Associate Brand Director

Vireo Systems•Nashville, TN

About The Position

The Associate Brand Director is responsible for leading brand strategy and driving growth for ConCret®, a creatine-based health and wellness supplement brand. This role owns brand planning, innovation, and go-to-market execution across channels, working closely with cross-functional partners to translate consumer insights and data into impactful marketing strategies. This role will lead the end-to-end innovation process from white space identification through launch and oversees core brand initiatives including advertising, promotions, content strategy, and annual brand planning. This role manages a team of two and plays a critical role in shaping the future of the ConCret brand.

Requirements

8 -10+ years of related experience in CPG brand management, preferably within supplements, wellness, or performance-focused brands
Bachelor’s degree in Marketing or related field (preferred)
Strong understanding of the CPG space, including competitive strategies, marketing trends, consumer research, and marketing best practices. Familiarity with regulated or science-backed products is a plus
Ability to think strategically to drive long-term brand growth, then translate and execute into an impactful marketing initiative
Proven ability to translate consumer insights and data into effective brand and marketing strategies
Strong analytical skills with the ability to measure performance, evaluate campaign effectiveness, and guide decisions with data
Strong presentation and communication skills with the ability to influence cross-functional partners and senior stakeholders
Self-starter mindset with a bias toward action, accountability, and continuous improvement
Highly organized, able to manage multiple initiatives simultaneously while meeting timelines and budgets
Proficient in Microsoft Office Suite (Word, Excel, PowerPoint, Publisher, Outlook); NetSuite (a plus)
Travel for this role may be required up to 30%

Responsibilities

Develop and execute brand plans and go-to-market strategies that define positioning, messaging, and strategic priorities while aligning consumer insights and business objectives
Lead new product development from ideation through launch, including white space identification, product concept development, and integrated marketing plans to achieve business and financial goals
Create 3-5 year innovation and renovation roadmap, overseeing milestones and execution
Retail, Shopper & Category Insights: Partner with Sales and Digital Marketing to analyze performance drivers, category trends, and growth opportunities, supporting customer-specific strategies with actionable insights
Monitor market, wellness, and performance trends and translate insights into actionable business recommendations
Analyze brand and competitive performance data to identify growth opportunities, optimize marketing investment, and improve efficiency
Manage the marketing budget, assist with Brand P&L management
Partner with internal and external creative partners to develop packaging, campaigns, and brand expression, ensuring all creative aligns with brand strategy and resonates with the target consumer
Own and develop the Marketing Calendar with input from cross functional marketing partners and external agencies
Work with the Digital Marketing Team Manager to ensure monthly content calendar is on message and strategy
Lead communication brief development and manage agency relationships to deliver high-quality, on-strategy campaigns and launches
Lead, mentor, and develop a team of two, including hiring, onboarding, performance management, goal setting, and ongoing coaching
Establish clear roles, workflows, and performance expectations to ensure alignment, accountability, and effective execution
Foster a high-performing, collaborative, and growth-oriented team culture that encourages creativity, development, and continuous improvement
Identify evolving talent needs and contribute to future team structure and capability planning
Other assigned duties as needed