VP Brand

Superpower•San Francisco, CA

7d•Remote

About The Position

Superpower is building a new health system to extend and enhance human life. We bring testing, personalized insights and ongoing care together to help people understand their health and take action earlier. Our challenge is to make proactive healthcare understandable, desirable and trusted enough that people choose to act. We want Superpower to become the brand people turn to when they decide to take ownership of their health. We’re looking for a VP Brand to make Superpower a widely recognized and trusted health brand that people actively seek out. You’ll own our brand strategy, integrated campaign roadmap and brand investment plan. Your job is to give people a clear reason to choose Superpower, bring that story to new audiences and build a stronger connection between the brand and the people we serve. You’ll be accountable for the journey from customer insight to campaign idea, creative development, distribution and results. That means deciding which audiences and opportunities deserve our attention, setting the standard for the work and building the team and partner network to deliver it. This is a hands-on leadership role. You’ll write briefs, shape messaging, review copy and design, work with production partners and get campaigns into the world.

Requirements

Owned a consumer-brand function, accountable for its strategy, budget, team and results, with experience making decisions through a period of meaningful growth.
Taken distinctive work all the way to market. Can show campaigns or launches personally led, explain the customer insight and creative decisions, and describe how the work reached its audience.
Demonstrate business impact. Can explain what changed in awareness, consideration, customer demand or acquisition, the evidence behind that conclusion and own contribution.
Strong creative judgment and can improve the work yourself. Write useful briefs, recognize a strong idea and give precise feedback across copy, design and storytelling.
Can simplify a complex health offering without losing its substance.
Built teams and delivered through them. Know how to hire and develop strong people, choose external specialists and keep quality high when time and resources are limited.
Combine cultural awareness with commercial discipline. Understand where a brand belongs, which opportunities to pursue and how to make an investment case.
Comfortable defending judgment and changing course when the evidence warrants it.
Care about health and the customer. Want to understand what people need, what they believe and what would help them take action.

Nice To Haves

Experience in consumer health, wellness, subscriptions or another category where trust and education influence the purchase.
Experience taking a brand from an engaged early audience to broader consumer recognition.
Work that connects cultural partnerships, community or member advocacy with measurable demand.

Responsibilities

Own Brand strategy and positioning, including audience priorities, positioning and messaging that guide our brand work. Turn customer research, cultural insight and the realities of the product into a clear, differentiated reason to choose Superpower.
Own Integrated campaigns from idea to impact. Set the campaign calendar and lead work from brief through production, launch and evaluation. Give every campaign a clear audience, idea, distribution plan and intended business outcome.
Own Brand expression and creative standards. Set the brief and quality bar for brand campaigns. Work directly with copy, design and production specialists to make the work recognizable, memorable and true to Superpower. Build a brand system that helps teams make strong decisions as our offering grows.
Own Sustained visibility and demand. Build a plan for how people encounter Superpower between major campaigns. Connect content, creators, member stories, cultural partnerships and earned attention with campaign activity, working with the owners of those channels. Use brand media and events where they meaningfully extend the idea and reach the right audience.
Own Brand investment and measurement. Own the brand budget, prioritize investments and explain the tradeoffs. Establish a view of awareness, consideration, branded search and qualified demand, and work with Growth to assess how brand activity contributes to new-member acquisition.
Own The team and operating process. Build and lead the brand team and external partner network. Set priorities, develop talent and establish a clear process for briefs, creative reviews, production and learning. You’ll partner with Paid Media on amplification and acquisition measurement, and with Product, Clinical and Member Experience to ensure our promises are credible and reflected in the service people receive.