Creative Brand Lead

Purpose

The 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 growth

Accountabilities

• You 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 Areas

• Own end-to-end brand strategy: positioning, messaging pillars, tone of voice, and visual narrative

• Lead creative across paid acquisition, lifecycle, and retention channels

• Set creative quality standards and performance benchmarks across the portfolio

• Establish structured experimentation and creative testing systems

• Drive AI-assisted creative workflows and rapid prototyping

• Initially help execute creatives & content directly while building scalable frameworks for future team expansion

Key Responsibilities

1) Brand Strategy & Stakeholder Leadership

• Translate founder vision + business goals into a clear brand north star

• Ensure alignment across ads, websites, CRM/lifecycle, and content

• Lead founder/stakeholder strategy conversations with confident recommendations and trade-offs

• Challenge assumptions when needed using data, customer insight, and brand principles

2) Creative Direction, Quality & Performance

• Define, uphold, and evolve creative standards across the portfolio

• Set creative direction for paid campaigns while balancing speed, experimentation, and excellence

• Partner 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 + motion

• Short-form video / animation ads

• EDM/lifecycle creatives and templates

• Landing page / UI components and A/B test variants

You will ensure assets are mobile-first, thumb-stopping, brand-safe, and well-documented (file hygiene + version control).

4) Innovation & AI + Creative Integration

• Drive creative innovation across formats, storytelling structures, and platform trends

• Leverage AI tools (ChatGPT, Midjourney, DALL·E, Firefly, Runway, Leonardo.ai, Figma plugins) for ideation, exploration, production acceleration, and concept validation

• Refine AI outputs through design polish, compositing, and motion enhancement

• Guide responsible AI usage without compromising brand integrity

5) Brand Governance & Reusability

• Maintain brand hygiene: tone, typography, visual standards, safe formats, CTA clarity

• Build and manage a centralized brand library: guidelines, playbooks, best creatives, approved messaging, audience/competitor insights

• Create scalable templates/frameworks that teams can reuse

• Strong working knowledge of best practices across Meta, TikTok, Pinterest, YouTube (safe zones, ratios, legibility, compliance, fatigue patterns)

Ideal Behaviour, Qualifications & Skills

Must Have

• Ability to balance strategic thinking with hands-on execution

• Understanding 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 creatives

• Proficiency in Canva, Figma

• Strong understanding of performance marketing and paid acquisition channels

• Working knowledge of SEO and organic growth channels

• Experience managing or working across multiple brands

• Ability to collaborate with founders and stakeholders and translate brand vision into high-performing creative

• 4–6 years of experience in brand strategy, creative strategy, performance creative, or similar hybrid roles

• Wearing multiple hats when needed

• Experience working with Agency & Start-up culture - FMC, Beverage, Consumables, E-commerce, B2C Primary experience

Good to Have

• Ability to introduce new creative formats, narratives, and experimentation approaches

• Experience building creative systems, frameworks from scratch

• Familiarity with AI-assisted creative workflows or marketing tools

• Basic knowledge on design tools like After Effects/Premiere Pro

What Success Looks Like

• Brand Consistency & Clarity: alignment across ads, website, CRM, and content

• Creative Performance Quality: % approved with minimal revisions

• Founder & Stakeholder Satisfaction: trust, clarity, and decision velocity

• Iteration Velocity: speed and effectiveness of post-feedback improvements

• Innovation Contribution: new narratives, formats, and execution approaches introduced

• Adoption & Reusability: usage of templates/frameworks by internal teams

• Cross-Team Feedback: clarity, collaboration, speed, strategic impact

Values

We 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 AI

Our 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.