Director, Brand Marketing

Brio Water Technology•Glendale, CA

1d•$160,000 - $200,000

About The Position

The Director of Brand Marketing is a senior strategic leader responsible for defining, building, and championing the Brio brand across every touchpoint. This role owns brand positioning, messaging architecture, and go-to-market strategy — ensuring that every channel, campaign, and activation shows up with a consistent, compelling, and culturally resonant voice. You will be the connective tissue between brand strategy and execution, partnering closely with Creative, Performance Marketing, Digital, PR, and channel leaders to ensure the brand drives measurable growth. A deep focus on GTM strategy — from product launches to seasonal campaigns — will be central to this role.

Requirements

8+ years of brand marketing experience, with at least 3 years in a senior leadership role.
Proven track record leading full-funnel brand strategy and GTM launches for consumer or lifestyle brands.
Deep expertise in brand positioning, messaging architecture, and creative strategy.
Experience owning digital marketing strategy across owned and earned channels.
Demonstrated success driving consumer insights work and translating findings into brand strategy.
Strong cross-functional collaboration skills — comfortable partnering with Creative, Performance, PR, Product, and Sales.
Exceptional written and verbal communication; ability to present complex strategy clearly to executive audiences.
Experience with sponsorship evaluation, event marketing, and experiential activations.

Nice To Haves

Experience in [relevant industry: wellness, food & beverage, retail, franchise, etc.].
Familiarity with franchise or multi-location brand governance.
Background working with performance marketing teams on brand-to-performance messaging integration.
Experience managing and developing high-performing brand teams.

Responsibilities

Define and own brand positioning, identity, and value propositions — ensuring a clear, differentiated place in the market.
Develop messaging frameworks that serve as the strategic foundation for all channel execution: social, content, SEO, PR, lifecycle, experiential, and paid media.
Own the annual messaging strategy, defining campaign themes, seasonal priorities, and tentpole moments that align across channels.
Lead ongoing competitive intelligence and category analysis, translating findings into clear positioning advantages.
Identify whitespace opportunities and strategic risks within assigned brand categories.
Present brand strategy recommendations, competitive landscape updates, and campaign messaging plans to executive leadership.
Lead end-to-end GTM planning for product launches, seasonal campaigns, and key brand moments — from strategy through execution.
Define GTM messaging architecture for each launch, ensuring positioning clarity across all consumer and trade-facing materials.
Partner cross-functionally with Product, Sales, and Creative to develop integrated launch playbooks with clear roles, timelines, and KPIs.
Translate market insights and customer data into differentiated GTM narratives that drive conversion and brand affinity.
Own post-launch performance reviews, capturing learnings that sharpen future GTM execution.
Drive consumer insights and audience research to ensure brand strategies reflect real customer motivations and behavior.
Own the development and maintenance of customer profiles and personas, keeping them current with qualitative and quantitative research.
Translate customer data into strategic recommendations that inform messaging, product positioning, and campaign priorities.
Partner with Data and CRM teams to understand customer lifecycle behavior and identify opportunities to deepen brand connection at each stage.
Ensure brand consistency and strategic coherence across all digital touchpoints.
Partner with Performance Marketing to ensure paid digital messaging reinforces brand positioning at scale.
Oversee digital campaign briefs, ensuring Creative teams have clear strategic direction for assets across digital formats.
Monitor digital brand health metrics and optimize strategy based on performance data.
Inform and shape Brio's sponsorship strategy — identifying partnership opportunities that align with brand positioning and audience goals.
Lead brand activation planning and execution, creating immersive experiences that deepen consumer connection.
Oversee event strategy and execution, from large-scale brand moments to intimate customer experiences.
Define the brand story for each activation and ensure consistent messaging across physical and digital touchpoints at events.
Evaluate sponsorship and event ROI, providing recommendations to optimize investment for brand impact and awareness.
Serve as a strategic partner to PR, ensuring media narratives and earned coverage ladder up to brand positioning.
Develop brand communications frameworks that guide messaging for press, thought leadership, and executive visibility.
Partner with PR on crisis communications protocols, ensuring brand voice is protected in sensitive situations.
Identify opportunities for proactive storytelling that builds brand credibility and cultural relevance.
Develop campaign-level creative briefs that give Creative teams clear strategic direction — the 'what to say' across brand and performance channels.
Collaborate with Creative on visual and verbal identity systems, ensuring brand coherence across all outputs.
Serve as the primary strategic brand partner to channel Directors, ensuring execution ladders up to brand strategy.
Build brand governance standards and tools that ensure positioning and messaging consistency across all touchpoints, including franchise networks where applicable.