Director of Brand and Creative

Wiley X Inc - Frisco, TX 75033

Salary Range: $ - $ per year

Position Type: Full Time

Inspired by a singular purpose of “building the world’s best protective eyewear”, U.S. Army Veteran Myles Freeman Sr. founded Wiley X in 1987. Over the years, we've become an iconic American brand and the most trusted name for protective eyewear. Brothers Dan and Myles Jr. continue to build on their father’s legacy while leading the brand to innovate new eyewear products without compromising protection.

Today, our company creates premium protective eyewear for a wide range of customers who serve, work, and play in life’s harshest environments.

We value motivated self-starters who aspire to be part of an organization focused on long‑term success. Our vision is to be the leading provider of innovative eye protection worldwide, empowering individuals to pursue their passions and professions with confidence. Our team is supported by an inspiring culture and leadership grounded in never compromising, protecting, and trusting.

Link:
Who is Wiley X? ()

The Director of Brand & Creative is responsible for shaping how Wiley X shows up in market. From product launch narratives to creative systems that fuel performance across every channel. This role bridges long‑term brand equity with short‑term commercial execution, ensuring that every launch, campaign, partnership, and creator activation is both strategically sound and creatively compelling. The Director will architect scalable go‑to‑market frameworks, elevate the creative process, modernize influencer strategy, and lead collaborative brand partnerships that expand revenue impact.

They will operate at the intersection of brand vision and measurable growth.

• Go-To‑Market (GTM) Strategy & Launch Excellence
  • Design and lead the company‑wide GTM playbook across product launches, seasonal moments, and promotional windows.
  • Translate product positioning into cohesive launch narratives spanning paid media, retail, digital, PR, and partnerships.
  • Build structured launch frameworks including timelines, asset matrices, content briefs, and success KPIs.
  • Partner cross‑functionally with Growth and Ecommerce to ensure alignment from concept through post‑launch performance review.
  • Establish post‑mortem processes to continuously improve launch efficiency and creative impact.
• Brand Strategy & Narrative Development
  • Refine and evolve the long‑term brand platform, ensuring it remains differentiated, relevant, and commercially effective.
  • Develop clear positioning architecture across key customer segments (tactical, outdoor, lifestyle, etc.).
  • Define messaging hierarchies that ladder from campaign concept to product‑level storytelling.
  • Lead annual and quarterly brand planning cycles grounded in consumer insights & competitive whitespace.
  • Safeguard brand integrity while allowing flexibility for channel‑specific adaptation.
  • Partner with PR agencies and media contacts to develop earned media strategies that amplify brand storytelling, product launches, and partnership moments while ensuring message consistency.
• Creative Direction, Systems & Optimization
  • Oversee end‑to‑end creative development across campaign, performance, retail, and owned channels.
  • Build scalable creative systems that support both brand storytelling and high‑velocity performance testing.
  • Partner closely with paid media teams to create a feedback loop between creative output and conversion data.
  • Implement structured creative testing roadmaps (hooks, formats, messaging angles, UGC vs studio, etc).
  • Improve workflows, briefing standards, asset management, and production timelines to increase efficiency and output quality.
  • Elevate visual identity, art direction standards, and production consistency across all touchpoints.
• Influencer & Creator
  • Develop a tiered influencer strategy across ambassadors, tactical creators, and performance‑driven UGC partners.
  • Identify and cultivate long‑term creator relationships with Wiley X’s brand values and communities.
  • Structure creator partnerships to drive both awareness and conversion.
  • Establish content usage rights, amplification plans, and whitelisting…