PurposeThe Creative Brand Lead owns both brand strategy and performance creative execution across Valerie’s brand portfolio. This role sits at the intersection of brand vision, consumer psychology, and hands-on creative production, ensuring every customer touchpoint—from paid ads and landing pages to emails and product storytelling—reflects a clear brand position while driving measurable business outcomes.In the early phase, this is a maker-level leadership role, personally executing static and motion creatives while establishing quality benchmarks, testing systems, and scalable creative frameworks. Over time, the role evolves into a strategic leadership position, scaling the function through templates, playbooks, and team growthAccountabilitiesYou are willing and able to contribute and collaborate with Product Team members on the development of AI Agents and Valerie's Brands and Investment Growth Platform. More specifically, contribute to prompt engineering that will augment services so we can do more, do better for entrepreneurs.Live and make challenging decisions leveraging our company values.Key Ownership AreasOwn end-to-end brand strategy: positioning, messaging pillars, tone of voice, and visual narrativeLead creative across paid acquisition, lifecycle, and retention channelsSet creative quality standards and performance benchmarks across the portfolioEstablish structured experimentation and creative testing systemsDrive AI-assisted creative workflows and rapid prototypingInitially help execute creatives & content directly while building scalable frameworks for future team expansionKey Responsibilities1) Brand Strategy & Stakeholder LeadershipTranslate founder vision + business goals into a clear brand north starEnsure alignment across ads, websites, CRM/lifecycle, and contentLead founder/stakeholder strategy conversations with confident recommendations and trade-offsChallenge assumptions when needed using data, customer insight, and brand principles2) Creative Direction, Quality & PerformanceDefine, uphold, and evolve creative standards across the portfolioSet creative direction for paid campaigns while balancing speed, experimentation, and excellencePartner with Performance teams to iterate based on testing and results (creative fatigue, winners/losers, learnings)3) Hands-On Creative Execution (Early Stage “Maker” Mode)You will directly produce:Paid social creatives (Meta, TikTok, YouTube) – static + motionShort-form video / animation adsEDM/lifecycle creatives and templatesLanding page / UI components and A/B test variantsYou will ensure assets are mobile-first, thumb-stopping, brand-safe, and well-documented (file hygiene + version control).4) Innovation & AI + Creative IntegrationDrive creative innovation across formats, storytelling structures, and platform trendsLeverage AI tools (ChatGPT, Midjourney, DALL·E, Firefly, Runway, Leonardo.ai, Figma plugins) for ideation, exploration, production acceleration, and concept validationRefine AI outputs through design polish, compositing, and motion enhancementGuide responsible AI usage without compromising brand integrity5) Brand Governance & ReusabilityMaintain brand hygiene: tone, typography, visual standards, safe formats, CTA clarityBuild and manage a centralized brand library: guidelines, playbooks, best creatives, approved messaging, audience/competitor insightsCreate scalable templates/frameworks that teams can reuseStrong working knowledge of best practices across Meta, TikTok, Pinterest, YouTube (safe zones, ratios, legibility, compliance, fatigue patterns)Ideal Behaviour, Qualifications & SkillsMust HaveAbility to balance strategic thinking with hands-on executionUnderstanding of creative best practices across Meta, TikTok, Pinterest, and YouTube (formats, ratios, creative fatigue, etc.)Strong understanding of brand strategy, storytelling, and consumer psychology- Strong hands-on design understanding & capability with the ability to create high-quality static and motion creativesProficiency in Canva, FigmaStrong understanding of performance marketing and paid acquisition channelsWorking knowledge of SEO and organic growth channelsExperience managing or working across multiple brandsAbility to collaborate with founders and stakeholders and translate brand vision into high-performing creative4–6 years of experience in brand strategy, creative strategy, performance creative, or similar hybrid rolesWearing multiple hats when neededExperience working with Agency & Start-up culture - FMC, Beverage, Consumables, E-commerce, B2C Primary experienceGood to HaveAbility to introduce new creative formats, narratives, and experimentation approachesExperience building creative systems, frameworks from scratchFamiliarity with AI-assisted creative workflows or marketing toolsBasic knowledge on design tools like After Effects/Premiere ProWhat Success Looks LikeBrand Consistency & Clarity: alignment across ads, website, CRM, and contentCreative Performance Quality: % approved with minimal revisionsFounder & Stakeholder Satisfaction: trust, clarity, and decision velocityIteration Velocity: speed and effectiveness of post-feedback improvementsInnovation Contribution: new narratives, formats, and execution approaches introducedAdoption & Reusability: usage of templates/frameworks by internal teamsCross-Team Feedback: clarity, collaboration, speed, strategic impactValuesWe take our values very seriously and ask that all team members reference (or keep in mind) values in dealing with conflict, challenges, opportunities and day to day operations. Each individual's role is to also hold others accountable and themselves.Accountability- own your part in it first.Collaboration- take initiative with discipline and humility.Resilience- to be steadfast, assess, and bounce back.Selflessness- ‘what does it take to scale’.Fun- be present and connect.Agentic AIOur Product Team creates a prompt template from user (staff) instructions, action group, and knowledge bases. Then, leverages AI further to enhance and refine user experience. Staff may also update (modify) parts of the user input, orchestration plan directly, and the Agents response memory. With the ability to modify the prompt template, you gain better control over the AI Agent orchestration. Then based on the results, Agents will come up with recommendations and those will be reviewed by our product team and management. They continue to repeat their process, but the learnings are automatically being added into the prompt.
