SUMMARY

The Director of Creative and Brand Content is responsible for elevating and evolving the Traditional Medicinals brand across all consumer and customer touchpoints. This role blends hands-on creative leadership with strategic oversight and cross-functional integration. This leader will shape the visual identity of the brand and steward its application across campaigns, retail, content, and digital. They will also serve as a key internal partner to our agency collaborators—ensuring consistency, cohesion, and excellence across all creative executions. This role bridges the gap between strategy and creative direction, ensuring that what the brand says and how it looks are always aligned, impactful, and beautifully executed.
This role will oversee the internal design team and work closely with teams across marketing, sales, innovation, and ecommerce to ensure brand consistency and storytelling alignment. This is a highly collaborative and strategic position ideal for a design leader who can bridge big ideas with disciplined execution. Deliver strategic, high-level and long-term perspective, while maintaining focus on detail oriented immediate needs. Proactively anticipate stakeholder needs, collaborate on strategy and timing, and refine execution to ensure optimized, effective campaigns and deliverables that are not just reactionary.

QUALIFICATIONS

Experience/Education:

• Bachelor’s degree in Design, Visual Communication, or related field
• 10+ years of experience in brand, marketing, or agency design roles, including 3+ in a leadership capacity
• Proven success leading design within a consumer brand (CPG or wellness preferred)
• Experience collaborating directly with agencies and creative partners
• Deep familiarity with designing across retail, ecommerce, digital, and social and influencer channels
• Experience developing and scaling design/project management tools, systems, and teams, that support storytelling across formats and channels
• Experience working with creative brief development, content calendars, and multi-channel planning tools

Knowledge/Skills:

• Strong design fundamentals and deep understanding of visual systems
• Ability to lead strategic design conversations, not just executional work
• Comfortable guiding both big-picture thinking and hands-on creative
• Highly collaborative, with a track record of integrating with cross-functional teams
• Skilled in Adobe Creative Suite and design production processes
• Strong communicator with the ability to present design strategy and rationale to senior leadership
• Fluent in balancing brand storytelling, campaign needs, resources and priorities

TRAVEL REQUIREMENTS

• Limited travel expected, with occasional vendor or agency visits as needed

• Lead the evolution and execution of TM’s visual identity and creative standards
• Partner with external agencies to co-develop campaigns and brand platforms, ensuring internal brand alignment and visual continuity
• Act as internal brand design expert and integrator—bridging shopper, ecommerce, social, and content teams
• Oversee and elevate design output across brand marketing, retail sell-in tools, packaging, and digital
• Manage and mentor a team of 2 graphic designers, fostering growth, creativity, and accountability
• Collaborate with content, innovation, and channel teams to ensure design excellence across all formats and media
• Serve as creative lead for internal initiatives including brand guidelines, toolkit development, and omnichannel storytelling systems
• Develop scalable, modular design systems and templates that support both evergreen and campaign efforts
• Support cross-functional rollout of new campaigns and brand evolutions with strategic design leadership
• Work with agencies, freelancers, photographers, and vendors as needed to bring ideas to life
• Own the design team’s workflow systems, assets, usage rights, prioritization, and resource planning.
• Define campaign narratives and content themes in partnership with brand and marketing stakeholders. Partner in strategic planning.
• Oversee creative briefing process for internal teams and external partners, ensuring alignment between strategy, visuals, and messaging
• Ensure brand storytelling is consistent across all touchpoints, bridging visual and verbal expression for maximum impact
• Lead strategic content planning across channels, including email, social, retail, influencer, and PR, to ensure cohesive storytelling and timing
• Guide content creator and influencer partnerships—sourcing, briefing, and reviewing assets for brand and storytelling alignment
• Partner with social and content leads to shape the direction of organic and paid content, ensuring channel-native storytelling supports broader brand goals