Director of Brand Strategy & Innovation

Primary Responsibilities

• Lead the creation of a Gut Health platform and long-term innovation roadmap.
• Develop a comprehensive ecosystem spanning daily gut health supplements, prebiotics, probiotics, fiber products, colon cleansing, digestive wellness, functional nutrition, and personalized health recommendations.
• Develop compelling consumer positioning and messaging.
• Identify emerging trends before they become mainstream.
• Lead development of an integrated wellness platform, at-home stool/saliva/blood testing, personalized reports, AI-powered health coach, mobile app, and subscription programs.
• Work closely with R&D, regulatory, scientific advisors, laboratory partners, operations, and manufacturing from concept through commercialization.
• Own product naming, packaging architecture, label design, brand identity, visual language, creative direction, photography, retail presentation, digital merchandising, and website experience.
• Possess exceptional taste and understanding of premium consumer branding.
• Develop integrated marketing strategies across TikTok, Instagram, YouTube, influencer partnerships, podcasts, creator marketing, community building, email, subscription marketing, retail activation, and digital advertising.
• Understand what content performs organically and how consumers discover emerging wellness brands.
• Maintain deep knowledge of gut health, functional nutrition, supplements, diagnostics, consumer health technology, emerging ingredients, clinical research, retail trends, fundraising, acquisitions, and successful exits.
• Cross-Functional Leadership: Coordinate Product Development, R&D, Regulatory, Marketing, Creative, Operations, Sales, E-commerce, Finance, Executive Leadership, external laboratories, technology partners, design agencies, timelines, accountability, and execution.

Qualifications

• 8–15+ years building consumer wellness or nutrition brands.
• Experience in supplements, nutraceuticals, functional foods, protein, meal replacement, gut health, digestive wellness, or consumer health.
• Demonstrated success launching consumer products.
• Strong branding, packaging, omnichannel, agency management, and project management experience.

Desired Qualifications

• Experience with brands such as Supergut, AG1, Seed, Ritual, Thorne, Huel, Athletic Greens, Olipop, Poppi, Pendulum, Viome, Levels, Zoe, InsideTracker, Eight Sleep, and WHOOP.
• Experience with diagnostic labs, digital health, AI-driven health platforms, or personalized nutrition businesses is highly desirable.