Icenova is a frozen dessert brand operated by Asifoo for the US market. Our fruit-shaped desserts and playful products, including fried-chicken-shaped frozen desserts, bring distinctive design and a sense of surprise to the freezer aisle. As we expand across US retail, we are building a stronger brand and marketing organization to turn product discovery into lasting consumer demand.
The role
Reporting directly to the CEO, you will drive the brand building of icenova. You will own brand strategy and positioning, deepen our understanding of US consumers, and translate the founders' vision into a coherent brand experience. Working with marketing, sales, product colleagues and creative partners, you will connect day-to-day execution to the long-term value of the brand.
Your remit covers brand direction and marketing expression. Product development and packaging decisions remain with the product team, and product marketing coordination is a separate function. You will set creative direction and lead the development and delivery of brand assets.
What you'll do
- Own and evolve the brand strategy, positioning, voice and product storytelling. Turn the founders' vision into clear principles that guide decisions across the business.
- Build a grounded understanding of US consumers through research, retail data and direct feedback. Use those insights to guide brand choices and inform product and commercial colleagues.
- Create a coherent brand experience across packaging, retail, digital channels and content. Protect icenova's distinctive identity as the portfolio and distribution grow.
- Lead creative briefs and set standards for agencies, creators and production partners. Approve core creative for major campaigns and give clear feedback that improves the work.
- Develop campaigns, consumer activations and partnerships that build recognition and preference while supporting trial and retail demand.
- Build an engaged brand community through social channels, creator relationships and consumer experiences. Encourage participation and advocacy, and bring community insights back into the brand.
- Represent icenova with brand and licensing partners. Lead the brand and creative side of collaborations and coordinate with the teams responsible for other workstreams.
- Partner on product launches, leading brand messaging and launch storytelling. Align marketing activity with product readiness and sales priorities while maintaining the separate product and PMM responsibilities.
- Build the brand plan, recommend investments and manage agreed budgets. Establish measures of brand health and commercial contribution, review results and improve how we work.
What you'll bring
Required
- Experience owning consumer brand strategy and execution, with clear examples of your contribution to brand development and business growth.
- Strong understanding of Millennial and Gen Z consumers in the US, with experience building brands that resonate with these audiences.
- Sound creative judgment and experience directing agencies and partners from concept through delivery.
- Understanding of retail marketing and how brand activity supports consumer demand and sales.
- Experience managing budgets, setting priorities and evaluating both brand progress and campaign results.
- Clear communication and the ability to work hands-on in an entrepreneurial business, balancing long-term direction with immediate needs.
Nice to have
- Food, beverage or other consumer packaged goods experience.
- Experience building challenger brands or launching products through retail.
- Experience working with an emerging consumer brand.
- Experience with licensing partnerships, major creative productions or collaboration across US and China teams.
What success looks like
- A clear, distinctive brand direction that teams use consistently: Positioning and creative principles guide decisions.
- A coherent consumer experience across products and channels: Creative work is recognizable and consistent with the brand.
- Brand investments support lasting consumer demand: Consumer insight and agreed brand and retail measures inform the next plan.
Compensation & structure
- Full-time position
- Base Package + Performance Bonus
Additional Job Application Terms
This job is part of LinkedIn’s Full-Service Hiring beta program. Eligibility is limited to candidates located in and performing services in the United States, excluding those based in Alaska, Hawaii, Nevada, South Carolina, or West Virginia.
We are committed to making the hiring process as smooth and timely as possible.
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