Head of Brand, DTC Health & Wellness

About Us

Hyprwork is a fast-growing operator that builds and scales direct-to-consumer brands in health and wellness. Our flagship brand, Rejuvacare, proved the model, with products like RejuvaKnee that help adults reclaim mobility and live with less pain, trusted by over 400,000 customers and shipping primarily to the United States. We have scaled 12x in a single year to nearly 150 people across more than 15 countries, and our focus now is building and scaling the next generation of brands in the portfolio. We are remote-first, async-first, and we hold a high standard of accountability across everything we do.

The Role

This is a senior role that owns the strategic brand and product vision across our brands, with the focus now on the newer brands in the portfolio. It reports to the CEO, and you will build the team around it.

Our brand challenge is claims-led, not product-led. The outcome we promise, real relief and better living, is not visually self-evident the way a fashion or shapewear product is. A shapewear brand can let the product speak for itself; we cannot. Our brand has to build belief through claim, mechanism, and story, and it has to do that within compliance. A strong fashion or product-led track record does not automatically transfer to this problem.

You will own brand positioning, narrative, voice, and identity, and the vision extends into product itself: digital product, including claims and UX and UI at a directional level, physical product and the packaging experience, social media, and the UGC that increasingly carries our brands. This is brand and product vision that performs and sells, not brand for its own sake.

What You Will Own

Brand foundation. Owning positioning, narrative, and the messaging architecture across the portfolio, with a focus on the newer brands.

Identity and guidelines. Owning brand voice, visual identity, and tone, and the guidelines that hold them consistent as the company scales.

Product vision. Directional ownership of the product experience: digital product including claims and UX and UI at a surface level, physical product, and the packaging experience.

Social and UGC. Steering social media presence and the UGC engine so the brand shows up consistently and credibly where customers actually are.

Brand meets performance. Partnering with performance and creative so brand and direct response reinforce each other, and claims are built and tested responsibly and compliantly.

Team and brand health. Building and leading the brand team over time, and tracking brand health so the customer's perception informs how we build.

What We Are Looking For

A senior brand or brand-and-product leader for DTC consumer brands, ideally health, wellness, supplements, or other claims-led categories, with the maturity to build and lead a team.

A track record building brand and product vision from a low base: positioning, messaging, identity, and the connection into product, packaging, and social, not just maintaining an existing brand book.

A real grasp of claims-led health and wellness: how to build belief through claim and mechanism within compliance, and why a strong fashion or product-led track record does not automatically transfer.

Comfort operating inside a performance and direct-response environment, where brand is expected to drive conversion, not only to build awareness.

Native or near-native English, with the editorial and aesthetic judgment to own brand voice for a US audience and to represent the brand to US media and partners.

Nice to Have

Experience in health and wellness, supplements, or the 55-plus demographic, a creator or influencer ecosystem background, packaging and product-marketing experience, and experience launching new brands from zero.