Director of Brand & Voice

This is an in-house position, based in Homewood, AL, a suburb of Birmingham, AL. The position will require relocation if you live outside of the Birmingham, AL metro area. Company-paid relocation assistance may be available.

Do you have a knack for storytelling and a passion for building authentic, culturally relevant brands? Southern Shirt is looking for a Director of Brand & Voice to own how our brand shows up in the world—what we say, how we say it, and how we connect with our customers.

This is a senior leadership role for someone who can blend product storytelling, brand strategy, creative direction, and performance thinking to build brand-led demand and long‑term brand equity.

The Director of Brand & Voice is responsible for shaping and guiding the brand's narrative, ensuring that our voice resonates across all channels and engages our target audience meaningfully. You will lead the strategy and execution of brand positioning and messaging while fostering a culture of creativity and innovation within the team. This role involves collaborating with multiple departments to maintain the authenticity of our brand and creating memorable experiences that establish emotional connections with our customers.

Brand Strategy & Positioning:

• Own and evolve a comprehensive brand strategy aligned with Southern Shirt’s mission, values, and growth goals
• Establish clear positioning and narrative frameworks that differentiate the brand across all channels
• Leverage market research, cultural insights, customer behavior, and competitive analysis to inform brand direction
• Maintain and evolve brand guidelines to ensure consistent voice, visuals, and storytelling
• Define seasonal product stories that ladder into broader brand narratives and demand‑driving themes
• Ensure brand strategy is grounded in product intent and consistently translated into execution

Brand Voice & Narrative Ownership:

• Define and own the brand’s voice, tone, and personality across all touch points
• Serve as the final authority on brand voice and messaging
• Oversee all content to ensure a cohesive, engaging, and unmistakable tone
• Partner with Product Marketing and Product Development to align product messaging with brand identity
• Ensure storytelling remains authentic, emotionally resonant, and culturally relevant

Cross-Functional Brand Leadership:

• Unify Product Marketing, Brand, Creative, and E‑Commerce around a single, cohesive brand vision
• Partner with marketing and growth teams to develop campaigns that clearly communicate brand and product narratives
• Collaborate with Product, Merchandising, and Operations to support seasonal launches and initiatives, aligning product intent with customer-facing messaging and marketing strategy
• Establish launch priorities, hero products, and storytelling hierarchy for each season
• Support Wholesale and Sales teams with cohesive brand and product storytelling assets
• Align stakeholders around a shared brand vision while balancing creativity and business goals

Content Strategy & Creative Execution:

• Lead content strategy from concept through execution across photo, video, copy, social, and campaigns
• Guide original content creation, UGC curation, and social‑first storytelling
• Own brand and product photo shoots, from concept and shot lists to on‑set direction and post‑production
• Ensure creative execution aligns with product strategy, brand standards, and demand priorities
• Build scalable creative systems that enable speed, consistency, and quality

Customer Engagement & Community:

• Develop strategies that foster customer loyalty, advocacy, and long‑term brand connection
• Create consistent, meaningful brand experiences across customer touch points
• Engage directly with customers through social and community channels to build rapport and insight
• Use customer feedback and UGC to inform storytelling and future launches

Performance, Measurement & Optimization:

• Define and track brand and marketing KPIs, including awareness, engagement, traffic, AND conversion
• Analyze campaign performance, brand perception, and customer signals to identify opportunities
• Translate insights into actionable improvements across…