Zero-to-One Brand Leader

Role Purpose:

Build a differentiated, consumer-led D2C brand in the US from the ground up - taking it from concept to launch to early-scale, with clear ownership of the brand proposition, consumer understanding, go-to-market strategy and brand growth.

This is a zero-to-one leadership mandate: the expectation is to create the brand architecture and operating model, test and learn rapidly, establish product-market fit and build the foundations for a scalable US consumer business.

Core Mandate:

1. Define the Brand & Consumer Proposition:

- Identify and define the target consumer, unmet needs, occasions and purchase triggers.

- Develop the brand positioning, purpose, personality, promise and differentiation.

- Translate consumer insights into a compelling value proposition and brand narrative.

- Define the brand architecture, visual identity, tone of voice and overall consumer experience.

- Establish what the brand should stand for, win on and be known for in the US market.

2. Build the Brand from Concept to Launch:

- Own the journey from brand concept through market launch.

- Develop the brand strategy and launch road map, including channel, audience and market priorities.

- Lead development of all consumer-facing brand assets, packaging, content and communications.

- Build the initial brand playbook and ensure consistency across every consumer touch point.

- Create launch plans that balance brand building with measurable commercial outcomes.

3. Build a Consumer Acquisition & Growth Engine:

- Develop the D2C growth strategy across paid, organic, social, influencer/creator, affiliate, partnerships, CRM and other relevant channels.

- Establish the experimentation agenda across messaging, creative, audiences, channels, pricing and offers.

- Build a strong test-and-learn culture rather than relying on established playbooks.

- Optimize CAC, conversion, repeat purchase, retention and LTV as the business scales.

- Identify scalable acquisition channels and determine where to increase or reduce investment.

4. Own Consumer Insight & Product-Market Fit:

- Develop a continuous consumer feedback and insight mechanism.

- Use customer data, reviews, social listening, research and behavioral analytic to understand what is working - and what is not.

- Partner closely with Product, Design and Supply Chain to translate consumer insights into product and assortment decisions.

- Identify opportunities for new products, variants, bundles and extensions.

- Make the consumer the central input into business and product decisions.

5. Create the Commercial Brand Strategy:

- Partner with the Founder/CEO and commercial leadership on category strategy, pricing, promotions and channel economics.

- Balance long-term brand equity with near-term revenue and contribution objectives.

- Establish the metrics and dashboards required to understand brand and business performance.

- Build a clear view of CAC - conversion - AOV - repeat - LTV - contribution, and how brand activity influences each.

- Own the brand P&L / marketing investment envelope as the organization evolves.

Leadership Profile:

The ideal leader is a builder, not a brand custodian.

They should bring:

- Proven experience building or scaling a US consumer/D2C brand, preferably from an early stage.

- Strong understanding of US consumers, culture, digital commerce and consumer acquisition.

- Ability to operate across brand + growth + consumer insights + commercial strategy.

- Strong creative judgement combined with commercial and analytical rigour.

- Comfort with ambiguity, limited resources and rapid experimentation.

- Demonstrated ability to move from strategy to execution without building unnecessary organizational complexity.

- Entrepreneurial ownership and the ability to work directly with founders/senior leadership.

- Experience building teams and external ecosystems from scratch.