• Define and sharpen brand positioning and competitive narrative • Clarify where the brand sits culturally and competitively • Ensure consistency across packaging, website, paid media, retail, and partnerships • Continuously evolve messaging to strengthen authority and differentiation • Analyze reviews, surveys, social sentiment, retention data, and support feedback • Identify perception gaps, skepticism, or trust friction • Lead initiatives to rebuild credibility and strengthen consumer trust • Protect long-term brand equity over short-term growth tactics • Oversee influencer strategy and creator partnerships • Manage affiliate positioning and brand alignment • Lead PR narrative development and media relationships • Ensure external voices reinforce core brand positioning • Lead brand direction for major launches and integrated campaigns • Ensure large marketing pushes strengthen long-term equity • Align partnerships and collaborations with brand standards • Partner with Growth and Ecommerce to ensure brand enhances performance • Work closely with Creative to maintain visual and messaging integrity • Collaborate with Product to align innovation with brand narrative