Brand Director

Insomnia Cookies

Brand Director overseeing brand strategy and marketing initiatives for Insomnia Cookies. Collaborating with teams to drive brand growth and cultural relevance.

Posted 5/7/2026full-timeNew York City • New York • 🇺🇸 United StatesLeadWebsite

About the role

Key responsibilities & impact

Own and evolve the Insomnia Cookies brand strategy, including positioning, brand architecture, value proposition, and brand promise.
Serve as the primary brand steward, ensuring consistency and integrity across marketing, product, channel experience, partnerships, and operations.
Establish and maintain brand frameworks, guidelines, and guardrails that enable scale without dilution.
Partner closely with the Creative Director to translate brand strategy into compelling creative work across all channels and touchpoints.
Provide clear strategic direction and objectives that inform creative briefs, campaign development, and execution.
Ensure creative output aligns with brand strategy, business priorities, and audience insights.
Lead deep understanding of the Insomnia customer, with a focus on behaviors, motivations, and cultural context — particularly Gen Z and emerging audiences.
Translate insights into actionable brand platforms, messaging, and opportunities for connection.
Monitor brand health, perception, and sentiment to guide ongoing brand evolution.
Lead the brand strategy behind integrated campaigns, product launches, and partnerships, ensuring alignment to growth goals and KPIs.
Collaborate with Digital, Growth, and Operations teams to activate the brand across paid, owned, and earned channels.
Ensure brand initiatives are designed to drive measurable outcomes, including acquisition, frequency, retention, and lifetime value.
Partner with the Marketing Analyst to define and track brand performance metrics, including awareness, consideration, affinity, loyalty, and equity.
Connect brand strategy and investments to business outcomes such as acquisition, retention, and long-term value.
Use data, testing, and learnings to continuously optimize brand strategy, messaging, and channel mix.
Act as a brand authority and trusted advisor across the organization.
Influence cross-functional partners to embed brand thinking into everyday decision-making.
Balance brand discipline with thoughtful evolution as the business and culture shift.

Requirements

What you’ll need

8–12+ years of marketing leadership experience, ideally with a consumer brand (household, lifestyle, food/beverage, QSR, or fast-casual).
Proven experience connecting brand strategy to performance marketing and business growth.
Strong understanding of how brand drives acquisition, loyalty, equity, and long-term value.
Deep knowledge of social platforms and Gen Z behavior — what resonates, why, and how it performs.
Experience working cross-functionally across marketing, digital, product, and operations.
Strong strategic thinking, communication, and presentation skills; comfortable influencing senior leaders.
Comfortable operating in a fast-paced, results-driven environment.
Passion for brand, culture, food, and guest experiences.

Benefits

Comp & perks

Competitive salary + bonus + benefits + equity
A fun, entrepreneurial, and cookie-filled culture.
Free cookies, branded swag and so much more!

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills & Tools

brand strategyperformance marketingcampaign developmentbrand positioningbrand architecturebrand metricsdata analysiscustomer insightscreative directionintegrated campaigns

Soft Skills

strategic thinkingcommunicationpresentation skillsinfluencingcollaborationleadershipadaptabilitycustomer focuscreativityproblem-solving