The role

We’re hiring a Director of Brand Marketing to shape what comes next.

You’ll own how we shows up in the world: our positioning, voice, campaigns, creative direction, partnerships, and press. You’ll translate a bold mission into an annual brand plan, lead the team and creative partners who bring it to life, and connect that work to the business we’re building.

The opportunity is to bring more people into the brand while deepening what makes it distinctive. That means campaigns that make people feel something, storytelling that turns curiosity into a first purchase, and a brand experience that’s unmistakably the client—on a shelf, in a feed, at an event, or in someone’s kitchen.

You’ll work closely with our founder and cross-functional leaders to grow our reach, launch new categories, and turn cultural relevance into lasting brand affinity and commercial growth. This is a hands-on leadership role for someone who can set the strategy, build a strong team, and make the work better.

What you'll own

Brand Strategy & Positioning

• Own and evolve brand strategy, positioning, and voice as we grow from cult favorite to household name.
• Build the annual brand plan and integrated marketing calendar, aligning campaigns, product launches, and cultural moments with commercial priorities across retail and ecommerce.
• Clarify the role of each product and category within the broader brand, helping consumers discover us through chili crisp and build a deeper relationship through noodles, meal solutions, and future innovations.
• Lead the brand work behind new product launches, including consumer-facing narratives, naming, messaging, and launch creative.
• Define how we measure brand health, including awareness, consideration, and affinity, and use those insights to guide investment.

Campaigns & Creative Direction

• Lead integrated campaigns from insight and brief through production, launch, and measurement across social, email, paid media, retail, events, and press.
• Set the creative standard for the brand. Write clear briefs, give thoughtful feedback, and ensure the work is distinctive, culturally grounded, and effective.
• Translate our roots and founder story into compelling reasons to cook, eat, and live.
• Own consistency across brand touchpoints, including packaging, ecommerce, and in-store materials, while giving the brand room to evolve.
• Build and manage a strong network of agencies, freelancers, and production partners, delivering excellent work on time and within budget.

Partnerships, Community & Press

• Shape the brand partnership and collaboration strategy alongside our founder, identifying opportunities that expand our reach and strengthen our point of view.
• Lead partnership evaluation, negotiation, and execution, including budgets, deliverables, and co-branded launches.
• Own earned media and PR strategy, including agency management and relationships across food, business, lifestyle, and culture.
• Set the direction for social storytelling, creator partnerships, and community engagement, giving people reasons to participate in the brand and share it.
• Work with the social lead and designer to build content programming that is genuinely native to each platform.
• Track trends, platform shifts, and cultural conversations where we have something real to say — food, culture, identity, taste.
• Develop experiences and cultural moments that bring our purpose to life and build lasting relationships with our community.

Retail velocity

• Partner with sales and retail teams to translate brand marketing into velocity at shelf: trial, repeat, and household penetration.
• Develop programs that drive discovery and conversion in our largest accounts, and connect what we do online to what happens in-aisle.
• Ensure retail is treated as a brand channel, not just a distribution one.

Team & Budget Leadership

• Lead, coach, and develop the brand marketing team, with clear priorities, accountability, and a high creative standard.
• Determine where we need internal capabilities and where outside partners can make the biggest difference.
• Own the brand marketing budget, making thoughtful tradeoffs across ongoing storytelling, major campaigns, partnerships, and launches.
• Build planning and creative processes that help a lean team move quickly and produce better work.

Cross-Functional Leadership

• Partner with the Director of Digital Growth to connect brand storytelling with customer acquisition, conversion, and retention.
• Work closely with the Sales team on retail storytelling and activation, including displays, demos, collateral, and key account programs.
• Partner with Product and commercial teams to bring new innovations to market with a clear consumer proposition and a compelling launch.
• Communicate priorities, results, and investment decisions clearly to leadership, connecting creative choices to business goals.

Who you are

• 8+ years in brand marketing, with a track record of building consumer brands in growth-stage environments.
• A track record of leading integrated campaigns at a consumer brand. You can walk us through the strategy, the work, the budget, and the results.
• Experience building a consumer brand with meaningful retail distribution
• Experience translating a distinctive brand into broader consumer appeal while preserving its identity. 
• You have taste and can articulate it. Strong creative judgment and the ability to direct writers, designers, agencies, and production partners toward excellent work.
• Exceptional writing and editing skills. You can understand a founder-led voice, extend it across channels, and help others express it consistently.
• Cultural fluency, curiosity, and care. You understand why specificity matters and know how to invite new audiences into a story without flattening it.
• Comfort operating in a fast-moving, entrepreneurial environment, setting priorities and making decisions with imperfect information.
• You're data-informed without being data-run. You can read velocity, awareness, conversion, and repeat, and know which brand levers actually move them.
• Fluency in brand measurement and commercial outcomes, with the judgment to balance immediate results and long-term brand building.
• You've managed people and know how to set a standard, give real feedback, and build a small team that punches above its weight.

Especially valuable

• Food, beverage, or CPG experience with meaningful digital and retail distribution.
• Experience expanding a brand into new categories or helping consumers adopt unfamiliar products and cooking occasions.
• Experience working closely with a founder.
• Relationships across food, lifestyle, culture, and earned media.
• You’re a hands-on leader who thrives on a small team. You can set the strategy, write the brief, refine the copy, and help get the work out the door.

How We Work

We care deeply about what we make and what it represents. We value bold ideas, thoughtful execution, and people who take ownership. We’re looking for a leader who welcomes direct feedback, builds strong partnerships, and brings both conviction and curiosity to the work.

Above all, you should be excited by our purpose: evolving culture through taste by expanding palates and minds, and helping build a world where difference is celebrated and culturally specific brands can thrive.