Head of Brand

Head of Brand (Director / Senior Director)

Location: New York City

Company: amp

what We’re Building

We’re rethinking strength training for modern life.

amp combines intelligent resistance, thoughtful design, and real‑time adaptation into a system that fits how people actually live and train. It’s precise where it matters, simple where it should be, and built to make strength training feel as considered as everything else in your home.

The product is already there. People who use it don’t want to go back.

Now the work is making it known.

the role

We’re looking for a Head of Brand who can take a strong foundation and turn it into something culturally relevant.

This isn’t a traditional brand role. You won’t just manage agencies or write briefs. You’ll build, ship, and refine the work yourself and with the team — while raising the bar for everything around you.

You’ll lead creative, social, influencer marketing, and content marketing. You’ll shape how amp shows up in the world. And you’ll be responsible for creating work that people notice, talk about, and act on.

how We Think About Leadership

We believe functional leaders should be the best at their craft.

This is not a role for someone who primarily manages people or reviews work. We expect our leaders to stay close to the work — concepting, writing, directing, and building when it matters.

You set the standard by what you do. The team rises to that standard.

You’ll lead by example, not distance — ensuring the work is consistently strong because you know what great looks like and you’ve produced it yourself.

what You’ll Do

build and lead a small, elite brand team

• Lead a lean, high‑performing team across creative, social, influencer, and content
• Prioritize quality over headcount — fewer people, higher bar
• Hire and develop exceptional talent (full‑time and freelance)
• Create a culture where great work is the baseline — driven by clear standards and your own involvement

own campaigns end‑to‑end

• Concept and launch bold, culturally relevant campaigns
• Build campaigns that drive both conversation and revenue
• Develop ideas that extend across social, PR, content, and real‑world activations
• Partner with agencies when needed, but never outsource thinking

build a content engine (not just content)

• Establish a repeatable system for creating high‑quality content at scale
• Oversee social, organic content, and brand storytelling
• Ensure everything we publish feels intentional, elevated, and on‑brand
• Turn content into a strategic advantage, not a reactive function

make amp known

• Drive awareness within our core audience through creative and distribution
• Partner with PR, influencers, and media to amplify our work
• Create moments that compound into brand momentum

use AI as a force multiplier

• Use AI tools to increase creative output, speed, and iteration
• Build workflows that allow a small team to produce at a much higher level
• Explore AI‑native approaches to content, campaigns, and production (including AI‑generated creative, shoots, and assets)
• Teach and upskill the team through hands‑on examples, systems, and workflows

be hands‑on when it matters

• Write, edit, concept, and direct when needed
• Jump into execution to unblock progress or raise the bar
• Set the standard by doing—not just directing

define How We Measure Brand

• Establish baselines for awareness, recall, and share of conversation
• Track performance across campaigns, content, and channels
• Connect brand work to outcomes: traffic, engagement, and revenue

what Success Looks Like (first 6–12 Months)

• Launch at least one campaign that drives both conversation and sales
• Build a small, high‑performing brand team with exceptional talent
• Establish a repeatable content engine across social and owned channels
• Increase awareness and engagement within our core audience
• Create work that feels unmistakably amp—and sets a new bar

what We’re Looking For

You’re mid‑career, but you’ve already done real work. You’ve built things. You’ve shipped campaigns. You know what good looks like—and you don’t let bad work through.

you likely:

• Have experience across startups and established brands (not just big companies)
• Have led creative, brand, social, or content at a high‑bar consumer brand
• Have built campaigns that people actually noticed
• Are as comfortable executing as you are directing

you are:

• Hands‑on — you can write, concept, and build, not just review
• Craft‑led — you lead through your work, not just through others
• Taste‑driven — you have a strong point of view and protect the quality of the work
• Bold — you’re willing to take risks to create work that stands out
• Clear — you turn ideas into execution quickly
• AI‑native — you use AI to move faster, explore more ideas, and scale output
• A builder — you create systems, not just manage them
• Selective — you believe in building small teams of exceptional people

what This Role Is Not

• Not a strategy‑only role
• Not a manage‑the‑agency role
• Not a big team, lots‑of‑layers role
• Not a pure people manager role

If your strength is primarily managing teams, aligning stakeholders, and reviewing work—rather than building and shaping it yourself—this role likely isn’t the right fit.

why this role matters

amp is at a point where the product is ahead of the brand. The right person will change that. You’ll have the chance to shape how a category is defined—and how a brand becomes known within it.

We’re intentionally building a small, high‑performing team where each person operates at a very high level—and is compensated accordingly.

This is a career‑defining opportunity to build something that matters, with a product that earns it.

working at amp

• You’ll work directly with leadership, including the founders
• We keep teams lean and standards high
• We care about quality, speed, and clarity
• We expect people to own their work and push it forward

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