Brand Experience Designer, Consumer

Location(s): US (remote), Boston (hybrid), or New York (hybrid) - EST preferred

Toast is expanding into the B2C market and is looking for a Brand Experience Designer to define and build the consumer-facing brand that millions of diners will come to know. This role is critical for turning a fledgling brand into one that feels distinct, trusted, and alive at every touchpoint, across product and marketing. The Brand Experience Designer will shape how the Consumer brand looks, sounds, and behaves end to end, setting the standard for how Toast shows up to guests and giving the product and growth teams a shared identity to build on.

Toast is investing in becoming a consumer innovator. We’re using our restaurant and guest data to make dining feel personal and frictionless, and with AI in the mix, we want discovery, booking, and dining to feel genuinely memorable. Our Toast Local app is only one surface. We’re adding social features, exclusive deals, and new ways to reserve and pay. A brand that guests recognize and love is how that experience becomes more than a set of features.

You’d join a small, ambitious Consumer Design team that feels and operates like a startup within a larger company. We have autonomy and the runway to reimagine dining, and we all love to roll our sleeves up and jam together. You’ll report to the Consumer Product Design leader and work shoulder to shoulder with product designers, product managers, engineers, and our marketing and growth partners.

The competition is fierce. We’re up against established brands consumers already recognize. We’re building so that consumers and restaurants thrive and form deep relationships that keep dining a core, sustainable business in our communities. With a brand still finding its shape and a nimble, driven team raring to go, this role is where the brand gets its voice.

The Consumer brand is a sibling to the Toast Core brand, not a sub-brand of it. We honor what makes Toast trusted by restaurants, and we give guests something that feels made for them. What’s shared and what’s distinct is still being decided, and this role helps decide it. If you want a brief with every answer already in it, this isn’t that role. If you want to shape the answers, it is.

We’re looking for a Brand Experience Designer with a proven track record of building consumer brands that people recognize, remember, and feel something about. You’ll be at the heart of our consumer push, defining how Toast shows up to millions of diners and making sure every touchpoint, from a push notification to a receipt, feels like it came from the same place. You’re the type of designer who loves to lead the way but feels there’s nothing too small to dive into.

Brand Vision and Identity: You’ll evolve our Consumer brand into a complete, living identity system: visual language, voice and tone, motion, illustration, photography, and the principles that hold them together.

Brand in the Product: You’ll partner with product designers to bring the brand into the experience itself: onboarding, empty states, celebrations, loyalty moments, transitions, sound and haptics, the emotionally resonant layer on top of the functional one. The brand system is yours. The product design system is shared, and you’ll own its expressive layer (type, color, motion, illustration) so brand and UX read as one thing.

Brand in the World: You’ll set the creative direction for how the brand appears across marketing and growth: launch campaigns, paid and social, lifecycle email and push, app store, and partner moments. You’ll work with marketing, growth, and content partners to make sure the story guests hear is the one the product tells, and build the templates and toolkits that let those teams move fast.

Brand in the Restaurant: This is the surface no competitor has. Toast is already in the restaurant: on the POS, the handheld, the kiosk, the receipt, the host stand. You’ll define how the Consumer brand shows up in those physical and in-service moments, so a guest who found a restaurant in the app feels the same brand when they walk in, pay, and come back.

Craft and Execution: You lead and you make. You’ll raise the quality of the team’s work through crit, pairing, and your own output, in close partnership with other designers, writers, product teams, and engineers. You can bring a brand to life in Figma, in motion tools, or in code, and take a concept from a sketch to shipped, pixel-perfect execution.

Transformative Purpose: This is a rare opportunity to define a consumer brand from the ground up inside a company that’s all-in on the consumer journey. You’ll work in an environment that values experimentation, collaboration, and growth, and your work will be visible, influential, and lasting as it becomes the face of how diners connect with restaurants in an entirely new way.

Unique Data Advantage: Toast knows the restaurants and the guests, and where both are. You’ll use that to make a brand that can be local, not just national: one that flexes by neighborhood, by restaurant, and by occasion without losing itself.

A Brand with Somewhere to Go: The Consumer brand is young. You’ll have the room to make decisions about what it stands for and how it shows up, with a leadership team that wants it to be bold.

We use these tools constantly, and we’re specific about why. We want brand work that’s better because of how you use AI: more directions explored, more variations tested, more of the unglamorous surfaces (lifecycle email, empty states, partner co-marketing) actually designed. You know where it helps and where it produces confident mush.

• 8+ years in brand design for consumer products, with a portfolio that shows a brand you built or meaningfully evolved, applied across product and marketing, and the reasoning behind it. We’ll spend most of the interview in your work.
• You can take a brand strategy to an identity system and an identity system to shipped work, and you’ve done it inside a product design team: you understand design systems, component thinking, and how a brand lives alongside (not on top of) a great UX.
• You’ve worked inside a product design team before and understand design systems, component thinking, and how brand lives alongside (not on top of) a great UX.
• You’re expert in Figma (variables, components, and tokens), fluent in a motion tool like After Effects or Rive, and comfortable enough in code to prototype brand moments and talk tokens, transitions, and haptics with engineers.
• You love to share, learn, and lead by example as much as you love to dive into the details alongside your design, product, marketing, and engineering teammates.
• You can explain the why behind brand decisions to people who aren’t designers, and you welcome the constraints of a sibling relationship to an established company brand.
• You’re a tinkerer at heart: you make things nobody asked for just to see if they’d work.

AI at Toast

At Toast, one of our company values is that we're hungry to build and learn. We believe learning new AI tools empowers us to build for our customers faster, more independently, and with higher quality. We provide these tools across all disciplines, from Engineering and Product to Sales and Support, and are inspired by how our Toasters are already driving real value with them. The people who thrive here are those who embrace changes that let us build more for our customers; it’s a core part of our culture.

Our Total Rewards Philosophy

We strive to provide competitive compensation and benefits programs that help to attract, retain, and motivate the best and brightest people in our industry. Our total rewards package goes beyond great earnings potential and provides the means to a healthy lifestyle with the flexibility to meet Toasters’ changing needs. Learn more about our benefits at https://careers.toasttab.com/toast-benefits.

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