VP of Brand

Create Wellness · New York City

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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

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