Head of Brand

Location: London - Hybrid
Reporting to: SVP of Marketing
Role type: Permanent / Full-time

As Head of Brand, you’ll lead Wuffes’ brand identity and strategy, ensuring we build a category-defining presence that inspires trust, drives awareness, and fuels growth. You’ll oversee brand positioning, advocacy, creative development, storytelling, and campaign execution across channels, with the vision of turning Wuffes into a household name.

Wuffes has been built on performance marketing. We have a market-leading product, a loyal customer base, and serious commercial momentum. What we're building now is the brand layer that turns a great DTC business into a category-defining name — and we need someone who understands that brand is not a support function, it's a growth engine.

This role is for a brand builder who thinks in campaigns, stunts, and cultural moments as much as strategy decks. Someone who gets genuinely excited about taking a brand into the world — through experiential activations, out-of-home, earned media, retail theatre, and ideas that make people stop and pay attention. You'll be as comfortable pitching a billboard concept as you are setting a brand positioning framework, and you'll have the drive and creativity to make both happen.

You'll lead a team of designers, copywriters, social media managers, and trade marketing, and work closely with leaders in Growth, Retention, Product, and Customer Experience.

Your responsibilities:

• Brand as a Growth Driver — Own the strategic link between brand activity and business growth. Build the case for brand investment, set clear objectives for awareness and perception, and ensure every brand initiative, from a campaign to a retail activation, is designed to move the needle commercially, not just aesthetically.

• Taking the Brand Into the World — Lead the planning and execution of brand activity that builds awareness and cultural presence beyond digital channels. This means experiential events, PR stunts, out-of-home media, retail activations, influencer moments, and brand partnerships. If it gets Wuffes in front of new audiences and makes them feel something, this is your territory.

• Campaign Leadership — Conceive and lead integrated brand campaigns from idea through to execution. Set the creative vision, own the messaging framework, and drive the team to deliver work that's distinctive, commercially grounded, and built to travel across paid, owned, and earned channels.

• Creative Leadership — Set the creative standard for the business and own the quality of output across every channel and format. Build the systems, processes, and workflows that enable great work at the speed a high-growth business demands. Be hands-on where it matters — this isn't a role that delegates creativity away.

• Performance Creative Partnership — Work closely with the Growth team to ensure brand and performance are pulling in the same direction. Put guardrails and process around the pace and volume of performance creative without slowing it down. The best version of this role makes performance marketing more effective, not less.

• Brand Strategy & Positioning - Own and evolve Wuffes’ brand identity, positioning, and messaging across markets and channels. Think big. Marry strategy and tactics. Shape how the brand shows up in culture. Translate this into an omni-channel brand strategy that spans digital, retail, marketplace and professional (vet) channels.

• Organic Discovery — Own the strategy that ensures Wuffes is found by the right people at the right moment, across search and beyond. Ensure our content, messaging, and brand presence are built with discoverability in mind, and maintain regular alignment with Growth on priorities and execution.

• Marketing Communications - Develop and implement a communications strategy that brings our brand and products to life in compelling and authentic ways across channels. Develop defensible comms that see Wuffes stand out in an ultra-competitive category.

• Consumer Insights - Bring a data-led approach to consumer insights, ensuring we know as much about our consumers as possible. Own turning insights into action, by actively shaping developments to existing marketing assets and shaping new projects including the NPD pipeline.

• Community & Advocacy Building - Cultivate a thriving brand-led community that consumers want to be a part of and sets us apart from the rest. Develop smart feedback loops that allow our consumers seamless ways to show up as advocates for the brand. Simultaneously work with our SVP of Marketing to develop a world-class Vet Advisory Board to support credibility of the Wuffes brand. Manage advisory relationships and integrate expertise into our brand identity.

• Creative Development - Oversee the creation of campaigns, content, and brand assets that elevate awareness,engagement and create an ownable identity within the category. Bring fresh thinking to everything you do. We're breaking new ground in petcare, and we need someone who embraces this with confidence, energy and optimism. Confidently manage creative development across multiple mediums from TV to OOH to direct mail.

• Campaign Leadership - Lead integrated brand campaigns from concept to execution, ensuring impact across paid, owned, and earned channels. Set the tone for the wider team for all campaigns and NPD launches with clear visual campaign identity and messaging frameworks.

• Cross-Functional Collaboration - Partner with Product, Growth, Customer Experience and Retention to ensure brand consistency and resonance across the customer journey. Be the brand lens on all areas of the wider marketing team and beyond.

• Brand Health & Market Insights - Establish and track key brand health metrics. Leverage research and data to refine brand strategy, ensuring we remain relevant and distinctive. Find an ownable space for us in the category, and stay close to cultural relevance.

• Team Leadership - Build, coach, and develop a high-performing junior brand team, setting the standard for creativity and excellence. Work with, and hold accountable, agencies where appropriate.

• Test & Iterate Fast- Develop frameworks for creative and consumer testing, learn quickly, and scale the messaging and ideas that resonate most.

✅ What you bring:

• 5+ years of brand leadership experience in high-growth consumer or omni-channel businesses, preferably in the subscription space

• Proven ability to shape and scale a brand in competitive markets and categories

• Strong creative instinct paired with commercial acumen

• Strong case studies across owned and earned channels inc. community, PR, social

• Proven ability to drive brand-led impact in major retail environments

• Hands-on experience leading integrated brand campaigns across multiple channels

• Deep understanding of consumer insights, research, and brand tracking

• Exceptional communication and storytelling skills

• A track record of building and leading high-performance teams

• Builder and operator mindset – equally strong in strategy and execution

• Bonus (but not essential): Experience in US market

Perks of the Pack

• Time to recharge - 25 days annual leave (plus bank holidays) to reset, relax and adventure

• Health & dental cash plan - Everyday health and dental bills covered, because looking after our people comes first

• Core hours / Hybrid working - Our set office days are Monday, Wednesday and Friday, with core hours of 10am-4pm.

• Dog friendly office - Obviously! Bring your pup to work with you.

• Remote working - Fancy a change? Work from anywhere (time-zone permitting) for two weeks in summer and two weeks in winter

• Bike to work scheme - Ditch the commute stress and cycle to work

• Enhanced family leave - More support for life’s important moments and milestones

• Pension scheme - Enroll in the Wuffes pension scheme

If you require any reasonable adjustments during the recruitment process, please do not hesitate to contact us - we will always be happy to help.