VP Brand

Superpower•San Francisco, CA

7d•Remote

About The Position

Superpower is seeking a VP Brand to establish Superpower as a widely recognized and trusted health brand that people actively seek out. This role will own the brand strategy, integrated campaign roadmap, and brand investment plan. The objective is to provide a clear reason for people to choose Superpower, introduce the brand to new audiences, and foster a stronger connection with the people served. The VP Brand will be accountable for the entire customer journey from insight to campaign execution and results, including audience selection, setting quality standards, and building the necessary team and partner network. This is a hands-on leadership position requiring active involvement in brief writing, messaging, creative review, production, and campaign deployment.

Requirements

Experience owning a consumer-brand function, including accountability for strategy, budget, team, and results, with a track record of decision-making during significant growth periods.
Proven ability to take distinctive work from concept to market, with demonstrable experience leading campaigns or launches, explaining customer insights and creative decisions, and detailing audience reach.
Demonstrated business impact, with the ability to articulate changes in awareness, consideration, customer demand, or acquisition, supported by evidence and outlining personal contributions.
Strong creative judgment with the ability to improve creative output, write effective briefs, identify strong ideas, and provide precise feedback on copy, design, and storytelling.
Ability to simplify complex health offerings without losing substance.
Experience building and leading teams, including hiring and developing talent, selecting external specialists, and maintaining quality under constraints.
Combination of cultural awareness and commercial discipline, understanding brand positioning, opportunity assessment, and investment case development.
Comfort defending judgment and adapting strategy based on evidence.
Genuine interest in health and a deep understanding of customer needs, beliefs, and motivations for taking action.

Nice To Haves

Experience in consumer health, wellness, or subscription categories where trust and education are key purchase drivers.
Experience scaling a brand from an engaged early audience to broader consumer recognition.
Experience connecting cultural partnerships, community building, or member advocacy with measurable demand generation.

Responsibilities

Develop and own brand strategy and positioning, including audience priorities, positioning, and messaging that guide brand initiatives. Translate customer research, cultural insights, and product realities into a clear, differentiated value proposition.
Set the integrated campaign calendar and lead all aspects of campaigns from brief to production, launch, and evaluation, ensuring each campaign has a defined audience, core idea, distribution plan, and intended business outcome.
Establish brand expression and creative standards, setting the brief and quality bar for brand campaigns. Collaborate with copy, design, and production specialists to ensure brand work is recognizable, memorable, and authentic to Superpower. Develop a brand system to support decision-making as the product offering expands.
Create a plan for sustained brand visibility and demand generation between major campaigns, integrating content, creators, member stories, cultural partnerships, and earned media with campaign activities. Utilize brand media and events strategically to extend campaign ideas and reach target audiences.
Manage the brand budget, prioritize investments, and communicate tradeoffs. Establish metrics for awareness, consideration, branded search, and qualified demand, and collaborate with the Growth team to measure the impact of brand activities on new member acquisition.
Build and lead the brand team and external partner network, setting priorities, developing talent, and establishing clear processes for briefs, creative reviews, production, and learning.
Partner with Paid Media on amplification and acquisition measurement.
Collaborate with Product, Clinical, and Member Experience teams to ensure brand promises are credible and reflected in the customer experience.