Own and evolve the Botanic Tonics brand strategy, positioning, and voice across all consumer and retail touchpoints.
Translate the company’s mission, product benefits, and consumer insights into compelling, differentiated brand narratives.
Ensure brand consistency while allowing flexibility for speed, testing, and innovation in a disruptive category.
Act as the internal brand authority, aligning Marketing, Sales, Innovation, and Operations around a unified vision.
Lead the development of bold, thumb-stopping content strategies that educate, entertain, and convert.
Oversee paid advertising across digital and social platforms (Meta, TikTok, YouTube, programmatic, retail media), optimizing for awareness, trial, and efficiency.
Own social media strategy, ensuring Botanic Tonics stays culturally relevant, authentic, and community-driven.
Build and scale creator, influencer, and ambassador programs that feel organic to the brand and resonate with core consumers.
Activate the brand through sampling, pop-ups, events, grassroots programs, and local partnerships.
Lead brand strategy and go-to-market execution for new product launches.
Partner closely with Innovation, Sales, and Trade Marketing to ensure launches are optimized for c-store velocity and shopper behavior.
Develop launch playbooks that balance speed, clarity, and impact in a fast-moving retail environment.
Build brand strategies specifically designed for the convenience channel, recognizing its unique shopper dynamics, impulse behavior, and limited real estate.
Collaborate with Sales and Trade Marketing to ensure brand storytelling translates to in-store execution, on-pack messaging, displays, and promotions.
Support selling efforts by helping retailers understand the brand, consumer, and why Botanic Tonics wins at shelf.
Build, lead, and mentor a high-performing brand and creative team.
Manage agency partners across creative, media, experiential, and social.
Establish clear KPIs and performance metrics tied to awareness, trial, velocity, and brand health.
Requirements
10+ years of progressive brand or marketing leadership experience, ideally within CPG, beverages, or functional/wellness categories.
MBA from top university highly preferred
Proven success building brands through content, paid media, social, and experiential marketing.
Direct experience marketing into or alongside the c-store / convenience channel strongly preferred.
Demonstrated success leading new product launches in high-growth environments.
Strong understanding of consumer behavior, cultural trends, and performance marketing.
Experience partnering closely with Sales, Trade Marketing, and Innovation.
Entrepreneurial mindset—comfortable with ambiguity, speed, and hands-on execution.
Passion for building brands that challenge convention and create cultural relevance.