Director, Brand Strategy

About Amazfit

Amazfit, the flagship consumer brand of Zepp Health (NYSE: ZEPP), designs award-winning smartwatches and wearables for people who move with passion, from everyday wellness to elite endurance. Available in more than 90 countries across the Americas, EMEA and APAC, the brand is in the midst of a deliberate multi-year transformation from a volume-driven wearable maker into a premium, globally recognized brand.

That transformation is fundamentally about brand: building a premium, globally recognized name that stands for something distinct in one of the most crowded categories in consumer technology, where we compete with the largest names in the world, including Apple, Samsung, Garmin, Fitbit and Polar. The brand brings together movement, performance, recovery and daily wellness, and expresses that through a portfolio spanning entry to premium tiers, a growing roster of athletes, and category and sport partnerships that serve as living proof of what the brand stands for. Winning means standing for something distinct, and saying it with creative conviction.

The Opportunity

This is one of the most critical brand hires in the company. Reporting directly to the Chief Marketing Officer and partnering closely with the CEO, the Director of Brand Strategy is the senior creative and strategic thought partner who shapes what Amazfit stands for as a premium global brand, and how that meaning shows up in the world.

Expectations for this role are high. This is not a social-governance or narrative-translation function. It is a true brand-strategy and creative-thought-partner role: someone who works directly with senior leadership not only to understand and sharpen direction, but to bring new thinking, creative input, cultural observation and original brand ideas that inspire and challenge the leadership team.

What You’ll Own

• Brand positioning & strategy: own the brand strategy and narrative architecture that carry Amazfit’s evolution into a premium, globally recognized brand, distinct in a crowded category.
• Narrative frameworks: build the master brand story and messaging frameworks that connect movement, performance, recovery and daily wellness into one coherent narrative across the full product ladder, from entry tiers to premium lines.
• Brand platform: turn the brand positioning into a durable, ownable brand platform, not a one-off campaign, that product, marketing and regional teams can execute against with consistency, and that category and sport partnerships bring to life as proof points.
• Creative principles: define the creative principles and guardrails that keep global storytelling distinctive and consistent while allowing genuine local relevance across the Americas, EMEA and APAC.
• Brand judgment: provide the high-level brand judgment that sets the bar across the brand’s external expression, detailed further in Brand Stewardship below, setting direction and raising quality rather than managing day-to-day execution.
• Cultural & creative input: bring cultural observations, category foresight and creative provocations that anticipate where sport, fitness and wellness culture are heading, and that inspire and challenge senior leadership.

Brand Stewardship: PR, Social, Agencies & Creative

A core part of this role is providing the brand strategy, creative principles and high-level brand judgment that everything externally facing ladders up to. This is a direction-setting and standard-raising role, not a social-governance, account-management or day-to-day execution function. The aim is to keep the brand coherent, distinctive and on-strategy across every touchpoint, while execution stays with the relevant teams and partners.

• Public relations: set the brand and narrative standard that public-relations work ladders up to; provide guidance on positioning, messaging and tone for major announcements, launches and partnerships, and shape the story the brand tells in earned media and at moments of cultural relevance. The PR and communications team owns media relationships and day-to-day outreach.
• Social: define the creative and narrative principles for how the brand shows up across social platforms globally, guiding tone, point of view and cultural participation, so social expression stays consistent with the brand platform while remaining locally relevant. This is creative guidance and elevation, not post-by-post governance.
• Agencies & external partners: act as the senior brand custodian who briefs, challenges and raises the bar on creative, social and PR agencies and external partners; ensure they are all working to a single, coherent brand platform rather than fragmenting it. A creative conscience and quality bar, not a procurement or account-management function.
• Creative judgment: serve as the senior brand and creative judgment that pressure-tests major campaign, creative and content work against the brand platform before it goes to market, keeping global output distinctive, premium and on-strategy.

How the Role Operates

The operating model for this role is intentionally clear, to keep it senior, independent and free of execution ambiguity:

• The role reports directly to the Chief Marketing Officer and works closely with the CEO as a brand and creative thought partner.
• It provides brand strategy, narrative frameworks, creative principles, social/PR guidance and high-level brand judgment upward; leadership then aligns regional and functional execution teams through the formal structure.
• It remains a senior, independent voice, not a separate command line into regional or execution teams, which keeps the role high-leverage while avoiding confusion over execution ownership.
• It partners closely with, but does not own, major company-level partnership relationships (such as category and sport partnerships), which sit with the global partnerships lead; this role shapes how those partnerships are expressed through the brand.

Who You Are

• Proven brand strategist: A senior brand leader with significant experience owning brand strategy and creative direction for a consumer brand, ideally one navigating a premiumization or repositioning journey.
• Strategic and creative: Equally fluent in rigorous strategy and original creative thinking. You can build the framework and inspire the idea, and you know when each is needed.
• An executive thought partner: Comfortable working directly with a founder-CEO and executive team: confident enough to challenge, generous enough to build on others’ thinking, and credible enough to be trusted with brand judgment.
• Globally minded: You have built or scaled brands across multiple regions and understand how to balance global consistency with local relevance.
• Culturally fluent: You read culture early and translate it into brand meaning, with a point of view on sport, fitness, performance and wellness as cultural forces.
• A force multiplier: You lead through ideas, frameworks and influence rather than headcount, and you raise the quality bar of everyone around you.

Nice to Have

• Experience in sport, fitness, endurance, wellness, health-tech or consumer-technology categories.
• Familiarity with athlete, ambassador and major sport-property partnerships, and how they build brand credibility within performance and endurance communities.
• A track record of brand work that earned recognition for creativity, distinctiveness or category leadership.

Why This Role Matters

Amazfit is at an inflection point: the strategy is working, the product portfolio is strong, and the brand is gaining global recognition. The next chapter is about meaning, making Amazfit stand for something unmistakable in a crowded premium category. This role is where that meaning gets defined. For the right brand leader, it is a rare chance to shape a global brand’s identity in direct partnership with the people steering the company.

We are an Equal Opportunity employer and welcomes everyone to our team. If you need reasonable accommodation at any point in the application or interview process, please let us know. In your application, please feel free to note which pronouns you use (for example: she/her/hers, he/him/his, they/them/theirs, etc).