Brand Director Charlotte

TWG is a mission-driven retail company at the intersection of culture, community, and commerce. Through our banners—A Ma Maniére
, Social Status
, APB
, and Jaide
—we fuse storytelling, elevated fashion, and community empowerment.

As we enter our next phase of innovation, we’re integrating AI-driven tools and insights into our storytelling and operational workflows to scale impact and deepen our connection with our customers.

We’re looking for a Brand Director who combines deep brand-building experience with a strong understanding of AI’s impact on culture, marketing, and creative workflows
. You’ll drive TWG’s brand strategy across retail banners while using AI to optimize storytelling, content creation, and customer intelligence. You must be equally comfortable defining narrative
, leading cross‑functional campaign execution, and experimenting with new technologies to evolve how we connect with our communities.

• Develop and evolve TWG’s multi‑banner brand strategy to reflect our cultural positioning, mission, and business objectives.
• Ensure brand integrity and distinctiveness across stores, digital platforms, collaborations, and campaigns.
• Champion culturally authentic storytelling that elevates the communities we serve.

• Use AI tools (e.g., ChatGPT, Jasper, Midjourney, Crayon, predictive analytics) to drive content ideation, trend forecasting, and campaign testing.
• Apply AI insights to develop more personalized, timely, and impactful customer messaging.
• Stay ahead of emerging AI/tech trends and translate them into actionable brand opportunities.

• Lead integrated campaigns—from concept through execution—across TWG’s physical and digital ecosystem.
• Build narratives around brand launches, community activations, and product stories that resonate emotionally and culturally.
• Collaborate closely with design, content, and community teams to execute across all media.

• Work closely with retail operations, community engagement, e‑commerce, and merchandising to ensure brand alignment across touchpoints.
• Help translate data and AI insights into creative and merchandising strategies that drive loyalty and engagement.

• Lead a team of brand strategists.
• Manage agency relationships to support creative development, paid media, and AI experimentation.

• 7–10 years in brand marketing or cultural storytelling roles, ideally within retail, fashion, lifestyle, or mission‑driven businesses.
• Proven experience using AI to enhance content creation, customer insights, or brand innovation.
• Deep understanding of community‑centered storytelling.
• Excellent leadership, communication, and project management skills.
• Ability to thrive in a high‑growth, agile environment with strong entrepreneurial energy.
• Familiarity with tools like ChatGPT, Crayon, Midjourney, Jasper, or data platforms that inform creative strategies.