Brand Director

Location:

Downtown New York, NY (Hybrid, 3\+ days in office)

Reports To:

VP of Strategy \& Growth

Type:

Full-Time

About Feel Good Foods

Feel Good Foods is a frozen food brand with crave-worthy, chef-crafted, gluten-free appetizers and breakfast foods. From Mozzarella Sticks to Pancake Balls, our frozen snacks and breakfasts are helping millions of people “feel good” about what’s in their freezer.

Our positioning is simple: we’re a feel-good frozen snack brand that happens to be gluten-free. We lead with taste, not dietary restriction. 70% of our consumers are mainstream shoppers who choose us because the food is good, not because they need it to be gluten-free. You can find us at Walmart,

Whole Foods, Sprouts, Costco,

Kroger, Target, and growing.

We are a rapidly growing team headquartered in downtown Manhattan, home to a

fast-paced, social,

and innovative office environment.

We offer competitive benefits, including 80% coverage for medical/dental / vision and a Discretionary Time Off policy. We prioritize the well-being of our employees, providing allowances for wellness and training \& development, and keeping our office stocked with premium snacks.

The Role

We’re hiring a Brand Director to own the creative and brand layer of our marketing function. This role sits between our Vice President and our Marketing Manager. You’re the missing middle: the person who codifies how this brand looks, sounds, and shows up in the world, and then makes sure it actually happens.

This is not a strategy-only seat. You will concept campaigns and you will project-manage cross-functional innovation launch timelines. You will write the brand book and you will QA the dieline before it goes to print. If that mix excites you, keep reading.

This is an empowered, high-visibility, cross-functional role for someone who thrives on turning brand vision into action. Feel Good Foods is scaling rapidly across the retail landscape, and this role will make sure we scale with a brand that’s as intentional as it is fast-growing.

We're a small team building something big, and the people who love it here genuinely enjoy being scrappy: figuring it out, moving fast, and wearing multiple hats without waiting for permission.

What You’ll Own

Brand Foundations

• Build and maintain the brand guidelines document: voice, tone, visual identity, messaging pillars, photography standards, packaging architecture.
• Serve as the day-to-day brand authority. When anyone internally or externally asks “is this on-brand?”, you’re the answer.
• Partner closely with our social agency, PR firm, and shopper marketing consultant to ensure consistency across all channels.

Creative Development

• Concept and direct campaigns across social, email, retail media, and trade.
• Own creative briefing: translate business objectives into creative direction that agencies and contractors can execute against.
• Direct product photography and packaging design shoots, including shot lists, food styling direction, and post-production oversight.
• Support management of relationships with our design partners for packaging and creative design, ensuring brand consistency across 30\+ SKUs and multiple retail channels.
• Lead initiatives around how the brand appears in the trade - e.g., trade shows, trade ads, shopper marketing campaigns, sell materials, digital shelf asset library.

Launch Operations

• Manage the master calendar across new product launches, line extensions, and retailer resets (Kroger, Costco, Target, Walmart, Whole Foods, BJ’s, Sprouts, and

many

more).

• Along with the Marketing Manager, own the end-to-end packaging workflow: cross-functional detail validation, artwork QA, portal submissions, print timelines, and retailer-specific packaging requirements.
• Coordinate cross-functionally with R\&D, Sales, and Ops to build commercial support infrastructure and ensure marketing timelines don’t bottleneck product launches and retailer timelines.

Team \& Agency Leadership

• Work closely with our Marketing Manager, providing day-to-day oversight and creative consultancy.
• Serve as a brand counterpart to our external agencies (social, PR, shopper, design) alongside the Marketing Manager.

What We’re Looking For

Must-Haves

• 5–8\+ years in brand marketing, ideally in CPG / food \& beverage.
• You’ve built or substantially contributed to governing brand guidelines. Not inherited, built.
• Hands-on creative direction experience: you’ve run photo shoots, directed agencies, written briefs, and made decisions about how a product shows up on the shelf and how a brand shows up in the world.
• Comfort with the operational side of packaging: timelines, print specs, retailer compliance, cross-functional coordination.
• Hybrid presence in our downtown NYC office, 3\+ days per week.

(Our office is energetic, social, and often loud: music playing, cross-team conversations happening in real time, product tastings in the kitchen. You thrive in that kind of environment and do your best thinking around other people, not in spite of them.)

Bonus Points

• E

xperience at a brand that went through a significant growth inflection.

• Familiarity with the frozen food or snacking category, or any category where packaging is a critical purchase driver.
• Exposure to retailer-specific marketing (e.g., Kroger Precision Marketing, Walmart Connect, Instacart platform) is a plus but not required.
• Comfort working in a founder-led environment where speed, resourcefulness, and good judgment matter more than process adherence.
• Analytical rigor alongside creative thinking: equally fluent in brand narratives and performance data.
• Positive, solutions-oriented attitude with a passion for working with people across levels and departments.

What This Role Is Not

We want to be transparent:

• This is not the right fit if you see packaging operations and print QA as “below” a brand role. At our size, the Brand Director touches everything from the brand book to the dieline.
• This is not the right fit if you want a team of 5 reporting to you on day one. Here, you’ll work closely with one Marketing Manager and a network of agencies and contractors.
• This is not the right fit if you’re primarily a strategist who hands off execution. We need someone who builds the strategy AND drives it through to the shelf.
• This is not the right fit if you want a fully formed brand system to maintain. Here, the creative process is being formalized. You'll be architecting, not inheriting.

If you’ll be at Expo West (March 4–6), send us a quick note.

Salary:

$140,000 – $170,000

Feel Good Foods is an equal opportunity employer.