About the role

Brand Strategy & Creative Lead is responsible for owning the brand direction, campaigns, and creative vision of Labotte to make the brand compelling and give customers reasons to follow, discuss, and continuously engage every month. This position bridges Product, Brand, and Growth by transforming products and business opportunities into Brand Moments, Campaigns, Collaborations, and memorable customer experiences.

Key responsibilities

• Develop and maintain Brand Strategy, Brand Positioning, and Brand Direction; ensure visual identity and communications align with Labotte's objectives

• Translate Consumer Insight, Market Insight, and Business Goals into brand guidelines

• Maintain consistency of Brand Personality, Message, Tone of Voice, and Customer Experience

• Analyze competitors, fashion trends, culture, and consumer behavior

• Own the monthly and annual Brand Calendar; define what customers should find interesting or discuss about Labotte each month

• Establish Monthly Brand Moments even in months without major product launches

• Connect campaigns, product launches, collaborations, events, PR, and retail activities

• Develop Campaign Big Ideas, Stories, Key Messages, and Creative Direction

• Write clear Creative Briefs for Growth and Creative teams

• Develop Product Stories and Collection Narratives

• Define Mood & Tone of campaigns; review quality and consistency before publication

• Use performance data and customer feedback to improve campaigns

• Identify and develop collaboration opportunities; propose suitable celebrities, creators, artists, brands, or partners

• Develop PR stories and angles that generate brand attention

• Conceive activities and experiences that build Earned Media and Word of Mouth

• Collaborate with Influencer Manager and Head of Growth on idea execution

• Participate in product development from early stages to understand product origins and strengths

• Help define product concept, naming, story, and launch narrative

• Ensure new products have clear emotional reasoning and usage opportunities

• Provide customer and brand insights back to the Product Team

• Connect Product Roadmap with Brand Calendar

• Set direction for Art Director; review direction with Art Director before handoff to Graphic Designer

• Hold weekly meetings with Art Director and Graphic Designer

• Define Creative Standards and maintain work quality

• Develop workflow between Brand, Art, and Graphic teams

• Create Brief, Review, and Approval systems to reduce rework

• Own Big Ideas, Product Stories, Key Messages, Campaign Narratives, Mood & Tone, Collaborations, Creative Direction, and Creative Quality

• Work collaboratively with Head of Growth from the start, not as a handoff

• Define Brand Direction for storefronts and pop-ups

• Collaborate with Art Director to develop VM Guidelines

• Set Monthly Display Direction and Hero Product Presentation

• Work with Commercial on Hero SKU and Promotion

• Work with Retail to ensure Visual Direction is implemented

• Support concepts for stores, pop-ups, and future customer experiences

About you

• 5+ years of experience in Brand Strategy, Brand Management, Creative Strategy, Integrated Campaigns, or similar roles

• Proven experience developing campaigns from concept through real-world execution

• Experience in Fashion, Beauty, Lifestyle, Consumer Brands, or brand-driven businesses (highly valued)

• Experience collaborating with Creative, Content, Social, Influencer, Product, or Commercial teams

• Experience with Collaborations, PR, Events, Retail Experience, or Product Launches is advantageous

• Ability to lead teams through Direction, Briefs, and Professional Influence without requiring large teams initially

• Understanding of both Brand Strategy and Creative Execution

• Strong campaign ideation and storytelling skills

• Taste and understanding of Fashion/Lifestyle Brand aesthetics

• Ability to write clear Creative Briefs

• Ability to translate Business Objectives into understandable Brand Ideas

• Understanding of Consumer Insight and Culture

• Ability to work with data without being solely focused on aesthetics

• Strong communication and presentation skills

• Ability to give constructive and creative feedback on creative work

• Cross-team collaboration and trust-building skills

• Ability to manage multiple projects and deadlines simultaneously

• Ownership mentality and drive to see work through to completion

• Creative thinking balanced with business reality

• Taste without ego attachment

• Willingness to think innovatively and question existing approaches

• Openness to feedback from Growth, Commercial, and customers

• Ability to follow through on ideas until execution, not just proposing concepts

• Ability to inspire teams to follow direction

• Understanding that brand building impacts both customer emotion and business results

• Readiness to work in a fast-growing company with continuously evolving structure