Head of Brand for a U.S. Haircare and Beauty E-commerce

Paired is a global staffing and recruiting agency that pairs remote work with top-tier talent. We admire the importance of innovative social media strategies and are committed to connecting talented individuals with great companies that need their unique skills. Our mission is to provide great jobs to gifted people, regardless of location.

Role Overview

Our client is a U.S.-based e-commerce that specializes in haircare and beauty products, particularly focusing on hair extensions, wigs, and related hair products. They offer a variety of textures, styles, and colors, catering mostly to consumers looking for premium or high-quality hair products.

We are seeking a Head of Brand to define, refine, and continuously elevate our brand positioning, perception, and cultural relevance. This role is responsible for shaping how the brand is perceived in the market and ensuring that every consumer touchpoint consistently reinforces that positioning.

Brand is dynamic — it requires ongoing measurement, refinement, and evolution. The Head of Brand will gather consumer insights, identify perception gaps, and strategically strengthen trust, authority, and differentiation.

This role also leads Influencer, Affiliate, Social Media, and PR initiatives, ensuring all external storytelling aligns with long-term brand equity and business objectives.

This role is open to all United States residents.

Your Responsibilities

• Brand Positioning & Strategy
• 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

Reputation & Perception Management

• 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

Influencer, Affiliate & PR Oversight

• 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

Campaigns & Brand Initiatives

• Lead brand direction for major launches and integrated campaigns
• Ensure large marketing pushes strengthen long-term equity
• Align partnerships and collaborations with brand standards

Cross-Functional Alignment

• 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

Requirements

• 8+ years of brand leadership within CPG
• Experience operating inside growth-stage or scaled consumer brands
• Proven history of strengthening or repairing brand reputation
• Strong strategic thinking combined with execution depth
• Experience managing influencer, affiliate, and PR functions
• Comfortable working cross-functionally with performance teams

Ideal Profile

* Strategic and data-driven

* Comfortable addressing hard brand truths

* Experienced in rebuilding consumer trust

* Clear, confident decision-maker

* Strong cross-functional leader

* Obsessed with long-term brand equity

This is a senior leadership role for someone who understands that brand is both a perception system and a strategic moat — and knows how to build it intentionally.