Head of Brand

Role Overview

The Hang Loose Hut is hiring a Head of Brand to define what HLH becomes and how it wins. This role exists to make HLH the instinctive choice for trend-setting sororities and to dominate the campuses that shape Greek culture nationwide. The objective is to build the most aspirational and brand in Greek life that operates in its own category. You will lead and grow a team responsible for brand direction, aesthetic standards, product positioning, and how HLH shows up across every touchpoint.

What You Will Own:

1. Brand Positioning & Cultural Leadership

• Establish a clear aesthetic and voice that separates HLH from every other Greek apparel brand.
• Position HLH as the brand of choice at the most influential and trend-setting campuses in the country.
• Align product, content, and messaging so the brand feels intentional and elevated at every touchpoint.
• Lead the transition of HLH from a custom apparel vendor to a recognized lifestyle brand.

2. Product & Trend Direction

• Own campus-specific trend awareness across SEC, Big 10, and other influence-setting universities, identifying what’s next before it scales nationally.
• Oversee product development with a competitive mindset to outperform the market.
• Develop and scale signature product categories that define the HLH brand and anchor long-term demand.
• Protect brand integrity by enforcing clear product standards and focus.

3. Drop & Scarcity Strategy

• Design scarcity-driven release strategies that increase demand and reinforce premium positioning.
• Establish a structured drop calendar featuring exclusive, high-impact launches.
• Align drop calendar to capitalize on seasonal shifts, recruitment cycles, and peak campus moments.
• Own go-to-market planning across all brand launches in partnership with merchandising, design, e-commerce, and CRM stakeholders.

4. Influencer, Social & Cultural Proof Strategy

• Identify and activate key micro-influencers within top universities
• Establish organic seeding programs focused on influence that creates campus visibility
• Build systems and workflows that consistently produce high-quality content — from major campaign moments to daily storytelling.
• Set and maintain a cohesive visual identity across all digital channels.
• Establish HLH as the brand top-tier sororities instinctively align with.

5. Influencer, Social & Cultural Proof Strategy

• Concept, plan, and execute culturally relevant brand activations, warehouse sales, and pop-up shops that hype up universities and spread brand awareness
• Identify meaningful partnerships and collaborations that elevate brand dominance within Greek life and beyond.
• Ensure every activation, partnership, or campus moment strengthens long-term brand equity

6. Cross-Functional Leadership

• Refine and elevate all creative output to ensure alignment with long-term brand positioning.
• Integrate brand strategy into e-commerce planning, aligning seasonal drops, merchandising, and campaigns to drive sustained online growth.
• Shape school expansion strategy in partnership with Sales and CRM leadership.
• Serve as the strategic filter for founder-led brand initiatives, translating high-potential concepts into scalable programs while confidently eliminating ideas that distract from long-term positioning.

Who you are:

• You have 7–10+ years of experience building and scaling consumer brands, ideally within fashion, apparel, lifestyle, or consumer packaged goods.
• You're excited by the idea of inspiring college students, whether that's hyping up students on campus, creating meaningful interactions, and designing activations that get HLH on the news.
• You bring positivity and encouragement to the company, and pursue growth and learning.
• You have high standards, and feel when something is “almost there” and know how to push it over the edge.
• You understand Gen Z culture naturally and have great instincts. You know what feels aspirational, and pay close attention to how brands win.
• You have led brand direction before, and are also comfortable with some execution on a growing team. You’re comfortable owning positioning, campaign architecture, product storytelling, and social strategy.
• You are a creative problem solver. When faced with constraints, you find a way. You think differently and are motivated by building something that is unique, and are unapologetic about being #1
• You are decisive. You can say “no” to ideas that don’t strengthen the brand, even when they’re exciting.
• You’re comfortable working directly with a founder who has big ideas, and you know how to translate vision into reality.

Salary Range: $130k-$160k

Location: Orange County, CA

Reports to: CEO