Vice President Brand and Creative Remote

Pearl | David's Bridal

Position Overview

We are seeking a highly creative, strategic, and hands-on Vice President of Brand & Creative to own and bring to life the Pearl and David's Bridal brands across every consumer, business, retail, digital, and media touchpoint.

This leader will be responsible for the day-to-day stewardship and evolution of both brands, including brand identity, positioning, tone of voice, creative direction, messaging, and storytelling. They will ensure that Pearl and David's Bridal each have a distinctive and compelling brand identity while working together as part of a connected ecosystem.

This is a hands-on leadership role for someone who is as comfortable creating the work as they are leading the people behind it. We are looking for a builder and a doer who brings strong creative instincts, exceptional storytelling abilities, and the ability to turn ideas into exceptional execution. This person will work shoulder-to-shoulder with internal creative teams, writers, producers, and agency partners to develop concepts, shape narratives, refine copy, solve creative challenges, and bring campaigns and content to life.

The VP will lead three core functions: Creative & Design, Copy & Editorial, and Media & Programming. This includes creative and editorial oversight of The Wink, blogs, Love Stories TV (e.g. podcasts, original programming, and the broader Pearl digital media network), in close partnership with leadership and existing production teams.

The ideal candidate combines the strategic thinking of a brand leader, the taste and executional ability of a creative director, the storytelling instincts of an editor, and the operational discipline to deliver exceptional work in a fast-moving organization

Key Responsibilities

1. Brand Ownership, Voice & Storytelling

• Serve as the day-to-day brand owner for both Pearl and David's Bridal, responsible for how each brand looks, sounds, communicates, and connects with its audiences.
• Own and evolve brand positioning, identity, personality, messaging frameworks, tone of voice, and storytelling across all channels.
• Build and maintain distinct brand narratives for Pearl and David's Bridal that reinforce their individual value propositions and complementary relationship.
• Translate enterprise strategy, business priorities, products, partnerships, and innovation into compelling brand stories that resonate with consumers, wedding professionals, and business audiences.
• Develop and maintain brand guidelines, voice and tone frameworks, visual identity systems, and editorial standards.
• Personally contribute to the development and refinement of brand narratives, campaign concepts, messaging, headlines, scripts, and other high-impact creative work.
• Ensure brand consistency across digital, retail, social, editorial, media, and corporate touchpoints.
• Act as a trusted brand steward and creative problem-solver across the organization, helping teams translate business needs into compelling communications and experiences. 

2. Hands-On Creative Leadership & Execution

• Lead and actively work alongside the in-house creative team, including designers, art directors, copywriters, editors, and content creators.
• Participate directly in brainstorming, concept development, creative production, writing, editing, and execution.
• Drive the development of creative concepts and storytelling for brand campaigns, seasonal initiatives, product launches, and major business priorities.
• Work closely with external agency partners, providing direction while also actively collaborating on creative strategy, ideation, production, and problem-solving.
• Review, edit, and elevate creative work, providing specific, actionable feedback that improves both the quality of the output and the capabilities of the team.
• Step into the work when needed, whether refining a headline, rewriting a narrative, shaping a campaign, developing a brief, or helping the team meet a critical deadline.
• Balance strong creative instincts and high standards with a practical, solutions-oriented approach that drives work forward.
• Ensure creative teams and agency partners operate as an integrated extension of the business rather than separate production resources.

3. Creative & Design 

• Oversee the creative and design function responsible for campaign creative, brand systems, visual storytelling, graphic design, photography, video creative, and asset production.
• Lead creative development across websites, ecommerce, advertising, organic social content, email, retail, editorial, and corporate initiatives.
• Maintain a cohesive and differentiated visual identity for both Pearl and David's Bridal.
• Own creative standards and brand presentation across David's Bridal retail environments, including signage, promotional materials, and guest-facing visual communications, in partnership with Retail Operations.
• Establish efficient creative processes, including briefs, workflows, production schedules, reviews, and approvals.

