Director of Brand Strategy

Reporting directly to the Chief Marketing Officer, the full-time Director of Brand Strategy will shape Amazfit's identity as a premium global brand by managing brand positioning, narrative frameworks, and creative principles, while collaborating closely with senior leadership to drive strategic brand initiatives.
Key responsibilities

Own the brand strategy and narrative architecture to evolve Amazfit into a distinct premium brand
Build master brand stories and messaging frameworks that unify the brand's narrative across all product tiers
Define creative principles and guardrails to ensure consistent global storytelling while allowing for local relevance

Required qualifications

Significant experience in brand strategy and creative direction for a consumer brand, preferably in a premiumization context
Fluency in both strategic planning and original creative thinking
Experience working directly with executive teams, including founders and CEOs
Global brand experience with an understanding of balancing consistency and local relevance
Cultural fluency with insights into sport, fitness, performance, and wellness as cultural forces