Brand Development Lead

Who Are We?

Welcome to Welltech—where health meets innovation As a global leader in the Health & Fitness industry, we are powered by a diverse team of over 700 passionate people across 5 hubs and have reached 200 million people with our life-changing apps.

Our mission? To move everybody to start and stay well for life — focusing on people who feel left out or left behind from the mainstream wellness category to offer personalized workout guidance and tailored wellness plans designed to fit into their unique lives.

Why Welltech? Imagine joining a company where your creative leadership directly improves lives and shapes the voice of global wellness. At Welltech, we're not just marketing — we're building meaningful connections with millions of users around the world.

What We're Looking For

We're seeking a Brand Development Lead to join our team and spearhead the testing and implementation of our strategic and creative Brand Direction, to accelerate Brand-led growth across the business. This role will design and lead our Brand Playbook Development, (encompassing Audience Strategy, Messaging and Brand Identity), collaborating with teams across the business to embed Brand Direction across critical workstreams to prove and scale Brand-equity growth within the organisation.

Key Responsibilities:

• Lead the development of our Audience Strategy & Playbook, turning our segmentation into inspirational and practical guidance to support audience-led work within cross-functional initiatives

• Work with Research, Creative, Product Design and UX to continually build our source of truth about our audiences and their cultural influences; continual collaboration with these teams to build a CoE on behaviour change within the wellness category

• Work with teams across Marketing and Product to build a Brand Equity measurement model and testing framework

• Work with teams to research, test and implement the Brand Positioning and Identity across Product and Marketing teams, supporting cross-functional briefs and experimentation across Product, Design, Content and Marketing

• Co-ordinate monthly audience and culture research to provide stimulus to creative, content and design teams on how to innovate using the Audience Strategy and Brand Direction

• Leads the Development of our Messaging Playbook, partnering with Creative Leads and Brand Activation Lead to optimise and expand existing messaging and continually develop new messaging and concepts that can drive brand-led growth

• Designs and manages Brand operating tools and processes; drives impact by optimizing cross-functional collaboration, anticipating challenges, and finding solutions for equity-led growth across teams

• Lead a CoE and network of internal ambassadors for Brand Equity, bringing internal and external case studies and latest strategic thinking on Brand growth to teams; build an internal network of ambassadors to accelerate brand adoption

• Contribute to a diverse and inclusive culture across the organisation, collaborating across departments

Required Skills

• Proven experience in building effective equity-building strategies from scratch in the DTC space for US-based consumers

• Experience leading cross functional Brand Development projects or a related role in an innovative/growing industry

• Proven track record of developing and executing successful brand measurement programmes to prove the impact of Brand initiatives

• Experience working on projects beyond Marketing and upper funnel Brand projects, specifically Growth, Product and Content

• Proven track record of diversifying growth through Brand Development within a Performance Marketing driven organisation

Nice to have

• Experience in wellness or a similar behaviour-change category

• Experience in Brand building for scale ups

Candidate journey

? Recruiter call > ? Hiring Manager Interview > ? Task & Presentation > ? Meet our CMO

Why You'll Love Being Part of Welltech:

• Grow Together: Join a culture that champions both personal and professional growth. Here, you'll thrive as we learn, evolve, and succeed together.

• Lead by Example: No matter your role, your leadership matters. Every team member is empowered to inspire and make an impact.

• Results-Driven: We're all about achieving meaningful outcomes. It's not just about the effort, but the difference we make every day.

• We Are Well-Makers: Be part of a movement that's creating a healthier, happier world. Together, we make well-being a reality