Director of Brand Strategy

Job Summary

Reporting directly to the Chief Marketing Officer, the full-time Director of Brand Strategy will shape Amazfit's identity as a premium global brand by managing brand positioning, narrative frameworks, and creative principles, while collaborating closely with senior leadership to drive strategic brand initiatives.

Key responsibilities

• Own the brand strategy and narrative architecture to evolve Amazfit into a distinct premium brand
• Build master brand stories and messaging frameworks that unify the brand's narrative across all product tiers
• Define creative principles and guardrails to ensure consistent global storytelling while allowing for local relevance

Required qualifications

• Significant experience in brand strategy and creative direction for a consumer brand, preferably in a premiumization context
• Fluency in both strategic planning and original creative thinking
• Experience working directly with executive teams, including founders and CEOs
• Global brand experience with an understanding of balancing consistency and local relevance
• Cultural fluency with insights into sport, fitness, performance, and wellness as cultural forces