Brand Development Lead

Position Overview

• Location Type: Remote
• Employment Type: Full-Time
• Salary: (Salary information not provided in the description)
• Company: Welltech

Welltech is a global leader in the Health & Fitness industry, dedicated to helping everyone start and stay well for life. The company focuses on personalized workout guidance and tailored wellness plans, particularly for underserved populations. The Brand Development Lead will be responsible for testing and implementing the company’s strategic and creative Brand Direction to accelerate Brand-led growth. This role involves designing and leading the Brand Playbook Development, which includes Audience Strategy, Messaging, and Brand Identity. The Lead will collaborate with various teams to integrate Brand Direction across key workstreams.

Requirements

• Proven experience in building effective equity-building strategies from scratch in the DTC space for US-based consumers.
• Experience leading cross-functional Brand Development projects or a similar role in an innovative/growing industry.
• Proven track record of developing and executing successful brand measurement programs to demonstrate the impact of Brand initiatives.
• Experience working on projects beyond Marketing and upper funnel Brand projects, specifically Growth, Product, and Content.
• Experience in wellness or a similar behavior-change category.
• Experience in Brand building for scale-ups.

Responsibilities

• Lead the development of the Audience Strategy & Playbook, translating segmentation into inspirational and practical guidance for audience-led work within cross-functional initiatives.
• Collaborate with Research, Creative, Product Design, and UX teams to build a comprehensive understanding of audiences and their cultural influences, fostering a CoE on behavior change within the wellness category.
• Work with Marketing and Product teams to build a Brand Equity measurement model and testing framework.
• Research, test, and implement Brand Positioning and Identity across Product and Marketing teams, supporting cross-functional briefs and experimentation in Product, Design, Content, and Marketing.
• Coordinate monthly audience and culture research to provide insights for creative, content, and design teams on innovation using the Audience Strategy and Brand Direction.
• Lead the Development of the Messaging Playbook, partnering with Creative Leads and the Brand Activation Lead to optimize and expand existing messaging and develop new concepts for brand-led growth.
• Design and manage Brand operating tools and processes, driving impact by optimizing cross-functional collaboration, anticipating challenges, and finding solutions for equity-led growth across teams.
• Lead a CoE and network of internal ambassadors for Brand Equity, sharing internal and external case studies and the latest strategic thinking on Brand growth, and building an internal network to accelerate brand adoption.
• Contribute to a diverse and inclusive culture across the organization through cross-departmental collaboration.

Application Instructions

• (Application instructions not provided in the description)

Company Information

• Company: Welltech
• Mission: To move everybody to start and stay well for life, focusing on individuals who feel excluded from the mainstream wellness category. Welltech offers personalized workout guidance and tailored wellness plans designed to fit unique lifestyles.
• Size: Over 700 employees
• Hubs: 5
• Reach: 200 million people

Candidate Journey

• Recruiter call
• Hiring Manager Interview
• Creative Interview
• Task & Presentation
• Final HR Interview