Brand Director

Atoms•San Francisco, CA

1d•$170,000 - $200,000•Onsite

About The Position

Atoms is seeking a Brand Director to oversee how the world experiences the company and its product family (Otter, CK, Picnic, Lab37). This role involves setting brand strategy, developing the narrative and visual system, and ensuring a cohesive company identity across all touchpoints. The Brand Director will define how Atoms presents itself to restaurant operators and enterprise buyers, aiming to build trust and facilitate sales for each product. The ideal candidate will possess strong creative judgment combined with commercial acumen, capable of thinking in terms of systems (voice, identity, messaging) while also being hands-on with campaign execution. They should be adept at building brands that resonate with both busy operators and enterprise decision-makers, and be able to demonstrate the business impact of brand investments. Experience in building a brand function, leading a team, and elevating work quality, especially across multiple growing businesses simultaneously, is highly valued.

Requirements

10+ years in brand marketing, with significant experience leading brand at a high-growth company.
Proven track record driving brand from strategy through execution (campaigns, identity systems, or rebrands).
Experience owning a brand positioning and messaging framework and maintaining consistency across multiple touchpoints and audiences.
Strong creative judgment paired with commercial discipline; ability to tie brand to business outcomes.
Excellence in storytelling; ability to articulate a narrative that resonates with both busy operators and enterprise buyers.
Background in building and managing creative teams and agency relationships.
Strong analytical capability for measuring brand health, sentiment, and perception, and connecting it to the business.
Comfort in a fast-moving environment with multiple business units and shifting priorities.

Nice To Haves

Experience marketing to CEOs of large companies.
Experience marketing products to SMBs, restaurant operators, or independent merchants.
Experience building a brand or creative function from the ground up.
Experience leading brand across a multi-product or portfolio (multi-brand house) environment, including brand architecture work.
Experience partnering closely with product and growth teams so brand and demand reinforce each other.
Experience running a rebrand or launching a new brand system end to end.
Experience building brand operations (guidelines, design systems, asset libraries) that scale creative output on a lean team.

Responsibilities

Own brand strategy and positioning across the portfolio, including the overarching Atoms narrative and how each product brand aligns with it.
Manage brand positioning and messaging frameworks to ensure consistent and differentiated communication across all stakeholder touchpoints (web, product, sales, lifecycle, social, events, PR).
Develop and maintain the brand system, encompassing voice, visual identity, messaging architecture, and guidelines to ensure coherence as the company scales.
Lead end-to-end brand campaigns, from concept and creative to production and measurement, to build awareness and preference among both SMB restaurant operators and enterprise buyers.
Design reputation and category-leadership strategies to establish Atoms and its products as trusted names in restaurant technology.
Collaborate with Comms to create thought-leadership platforms that position Atoms leaders as authoritative voices in restaurant tech, robotics, real estate, and operator software.
Cultivate co-marketing and strategic brand partnerships to enhance credibility and expand reach within key operator and enterprise communities.
Partner with Product Marketing, Growth, and Performance teams to ensure brand consistency across paid media, web, lifecycle marketing, sales, and events, fostering synergy between brand and demand generation.
Manage creative resourcing, including in-house designers and writers, as well as external agencies and production partners, while elevating the creative standard across the organization.
Develop systems and templates (e.g., brand deck guidelines, asset libraries) to enable a lean team to produce on-brand work efficiently.
Define success metrics for brand influence and establish a measurement framework (awareness, consideration, perception, share of voice) to link brand investment to pipeline and growth.
Analyze market trends, competitive positioning, and audience sentiment to inform strategic brand decisions.
Hire, manage, and mentor a team of brand and creative professionals as the function grows.