long-term brand equity, customer loyalty, premium perception, and sustainable business growth.

Key Responsibilities

Brand Strategy & Positioning

• Develop and evolve the brand positioning, purpose, values, personality, and visual identity.
• Own and manage the overall brand platform.
• Drive brand differentiation and premium brand perception.

Brand Experience & Customer Journey

• Ensure consistency of the brand experience across all customer touchpoints.
• Align customer experience with the brand promise throughout the entire customer journey.
• Drive initiatives that strengthen customer engagement, loyalty, and advocacy.

Product, Design & Packaging

• Partner closely with Product and Innovation teams to ensure brand alignment across products, packaging, naming, and portfolio architecture.
• Act as guardian of brand integrity throughout product development processes.

Lifestyle & Community Building

• Develop strategic partnerships, ambassador programmes, collaborations, events, and community-building initiatives.
• Build cultural relevance and emotional consumer connections that reinforce the brand positioning.

Retail & Commercial Excellence

• Define brand standards for retail and point-of-sale environments.
• Ensure consistent premium brand execution across distribution channels and markets.
• Collaborate with commercial teams to translate brand strategy into customer-facing experiences.

Communications & Content Leadership

• Ensure consistency across all marketing and communication activities.
• Oversee campaigns, content strategy, PR, influencer engagement, storytelling, and brand activations.
• Maintain alignment between communications and the broader brand strategy.

International Brand Development

• Lead international brand-building initiatives.
• Establish global brand standards while enabling local market adaptation.
• Ensure brand consistency across regions and markets.

Compliance & Governance

• Partner with Legal and Compliance functions to ensure all brand activities comply with applicable regulations.
• Embed compliance considerations into brand strategy, communications, and activation planning.

Candidate Profile

Experience

• Extensive experience in premium consumer, lifestyle, beauty, fashion, luxury, or other brand-led industries.
• Proven track record in building and scaling premium brands.
• Strong international brand management experience.
• Experience within fast-growing, entrepreneurial, or transformation environments.
• Demonstrated ability to link brand-building initiatives to commercial performance and business outcomes.

Functional Expertise

• Brand Strategy & Positioning
• Brand Development & Repositioning
• Customer Experience Management
• Product & Packaging Strategy
• Retail & Trade Marketing
• Community & Partnership Development
• Consumer Insights & Market Research
• Stakeholder & Agency Management
• Budget Management & Performance Measurement

Leadership Capabilities

• Strategic and commercially minded.
• Strong cross-functional leadership and influencing skills.
• Ability to engage effectively with executive stakeholders.
• Customer-centric and innovation-oriented.
• Collaborative, resilient, and comfortable operating in dynamic environments.

Success Measures

• Brand awareness and recognition
• Premium brand perception
• Customer loyalty and retention
• Brand consistency across markets and channels
• Contribution to revenue growth and margin development
• Successful delivery of brand transformation initiatives

Position Summary

This role is designed for a senior brand builder who can connect strategy, product, experience, and commercial performance. The successful candidate will serve as the driving force behind the creation of a distinctive premium lifestyle brand and its long-term value creation.