Senior Director of Marketing - DTC/Beverage

About the Role

Key Responsibilities

• Define and evolve the brand voice, story, and visual identity across all consumer and trade touchpoints.
• Lead the development of compelling messaging and creative campaigns that resonate with core consumer segments.
• Own the go-to-market strategy for new beverages across energy, focus, and wellness categories.
• Partner with Product, R&D, and Sales to ensure successful product positioning, packaging, pricing, and market rollout.
• Build and execute 360° launch plans for retail, wholesale, and DTC channels.
• Oversee performance marketing, lifecycle marketing (email/SMS/loyalty), and content marketing strategies to drive customer acquisition and retention on DTC platforms.
• Develop retail and wholesale marketing programs supporting field sales, retail activations, trade promotions, and in-store visibility.
• Collaborate with key retail partners on joint marketing initiatives.
• Lead the evolution of digital and social media strategies to drive community growth, engagement, and conversion.
• Oversee content development and influencer/affiliate partnerships aligned with wellness lifestyle trends.
• Build and lead a high-performing marketing team, including internal staff and external agency partners.
• Define and track key marketing KPIs across brand awareness, engagement, conversion, and retention.
• Own and manage the marketing budget to ensure efficient use of resources with measurable ROI.

Requirements

• 10 years of progressive marketing leadership experience, ideally in CPG, functional beverages, wellness, or lifestyle brands.
• Proven success launching consumer products across multiple channels (retail, wholesale, DTC).
• Strong command of both brand strategy and performance marketing.
• Experience leading omnichannel campaigns and scaling digital marketing ecosystems.
• Exceptional storytelling, project management, and cross-functional collaboration skills.
• Deep understanding of modern wellness consumers and trends in functional nutrition and beverages.
• Experience managing and mentoring a marketing team, with a hands-on leadership style.

Nice to Have

• Previous experience in a startup or high-growth environment.
• Strong network of agency and industry partners.
• Passion for wellness, health optimization, or lifestyle performance.

Qualifications

• Experience managing and mentoring a marketing team
• Proven success in launching consumer products across multiple channels

Benefits & Perks

• Health, Dental, Vision
• Great Compensation plan