Director, Brand and Integrated Marketing

Director, Brand and Integrated Marketing

As our Director, Brand and Integrated Marketing, you are the strategic steward of the Insomnia Cookies brand and the orchestrator of how that brand comes to life across every channel and customer touchpoint. You own positioning, purpose, and point of view, and you own the integrated calendar, media relations, and partnership strategy that bring that point of view into the world at the right moment.
This role partners closely with the creative team who brings the brand to life through visual identity, storytelling, and execution. You also lead the PR Manager and the Social and Influencer lead, giving you direct ownership over how the brand's voice and presence come to life in earned and community channels, in addition to the strategy that guides them.
Sitting at the intersection of consumer insight, brand strategy, communications, and performance, this role translates customer and cultural understanding into a cohesive brand roadmap, then owns the execution of that roadmap across campaigns, product launches, partnerships, media, and experiences, all in service of long-term brand equity and growth.
Key Responsibilities

Brand Strategy & Stewardship
Own and evolve the Insomnia Cookies brand strategy, including positioning, brand architecture, value proposition, and brand promise
Serve as the primary brand steward, ensuring consistency and integrity across marketing, product, channel experience, partnerships, and operations
Establish and maintain brand frameworks, guidelines, and guardrails that enable scale without dilution
Strategic Partnership with Creative
Partner closely with the Creative Director to translate brand strategy into compelling creative work across all channels and touchpoints
Provide clear strategic direction and objectives that inform creative briefs, campaign development, and execution
Ensure creative output aligns with brand strategy, business priorities, and audience insights
Integrated Campaign Strategy & Calendar
Own the end-to-end integrated marketing calendar, sequencing brand campaigns, LTO launches, seasonal moments, and cultural tentpoles so every activation lands cohesively across channels
Lead the brand and integrated strategy behind product launches and partnerships, ensuring every initiative ladders up to a single brand narrative rather than competing for attention
Serve as the connective tissue between brand strategy and go-to-market execution, keeping cross-functional teams aligned on timing and priority
Media Relations & Communications
Lead the in-house PR Manager and the company's media relations strategy, setting the editorial point of view and approving high-stakes placements and messaging
Lead crisis communications strategy and executive messaging, protecting brand equity and consumer trust
Support earnings communications and key business disclosures by setting messaging direction and securing strategic press coverage that reinforces the growth narrative
Social, Influencer & Brand Partnerships
Set strategy and creative direction for the Social and Influencer team, working through the team's lead to guide content, platform presence, and influencer collaborations that drive cultural relevance and amplification
Manage partnership strategy end to end, identifying and executing brand collaborations that increase frequency, lifetime value, and cultural relevance
Oversee experiential marketing programs designed to drive cultural relevance, social amplification, and measurable business impact
Consumer Insight & Cultural Relevance
Lead deep understanding of the Insomnia customer, with a focus on behaviors, motivations, and cultural context, particularly Gen Z and emerging audiences
Translate insights into actionable brand platforms, messaging, and opportunities for connection
Monitor brand health, perception, and sentiment to guide ongoing brand evolution
Brand Activation & Performance Marketing
Lead the brand strategy behind integrated campaigns, product launches, and partnerships, ensuring alignment to growth goals and KPIs
Collaborate with Digital, Growth, and Operations teams to activate the brand across paid, owned, and earned channels
Ensure brand initiatives are designed to drive measurable outcomes, including acquisition, frequency, retention, and lifetime value
Measurement & Business Impact
Partner with the Marketing Analyst to define and track brand performance metrics, including awareness, consideration, affinity, loyalty, and equity
Connect brand strategy and investments to business outcomes such as acquisition, retention, and long-term value
Use data, testing, and learnings to continuously optimize brand strategy, messaging, and channel mix
Leadership & Influence
Act as a brand authority and trusted advisor across the organization
Lead and develop a team of two direct reports, the PR Manager and the Social and Influencer lead, setting clear direction, holding a high creative and strategic bar, and partnering with the Project Manager to keep the integrated calendar on track
Influence cross-functional partners to embed brand thinking into everyday decision making
Balance brand discipline with thoughtful evolution as the business and culture shift
Qualifications & Experience
8 to 12+ years of marketing leadership experience, ideally with a consumer brand (household, lifestyle, food/beverage, QSR, or fast-casual)
Proven experience connecting brand strategy to performance marketing and business growth
Track record owning integrated strategy across PR, social, influencer, and partnerships, in addition to brand positioning and creative direction, with direct experience managing the people who execute it
Experience leading a PR function and managing executive visibility and crisis communications, whether through direct ownership or managing a PR lead
Strong understanding of how brand drives acquisition, loyalty, equity, and long-term value
Deep knowledge of social platforms and Gen Z behavior, what resonates, why, and how it performs
Experience working cross-functionally across marketing, digital, product, and operations
Strong strategic thinking, communication, and presentation skills, comfortable influencing senior leaders
Comfortable operating in a fast-paced, results-driven environment as the senior-most voice on brand and integrated marketing
Experience directly managing leads or managers, not just individual contributors, with a track record of developing strong people leaders
Passion for brand, culture, food, and guest experiences
Sweet Position Perks:
A highly visible leadership role where your work will directly shape brand identity, communications, and culture
Rich opportunity to build a team, set the tone, and leave your mark on a brand
Competitive salary, bonus, benefits, and equity
4 Day Work Week, every Friday off
A fun, entrepreneurial, and cookie-filled culture
Free cookies, branded swag, and so much more
About us Insomnia Cookies was founded in a college dorm room by then-student, Seth Berkowitz. Fast forward 20 years and so many cookies later, our innovative bakery and delivery concept has become a cult brand known for its rabid following of cookie lovers who crave Insomnia's warm, delicious delivery all day and late into the night.
Today, Insomnia Cookies spans more than 350 stores worldwide, including its flagship location in Philadelphia, PA, where the company is proudly headquartered. As we continue to grow our footprint and bring warm cookies to new communities across the globe, Insomnia Cookies is revolutionizing the cookie game by truly imagining what's possible.