Own the brand identity, strategy, and cultural presence of one of Europe's most design-led DTC sleep and lifestyle brands.

There's a brand out there right now with a loyal following and real creator momentum already behind it. The product speaks for itself. What doesn't exist yet is the story behind it: press inquiries pile up unread, campaigns get shot because a founder pictured them, and every department is quietly building its own version of what this brand is supposed to be.

That's the gap you'd be walking into. Not a broken brand. An unbuilt one.

If the idea of turning that kind of chaos into a brand people actually believe in is the sort of problem that gets you out of bed, keep reading.

WHO THEY ARE

A premium DTC sleep and lifestyle brand known for elevated design, emotional storytelling, and product innovation rooted in sleep wellness. What started as a niche category disruptor has grown into one of the world's most aesthetically compelling modern lifestyle brands, combining craftsmanship, comfort, and aspirational identity. The brand has earned a loyal customer base, strong creator adoption, and a growing international presence. The brand is at an inflection point. The opportunity is to build a brand world where people don't just buy from it, they belong to it and talk about it, offline and online. 

• Design-led, aesthetically obsessed, category-defining
• Founders who are still in the room, not just the boardroom: hands-on, accessible, and genuinely invested day to day 
• Strong creator and community adoption, with real momentum still building
• Growing international footprint, at a genuine inflection point

This is a remote-first, full-time contractor role. You can be based anywhere within roughly 3-4 hours of CET to keep close alignment with the team.

WHAT’S IN IT FOR YOU

• Brand ownership at its fullest. Define who this brand is, who it's for, and how it shows up everywhere, offline and online.
• A high-trust seat at the leadership table. Sit alongside the Head of Growth and founders, with direct input on commercial and creative direction.
• Build and grow your own team. Start with a social media manager and campaign manager reporting to you, with a clear path to expand the brand team as the business scales.
• A true blank canvas. No legacy brand book, no rigid playbook to inherit. You're building the identity from the ground up, creative direction included, not just cleaning one up. 
• Performance upside. Compensation tied to brand equity growth and commercial outcomes.
• Remote-first flexibility. Work from anywhere within roughly 3-4 hours of CET.

WHAT YOU’RE GETTING INTO

• Define and own the complete brand strategy: positioning, target customer, brand personality, tone of voice, and competitive differentiation
• Lead the research that defines the brand's mission, vision, and positioning, not just its aesthetic. Build the definitive Brand Book around it, in close partnership with the founder, as the single source of truth for how the brand shows up across every touchpoint: packaging, campaigns, content, UGC, influencer partnerships, retail, events, and product expansion
• Translate the Brand Book into department-level SOPs covering content, copy, visual identity, and campaign standards
• Own the annual marketing calendar, aligning brand initiatives with performance campaigns from day one
• Act as brand guardian across performance, CRM, product, creative, influencer, and customer service, ensuring growth tactics reinforce rather than undermine brand positioning
• Lead brand campaigns from concept through creative direction, production, and rollout, managing the social media manager and campaign manager who help bring them to life
• Own PR, cultural partnerships, and a long-term influencer and ambassador strategy that goes beyond paid reach
• Define brand equity KPIs and connect them to commercial outcomes, presenting brand performance alongside revenue and growth data

WHO YOU ARE

• You have 5+ years of experience in brand strategy or brand management, ideally in DTC, lifestyle, fashion, beauty, or premium consumer goods
• You have a genuine creative eye and the strategic discipline to back it, and you don't outsource one to compensate for the other. You can shape a brand's visual and creative direction yourself, not just brief someone else to do it, while also building the systems that make it stick everywhere 
• You've built or repositioned a brand from the inside out: defining who a brand is, not just executing someone else's brief
• You've owned PR, cultural partnerships, and brand building beyond owned channels
• You're commercially literate, comfortable discussing CAC, contribution margin, and retention alongside brand equity metrics, and connecting the two
• You're a strong cross-functional leader with the credibility to align teams around competing priorities and a single brand vision
• You're equally comfortable in a workshop with founders defining brand values and in a briefing room reviewing ad creatives with a performance team
• You've managed and developed a brand or marketing team, with a clear point of view on how to scale one as the brand grows
• You're highly autonomous, entrepreneurial, and adaptable in a fast-moving, founder-led environment

WHAT SUCCESS LOOKS LIKE

• Days 1-30: Complete a structured brand audit: customer research, channel review, competitive landscape, and stakeholder interviews across every department. Identify the top 3 brand gaps creating the most immediate commercial and creative friction. Present findings and a 90-day brand foundation plan to founders and department heads. Deliver the core Brand Book, built on that research: target customer definition, brand positioning, personality, tone of voice, and visual identity guidelines. Establish weekly brand alignment touchpoints with founders and the Head of Growth
• Days 31-60: Deliver the core Brand Book: target customer definition, brand positioning, personality, tone of voice, and visual identity guidelines. Begin translating the Brand Book into department-level SOPs, starting with the highest-volume customer-facing teams. Get the first brand-led campaign concept into development with the Head of Growth. Lock the annual marketing calendar, fully aligned with the Head of Growth and Head of Performance. Kick off the PR and partnership pipeline with at least 3 active conversations.
• Days 61-90: Get the full Brand Book and department SOPs live, so every team is operating with a shared creative language and clear do's and don'ts. Launch or finalize production on the first brand-led campaign, fully aligned with performance. Establish brand equity KPI baselines and present the first brand performance report to founders alongside commercial metrics. Land at least one PR placement or brand partnership. Present a clear recommendation on the next brand hire based on emerging gaps.