Vice President of Brand Management

Role Overview

• 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.

Benefits

• Comprehensive Medical, Dental and Vision Plans
• 401k Match
• Family Leave
• PTO & Paid Holiday Schedule