Brand Director

Role Overview

The Brand Director is the senior creative and communications leader of BON CHARGE. This role owns everything the outside world sees, hears, and feels about the brand: social, content, creative, PR, community, and brand partnerships.

Reporting to the CMO, this is a Director-level remit with a substantial cross-functional team to deliver in critical brand moments. The Brand Director leads the team with clarity, holds the brand standard, and ensures every output is unapologetically bold, commercially grounded and unmistakably BON CHARGE.

This role requires equal parts brand vision and commercial rigour. The successful candidate will inspire the creatives in the team with bold vision and interrogate a campaign brief for margin impact with equal confidence. This role is responsible for shaping the global perception and cultural relevance of BON CHARGE as it scales into a world-leading wellness technology brand.

Key Responsibilities

1. Brand Strategy and Identity

• Own the BON CHARGE brand: its positioning, tone of voice, visual identity, and the standards by which all output is judged.
• Translate the commercial strategy from the CMO into a brand narrative that works globally across US, UK, AU and other global markets.
• Ensure brand consistency across every touchpoint including digital, physical, social, editorial, event, and partnership without slowing execution velocity.
• Evolve the brand as the business grows into new categories and markets, protecting its core while making it relevant to new audiences.
• Ensure BON CHARGE remains culturally relevant by identifying emerging consumer behaviour, wellness trends, aesthetics, creators, and cultural movements ahead of competitors.
• Act as the final brand approval authority for all external-facing creative before it goes live.
• Lead the development of integrated global campaign concepts that unify creative, PR, partnerships, social, email, events, and content into a single commercially effective brand narrative.

2. Communications and PR

• Own BON CHARGE's global communications strategy across media relations, press, trade, and earned coverage in all three markets.
• Direct the PR & Partnerships Manager and regional PR agencies (UK, US, AU), setting the agenda, approving the outreach strategy, and holding agencies accountable to coverage targets.
• Lead communications around major brand moments including product launches, athlete partnerships, Scientific Advisory Board announcements, event activations, and campaign releases.
• Own crisis communications as the first point of escalation for any reputational risk.
• Build and maintain relationships with key journalists, editors, and media contacts across the wellness, sports, lifestyle, and health categories.

3. Social Media and Community

• Set the strategic direction for BON CHARGE's social media presence globally, covering platform strategy, content pillars, tone, and channel priorities.
• Own social performance at a strategic level: audience growth, engagement quality, content-to-conversion contribution, and community health.
• Ensure social strategy integrates with the broader campaign and partnership calendars so that social amplifies all other activity.
• Design scalable global community management systems that protect brand reputation while maintaining premium customer interaction standards across all markets.

4. Creative Vision and Production

• Inspire the Creative Director and Senior Graphic Designers, setting the creative brief standard, approving visual direction, and ensuring output is both compelling and commercially effective.
• Own the creative production pipeline across campaigns, evergreen assets, product launches, partnership content, events, and editorial.
• Ensure creative output supports conversion alongside brand awareness, with every asset serving a clear role in the commercial funnel.
• Build and maintain a scalable creative system including templates, component libraries, brand asset management, and briefing discipline that enables speed without sacrificing quality.
• Direct UGC strategy in partnership with the UGC Manager, ensuring user-generated content is systematically sourced, approved, and deployed across channels.

5. Content Strategy and Editorial

• Direct the Head of Content and Copywriters, setting content strategy across owned channels including web, email, blog, and YouTube, and ensuring editorial output is on-brand, science-backed, and conversion-conscious.
• Own the content calendar in collaboration with the Sales & Marketing Director at a strategic level, sequencing launches, campaigns, partnership moments, and evergreen content to maximise commercial impact.
• Ensure all content passes through the compliance approval workflow before publication. The Brand Director is accountable for content that is compelling and legally safe across all three markets.
• Drive thought leadership content by working with the Scientific Advisory Board and external experts to produce credibility-building editorial that supports SEO and brand authority.

6. Events & Community - Global

• Direct the global Brand & Community Leads, ensuring regional brand expression is consistent with global standards while remaining locally relevant.
• Coordinate regional event activations through local event managers, ensuring events deliver measurable brand and commercial value.
• Use regional leads as a source of market intelligence, feeding local audience insight, competitor activity, and cultural context back into the global brand strategy .

7. Partnership and Sponsorship Integration

• Work closely with the Head of Partnerships & Sponsorships to ensure all partnership assets including athlete content, club activations, SAB output, and brand collaborations are activated fully through the Brand & Comms team.
• Own the brand narrative around major partnerships, covering how they are announced, activated, and measured for brand impact.
• Ensure partnership content meets BON CHARGE brand standards before publication. The Brand & Comms Director holds approval authority on all co-branded and partner-generated content.

8. Team Leadership and Function Management

• Lead, develop, and scale a cross-functional team across social, creative, content, PR, events, and community.
• Set clear KPIs for every direct report and their functions. The Brand & Comms function is a commercially accountable team with measurable performance expectations.
• Build a team culture of speed, quality, and commercial awareness, where people understand how their work connects to revenue.
• Partner with the CMO on headcount planning, agency relationships, and budget allocation across the Brand & Comms function.
• Manage the Brand & Comms budget with discipline, holding agency fees, production costs, event spend, and content investment to defined ROI thresholds.
• Act as a strategic brand advisor to the executive team, ensuring product, partnerships, customer experience, retail, and expansion decisions align with long-term brand equity.

9. Performance, Measurement and Reporting

• Own the Brand & Comms scorecard, delivering monthly reporting to the CMO covering brand health metrics, social performance, PR coverage value, content attribution, community growth, and campaign results.
• Define what brand effectiveness means for BON CHARGE in measurable terms, including contribution to traffic, conversion, and retention.
• Hold every function within the remit to defined output and performance standards. Social, PR, creative, content, and community all operate against clear metrics.
• Work closely with the Performance Marketing team to ensure brand and creative strategy supports paid media efficiency, customer acquisition, and conversion performance .

Experience and Qualifications

Essential

• 8+ years in brand, communications, or creative leadership roles, with at least 3 years at Director level managing cross-functional teams.
• Proven track record owning a brand across multiple markets, ideally US, UK, and at least one APAC market.
• Experience directing creative teams and holding a brand visual and tone standard at scale.
• Hands-on PR and communications background with the ability to direct agencies and lead media strategy.
• Strong social media strategic capability across platform strategy, community, and performance.
• Commercially literate, with the ability to connect brand investment to revenue outcomes and present clearly to executive leadership.
• Experience managing large, blended teams across in-house and agency with multiple direct reports.
• Happy to work outside of core business hours for global calls. Role will be based in London reporting to HQ CMO in Sydney, Australia.

Highly Desirable

• Experience in DTC wellness, health, fitness, or consumer technology, with an understanding of the science-backed content and regulatory landscape.
• Familiarity with content compliance workflows and multi-jurisdictional marketing regulations.
• Experience managing partnership or sponsorship content activation across athlete, celebrity, or brand collaboration.
• Track record building or scaling a brand from mid-market to premium positioning

Character

• Holds a clear and instinctive standard for quality, and builds teams that share it.
• Commercially grounded, with a consistent focus on outcomes alongside creative excellence.
• Obsessed with detail and brand standards, while still capable of operating with speed in a high-growth environment.
• A strong people leader who builds high-performing teams.
• Calm and clear under pressure across brand crises, campaign launches, and competing priorities.
• Communicates up cleanly so the CMO always has full visibility of what is shipping, what is performing, and what requires a decision.