Director Brand Strategy

Talently; Billings (MT); On-site; USD 120,000 - 210,000; Full time

Job summary

Talently in the retail sector is seeking a strategic Brand Leader to shape positioning, narrative, and go-to-market strategy for both DTC and partner channels.

You will partner across creative, product, customer experience, performance marketing, retail, and B2B teams to deliver a differentiated brand experience that drives growth.

Own brand strategy, messaging, and long-term narrative; lead annual and quarterly planning; and measure impact with customer insights and competitive data.

Qualifications

• 7+ years of experience in brand management, marketing strategy, or product marketing.
• Experience owning and growing a brand.
• Strong expertise in brand positioning and customer insight.
• Experience partnering with creative teams to implement brand strategy.
• Proven cross-functional leadership and ability to influence without authority.
• Comfort presenting to executives and driving strategic decisions.

Responsibilities

• Own brand strategy, positioning, messaging, and the long-term narrative.
• Clarify target audiences, customer needs, category positioning, and competitive differentiation.
• Lead annual and quarterly brand planning, campaign strategy, and success metrics across DTC, retail, B2B, and partnerships.
• Develop go-to-market strategies for new products and features, aligning brand and performance marketing.
• Partner with creative teams to develop strategic briefs and ensure campaigns reflect customer insight and brand direction.
• Represent the customer across product, customer experience, sales, and leadership teams, aligning brand promises with real experiences.
• Guide retail, B2B, and partnership messaging and storytelling.
• Track brand health and business outcomes, using customer research and competitive insights to refine strategy.

Skills

Brand management

Marketing strategy

Product marketing

Brand positioning

Customer insight

Messaging frameworks

Cross-functional leadership

Executive presentation

DTC & retail experience

Campaign strategy

Job description

Join a forward-thinking company in the retail industry, developing innovative products that support customers in outdoor and remote environments. In this strategic leadership role, you will shape brand positioning, narrative, and go-to-market strategy, building customer preference and connecting brand storytelling to business growth. Partner across creative, product, customer experience, performance marketing, retail, and B2B teams to create a clear, differentiated brand experience.

Responsibilities

• Own brand strategy, positioning, messaging, and the long-term narrative.
• Clarify target audiences, customer needs, category positioning, and competitive differentiation.
• Lead annual and quarterly brand planning, campaign strategy, and success metrics across DTC, retail, B2B, and partnerships.
• Develop go-to-market strategies for new products and features, aligning brand and performance marketing.
• Partner with creative teams to develop strategic briefs and ensure campaigns reflect customer insight and brand direction.
• Represent the customer across product, customer experience, sales, and leadership teams, aligning brand promises with real experiences.
• Guide retail, B2B, and partnership messaging and storytelling.
• Track brand health and business outcomes, using customer research and competitive insights to refine strategy.

Must-Have Skills

• 7+ years of experience in brand management, marketing strategy, or product marketing.
• Demonstrated experience owning and growing a brand.
• Strong expertise in brand positioning, customer insight, and messaging frameworks.
• Experience partnering with creative teams to bring brand strategy to life.
• Proven cross-functional leadership and ability to influence without direct authority.
• Confidence presenting to executive leadership and making the case for strategic decisions.
• Experience in fast-paced, entrepreneurial, or challenger-brand environments.
• Experience with DTC and retail brands, product launches, or category development.

Nice-to-Have Skills

• Experience in security, construction, agriculture, outdoor, or B2B-adjacent industries.
• Background working with subscription or hardware-enabled products.
• Experience developing brand strategy for a new or emerging product category.
• Strong ability to balance long-term brand building with near-term business impact.
• Experience mentoring or developing brand team members.