Role Overview

We're looking for a creative, visionary Brand Lead to protect, evolve, and champion Baya's narrative. Our name means "the environment" (bi'ya), and your mission is to make our eco-friendly, plastic-free ethos a way of living households adopt and trust — not just a product feature.

Baya is building a sustainable lifestyle, not just a sustainable brand. You'll own everything the consumer sees, reads, and feels — extending that world beyond the product itself by nurturing a genuine community, growing our advocates, and positioning Baya as a daily companion in the modern household.

This is a senior, highly collaborative role working directly with the Head of Growth and Founder to shape brand, community, and commercial strategy at the leadership table — not just execute it. You'll oversee product launch concepts, direct website layouts, write high-converting copy, design community activations, and build our affiliate and advocacy programs.

Key Responsibilities

Community Building & Brand Movement
Build and grow the Baya community across digital and physical spaces, turning buyers into loyal households who see Baya as part of how they live. Lead the narrative shift from "sustainable product" to "sustainable lifestyle," developing the content pillars and brand world that make Baya the household's trusted guide. Create the moments that inspire organic advocacy.

Affiliate & Advocacy Growth
Own the creative side of Baya's affiliate and ambassador program — recruiting, onboarding, and equipping affiliates and micro-influencers, and scaling it into a real growth channel. Build toolkits and messaging frameworks that keep the voice on-brand. Partner with the Head of Growth to tie affiliate activity to measurable acquisition.

Product Launch Strategy & Web Merchandising
Define creative positioning, USPs, and target personas for every new product, always framed within the Baya lifestyle. Blueprint website content structure and layout for new products, and curate bundles, perks, and affiliate-exclusive offers that reward the community.

Copywriting & Creative Identity
Act as the gatekeeper of the Baya voice across packaging, website, email, social, and community materials. Direct designers and creators to keep visuals aligned with our minimalist, premium, community-driven identity.

Experiential Offline Campaigns & Retail Support
Conceptualize and direct offline activations (pop-ups, festivals, workshops) that build real-world community and advocates. Partner with the retail pipeline to deliver on-brand end-caps, shelf-talkers, and point-of-sale materials.

Reporting & Collaboration

Works directly with the Head of Growth and the Founder, aligning brand, community, and commercial strategy so Baya's creative vision and business goals move as one.

Qualifications & Requirements

• 4+ years in brand management, creative direction, or copywriting within premium lifestyle, beauty, or consumer goods. Experience building brand communities or affiliate/ambassador programs is a strong plus.
• A portfolio showcasing strong copywriting, product launch campaigns, community/advocacy initiatives, and visual direction across digital and print.
• Strong eye for UX/website layout and spatial design for physical activations.
• An empathetic, visual storyteller who loves community-building, believes in sustainable living, and knows how to tie emotional values to commercial design.

Why Baya

Baya is a brand at a genuine inflection point — the product, the community, and the channels are already there. This is a chance to shape how a growing movement of households experiences sustainable living, working directly with the Founder and Head of Growth to build a brand world from the ground up, not inherit one that's already set.