Head of Brand - Brazil

About the role

You will define and execute the brand strategy for Brazil, ensuring that local initiatives remain tightly aligned with the global positioning of Wellhub. You will lead, develop, and manage the local Brand Marketing team in São Paulo, driving performance management, career planning, and succession planning for each member. You will translate global strategy into locally relevant execution by adapting campaigns, tone of voice, and cultural context for the Brazilian market. You will establish and drive the adoption of AI tools such as content generation, research, data analysis, and productivity applications as a standard way of working for the team. You will influence and align brand priorities with cross-functional areas including Social Media, Demand Gen, User Growth, W.E., and Product Marketing through collaboration and data-driven insights. You will manage budget and relationships with brand vendors and agencies in Brazil to ensure quality and efficiency. You will report brand results, learnings, and recommendations to senior stakeholders, including Directors and C-level executives globally. You will ensure consistency of brand guidelines and visual/verbal identity across all local touchpoints, while identifying opportunities for local differentiation that do not compromise global brand integrity.

Key facts

What you'll do

• Define and execute the brand strategy for Brazil, aligned with Wellhub's global brand strategy and long-term vision.
• Lead, develop, and manage the local Brand Marketing team in São Paulo, focusing on performance management, career planning, and succession.
• Translate global brand strategy into locally relevant execution, including campaign regionalization, tone of voice adaptation, and cultural contextualization.
• Establish and drive the adoption of AI tools, including content generation, research, data analysis, and productivity applications, as a standard way of working.
• Influence and align brand priorities with cross-functional teams such as Social Media, Demand Gen, User Growth, W.E., and Product Marketing.
• Manage budget and relationships with brand vendors and agencies in Brazil to ensure quality, efficiency, and scalability.
• Report brand results, insights, and learnings to senior stakeholders, including Directors and C-level executives.
• Ensure consistency of brand guidelines and visual/verbal identity across all local marketing touchpoints and customer experiences.
• Identify opportunities for local differentiation and activation that respect and reinforce global brand consistency.
• Build and maintain strong relationships with local partners, agencies, and media outlets in Brazil.
• Use local market data, insights, and competitive benchmarks to inform positioning, investment decisions, and campaign optimization.
• Build influence over Social Media strategy and execution even without a direct reporting line, through strategic alignment and demonstrated results.
• Negotiate priorities and trade-offs with Demand Gen, User Growth, and Product teams based on data, shared goals, and business impact.
• Adapt communication style and language depending on the audience, whether addressing senior global leadership or local teams.
• Live the Wellhub mission by inspiring and empowering others through genuine care for your own wellbeing and the wellbeing of your colleagues.

Requirements

• Solid experience in brand marketing, including previous roles with team leadership and cross-functional influence.
• Background in high-growth environments and/or regionalized operations, with demonstrated ability to scale initiatives.
• Proven use of AI tools in day-to-day work, such as ChatGPT, Claude, Midjourney, Adobe Firefly, Perplexity, or similar platforms.
• Fluent English for interaction with global stakeholders; native or fluent Portuguese for managing the local team and market effectively.
• Track record of people management with a focus on development, coaching, and documented performance outcomes.
• Experience managing budgets and relationships with external vendors and agencies in a marketing context.
• Strong understanding of brand strategy, positioning, and consistency across global and local contexts.
• Ability to interpret and apply local market data to inform strategic decisions and resource allocation.

Nice to have

• Experience with AI tools specifically applied to marketing workflows and content production.
• Track record of building and influencing cross-functional teams in a matrixed organization.
• Experience in workplace wellness, fitness, mindfulness, therapy, nutrition, or sleep-related markets.
• Prior experience in Brazil managing brand marketing teams or regional operations.
• Demonstrated ability to balance global brand standards with local relevance and differentiation.

Practical notes

This role is based in São Paulo with a hybrid work model, allowing flexibility between office and remote work. Travel may be required within Brazil and to other regions as needed to support business objectives. The position operates in alignment with company policies and employment laws in Brazil. Applications will be reviewed on an ongoing basis until the role is filled.