4. Copywriting, Editorial & Content

• Own brand voice, copywriting quality, editorial strategy, and storytelling standards across Pearl and David's Bridal.
• Lead and actively contribute to copy development across campaigns, websites, digital marketing, brand initiatives, product storytelling, and other communications.
• Oversee the editorial vision, content calendar, writing, editing, and production of The Wink.
• Lead the development of blogs, editorial articles, guides, interviews, features, and other written content across both brands.
• Ensure content is engaging, differentiated, audience-relevant, and aligned with brand voice and business objectives.
• Partner with SEO and digital marketing teams to align editorial content with organic discovery and engagement opportunities.
• Collaborate with Media Sales on sponsored editorial and branded content development, while advertising sales and commercial relationships remain with the media organization.

5. Digital Media, Love Stories TV & Original Programming

• Partner with Pearl media leadership to shape the creative and editorial direction of the Pearl Digital Media Network.
• Provide creative leadership for Love Stories TV, podcasts, original programming, video series, and other multimedia properties.
• Work directly with existing production leaders, writers, hosts, and producers on programming concepts, storytelling, formats, scripts, and creative quality.
• Help develop and refine original content franchises that extend Pearl's brand reach and strengthen its content ecosystem.
• Ensure each media property maintains its unique identity while reinforcing Pearl's broader brand strategy.
• Collaborate with media leadership on branded entertainment, sponsored content, and advertising integrations from a creative and editorial perspective.
• Support cross-platform content development and repurposing to maximize the value of existing creative assets.

6. Cross-Functional & Agency Collaboration

• Serve as a hands-on creative and brand partner to Marketing, Communications, Social, Ecommerce, Product, Retail, Media, and Partnerships.
• Collaborate closely with agency partners, contributing directly to strategy, concepts, messaging, and execution rather than solely overseeing agency deliverables.
• Own creative asset development and brand alignment for designer collaborations, licensing initiatives, wholesale programs, activations, and brand partnerships.
• Support corporate, executive, and investor communications through storytelling, presentation design, visual communications, and creative content development.
• Partner with Social Media on content concepts and production, while channel management, publishing, and distribution remain with the Social team.
• Champion consistency and creative excellence across internal and external teams

7. Team Leadership & Creative Operations

• Lead and develop three integrated pillars: Creative & Design, Copy & Editorial, and Media & Programming.
• Build a culture of collaboration, accountability, creative excellence, and hands-on problem-solving.
• Coach and mentor team members through direct collaboration, constructive feedback, and active participation in the creative process.
• Manage creative resources, workflow prioritization, project timelines, budgets, agencies, and external partners.
• Establish clear KPIs related to brand consistency, creative quality, content production, operational efficiency, and on-time delivery.
• Identify opportunities to improve team productivity and content scalability through emerging technology and AI-enabled creative tools.
• Maintain a willingness and ability to personally execute when needed, while developing a team capable of delivering consistently excellent work.

Qualifications

• 12+ years of experience in brand, creative direction, copywriting, editorial, content, or related disciplines, with demonstrated leadership experience.
• Proven experience owning and evolving consumer-facing brands, including visual identity, tone of voice, messaging, and storytelling.
• A strong portfolio demonstrating both strategic creative thinking and personally developed or directly executed work.
• Exceptional writing, editing, conceptual, and storytelling abilities.
• Experience leading multidisciplinary creative teams while remaining deeply involved in day-to-day creative development and production.
• Demonstrated success collaborating directly with creative agencies, production partners, and cross-functional business teams.
• Experience across integrated campaigns, digital content, editorial publishing, video, and multimedia storytelling.
• Strong creative judgment, attention to detail, and ability to deliver high-quality work under tight deadlines.
• Ability to move fluidly between high-level brand strategy and detailed creative execution.
• Strong project management, prioritization, and operational skills.
• Experience in consumer lifestyle, fashion, retail, ecommerce, publishing, or media preferred.

What Success Looks Like

• Two strong, differentiated brands: Pearl and David's Bridal each have a clear identity, voice, personality, and compelling story, consistently expressed across every touchpoint.

• Exceptional creative work: Campaigns, content, and brand experiences reflect a high standard of creativity, storytelling, and execution.

• A true player-coach: The VP actively elevates the work by creating, writing, editing, and solving problems alongside the team.

• A unified creative ecosystem: Internal teams, media producers, and agency partners work collaboratively and efficiently.

• Strong editorial and content output: The Wink, blogs, Love Stories TV, podcasts, and original programming demonstrate consistent quality and creative direction.

• An empowered, accountable team: Creative, editorial, and media teams have the guidance, support, and structure to deliver great work at scale.