Principal of Brand

Sklum Digital & AI is building one of Europe's most ambitious D2C digital teams — a high-ownership group responsible for transforming a €500M+ home décor business into a category leader across Europe. We operate with a small number of exceptional, senior people, each owning a significant domain end-to-end. This is not a team that optimises inherited systems. We are building from scratch, and we are doing it fast.

We are looking for a Principal of Brand to formulate and own the Sklum brand at the highest level. This is a customer-focused brand leadership role. Brand work here starts with the customer — who they are, what resonates with them, and what makes them choose Sklum over the alternatives. Your job is to build a brand that earns genuine customer loyalty and cultural recognition, not one that projects an image inward or upward.

This is an individual contributor role at executive level. You will operate as a peer at the leadership table, with a direct line to the CPTO. There is no team underneath you. Your leverage is strategic clarity, senior creative relationships, and the ability to shape and hold a world-class agency roster to an exceptionally high bar.

The role operates across a Pan-European scope: nine markets today, with international expansion ahead. You will work closely with the CPTO, the Director of User Growth & Performance Marketing, and the wider Digital & AI leadership team. We are looking for someone who brings genuine executive presence and works comfortably across cultures and geographies.

What you'll be doing

Customer-First Brand Vision and Strategy

Formulate the brand vision for Sklum — grounded in a deep understanding of who Sklum's customers are, what resonates with them, and what makes them choose Sklum over the alternatives. The vision follows from the customer, not from the top down.

Own the brand platform end-to-end: positioning, identity expression, tone of voice, and the standards that govern how the brand is brought to life across markets and customer touchpoints.

Operate as the brand authority at the executive level — the person who holds the line on brand quality, keeps the team honest about customer resonance, and shapes how the business thinks about its identity.

Brand-Led Go-to-Market and Campaigns

Lead brand strategy for product launches and market expansions — you are the brand voice in the room from the earliest stages of GTM planning.

Own brand-led campaign strategy across markets, ensuring creative output is customer-resonant, differentiated, and consistent with the brand platform.

Work closely with User Growth & Performance Marketing to ensure brand and performance channels reinforce rather than contradict each other.

Agency Leadership

Shape and own the creative agency roster: identify the right partners, set the bar, and lead at executive level.

Brief, direct, and evaluate agencies independently — you know when an agency has hit its ceiling and what to do about it.

Establish the standards and ways of working that ensure agency output is consistently excellent and aligned to the brand vision.

Evidence-Led Brand Building

Use customer-resonance testing as a core discipline — not a one-off exercise. Kill what doesn't move customers; double down on what does.

Develop the metrics and frameworks that allow brand health to be tracked, assessed, and reported at executive level.

Bring a rigorous, evidence-led mindset to brand decisions without letting data become a substitute for vision and judgment.

What we'd like to see

• 15+ years of experience in senior brand leadership roles, with a track record that includes operating at or near executive level — whether as a Head of Brand at a D2C scale-up or a Global Brand Director inside a large consumer business.
• Your background is in customer-facing consumer brands — D2C, e-commerce, retail, or lifestyle. You understand what it means to build a brand that earns customer loyalty, not just one that manages stakeholder perception. Candidates whose experience is primarily in corporate communications, financial services, or B2B will not be the right fit.
• You have been the brand leader of a brand that achieved cultural recognition — not just revenue growth. You can point to a specific brand, a specific moment, and walk us through the choices you made to get there.
• Your instinct as a brand leader is to start with the customer — who they are, what resonates with them, what makes them choose you — and build the brand strategy outward from there.
• Demonstrated track record of leading Pan-European brand work across multiple markets simultaneously, at scale. Experience beyond Europe is a strong plus.
• Proven ability to shape and lead a creative agency roster at executive level: briefing, evaluating, negotiating, and replacing partners when necessary.
• Builder's mindset: you have built brand functions and brand identities before, not just inherited and maintained them. You are energised by greenfield, not intimidated by it.
• Strong commercial instinct — you understand how brand investment connects to customer acquisition, retention, and long-term business value.
• Fluency in Spanish and English is required. Additional European languages are a plus.

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Why work with us?

This role sits at the core of Sklum's transformation from a well-regarded European scaleup into a brand customers genuinely love. Sklum has the revenue, the distribution, and the product — what it doesn't yet have is the emotional pull to match. That is what this role exists to build: a brand that starts with the customer and earns their loyalty, not just their attention.

You will report directly to the CPTO, operate as a peer at the executive table, and have real authority over the brand decisions that matter. This is not a role where brand strategy gets diluted by committee — it is a role where the right person can leave a lasting mark on a business that will be operating at significant European scale.

Sklum is PE-backed, profitable, and growing. The business is based in Valencia — Mediterranean coast, year-round sun, an international community expanding around the city's growing tech and creative industries, and a cost of living that makes most European capitals difficult to justify. Open to candidates in other Spanish cities. Relocation support is available.

Benefits you can enjoy

• Health insurance
• Hybrid / remote policy
• Relocation policy
• Employee discounts

Join our dream, join the Sklum Team!

At our company, we are firmly committed to guaranteeing equal opportunity for all people in our workplace, building an inclusive and equitable environment. We value each employee for their talents, skills, and contributions, regardless of their race, religion, colour, origin, gender, sexual orientation, age, marital status, or disability.