Head of Brand

Office Address: 8845 Research Drive, Suite 120, Irvine, CA 92618

Employment Type: Full-Time

About Brelia

Brelia is a newly founded, U.S.-focused premium DTC wellness brand designed for U.S. adults focused on beauty, wellness and personal style.

Designed for U.S. adults who value beauty, well-being, and self-expression across the many roles of everyday life, Brelia explores a more graceful way for technology to live alongside personal style. We believe connected wellness can feel warm, intuitive, and beautifully integrated — becoming a natural part of how customers dress, move, live, and care for themselves.

Brelia brings together refined design, meaningful health insights, and the quiet confidence of everyday wellbeing. With a design-led approach, we create smart wearables that are elegant enough to be styled as jewelry, yet thoughtful enough to support a deeper connection with one’s body and daily rhythm.

Although Brelia is a new brand, it is built with the discipline and technical foundation of an experienced consumer health technology team. Our founder is also the creator of YUNMAI, a smart health technology company established in China in 2014. With more than a decade of proven experience in smart hardware development, supply chain execution, connected wellness products, and end-to-end digital experiences, our founding team brings the product depth, operational reliability, and entrepreneurial drive required to build a category-defining brand from the ground up.

As Brelia prepares to enter the U.S. market, our ambition is to shape a new generation of wellness wearables — where elegant design, thoughtful technology, and everyday self-expression come together naturally.

Who We Are Looking For

Mandatory Core Qualifications

• Hands-on end-to-end brand operation experience within U.S. consumer, beauty, fashion or wellness verticals; deep expertise building and scaling DTC direct-to-consumer channels independently with full strategic decision authority.
• Direct experience building cross-functional teams from scratch at early-stage startups is a strong plus.
• Fluent written & verbal English communication ability, capable of representing the brand to US media & partners.
• Comfortable operating within a fast-growing early-stage startup environment.
• We offer competitive cash compensation alongside long-term equity incentives as additional leadership benefits.

Preferred Experience

Proven track record owning brand positioning, GTM strategy and full-cycle marketing execution for North American DTC wellness brands.

Report directly to the Founder, take full ownership of North America brand strategy, local team development and end-to-end market execution.As the founding brand lead, you will shape the core brand narrative, market positioning and go-to-market roadmap from 0 to 1 for our jewelry-inspired smart wearable wellness line.Leverage our parent industrial supply chain and hardware R&D advantages to build localized brand operation systems, expand DTC consumer channels and drive sustainable brand growth across the U.S.

Key Responsibilities

• Develop and own the complete DTC brand foundation including positioning, mission, visual identity, tone of voice, and go-to-market strategy
• Craft compelling, emotionally resonant brand storytelling that authentically connects with our core U.S. audience focused on beauty and daily wellness.
• Build and manage a sustainable micro-creator ecosystem end-to-end: sourcing, partnership development, negotiation, campaign execution, and relationship building
• Lead creative direction and visual decision-making: brief photographers, designers, and partners to ensure consistent, premium brand aesthetics
• Develop and execute organic, community-focused marketing strategies to drive brand awareness, engagement, and loyalty
• Collaborate cross-functionally to align brand, product, and consumer experience
• Drive end-to-end execution with a hands-on approach, including copy development, content direction, and campaign delivery

Requirements

• Proven experience building a DTC brand from 0 to 1 in an early-stage, pre-Series A or pre-launch environment
• Direct, hands-on experience developing and managing micro-creator partnerships (not solely agency-led)
• Strong ability to define and deliver brand voice, storytelling, and copy direction
• Exceptional aesthetic judgment with the ability to direct visual identity, creative assets, and brand expression
• Ability to thrive in a lean, fast-paced environment with strong execution and self-direction
• Full-time in-office role based in Irvine, CA.

Preferred Qualifications

• Experience in wellness, health tech, jewelry, fashion, or premium lifestyle DTC brands
• A strong personal sense of content and social media intuition
• Existing creator or influencer network in Los Angeles Metropolitan Area
• Track record of building a brand from obscurity to strong market recognition

Compensation

• Total annual cash compensation range: $200,000–$300,000, including base salary and annual performance bonus. Base salary will be determined based on candidate's experience and background. Annual performance bonus tied to brand & revenue target delivery.
• Long-term incentive: Restricted stock options available for core leadership team members; full equity grant and vesting details will be shared during formal compensation discussions post-interview with the CEO.

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