VP of Brand

Create Wellness, Inc.•New York, NY

About The Position

Create makes the best creatine on earth, and we think everyone should be taking it. Founded three years ago in a NYC apartment kitchen, we've grown from two founders obsessed with a chalky tub of monohydrate into a team singularly focused on turning creatine into an everyday staple of a healthier life. We do one thing — creatine — and we obsess over every detail of it: quality, taste, format, and the entire customer experience. We're growing fast across digital and retail, and we're looking for people who want to build something focused, well-crafted, and genuinely useful. We're hiring a VP of Brand to lead our brand functions — activations, partnerships, community, content, and comms — as we continue to scale our business across digital and retail channels. This person has deep experience leading high-impact brand activities that fuel efficient digital acquisition and high-velocity growth at retail.

Requirements

Deep experience with CPG brand activation strategy
Expertise in retail-focused marketing for emergent brands
Operational experience building integrated brand marketing strategies
Passion for connecting the dots between brand activation and business performance
Clear and compelling communication and leadership skills
Brand and product messaging expertise — you know how to reframe ideas to make them sticky
A track record of thriving in a fast-moving, test-and-learn environment
8+ years of experience with a focus on CPG, emerging brands, and omnichannel marketing strategy
Bold, creative thinking that can live across an omnichannel ecosystem
Strong project management and leadership skills, including experience building and managing a team
Demonstrated ability to build momentum at retail and translate it into measurable sell-through
A strong roster of vendors and creative partners who can bring your vision to life
A track record of connecting brand investment to hard business outcomes (CAC, LTV, retail velocity)
Comfort operating in a fast-paced, high-growth, founder-led environment

Nice To Haves

Genuine passion for health, wellness, and performance categories is a plus

Responsibilities

Define and evolve Create's brand strategy and positioning across digital, retail, and emerging channels, ensuring it stays consistent with our mission and growth goals.
Oversee traditional brand management functions: product and competitive positioning, new product development, messaging hierarchy and brand standards.
Partner with the founders and SVP of Marketing to translate business objectives into an annual brand plan — key moments, activation calendar, and category-defining campaigns.
Own our brand guidelines (voice, visual identity, tone) and serve as a source of truth and quality to ensure fidelity across every touchpoint, from packaging to paid media to retail shelf presence.
Scout whitespace in culture, category, and community to keep Create distinctive as the creatine and broader wellness category gets more crowded.
Manage and develop a team of highly ambitious and talented marketers, inspiring smart bets and innovative tactics to break through into mass culture.
Set clear, measurable goals for every brand program — awareness, engagement, conversion lift, retail sell-through — and define the KPIs and dashboards used to track them.
Partner with Data and Growth teams to build attribution frameworks that connect brand investment to digital acquisition efficiency and retail velocity.
Conduct structured post-mortems on major activations and turn learnings into a continuously improving playbook.
Own the brand budget across activations, partnerships, and content, and optimize allocation to maximize ROI.
Work with our Director and Manager-level team members to drive innovation, quality, and consistency across every brand activation and content asset.
Build, lead, and develop a high-performing team of brand marketers, activation leads, and content creators as we scale.
Build and manage a roster of best-in-class creative, production, and experiential vendors and agencies.
Oversee brand presence at key retail moments — launches, in-store activations, experiential pop-ups — ensuring flawless, on-brand execution.
Own brand communications strategy and calendar, ensuring one unified brand voice from paid social to retail shelf-talkers to PR.
Partner with Comms/PR on proactive storytelling and reactive response strategies that protect and elevate the brand.
Lead integrated, full-funnel campaigns that flex across DTC and retail, working closely with Performance Marketing, Retail/Sales, and Product.
Build strategic partnerships — co-marketing, athlete/creator, retail media — that extend brand reach and credibility.