Reporting to the VP of Marketing and Innovation, the Director of Brand Communications is the strategic owner of brand narrative and integrated communications approach. This role defines how the brand shows up in culture; what we say, why it matters, and how our stories connect across paid, earned, owned, and social. The Director of Brand Communications will translate brand strategy, business priorities, and consumer insight into clear communication platforms, campaign architectures, and channel strategies that guide teams and agencies. This leader is accountable to ensure all brand communications are cohesive, culturally relevant, and drive long-term brand equity and business impact.
ACCOUNTABILITIES
Integrated Communications Strategy & Campaign Leadership
- Serve as primary strategic partner to the VP of Marketing and Innovation in the architecture and ideation of annual 360-degree integrated marketing campaigns.
- Translate high-level brand goals into “big ideas” and integrated communication frameworks that scale across paid, earned, owned, and social channels, defining the role of PR, influencer, social, partnerships, and experiential within each campaign and moment.
- Partner closely with the Director of Product Marketing, Art Director, and Director of Growth Marketing to ensure campaign creative, messaging, and media distribution are tightly aligned to brand narrative.
- Own the development of clear, inspiring communication briefs that enable internal teams and external agency partners to deliver best-in-class work.
Brand Narrative, Messaging & Voice
- Own messaging architecture and tone of voice across all consumer and media touchpoints.
- Develop core brand, product, and impact narratives that flex by channel while maintaining consistency.
- Ensure messaging is culturally relevant, differentiated, and true to brand values and positioning.
PR, Influencer & Social Strategy
- Lead brand communications strategy; proactive storytelling, executive visibility, and thought leadership.
- Set long-term vision and strategic roadmap for organic owned and earned ecosystem, driving cultural relevance, community, and brand growth across key and emerging platforms.
- Define the strategic role of organic social within the broader communications ecosystem, ensuring each platform builds brand loyalty and relevance.
- Lead and develop Social Media Coordinator, providing clear strategic direction and guardrails so day-to-day execution ladders up to brand narrative and campaign goals.
- Establish best-in-class social storytelling and engagement standards, balancing proactive brand-building with real-time cultural participation, and community management.
- Identify cultural opportunities and emerging platforms to build credibility and relevance.
- Own crisis communications strategy, escalation protocols, messaging frameworks, and preparedness planning.
- Oversee Voice of the Consumer function.
- Oversee Consumer Experience function to ensure all consumer interactions reflect brand tone, values, and promise.
- Partner with CX and Insights teams to synthesize voice-of-consumer learnings and share across the organization.
Team & Agency Leadership
- Lead, develop, and empower Brand Communications team, establishing clear priorities, decision-making accountability, and ways of working.
- Serve as primary strategic lead for external PR, social, and influencer agencies. Set clear direction, establish KPIs, evaluate performance, and ensure work delivers against business and brand objectives.
- Foster strong cross-functional partnerships across Marketing, R&D, Growth, and Sales.
EDUCATION & QUALIFICATIONS
- Bachelor’s Degree in Marketing, business, or related field from accredited University.
- 10+ years of experience in brand communications.
- Proven track record of managing multi-functional teams in a high-growth environment.
- Deep experience working within a "lifestyle-led" brand where meaning and cultural placement are as critical as product functional benefits.
- Exceptional ability to craft architectural messaging to adapt for a press release, a TikTok caption, or a response to a sensitive consumer complaint.
- A natural bridge-builder who will partner effectively with Creative, Product Marketing, Growth Marketing, and Sales teams to ensure all communications drive the business forward.
LOCATION
This is a hybrid work environment.
Work requirements: 3 days a week in office- 2 days a week remote.
The brand office is located in Oakland, California
COMPENSATION
$180,000-$200,000 + bonus + LTIP + Benefits
