Head of Brand

*This is a remote position *

Why we exist:

Alpha Lion exists to build the most trusted performance nutrition brand for men 30+, who refuse to age passively and expect more from the products they put in their bodies.

We’re backed by a leadership team that believes brand is a growth lever, not a cosmetic layer, including owners like Ken Griffey Jr, who shares our belief in building something credible, enduring, and performance-driven.

We’ve proven product-market fit. We’ve built a strong media engine. Now we’re building the brand system that makes everything else work harder.

The Opportunity:

We're looking for a Head of Brand to define what Alpha Lion stands for, then make that definition real across every product, package, page, and launch we ship.

This is an ownership role: you'll have the authority to make real brand decisions and the accountability to live with them.

You'll shape brand strategy with the CEO, then personally execute the refresh that brings it to life. You'll provide creative direction across every channel, including those you don't operationally manage, and be the single voice that says "that's off-brand" when it matters.

This is a rare seat: a brand at an inflection point, a company that knows brand matters but hasn't built the capability, and a mandate to build something competitors can't copy.

If you've spent your career wishing you could own a brand from the inside, not advise from the outside, this is that role.

What You’ll Do:

• Own brand strategy and make it real. Define what Alpha Lion stands for, and what it refuses to be. Translate that into a point of view competitors can't credibly copy. Then ensure it shows up in everything we ship: products, packaging, DTC, Amazon, retail, content, and launches.
• Drive commercial impact through brand. We don't measure brand by vibes. Differentiation should translate to pricing power, CAC efficiency, and LTV improvement. You'll be accountable for brand strength that shows up in revenue quality over time.
• Be the compass for all brand expression. Provide creative direction and guardrails to channels you influence but don't operationally manage. Be the single authority on brand across the organization.
• Lead brand decisions inside GTM and product launches. You'll have a seat in our Stage Gate process, shaping naming, messaging, positioning, and packaging. When tradeoffs arise between speed and brand integrity, you make the call.
• Execute, don't just direct. Early on, you’ll personally design and deliver the brand refresh: packaging, website, PDPs, Amazon storefront, retail POS. This is a maker role. Success is measured by what ships.
• Build systems that scale without diluting. Create the brand guidelines, decision frameworks, and lightweight governance that let the company move fast while maintaining brand quality. Train teams on how to apply the brand, not just what it is.

What Success Looks Like:

• Alpha Lion has a documented brand strategy with a sharp POV that clearly articulates what we are and aren't
• The brand shows up consistently across DTC, Amazon, retail, and packaging. Customers experience one coherent brand regardless of where they find us
• Brand decisions reduce confusion and rework across teams
• New product launches reinforce brand strength instead of fragmenting it
• Leading indicators of brand strength (organic traffic share, CAC, LTV) are moving in the right direction

Over time, success means Alpha Lion is clearly differentiated, instantly recognizable, and difficult to copy, and that differentiation shows up in how customers pay, stay, and refer.

Who You Are:

You'll thrive in this role if you:

• Build, not maintain. You're energized by taking something real and making it meaningfully better, sharpening the POV, raising the bar, compounding strength over time.
• Ship, not deck. Your career is defined by work that made it to market. You can point to before/after impact you personally drove.
• Think commercially. You understand brand is an investment that should generate returns. You're comfortable being accountable for metrics, not just aesthetics.
• Decide under pressure. You make hard tradeoffs and stand behind them. You move fast without creating chaos.
• Stay in the weeds. Even as you set strategy, you're willing to personally execute when quality is at risk.

This role is NOT for you if you want:

• To focus primarily on decks, frameworks, or guidelines
• Prefer to advise rather than execute
• A large team to manage from day one, this starts as a builder role

Experience & Skills:

• 6+ years in brand/design with both strategic influence and hands-on execution
• Portfolio of identity systems, packaging, and touchpoint design YOU personally created
• Track record of challenging and strengthening brand strategy, not just receiving it
• Experience executing brand refreshes or identity deployments across multiple touchpoints
• Proficient in Figma, Adobe Illustrator, and Photoshop (daily tools)
• Comfortable with packaging production (dielines, print specs)
• Experience enforcing brand standards and giving direct feedback
• DTC, CPG, or consumer brand experience; supplements/men’s categories are a bonus

Why Alpha Lion:

We're at an inflection point. We've identified brand as a critical capability gap. This role exists because leadership knows it matters and is ready to invest.

You'll help shape the strategy, not just execute it. The brand vision exists but hasn't been made concrete. You'll work with leadership to extract, challenge, and strengthen it, then bring it to life.

You'll have real authority. This role reports directly to the CEO. You'll have a seat in product development, GTM, and strategic planning. Your decisions will shape what ships, not just how it's marketed.

We value clarity over comfort. Alpha Lion is a high-performance team that practices radical transparency, owns outcomes (not activities), and plays to win. We hire people who want to build something that lasts, and give them the room to do it.

If you've been looking for a role where you can truly own a brand at a moment when it can still be shaped, with the authority to make real decisions and the accountability to see them through, we'd like to talk.

Compensation:

We believe in competing at a high level — and that includes how we approach pay. This is a remote-first role, open to candidates anywhere in the world. The expected base rate for this position is $135,000- $ 165,000 (USD). Your offer will reflect your experience, skill set, and where you live — we calibrate pay to ensure fairness and alignment with local markets.

Beyond base pay, team members may be eligible for performance bonuses, growth incentives, and benefits built to support their health, wellness, and professional goals.

Got what it takes to join the Alpha Lion family? We want to hear from you! We will only consider candidates who provide a resume. Want a better shot at joining our team? Send a cover letter explaining why you’re the best fit for the job. (Yes, we really read them!)

www.alphalion.com

Alpha Lion is an equal employment opportunity employer, committed to an inclusive workplace where we do not discriminate on the basis of race, sex, gender, national origin, religion, sexual orientation, gender identity, marital or familial status, age, ancestry, disability, genetic information, or any other characteristic protected by applicable laws. We believe in diversity and encourage any qualified individual to apply.