Director Brand Strategy & Experience

About the role

The Director of Brand Strategy & Experience will be the chief steward of a premium lifestyle brand, ensuring that the brand promise is consistently delivered across every customer touchpoint. This senior leader will shape brand positioning, drive cultural relevance, and translate strategy into tangible experiences that fuel loyalty and growth.

Key responsibilities

• Develop and evolve brand positioning, purpose, values, personality, and visual identity.
• Ensure brand consistency across product design, packaging, naming, and portfolio architecture.
• Align the full customer journey with the brand promise, strengthening engagement, loyalty and advocacy.
• Define and enforce brand standards for retail, point‑of‑sale, and all distribution channels.
• Lead communications, PR, influencer partnerships, storytelling and brand activations.
• Build strategic partnerships, ambassador programmes, events and community initiatives that reinforce cultural relevance.
• Drive international brand‑building initiatives, establishing global standards while allowing local adaptation.
• Partner with Legal and Compliance to embed regulatory considerations into brand activities.

Required profile

• Extensive experience in premium consumer, lifestyle, beauty, fashion, luxury or similar brand‑led industries.
• Proven track record of building and scaling premium brands.
• Strong international brand management experience, preferably in fast‑growing or transformational environments.
• Demonstrated ability to link brand initiatives to commercial performance and business outcomes.

Required skills