Brand Director

As our Brand Director you are the strategic steward of the Insomnia Cookies brand. You play a critical role in the brand’s positioning, purpose, and point of view — ensuring clarity, consistency, and on time relevance across every customer touchpoint.This role partners closely with the Creative Director, who brings the brand to life through visual identity, storytelling, and execution. Together, you ensure Insomnia shows up with a clear strategy and a distinctive creative expression that drives both cultural relevance and business impact.Sitting at the intersection of consumer insight, brand strategy, and performance, the Director, Brand translates customer and cultural understanding into a cohesive brand roadmap that informs campaigns, product launches, partnerships, and experiences — all in service of long-term brand equity and growth.SWEET POSITION PERKS:A highly visible leadership role where your work will directly shape brand identity and culture.Rich opportunity to build a team, set the tone, and leave your mark on a brandCompetitive salary + bonus + benefits + equityA fun, entrepreneurial, and cookie-filled cultureFree cookies, branded swag and so much more!Key Responsibilities:Brand Strategy & StewardshipOwn and evolve the Insomnia Cookies brand strategy, including positioning, brand architecture, value proposition, and brand promiseServe as the primary brand steward, ensuring consistency and integrity across marketing, product, channel experience, partnerships, and operationsEstablish and maintain brand frameworks, guidelines, and guardrails that enable scale without dilutionStrategic Partnership with CreativePartner closely with the Creative Director to translate brand strategy into compelling creative work across all channels and touchpointsProvide clear strategic direction and objectives that inform creative briefs, campaign development, and executionEnsure creative output aligns with brand strategy, business priorities, and audience insightsConsumer Insight & Cultural RelevanceLead deep understanding of the Insomnia customer, with a focus on behaviors, motivations, and cultural context — particularly Gen Z and emerging audiencesTranslate insights into actionable brand platforms, messaging, and opportunities for connectionMonitor brand health, perception, and sentiment to guide ongoing brand evolutionBrand Activation & Performance MarketingLead the brand strategy behind integrated campaigns, product launches, and partnerships, ensuring alignment to growth goals and KPIsCollaborate with Digital, Growth, and Operations teams to activate the brand across paid, owned, and earned channelsEnsure brand initiatives are designed to drive measurable outcomes, including acquisition, frequency, retention, and lifetime valueMeasurement & Business ImpactPartner with the Marketing Analyst to define and track brand performance metrics, including awareness, consideration, affinity, loyalty, and equityConnect brand strategy and investments to business outcomes such as acquisition, retention, and long-term valueUse data, testing, and learnings to continuously optimize brand strategy, messaging, and channel mixLeadership & InfluenceAct as a brand authority and trusted advisor across the organizationInfluence cross-functional partners to embed brand thinking into everyday decision-makingBalance brand discipline with thoughtful evolution as the business and culture shiftQualifications & Experience:8-12+ years of marketing leadership experience, ideally with a consumer brand (household, lifestyle, food/beverage, QSR, or fast-casual)Proven experience connecting brand strategy to performance marketing and business growthStrong understanding of how brand drives acquisition, loyalty, equity, and long-term valueDeep knowledge of social platforms and Gen Z behavior — what resonates, why, and how it performsExperience working cross-functionally across marketing, digital, product, and operationsStrong strategic thinking, communication, and presentation skills; comfortable influencing senior leadersComfortable operating in a fast-paced, results-driven environmentPassion for brand, culture, food, and guest experiencesAbout us:Insomnia Cookies was founded in a college dorm room by then-student, Seth Berkowitz. Fast forward 20 years and so... many....cookies... later, our innovative bakery + delivery concept has become a cult brand known for its rabid following of cookie lovers who crave Insomnia’s warm, delicious delivery all day and late into the night. With an expanding footprint of over 300 stores globally, an experiential, “sweet-easy” concept as the brand’s flagship in Philadelphia, Pa. (where Insomnia Cookies is headquartered), and a rapidly-growing nationwide shipping and gifting portfolio... Insomnia Cookies is revolutionizing the cookie game by truly "Imagining What’s Possible"!