VP of Brand

Create Wellness; New York (NY); On-site; USD 180,000 - 240,000; Full time

Benefits offered by this job

Health, dental and vision benefits

401(k) plan

Equity and cash bonus

Job summary

Create Wellness in New York is seeking a VP of Brand to lead our brand function across digital and retail channels. You will shape strategy, oversee activations, partnerships, content, and communications to drive efficient acquisition and fast growth in a dynamic market.

You'll partner with founders and the SVP of Marketing to translate business goals into a bold annual plan, manage a team, and optimize brand touchpoints—from packaging to paid media—through disciplined measurement.

Qualifications

• 8+ years of experience in CPG, emergent brands, and omnichannel marketing.
• Experience leading brand activations and retail strategy.
• Proven leadership and vendor management.

Responsibilities

• Define and evolve brand strategy across digital, retail, and emerging channels.
• Oversee product positioning, messaging and brand standards.
• Translate business objectives into annual brand plan — activation calendar.
• Own brand guidelines; ensure fidelity across packaging, paid media, and retail touchpoints.
• Lead a high-performing team and manage external vendors.
• Build omnichannel campaigns that integrate DTC and retail.

Skills

Brand activation

Retail marketing

Leadership

Strategic thinking

Communications

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