Brand Director

Role overview

The Brand Director serves as BON CHARGE’s top leader for creative expression and communications. This position shapes how the brand is seen, heard, and experienced across social, content, creative, PR, community, and partnerships.

Reporting to the CMO, the role carries director-level responsibility and leads a broad cross-functional team through important brand initiatives. The successful candidate will set a high bar for brand quality, provide clear direction, and ensure every external output is bold, commercially sensible, and unmistakably BON CHARGE.

This is a role that blends strong brand thinking with commercial discipline. The right person will be able to inspire creative teams with a compelling vision while also evaluating campaign briefs through the lens of margin and business impact. The purpose of the role is to strengthen BON CHARGE’s global reputation and cultural relevance as it expands into a leading wellness technology brand.

Brand strategy and identity

• Take full ownership of the BON CHARGE brand, including its positioning, voice, visual identity, and the standards used to assess all outputs.
• Convert the CMO’s commercial direction into a global brand story that works across the US, UK, Australia, and other markets.
• Maintain consistency across every brand touchpoint, from digital and physical channels to social, editorial, events, and partnerships, while keeping execution fast.
• Adapt the brand as the company enters new categories and markets, preserving its core identity while increasing relevance to new audiences.
• Keep the brand culturally current by spotting new consumer behaviours, wellness trends, aesthetics, creators, and cultural shifts before competitors do.
• Serve as the final approval authority for all outward-facing creative before publication or release.
• Lead the creation of integrated global campaign ideas that bring together creative, PR, partnerships, social, email, events, and content into one commercially effective narrative.

Communications and PR

• Own the company’s global communications approach across media relations, press, trade, and earned coverage in all key markets.
• Guide the PR & Partnerships Manager and regional PR agencies in the UK, US, and Australia by setting priorities, approving outreach plans, and ensuring coverage goals are met.
• Oversee communications for major brand moments such as product launches, athlete collaborations, Scientific Advisory Board announcements, event activations, and campaign rollouts.
• Lead crisis communications as the first escalation point for reputational issues.
• Maintain strong relationships with journalists, editors, and media contacts across wellness, sports, lifestyle, and health.

Social media and community

• Define the global social media strategy, including platform priorities, content themes, tone, and channel mix.
• Own social performance at a strategic level, including audience growth, engagement quality, contribution to conversion, and community health.
• Ensure social activity is tightly connected to wider campaign and partnership plans so it supports the full marketing calendar.
• Build scalable community management processes that protect brand reputation while delivering a premium customer experience across markets.

Creative vision and production

• Lead and inspire the Creative Director and Senior Graphic Designers by setting strong creative standards, approving visual direction, and ensuring work is both compelling and commercially effective.
• Oversee the production workflow for campaigns, always-on assets, product launches, partnership content, events, and editorial materials.
• Make sure creative work contributes to both awareness and conversion, with each asset serving a clear role in the funnel.
• Create a scalable creative operating system with templates, component libraries, brand asset management, and disciplined briefing processes that support speed without lowering quality.
• Direct user-generated content strategy alongside the UGC Manager, ensuring content is consistently sourced, reviewed, and used across channels.

Content strategy and editorial

• Lead the Head of Content and Copywriters by setting strategy for owned channels such as the website, email, blog, and YouTube, while ensuring content stays on brand, science-led, and focused on conversion.
• Own the content calendar together with the Sales & Marketing Director at a strategic level, sequencing launches, campaigns, partnership moments, and evergreen content for maximum commercial effect.
• Ensure all content moves through compliance review before publication, with accountability for material that is engaging and legally safe across all markets.
• Develop thought leadership content with the Scientific Advisory Board and external experts to create credible editorial that strengthens SEO and brand authority.

Events and community - global

• Direct global Brand & Community Leads so regional expression remains aligned with global standards while still fitting local market needs.
• Oversee regional event activations through local event managers and ensure each event produces measurable brand and business value.
• Use regional leads as a source of market intelligence, feeding local audience insights, competitor activity, and cultural context back into the global strategy.

Partnership and sponsorship integration

• Partner closely with the Head of Partnerships & Sponsorships to ensure athlete content, club activations, SAB outputs, and brand collaborations are fully activated by the Brand & Comms team.
• Own the brand story around major partnerships, including how they are launched, activated, and assessed for brand impact.
• Confirm that partnership materials meet BON CHARGE standards before release, with approval authority over co-branded and partner-created content.

Team leadership and function management

• Lead, coach, and scale a cross-functional team covering social, creative, content, PR, events, and community.
• Set clear KPIs for each direct report and function, with the team operating under measurable commercial expectations.
• Foster a culture that values speed, quality, and commercial thinking, ensuring the team understands how its work contributes to revenue.
• Work with the CMO on workforce planning, agency management, and budget allocation for the Brand & Comms function.
• Manage the Brand & Comms budget carefully, keeping agency fees, production costs, event spend, and content investment within defined ROI targets.
• Act as a strategic advisor to the executive team so product, partnerships, customer experience, retail, and expansion decisions support long-term brand equity.

Performance, measurement and reporting

• Own the Brand & Comms scorecard and deliver monthly reporting to the CMO covering brand health, social results, PR value, content attribution, community growth, and campaign performance.
• Define measurable brand effectiveness for BON CHARGE, including impact on traffic, conversion, and retention.
• Ensure every function in scope operates against clear output and performance metrics.
• Collaborate with the Performance Marketing team so brand and creative work supports paid media efficiency, acquisition, and conversion outcomes.

Experience and qualifications

Essential:

• At least 8 years of experience in brand, communications, or creative leadership, including a minimum of 3 years at director level leading cross-functional teams.
• A demonstrated history of owning a brand across several markets, ideally the US, UK, and at least one APAC market.
• Experience leading creative teams and maintaining high standards for brand visuals and tone at scale.
• A strong background in PR and communications, including agency leadership and media strategy.
• Deep capability in social media strategy, covering platform planning, community, and performance.
• Commercial fluency with the ability to link brand spending to revenue results and communicate effectively with executive leaders.
• Experience managing large blended teams across internal staff and agencies, with multiple direct reports.
• Comfort working outside standard business hours for global calls; the role is based in London and reports to the HQ CMO in Sydney, Australia.

Highly desirable:

• Background in DTC wellness, health, fitness, or consumer technology, with knowledge of science-led content and the regulatory environment.
• Experience with content compliance workflows and multi-jurisdiction marketing rules.
• Experience activating partnership or sponsorship content involving athletes, celebrities, or brand collaborations.
• A track record of helping build or elevate a brand from mid-market into premium positioning.

Character:

• A clear and instinctive standard for quality, and the ability to build teams that share that standard.
• Commercially grounded, with steady focus on outcomes as well as creative excellence.
• Highly detail-oriented and protective of brand standards, while still operating quickly in a high-growth environment.
• A strong people leader who can build high-performing teams.
• Calm, composed, and decisive under pressure, whether dealing with brand issues, campaign launches, or competing priorities.
• Communicates clearly upward so the CMO always has full visibility into what is being shipped, what is performing, and where decisions are needed.

Role conditions

This position is based onsite in Los Angeles, CA. It is a full-time leadership role with global collaboration requirements and availability for calls outside standard core hours.