Head of Brand

Overview

This is a remote position.

Why we exist:
Alpha Lion exists to build the most trusted performance nutrition brand for men 30+, who refuse to age passively and expect more from the products they put in their bodies. We’re backed by leadership that believes brand is a growth lever, not a cosmetic layer, including owners like Ken Griffey Jr, who shares our belief in building something credible, enduring, and performance-driven.

We’ve proven product-market fit, built a strong media engine, and now we’re building the brand system that makes everything else work harder.

We’re looking for a Head of Brand to define what Alpha Lion stands for, then make that definition real across every product, package, page, and launch we ship. This is an ownership role: you’ll have the authority to make real brand decisions and the accountability to live with them. You’ll shape brand strategy with the CEO, then personally execute the refresh that brings it to life.

You’ll provide creative direction across every channel, including those you don’t operationally manage, and be the single voice that says "that’s off-brand" when it matters. This is a rare seat: a brand at an inflection point, a company that knows brand matters but hasn’t built the capability, and a mandate to build something competitors can’t copy. If you’ve spent your career wishing you could own a brand from the inside, not advise from the outside, this is that role.

• Own brand strategy and make it real. Define what Alpha Lion stands for, and what it refuses to be. Translate that into a point of view competitors can’t credibly copy. Ensure it shows up in everything we ship: products, packaging, DTC, Amazon, retail, content, and launches.
• Drive commercial impact through brand. Differentiation should translate to pricing power, CAC efficiency, and LTV improvement. You’ll be accountable for brand strength that shows up in revenue quality over time.
• Be the compass for all brand expression. Provide creative direction and guardrails to channels you influence but don’t operationally manage. Be the single authority on brand across the organization.
• Lead brand decisions inside GTM and product launches. You’ll have a seat in our Stage Gate process, shaping naming, messaging, positioning, and packaging. When tradeoffs arise between speed and brand integrity, you make the call.
• Execute, don’t just direct. Early on, you’ll personally design and deliver the brand refresh: packaging, website, PDPs, Amazon storefront, retail POS. This is a maker role. Success is measured by what ships.
• Build systems that scale without diluting. Create the brand guidelines, decision frameworks, and lightweight governance that let the company move fast while maintaining brand quality. Train teams on how to apply the brand, not just what it is.

• Alpha Lion has a documented brand strategy with a sharp POV that clearly articulates what we are and aren’t.
• The brand shows up consistently across DTC, Amazon, retail, and packaging. Customers experience one coherent brand regardless of where they find us.
• Brand decisions reduce confusion and rework across teams.
• New product launches reinforce brand strength instead of fragmenting it.
• Leading indicators of brand strength (organic traffic share, CAC, LTV) are moving in the right direction.

Over time, Alpha Lion is clearly differentiated, instantly recognizable, and difficult to copy, with that differentiation showing up in how customers pay, stay, and refer.

You’ll thrive in this role if you:

• Build, not maintain. You’re energized by taking something real and making it meaningfully better, sharpening the POV, raising the bar, and compounding strength over time.
• Ship, not deck. Your career is defined by work that made it to market. You can point to before/after impact you personally drove.
• Think commercially. You understand brand is an investment that should generate returns. You’re comfortable being accountable for metrics, not just aesthetics.
• Decide under pressure. You make hard tradeoffs and stand behind them. You move fast without creating chaos.
• Stay in the weeds. Even as you set strategy,…