Brand Director

Job Overview:

Great brand marketing doesn't just build awareness—it creates competitive advantage. Defend by Tactacam exists to protect what matters in places Wi-Fi can't reach—job sites, ranches, farms, marinas, and remote properties. We bring cellular security to people who actually need it, wrapped in a brand that's bold, human, and unmistakable.

We're looking for a Brand Director for Defend—a strategic brand owner who can make Defend impossible to ignore. This role is about building brand preference, not just awareness. You will own Defend's positioning, narrative, and go-to-market clarity, ensuring everything we put into the world—from campaigns and product launches to retail storytelling and partnerships—feels unmistakably Defend.

You'll partner deeply with our Creative Director to translate strategy into storytelling, with Product and CX to ensure the brand promise is real, and with Performance, Retail, and B2B teams to ensure the brand drives growth.

This is not a passive stewardship role. It's for someone who wants to shape perception, challenge assumptions, and build a brand that delivers real business impact.

Responsibilities:

• Brand Strategy & Positioning
  • Own Defend's brand strategy, positioning, and long-term narrative
  • Clearly articulate who Defend is for, what problem we solve, and why we win
  • Define Defend's role in the cellular security category—and push the market to see it differently
  • Establish and evolve Defend's messaging hierarchy and tone of voice
•  Campaign & Go-To-Market Leadership
  • Lead Defend's annual and quarterly brand planning
  • Define campaign strategies, audiences, and success metrics across DTC, retail, B2B, and partnerships
  • Own GTM strategy for new product and feature launches
  • Partner with Performance Marketing to ensure brand and demand work together as one growth engine
• Creative Partnership
  • Partner closely with the Creative Director to shape creative direction and storytelling
  • Provide clear, inspiring briefs that translate strategy into world-class creative
  • Help evolve Jack the Donkey's role in the brand—when he shows up, what he represents, and why he builds trust
  • Ensure creative work ladders back to brand strategy and customer truth
• Cross-Functional Leadership
  • Act as the internal voice of the customer across Product, CX, Sales, and Leadership
  • Ensure brand promises align with real customer experiences
  • Support retail, B2B, and partnership storytelling with clear positioning and messaging
  • Partner with leadership to align the organization around a bold, focused brand vision
• Measurement & Scale
  • Own brand health metrics (awareness, consideration, preference) alongside performance outcomes
  • Use customer insight, market research, and competitive analysis to evolve strategy
  • Help mentor and develop future brand team members as the organization grows

Requirements:

• 7+ years of experience in brand management, marketing strategy, or product marketing
• Proven track record owning and growing a brand—not just supporting one
• Deep understanding of brand positioning, customer insight, and messaging frameworks
• Experience partnering with creative teams to bring strategy to life
• Strong cross-functional leadership skills, with the ability to influence without direct authority
• Comfort presenting to executive leadership and defending strategic decisions
• Experience working in fast-paced, entrepreneurial, or challenger brand environments
• Experience in security, construction, ag, outdoor, or B2B-adjacent categories
• Background in DTC + retail brands
• Experience with subscription or hardware-enabled products
• Experience launching new products or defining new categories
• What sets you apart:
  • You believe brand is a growth lever, not a "nice to have"
  • You obsess over clarity—who this is for, why it matters, and why it wins
  • You balance long-term brand building with short-term business impact
  • You think in narratives, not just taglines