Director of Brand & Design

We’re looking for a Director of Brand & Design to help define what Alpha Lion stands for—and then personally make it real. You’ll sharpen our brand strategy alongside leadership, build the identity system around it, and bring that system to life across packaging, DTC, Amazon, retail, and every major product launch.

We are not starting from zero. The foundation exists—products, distribution, and early brand signals are already in market. What we need now is someone who can take what is working, sharpen it into a clear strategic point of view, and elevate it into a cohesive, category-defining brand system. We’re looking for a Director of Brand & Design to help define what Alpha Lion stands for at its highest level—and then personally make it real. You’ll refine and strengthen our brand strategy alongside leadership, translate it into a sharper identity system, and bring that system to life across packaging, DTC, Amazon, retail, and every major product launch.

This role sits at the intersection of strategy, design, and commercial impact. The work you do will directly influence how efficiently we acquire customers, how strongly we retain them, and how much pricing power the brand can ultimately command. This is a builder role, not just a brand-management role. You’ll have real authority over how Alpha Lion shows up, but you’ll also stay close to the work. Especially early on, you’ll be working with the team, working through packaging, redesigning touchpoints, and shipping the work that transforms how customers experience Alpha Lion.

The opportunity is to take a brand that already has momentum—and turn it into something unmistakable, coherent, and difficult to copy. A brand that not only looks better, but performs better.

• Define a brand competitors can’t credibly copy. Partner with leadership to sharpen Alpha Lion’s positioning, point of view, identity, boundaries, and tradeoffs—what we stand for, how we win, and what we refuse to become.
• Turn strategy into something customers can see and feel. Personally lead and execute the evolution of our visual and verbal identity across packaging, DTC, Amazon, retail, product, and launches.
• Get your hands dirty. This isn't a role where you hand the work to an agency and review it from 30,000 feet. You’ll personally design critical brand work, collaborate with external partners where they make us better, and step into the details whenever quality demands it.
• Make every touchpoint feel unmistakably Alpha Lion. Create coherence across SKUs and channels so whether someone discovers us on Amazon, sees us on a retail shelf, or opens a package at home, they experience one powerful brand.
• Own the brand call. Be the company’s authority on brand expression. Give teams clear direction, challenge work that dilutes the brand, and make decisive tradeoffs when speed, commercial needs, and brand integrity collide.
• Shape how products go to market. Play an active role in product development and GTM, influencing positioning, naming, messaging, packaging, and launch expression before decisions become difficult to change.
• Build a system that gets stronger as we scale. Create practical guidelines, tools, decision frameworks, and lightweight governance that allow teams to move quickly without turning the brand into a collection of opinions.
• Build the capability over time. Start as a highly hands-on builder. As the volume and business justify it, help determine what brand/design talent we add and build a small, high-performing function without losing the maker mentality.

• Sharpen and elevate the brand strategy. Partner with leadership to refine Alpha Lion’s positioning, point of view, identity, and tradeoffs—clarifying what we stand for, how we win, and where we intentionally choose not to compete. Translate existing momentum into a sharper, more defensible strategic foundation.
• Define a brand competitors can’t credibly copy. Take what already exists and evolve it into a more distinct, ownable system that strengthens differentiation and improves commercial performance over time.
• Turn strategy into something customers can see and feel. Personally lead and execute the evolution of our visual and verbal identity across packaging, DTC, Amazon, retail, product, and launches—ensuring the strategy is not just defined, but fully expressed in-market.
• Get your hands dirty. This isn't a role where you hand the work to an agency and review it from 30,000 feet. You’ll personally design critical brand work, collaborate with external partners where they make us better, and step into the details whenever quality demands it.
• Make every touchpoint feel unmistakably Alpha Lion. Create coherence across SKUs and channels so whether someone discovers us on Amazon, sees us on a retail shelf, or opens a package at home, they experience one clear, elevated, and intentional brand.
• Own the brand call. Be the company’s authority on brand expression. Give teams clear direction, challenge work that dilutes the brand, and make decisive tradeoffs when speed, commercial needs, and brand integrity collide.
• Shape how products go to market. Play an active role in product development and GTM, influencing positioning, naming, messaging, packaging, and launch expression before decisions become difficult to change.
• Build a system that gets stronger as we scale. Create practical guidelines, tools, decision frameworks, and lightweight governance that allow teams to move quickly without turning the brand into a collection of opinions.
• Build the capability over time. Start as a highly hands-on builder. As the volume and business justify it, help determine what brand/design talent we add and build a small, high-performing function without losing the maker mentality.

• Alpha Lion has a sharp, ownable brand point of view that makes it clear why we are different—and why that difference matters to our customer.
• Our identity is recognizable and coherent across packaging, DTC, Amazon, retail, and launches without becoming repetitive or formulaic.
• Major brand work ships. The refresh moves from strategy and concepts into real customer-facing experiences that materially raise the quality bar.
• Teams make faster, better brand decisions with less confusion and rework because they understand the system and know where the boundaries are.
• Over time, stronger brand differentiation contributes to healthier acquisition, retention, organic demand, customer advocacy, and pricing power.

• Alpha Lion has a sharper, more defensible brand point of view that builds on existing momentum and makes it clear why we are meaningfully different—and why that difference matters commercially.
• Our identity becomes more coherent, intentional, and elevated across packaging, DTC, Amazon, retail, and launches without losing speed or flexibility.
• Existing brand assets are not just redesigned—they are up-leveled into a unified system that improves perception, trust, and conversion.
• Major brand work ships consistently, and the refresh moves from strategy and concepts into real customer-facing experiences that materially raise the quality bar.
• Teams make faster, better brand decisions with less confusion and rework because they understand the system and know where the boundaries are.
• Over time, stronger brand differentiation contributes to improved acquisition efficiency, higher retention, stronger organic demand, customer advocacy, and increased pricing power.