Head of Brand

Brand isn’t a support function here. It’s a growth engine. Parfumado has reached an inflection point. We’ve grown from a startup into a real DTC platform: 30+ people, genuine infrastructure, a strong team, a fast-growing customer base, and a fresh rebrand. What we don’t yet have is a single brand lens. Today brand and campaign ownership is spread across Creative, Influencer, Category, Retention, Customer Happiness and the founders. That got us here, but the next stage needs one clear idea of who Parfumado is, one campaign architecture, and one person accountable for both.

This is that role. The Head of Brand makes Parfumado a brand people recognise, trust, and choose for reasons beyond price, and keeps every customer-facing team building toward the same idea of who we are.

Read this part carefully: You’re building this from the ground up, not inheriting a finished system and optimising it. The rebrand gave us a look; it didn’t hand us a defined big idea, positioning, messaging hierarchy, brand guidelines, or a brand-health measurement system. Your first job is to build those. You’ll need to be scrappy, hands-on, and comfortable writing the strategy yourself before you have a full team to delegate it to.

Your first 90 days We’re hiring a builder, so we’re being explicit about where you start:

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Stand up brand measurement: commission a brand track (panel survey, with an outside vendor) and build an in-house brand-health dashboard that pulls from CX, product and social.

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Lead the foundational positioning work: the big idea, positioning, and messaging hierarchy, owning it personally (with agency or fractional support where useful).

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Build the shared brand and campaign calendar, organised around the cultural and commercial moments where we can actually build demand.

These aren’t a warm-up. They’re the real entry point to the role, and the foundation everything else is built on.

What you’ll own

Brand strategy & positioning

Define and then evolve Parfumado’s big idea, positioning, messaging hierarchy, tone of voice, and creative direction across markets and channels. Turn that into a usable creative system: brand guidelines, look and feel, what’s on-brand and what isn’t, and the criteria for the kinds of creators and partners we work with. Decide on evidence, not assumption.

Brand as a growth driver

Own the strategic link between brand activity and commercial growth. Work closely with the Head of Growth to translate company goals into clear brand and campaign objectives, build the case for brand investment to commercially-minded founders, define the metrics that matter, and ensure brand work supports acquisition, retention, consideration and long-term customer value.

Campaign leadership & architecture

Own the campaign portfolio end-to-end: which campaigns we run, when, and why. Own the annual and quarterly calendar, prioritise initiatives, manage competing requests, and make sure every campaign has a clear strategic role, a strong creative idea, a commercial objective, and a clean execution plan. You’ll write and shape the briefs, set timelines, align stakeholders, and own clean handovers. Strong project and process skills are essential.

Creative direction & studio leadership

Set the creative standard and own creative production across our digital product and marketing channels (CRM, website, advertising, events, and SEO/AEO content). Lead and develop the Creative/Design studio (copy, design, production), give sharp feedback, and be hands-on where it matters: the brief, the concept, the review, the final standard. You won’t make every asset yourself, but you’re accountable for the quality and consistency of everything that carries our name.

Organic social & customer voice

Give the brand a daily presence where current and potential customers spend their time, driving reach and engagement through organic social. Close the loop so community signals and customer-happiness insight feed back into strategy, campaigns, messaging, and creative.

Partnerships & co-creations > creative direction

Sourcing and negotiation of co-creations and partnerships stay with the Influencer and Commercial teams. You own what happens next: the creative direction and brand execution of those deals across brand, partner and Growth channels, so the result is consistent and unmistakably Parfumado.

Brand health & consumer insight

Bring a data-led approach to brand health, consumer insight and campaign performance. Define what matters for brand versus campaign impact; awareness, consideration, engagement, CAC, ROI, retention, sentiment, and turn insight into action. You’ll direct and hold external partners (research vendors, agencies) accountable for fielding and delivery without doing every piece personally.

Team leadership & cross-functional orchestration

Bring structure to campaign planning and reduce the ad-hoc chaos that comes with fast growth. Connect dots, unblock decisions, and align the right people at the right moments. Over time, build and coach a high-performing brand team across Creative, Social, Insights and Copy, clarifying roles and decision rights, and creating a culture with a bias toward shipping and learning over endless internal debate.

What this role does not own

Performance marketing, paid acquisition (paid social, paid search, influencer-as-performance-channel), and commercial deal negotiation stay with Growth and Commercial. For influencer-as-performance work, Growth owns the spend; you own who we work with; creator criteria, look and feel, what’s on-brand, and share creative-strategy briefs (hooks and the like) with Growth.