Brand Lead

About Us

SPICE is a restaurant growth platform. We give restaurant partners upfront capital in exchange for dining credits, connect diners with the best restaurants in Riyadh, and turn every payment into something that gives back. We're a small team that moves fast, ships what matters, and believes every decision should create value for us, our partners, and our users.

This role is based in Riyadh. You'll work across every function that touches the brand.

About The Role

This role belongs to someone with strong opinions about taste and the spine to defend them. You read culture, you read rooms, and you can tell in five seconds whether a piece of work earns its place or doesn't.

SPICE has the product, the audience, and the momentum. The next chapter is about brand. Building one that's worth talking about, distinctive enough to belong to, and durable enough to scale beyond Saudi.

You'll work directly with the founding team, and what you build here will shape how SPICE grows its diner base for years.

What You'll Achieve

• Define how SPICE shows up in the world. Own positioning, narrative, and voice. Translate business strategy into clear brand stories. Protect SPICE from drifting toward "discount app" or generic "food platform" territory, no matter the commercial pressure.
• Keep SPICE culturally alive in Saudi. Stay deeply connected to Saudi culture, hospitality, and lifestyle shifts. Spot the conversations and moments worth the brand's attention, and the ones that aren't. Know which lever to pull (press, social, community, owned) for each marketing moment.
• Set the bar for everything that goes out. Review and sign off on creative work across content, social, campaigns, CRM, performance, and PR. The brand bar runs through this seat.
• Own the communications rhythm. The big launches and the steady drumbeat in between: restaurant drops, community moments, partnership announcements, founder POVs. Make sure every brand moment lands like one brand, not a collage.
• Shape how SPICE shows up in press and on stage. Partner with our PR agency to set the bar for how SPICE is introduced to media, restaurant partners, influencers, and consumers. Decide what gets said, by whom, and where. Make SPICE the brand worth writing about.
• Make every collaboration and launch feel like SPICE. Brand partnerships, restaurant launches, activations. Build concepts that make collaborators feel elevated and audiences feel like they're seeing something different. Culturally relevant, not generic.
• Collaborate deeply across SPICE. Work hand in hand with the content and creative team on output, the lifecycle team on retention narrative, the growth team on paid creative, our PR partner on external comms, and the founding team on strategic moves.
  
  

Skills You'll Need to Bring

• You're a great writer with strong taste. Whether it's a brand narrative, a creative brief, a press line, or a caption, you know what makes copy land. You can articulate in real time, in a room, why something is or isn't on brand, and bring people with you.
• You have strong visual taste and judgment. You don't need to be a designer, but you know what premium looks and feels like. You can sketch a moodboard, point at references, and tell a content creator why a frame is or isn't working.
• You're plugged into Saudi culture and the zeitgeist. You read the room on hospitality, lifestyle, luxury, and internet culture. You spot the moments worth jumping on, and the ones to skip.
• You ship, and you push back. You move fast, own the bar, and you're comfortable telling senior people across functions when work isn't there yet. Not adversarial. Just clear.
• You think in campaigns and moments. You see how individual posts, launches, and PR beats connect into something bigger. You can sequence work so it compounds instead of fragmenting.
• You're AI-curious. You don't need to be an expert, but you're willing to use AI tools to move faster and raise the bar on output.
• You have 3 to 6 years of relevant experience in brand, communications, strategy, or creative roles, ideally with a portfolio in premium, lifestyle, hospitality, fashion, luxury, or consumer tech.
  
  

Nice to Haves

• You've launched or scaled a brand in Saudi Arabia before, and you know firsthand what makes it land here versus anywhere else.
• You've worked with PR and creator ecosystems before, whether briefing, measuring, or just navigating them with taste.
• Your background blends in-house brand with agency or consultancy work. You've seen both sides of the brief.
  
  

What We Need From You

To apply, send us one piece of brand work you're proud of. A deck, a case study, a Loom, or a link to existing work