VP of Brand

Alliance Consumer Growth, LLC; New York (NY); On-site; USD 180,000 - 240,000; Full time

Benefits offered by this job

Health/Dental/Vision covered

401k program

Equity & bonus

Job summary

Alliance Consumer Growth, LLC in New York seeks a VP of Brand to lead our brand functions across activations, partnerships, community, content, and comms. You’ll drive high-impact brand activities for efficient digital acquisition and rapid retail growth.

This role requires deep CPG brand activation experience, retail-focused marketing leadership, and a track record of turning brand investment into measurable business results in a fast-moving environment.

Qualifications

• 8+ years of experience in CPG brand marketing across omnichannel.
• Strong leadership with proven ability to scale brand programs.
• Experience translating business goals into annual brand plans.
• Ability to measure awareness, engagement, and ROI.
• Skilled in developing brand voice and visual identity.
• Comfort in fast-moving, founder-led environments.

Responsibilities

• Define and evolve brand strategy across digital, retail, and emerging channels.
• Oversee product positioning, messaging, and brand standards.
• Collaborate with founders and SVP to craft an activation calendar.
• Own brand guidelines and ensure consistency across touchpoints.
• Manage brand budget and allocate for maximum ROI.
• Lead a high-performing team of marketers and content creators.

Skills

CPG brand activation

Retail marketing

Brand leadership

Cross-functional collaboration

Data-driven optimization

Job description

About

Create makes the best creatine on earth, and we think everyone should be taking it. Founded three years ago in a NYC apartment kitchen, we've grown from two founders obsessed with a chalky tub of monohydrate into a team singularly focused on turning creatine into an everyday staple of a healthier life. We do one thing — creatine — and we obsess over every detail of it: quality, taste, format, and the entire customer experience. We're growing fast across digital and retail, and we're looking for people who want to build something focused, well-crafted, and genuinely useful.

The Role

We're hiring a VP of Brand to lead our brand functions — activations, partnerships, community, content, and comms — as we continue to scale our business across digital and retail channels. This person has deep experience leading high-impact brand activities that fuel efficient digital acquisition and high-velocity growth at retail.

This role is for someone with:

• Deep experience with CPG brand activation strategy


• Expertise in retail-focused marketing for emergent brands


• Operational experience building integrated brand marketing strategies


• Passion for connecting the dots between brand activation and business performance


• Clear and compelling communication and leadership skills


• Brand and product messaging expertise — you know how to reframe ideas to make them sticky


• A track record of thriving in a fast-moving, test-and-learn environment

What You'll Do

Brand Strategy and Planning

• Define and evolve Create's brand strategy and positioning across digital, retail, and emerging channels, ensuring it stays consistent with our mission and growth goals


• Oversee traditional brand management functions: product and competitive positioning, new product development, messaging hierarchy and brand standards


• Partner with the founders and SVP of Marketing to translate business objectives into an annual brand plan — key moments, activation calendar, and category-defining campaigns


• Own our brand guidelines (voice, visual identity, tone) and serve as a source of truth and quality to ensure fidelity across every touchpoint, from packaging to paid media to retail shelf presence


• Scout whitespace in culture, category, and community to keep Create distinctive as the creatine and broader wellness category gets more crowded

Brand Team Leadership, Goal Setting and Measurement

• Manage and develop a team of highly ambitious and talented marketers, inspiring smart bets and innovative tactics to break through into mass culture


• Set clear, measurable goals for every brand program — awareness, engagement, conversion lift, retail sell-through — and define the KPIs and dashboards used to track them


• Partner with Data and Growth teams to build attribution frameworks that connect brand investment to digital acquisition efficiency and retail velocity


• Conduct structured post-mortems on major activations and turn learnings into a continuously improving playbook


• Own the brand budget across activations, partnerships, and content, and optimize allocation to maximize ROI

Activation and Content Excellence

• Work with our Director and Manager-level team members to drive innovation, quality, and consistency across every brand activation and content asset


• Build, lead, and develop a high-performing team of brand marketers, activation leads, and content creators as we scale


• Build and manage a roster of best-in-class creative, production, and experiential vendors and agencies


• Oversee brand presence at key retail moments — launches, in-store activations, experiential pop-ups — ensuring flawless, on-brand execution

Brand Comms and Campaigns for Omnichannel Growth

• Own brand communications strategy and calendar, ensuring one unified brand voice from paid social to retail shelf-talkers to PR


• Partner with Comms/PR on proactive storytelling and reactive response strategies that protect and elevate the brand


• Lead integrated, full-funnel campaigns that flex across DTC and retail, working closely with Performance Marketing, Retail/Sales, and Product


• Build strategic partnerships — co-marketing, athlete/creator, retail media — that extend brand reach and credibility

Requirements

• 8+ years of experience with a focus on CPG, emerging brands, and omnichannel marketing strategy


• Bold, creative thinking that can live across an omnichannel ecosystem


• Strong project management and leadership skills, including experience building and managing a team


• Demonstrated ability to build momentum at retail and translate it into measurable sell-through


• A strong roster of vendors and creative partners who can bring your vision to life


• A track record of connecting brand investment to hard business outcomes (CAC, LTV, retail velocity)


• Comfort operating in a fast-paced, high-growth, founder-led environment


• Genuine passion for health, wellness, and performance categories is a plus

Benefits

• Health, Dental and Vision benefits fully covered by the company


• 401k Participation


• Competitive compensation including salary, bonus, and equity