Head of Brand Marketing

About the company:
SQUATWOLF is a performance wear brand born in Dubai and built for athletes across the globe. With a cult following in the Middle East and a fast-growing global presence, we're on a mission to become the world's most desirable performance wear brand.

PLEASE NOTE: This role is based in Dubai, relocation package will be provided.

About the role:
As we scale across international markets and deepen our omni-channel presence, we're looking for a Head of Brand Marketing who can elevate our brand to iconic status. This is a visionary leadership role for someone who blends bold creative thinking with sharp strategic execution, someone who can build cultural relevance, drive global desirability, and shape the future of how the world sees SQUATWOLF.

Brand Strategy & Market Expansion

• Ensure that SQUATWOLF's brand positioning is effectively applied across different markets, maintaining consistency while allowing for cultural adaptability.
• Lead brand equity development, ensuring that SQUATWOLF is perceived as an aspirational, premium, and high-performance wear brand.
• Adapt and refine branding and communication strategies for different markets (e.g., KSA, UAE, Europe, the UK) to maximize relevance and engagement.
• Build a multi-market brand framework, ensuring cultural sensitivities and local nuances are integrated into campaigns and brand messaging.
• Define the brand voice, identity, and values, ensuring consistency while allowing flexibility for localized activations.

Brand Campaigns & Creative Direction

• Oversee 360-degree brand campaigns that drive awareness, engagement, and loyalty.
• Set the creative vision for all brand initiatives, ensuring SQUATWOLF stands out in a crowded industry.
• Lead the creative briefing process, ensuring all campaigns align with brand identity, market trends, and business goals.
• Work closely with the Creative Team, Performance Marketing, and Founders to ensure brand efforts are data-driven and high-impact.
• Innovate in brand storytelling—leveraging founder-led content, community-driven narratives, and disruptive campaigns.

Social Media & Content Strategy

• Define and execute a high-impact social media strategy that drives brand engagement, organic reach, and cultural relevance.
• Develop innovative short-form and long-form content strategies that resonate with different consumer bases.
• Track and optimize social performance analytics, ensuring strategies are backed by data.
• Drive a content-first approach, ensuring social media goes beyond promotional messaging to truly engage and inspire.

Community, Events & Influencer Marketing

• Lead community-building initiatives, ensuring SQUATWOLF becomes a movement, not just a brand.
• Oversee event strategy, ensuring activations align with brand positioning and create memorable brand experiences.
• Develop and oversee a structured influencer marketing strategy, ensuring collaborations align with brand objectives and market nuances.
• Identify and onboard top-tier athletes, fitness influencers, and cultural trendsetters in each key market.
• Ensure influencer and brand collaborations maximize reach and desirability.

Brand Investment & Performance Measurement

• Own and manage brand-building budgets, ensuring maximum impact and ROI.
• Define key brand performance metrics and track the effectiveness of campaigns, partnerships, and activations.
• Use data-driven insights to optimize brand investment decisions.
• Implement processes to measure brand equity growth and long-term impact on business performance.

About you:
Cultural Architect, Not Just a Brand Manager
You must have a
deep pulse on culture
, knowing how to read the zeitgeist and insert the brand into it in a meaningful, timely way. This means understanding subcultures, generational psychology (especially Millennials and Gen Z), and viral social trends.

Emotional Brand Storyteller
You must know how to
humanize
the brand through founders, community, behind-the-scenes, and product journeys and translate that into content, products, and campaigns that stir emotions.

Obsessed with Customer Insight and Loyalty
You should think about the brand like a
movement
, not a funnel. This means using customer feedback, community building, surprise & delight, and retention strategies as tools to deepen the cult following.

Social-First, Platform Native Mindset
You are not just someone who "oversees" content. You should live and breathe
Instagram, TikTok, and YouTube.
You must understand short-form virality, narrative series formats, community interaction, and creators as distribution channels.

Founder Mentality & Taste Leadership
You must have
taste
and
ownership
, meaning you can go deep into execution and hold the line on quality, aesthetics, and cohesion. This isn't someone who waits for approval. this is someone who sets the creative bar.

Other requirements:

• 10+ years of experience in brand management, marketing, and strategic brand building, ideally in fashion, athleisure, or lifestyle brands.
• Proven success in applying and expanding brand strategy across multiple international markets.
• Deep expertise in multi-market branding, ensuring campaigns, content, and activations are localized and impactful.
• Strong leadership skills with experience managing multi-functional teams (creatives, social, community, influencer marketing, events).
• Strong financial acumen, able to manage budgets and optimize brand investment ROI.
• Ability to identify and capitalize on cultural trends, making SQUATWOLF a brand people talk about globally.
• Passion for fitness, fashion, and performance-driven brand building.

We would love to respond to every application however due to the volume of applications we receive this isn't always possible. If you have not heard within 2 weeks of applying, please assume on this occasion that your application has not been shortlisted. We may retain your CV to contact you about future employment opportunities that are being managed by The Growth Foundation Talent.
The Growth Foundation Talent is deeply committed to building a diverse & inclusive workplace and welcomes applications from all sections of the community.