Director of Brand and Creative

About Wiley X:

LINK: Who is Wiley X? (youtube.com)

Inspired by a singular purpose of “building the world’s best protective eyewear”, U.S. Army Veteran Myles Freeman Sr. founded Wiley X in 1987. Over the years, we've become an iconic American brand and the most trusted name for protective eyewear. Brothers Dan and Myles Jr. continue to build on their father’s legacy while leading the brand to innovate new eyewear products without compromising protection.

Today, our company creates premium protective eyewear for a wide range of customers who serve, work, and play in life’s harshest environments.

We value motivated self-starters who aspire to be part of an organization focused on long-term success. Our vision is to be the leading provider of innovative eye protection worldwide, empowering individuals to pursue their passions and professions with confidence. Our team is supported by an inspiring culture and leadership grounded in never compromising, protecting, and trusting.

Position Summary:

The Director of Brand & Creative is responsible for shaping how Wiley X shows up in market. From product launch narratives to creative systems that fuel performance across every channel. This role bridges long-term brand equity with short-term commercial execution, ensuring that every launch, campaign, partnership, and creator activation is both strategically sound and creatively compelling. The Director will architect scalable go-to-market frameworks, elevate the creative process, modernize influencer strategy, and lead collaborative brand partnerships that expand revenue impact. They will operate at the intersection of brand vision and measurable growth.

Responsibilities & Essential Functions:

• Go-To-Market (GTM) Strategy & Launch Excellence
• Design and lead the company-wide GTM playbook across product launches, seasonal moments, and promotional windows.
• Translate product positioning into cohesive launch narratives spanning paid media, retail, digital, PR, and partnerships.
• Build structured launch frameworks including timelines, asset matrices, content briefs, and success KPIs.
• Partner cross-functionally with Growth and Ecommerce to ensure alignment from concept through post-launch performance review.
• Establish post-mortem processes to continuously improve launch efficiency and creative impact.
• Brand Strategy & Narrative Development
• Refine and evolve the long-term brand platform, ensuring it remains differentiated, relevant, and commercially effective.
• Develop clear positioning architecture across key customer segments (tactical, outdoor, lifestyle, etc.).
• Define messaging hierarchies that ladder from campaign concept to product-level storytelling.
• Lead annual and quarterly brand planning cycles grounded in consumer insights & competitive whitespace.
• Safeguard brand integrity while allowing flexibility for channel-specific adaptation.
• Partner with PR agencies and media contacts to develop earned media strategies that amplify brand storytelling, product launches, and partnership moments while ensuring message consistency.
• Creative Direction, Systems & Optimization
• Oversee end-to-end creative development across campaign, performance, retail, and owned channels.
• Build scalable creative systems that support both brand storytelling and high-velocity performance testing.
• Partner closely with paid media teams to create a feedback loop between creative output and conversion data.
• Implement structured creative testing roadmaps (hooks, formats, messaging angles, UGC vs studio, etc).
• Improve workflows, briefing standards, asset management, and production timelines to increase efficiency and output quality.
• Elevate visual identity, art direction standards, and production consistency across all touchpoints.
• Influencer & Creator
  • Develop a tiered influencer strategy across ambassadors, tactical creators, and performance-driven UGC partners.
  • Identify and cultivate long-term creator relationships with Wiley X’s brand values and communities.
  • Structure creator partnerships to drive both awareness and conversion.
  • Establish content usage rights, amplification plans, and whitelisting strategies.
  • Build measurable frameworks to evaluate ROI across influencer and creator investments.
• Co-Collaborated Brand Partnerships
  • Identify strategic collaboration opportunities with aligned brands, organizations, and partners.
  • Lead concept development for co-branded capsules, limited releases, and partnership storytelling.
  • Structure collaboration models that drive mutual value (distribution, audience growth, PR impact, revenue).
  • Oversee creative execution, launch storytelling, and integrated promotional support.
  • Evaluate performance and impact of partnership initiatives.
• Leadership & Team Development
  • Lead and mentor creative, brand, and influencer team members.
  • Set clear performance expectations and foster a culture of accountability and experimentation.
  • Manage external agencies, production partners, and creative vendors.
  • Allocate budget strategically across brand, creative production, partnerships, and influencer investments.

Required Skills/Abilities:

• Proven track record of building and evolving a brand voice across digital platforms.
• Experience with performance marketing creative (Meta, Google, TikTok, etc.).
• Strong storytelling ability with a balance of creative vision and analytical understanding of what drives performance.
• Leadership skills with the ability to manage cross-functional collaboration
• Proven ability to operate in a fast-paced environment, reacting with urgency, agility, sound judgement and often without specific direction
• Proven ability to manage through and lead change
• Expertise in developing and implementing brand strategies based on consumer insights, market data, category trends, and the competitive environment

Minimum Qualifications:

• 10+ years in brand, creative, or marketing leadership roles (DTC/e-commerce preferred).

Physical Requirements:

• Must lift 25 pounds
• Sitting and standing required throughout the day.
• This role is based at the Wiley X headquarters in Frisco, Texas with a hybrid working schedule.

Why Join Us:

• Culture: At Wiley X, we foster a culture of never compromising, trust, and service, where every voice is valued, and success is a shared journey.
• Sense of purpose: Joining Wiley X means sharing a common mission and vision with your peers, empowering you to make a meaningful impact on the organization’s objectives.
• Professional Growth: Every day, we strive to cultivate an environment conducive to continuous learning and development, providing opportunities for you to enhance your skills.
• Team Collaboration: You have the opportunity to embrace the chance to engage daily with diverse teams, fostering creativity and innovation through the exchange of shared ideas and perspectives.

EEOC

At Wiley X, we are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and employees. All aspects of employment including the decision to hire, promote, discipline, or discharge, will be based on merit, competence, performance, and business needs. We do not discriminate based on race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local laws.