Reporting to the CEO, the VP of Brand is accountable for voice, vision, and creative output for the brand. The VP Brand sits at the intersection of brand strategy, creative direction, and marketing execution. The VP of Brand will shape how the world sees the company — and how our athletes feel in it. The ideal candidate is a strategic brand architect and a hands-on creative leader. The VP of Brand will define long-range brand positioning one day and roll up their sleeves to sharpen campaign copy or art direct a shoot the next. They bring a strong creative point of view, deep experience in performance or lifestyle brands, and the drive to operate with urgency in a lean, fast-moving environment.
ACCOUNTABILITIES
- Own the brand strategy — define positioning, brand architecture, and long-term creative direction that differentiates us in the performance apparel market.
- Set and maintain creative vision across all consumer touchpoints: campaigns, digital, social, editorial, product storytelling, packaging, and retail.
- Lead development and stewardship of the brand's visual identity, tone of voice, and design language — ensuring consistency and intentionality at every expression.
- Drive marketing strategy and campaign development from brief through execution, partnering closely with performance marketing, product, and design teams.
- Develop compelling content and storytelling frameworks that bring the brand athlete to life across channels — creating genuine connection without compromising the brand's performance-first identity.
- Serve as a player-coach: contributing directly to creative work — writing, art direction, concept development — while building and guiding a lean creative team.
- Partner cross-functionally with product design, merchandising, and leadership to ensure brand intent is embedded in the product experience from ideation through launch.
- Build and manage relationships with external creative agencies, photographers, filmmakers, and production partners.
- Establish the creative processes, workflows, and standards that allow a small team to move fast without sacrificing quality.
- Serve as a senior voice in the company — contributing to business strategy, go-to-market planning, and decisions that shape the long-term direction of the brand.
QUALIFICATIONS
- Bachelor’s Degree in Marketing or related field
- 12+ years’ experience in brand strategy, creative direction, or integrated marketing, with significant time spent in performance, athletic, or premium lifestyle brands.
- Experience at an established brand with a strong creative culture.
- Demonstrated results building or evolving brands with creative conviction.
- Exceptional range across brand strategy, visual direction, campaign development, copywriting, and content — comfortable leading in any of these disciplines.
- Deep understanding of the performance and training landscape: what athletes care about, how they engage with brands, and what it means to build authentic credibility in this space.
- Demonstrated ability to operate at both the 30,000-foot level and in the weeds — moving fluidly between strategy and execution without losing momentum or quality.
- Strong instincts for modern media and marketing: digital, social, content, community, and emerging channels.
- Exceptional communication skills — a persuasive storyteller in writing, in presentation, and in conversation with athletes, executives, and creative collaborators alike.
- Comfortable with ambiguity and resourceful in lean environments where great work happens without large teams or big budgets.
- Personal passion for training, athletics, or an active lifestyle strongly preferred.
LOCATION
This role is hybrid with commitment to frequent travel to NYC. It is a flexible work model with a blend of in-office and remote expectations.
COMPENSATION
$225,000-$250,000 + bonus + equity
