Director, Brand and Integrated Marketing

As our Director, Brand and Integrated Marketing, you are the strategic steward of the Insomnia Cookies brand and the orchestrator of how that brand comes to life across every channel and customer touchpoint. You own positioning, purpose, and point of view, and you own the integrated calendar, media relations, and partnership strategy that bring that point of view into the world at the right moment.

This role partners closely with the creative team who brings the brand to life through visual identity, storytelling, and execution. You also lead the PR Manager and the Social and Influencer lead, giving you direct ownership over how the brand's voice and presence come to life in earned and community channels, in addition to the strategy that guides them.

Sitting at the intersection of consumer insight, brand strategy, communications, and performance, this role translates customer and cultural understanding into a cohesive brand roadmap, then owns the execution of that roadmap across campaigns, product launches, partnerships, media, and experiences, all in service of long-term brand equity and growth.

Key Responsibilities:

Brand Strategy & Stewardship

• 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

Strategic Partnership with Creative

• 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

Integrated Campaign Strategy & Calendar

• Own the end-to-end integrated marketing calendar, sequencing brand campaigns, LTO launches, seasonal moments, and cultural tentpoles so every activation lands cohesively across channels
• Lead the brand and integrated strategy behind product launches and partnerships, ensuring every initiative ladders up to a single brand narrative rather than competing for attention
• Serve as the connective tissue between brand strategy and go-to-market execution, keeping cross-functional teams aligned on timing and priority

Media Relations & Communications

• Lead the in-house PR Manager and the company's media relations strategy, setting the editorial point of view and approving high-stakes placements and messaging
• Lead crisis communications strategy and executive messaging, protecting brand equity and consumer trust
• Support earnings communications and key business disclosures by setting messaging direction and securing strategic press coverage that reinforces the growth narrative

Social, Influencer & Brand Partnerships

• Set strategy and creative direction for the Social and Influencer team, working through the team's lead to guide content, platform presence, and influencer collaborations that drive cultural relevance and amplification
• Manage partnership strategy end to end, identifying and executing brand collaborations that increase frequency, lifetime value, and cultural relevance
• Oversee experiential marketing programs designed to drive cultural relevance, social amplification, and measurable business impact

Consumer Insight & Cultural Relevance

• 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

Brand Activation & Performance Marketing

• 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

Measurement & Business Impact

• Partner with the Marketing Analyst to define and track brand performance metrics, including awareness, consideration, affinity, loyalty, and equity