Director Brand Strategy Insight and Creative

Job Description

Job Description

Director Brand Strategy Insights and Creative

Department

Brand Strategy, Insights & Creative

Reports To

CMO

Classification

Full Time Exempt

Location

Buena Park, California

Direct Reports

Senior Graphic Designer and Graphic Designer

Travel

Bakery cafés, vendors and company meetings as required

Effective Date

To be determined

Level

Director

Position Summary

The Director of Brand Strategy, Insights & Creative leads the development and expression of the TOUS les JOURS brand in the United States. The Director translates business priorities, consumer understanding and marketplace opportunities into a clear U.S. brand strategy and an integrated creative system across campaigns, menu launches, merchandising, digital channels and bakery café touchpoints.

This role leads the U.S. Creative team, provides strategic and creative direction from concept through production, and serves as the principal U.S. partner to CJ Foodville Korea's Global Design team. The Director is accountable for ensuring that global creative is appropriately adapted for the U.S. market while remaining consistent with approved brand standards, visual identity and the brand's Korean heritage.

Key ResponsibilitiesBrand Strategy and Positioning

• Develop and maintain the U.S. brand strategy, positioning, value proposition, audience priorities and brand architecture in alignment with company growth objectives.
• Translate the brand strategy into clear creative platforms, messaging principles, visual direction and annual priorities that guide Marketing and cross-functional partners.
• Identify how TOUS les JOURS' Korean heritage and creative point of view should be expressed in a relevant, differentiated and credible way for U.S. guests.
• Partner with Category & Occasion Marketing, Digital Experience & Commerce, Engagement & Communications, Field Marketing and R&D to ensure campaigns and guest experiences reinforce one coherent brand story.
• Evaluate brand implications of new partnerships, collaborations, sponsorships, menu initiatives and market-entry programs.

Consumer Insights and Strategic Planning

• Lead the brand's consumer-insights agenda, including brand tracking, segmentation, audience research, occasion research, concept testing and competitive analysis.
• Convert research, guest feedback, cultural trends and business performance into actionable recommendations for positioning, creative, merchandising, media and menu communication.
• Establish clear learning objectives and success measures for major campaigns and creative tests in partnership with Analytics, Finance and agency partners.
• Build and maintain a fact-based view of priority audiences, need states, occasions and barriers to trial, then ensure those insights shape briefs and creative decisions.
• Present concise brand and consumer insights to senior leadership and translate findings into decisions, priorities and next actions.

Creative Leadership and Team Management

• Lead, coach and develop the Senior Graphic Designer and Graphic Designer, establishing clear roles, priorities, standards and development plans.
• Set the creative vision and provide actionable direction and feedback across campaigns, seasonal promotions, menu launches, digital content and corporate initiatives.
• Review and provide final creative approval for all work produced by the Senior Graphic Designer and Graphic Designer before release to internal partners, vendors, franchisees or bakery cafés.
• Assign work based on strategic importance, capacity and skill while ensuring timelines, quality and stakeholder expectations are managed effectively.
• Create a disciplined briefing, concept-review and approval process that improves quality, speed and accountability from intake through final production.
• Determine when work should be produced internally or through outside agencies, photographers, production partners, printers or other specialists.
• Build a culture of strong creative judgment, collaboration, constructive challenge and continuous improvement.

Field Marketing and Local Creative Governance

• Partner closely with the three Division Field Marketing Managers to develop and review local marketing materials, POP kits, promotional offers, merchandising, grand-opening materials and other bakery café collateral.
• Incorporate Field Marketing input regarding local market relevance, franchisee needs, operational feasibility and bakery café execution before creative is finalized.
• Provide final creative approval for corporate, franchisee and local bakery café collateral developed by the Creative team, while ensuring the appropriate Division Field Marketing Manager has a meaningful role in the review process.
• Establish clear standards and approval processes for local marketing materials so they support business objectives and comply with approved menu offerings, brand standards and visual identity.
• Evaluate requests from corporate and franchise bakery cafés with the appropriate Division Field Marketing Manager to determine whether materials should be approved, revised, standardized or declined.
• Identify recurring local needs that should be converted into scalable templates, POP kits, toolkits or broader system solutions rather than recreated market by market.
• Balance local flexibility with brand consistency so Field Marketing can respond effectively to market opportunities without creating fragmented or off-brand guest experiences.

Global Design Partnership and Brand Governance

• Serve as the primary U.S. Marketing liaison to CJ Foodville Korea's Global Design team for brand identity, campaigns, packaging, merchandising and other creative initiatives.
• Review global creative for compliance with approved brand standards and assess whether messaging, imagery, formats and execution are appropriate for U.S. guests, media channels and operating conditions.
• Lead the adaptation of global creative for the U.S. market without weakening brand equity, visual consistency or the strategic intent of the original work.
• Provide clear U.S. market briefs, consumer context and consolidated feedback to Korea, resolving differences through documented standards and business rationale.
• Maintain and evolve U.S. brand guidelines, toolkits, templates and approval protocols in coordination with Korea and Legal.
• Monitor compliance across corporate, franchisee and agency-created materials and direct timely correction of off-brand executions.

Merchandising and Visual Identity

• Own the strategic and visual consistency of guest-facing merchandising across bakery cafés, including menu boards, promotional signage, window graphics, displays, packaging touchpoints and visual merchandising materials.
• Develop merchandising principles that improve navigation, communicate menu value, support priority categories and occasions, and maintain a cohesive bakery café experience.
• Partner with Operations, R&D, Food Safety, SCM and Field Marketing to ensure creative is operationally executable, factually accurate and delivered on time.
• Establish standards for photography, image selection, typography, color, composition, materials and production quality across physical and digital applications.
• Conduct periodic bakery café and digital-channel audits to identify inconsistency, outdated materials and opportunities to strengthen brand expression.

Integrated Creative Development and Production

• Oversee creative development across print, digital, social, app, web, email, paid media, events, partnerships and internal communications.
• Ensure all creative briefs clearly define the business objective, audience, insight, desired response, channel requirements, mandatories and measurement plan.
• Direct product photography, content production, retouching and asset development to ensure menu offerings are represented accurately and compellingly.
• Oversee production-ready artwork, specifications, vendor coordination, proofing and quality control for printed and fabricated materials.
• Maintain an organized, searchable asset-management system and scalable templates that enable efficient execution by internal teams, agencies and franchisees.
• Protect copyrights, trademarks, licensed assets and talent rights in partnership with Legal and Engagement & Communications.

Agency Budget and Cross Functional Leadership

• Manage applicable creative, research, production and agency budgets, scopes, timelines and performance expectations.
• Select and direct external research, strategy, creative and production partners when specialized expertise or additional capacity is required.
• Partner with Finance and Procurement to develop estimates, evaluate value, negotiate scopes and maintain appropriate financial controls.
• Represent Brand Strategy, Insights & Creative in cross-functional planning, go-to-market and leadership discussions.
• Anticipate risks, resolve competing stakeholder input and escalate decisions that could affect brand integrity, timing, cost or the guest experience.

Measures of Success

• Improvement in brand awareness, consideration, differentiation and key brand perceptions in priority markets.
• Consistent application of the approved brand identity across U.S. campaigns, channels, merchandising and bakery cafés.
• Creative effectiveness against defined campaign, engagement and conversion objectives.
• Timely, accurate and on-budget delivery of priority creative and merchandising programs.
• Clear adoption of consumer and occasion insights in strategic briefs, creative decisions and annual planning.
• Productive alignment with Korea's Global Design team and timely resolution of U.S. localization needs.
• Improved team capability, workload management, stakeholder satisfaction and quality of output.

Qualifications