Head of Brand

Office Address: 8845 Research Drive, Suite 120, Irvine, CA 92618 (On-Site)
Employment Type: Full-Time
About Brelia

Brelia is a newly founded, U.S.-focused premium DTC wellness brand designed for U.S. adults focused on beauty, wellness and personal style.
Designed for U.S. adults who value beauty, well-being, and self-expression across the many roles of everyday life, Brelia explores a more graceful way for technology to live alongside personal style. We believe connected wellness can feel warm, intuitive, and beautifully integrated — becoming a natural part of how customers dress, move, live, and care for themselves.
Brelia brings together refined design, meaningful health insights, and the quiet confidence of everyday wellbeing. With a design-led approach, we create smart wearables that are elegant enough to be styled as jewelry, yet thoughtful enough to support a deeper connection with one’s body and daily rhythm.
Although Brelia is a new brand, it is built with the discipline and technical foundation of an experienced consumer health technology team. Our founder is also the creator of YUNMAI, a smart health technology company established in China in 2014. With more than a decade of proven experience in smart hardware development, supply chain execution, connected wellness products, and end-to-end digital experiences, our founding team brings the product depth, operational reliability, and entrepreneurial drive required to build a category-defining brand from the ground up.
As Brelia prepares to enter the U.S. market, our ambition is to shape a new generation of wellness wearables — where elegant design, thoughtful technology, and everyday self-expression come together naturally.
Who We Are Looking For

Mandatory Core Qualifications

Hands-on end-to-end brand operation experience within U.S. consumer, beauty, fashion or wellness verticals; deep expertise building and scaling DTC direct-to-consumer channels independently with full strategic decision authority.
Direct experience building cross-functional teams from scratch at early-stage startups is a strong plus.
Fluent written & verbal English communication ability, capable of representing the brand to US media & partners.
Comfortable operating within a fast-growing early-stage startup environment.
We offer competitive cash compensation alongside long-term equity incentives as additional leadership benefits.
Preferred Experience

Proven track record owning brand positioning, GTM strategy and full-cycle marketing execution for North American DTC wellness brands.
Report directly to the Founder, take full ownership of North America brand strategy, local team development and end-to-end market execution.As the founding brand lead, you will shape the core brand narrative, market positioning and go-to-market roadmap from 0 to 1 for our jewelry-inspired smart wearable wellness line.Leverage our parent industrial supply chain and hardware R&D advantages to build localized brand operation systems, expand DTC consumer channels and drive sustainable brand growth across the U.S.
Key Responsibilities

Develop and own the complete

DTC brand foundation

including positioning, mission, visual identity, tone of voice, and go-to-market strategy
Craft compelling, emotionally resonant brand storytelling that authentically connects with our core U.S. audience focused on beauty and daily wellness.
Build and manage a sustainable

micro-creator ecosystem

end-to-end: sourcing, partnership development, negotiation, campaign execution, and relationship building
Lead creative direction and visual decision-making: brief photographers, designers, and partners to ensure consistent, premium brand aesthetics
Develop and execute organic, community-focused marketing strategies to drive brand awareness, engagement, and loyalty
Collaborate cross-functionally to align brand, product, and consumer experience
Drive end-to-end execution with a hands-on approach, including copy development, content direction, and campaign delivery
Requirements

Proven experience

building a DTC brand from 0 to 1

in an early-stage, pre-Series A or pre-launch environment
Direct, hands-on experience developing and managing

micro-creator partnerships

(not solely agency-led)
Strong ability to define and deliver

brand voice, storytelling, and copy direction
Exceptional aesthetic judgment with the ability to direct visual identity, creative assets, and brand expression
Ability to thrive in a lean, fast-paced environment with strong execution and self-direction
Full-time in-office role based in Irvine, CA.
Preferred Qualifications

Experience in wellness, health tech, jewelry, fashion, or premium lifestyle DTC brands
A strong personal sense of content and social media intuition
Existing creator or influencer network in Los Angeles Metropolitan Area
Track record of building a brand from obscurity to strong market recognition
Compensation

Total annual cash compensation range: $200,000–$300,000, including base salary and annual performance bonus. Base salary will be determined based on candidate's experience and background. Annual performance bonus tied to brand & revenue target delivery.
Long-term incentive: Restricted stock options available for core leadership team members; full equity grant and vesting details will be shared during formal compensation discussions post-interview with the CEO.

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