Senior Director of Brand Marketing

Fishwife Tinned Seafood Co.

17h

About The Position

Fishwife has become one of the buzziest brands in food and beverage. We've built our reputation on sold-out pop-ups and cookbook tours, collaborations with Whole Foods Market, Sweetgreen, Glossier, Lisa Says Gah, Fly By Jing, and countless more, and an Instagram and TikTok presence that Rachel Karten's Link in Bio named the best in the industry. This role builds what comes next. You'll own brand at Fishwife end to end — positioning, campaigns, partnerships, creative direction, and press — and lead the team that brings it to life. We've built a brand people are obsessed with; now we need someone to make sure that obsession shows up in 11,000+ doors, on shelf, in the press, and in every campaign we run, not just in the feed. You'll build the annual brand plan, own a real budget, hire and grow a small team, and work directly with our CEO on the collabs and cultural moments Fishwife is known for.

Requirements

7+ years in brand marketing, with at least 2 managing people
Built and shipped integrated campaigns end to end at a consumer brand — you can walk us through one you owned, what it cost, and what it did
CPG experience with retail distribution strongly preferred; you understand that brand has to work on a shelf, not just a phone
Exceptional taste and exceptional judgment about whose taste to trust. You can art direct and you can hire people better than you
A strong writer and editor. Fishwife's voice is specific, funny, and unmistakable — you need to be able to hear it, extend it, and teach it
Real experience negotiating and running brand partnerships, including budgets and deal terms
Fluent in brand measurement and comfortable defending a spend that doesn't convert on a 7-day click window
Startup speed with a genuine ownership mentality — you'll have a lot of rope and very little process
You still like making the work, not just approving it. We're 19 people; there's no layer to hide behind

Nice To Haves

Food and beverage
Press and earned media relationships in food, lifestyle, or culture
Experience opening a new category or educating a market

Responsibilities

Own Fishwife's brand strategy, positioning, and voice as we scale from cult favorite to household staple
Build and own the annual brand calendar and integrated campaign plan, aligned to commercial priorities across DTC, Amazon, and retail
Define brand health measurement — awareness, consideration, affinity — and report on it to leadership
Lead brand work behind new product launches — narrative, naming and launch creative — supporting the commercial go-to-market plan
Lead integrated campaigns from brief to launch across social, email, paid, packaging, events, and press
Serve as creative director for the brand: set the bar, set the briefs, give the notes, protect the voice
Manage the freelance and agency roster — photographers, editors, designers, PR — and hold them to quality and timeline
Own brand standards across every touchpoint, including guidelines for in-store and on-shelf execution
Own brand partnerships strategy in collaboration with the CEO; shape the annual collab calendar and decide which opportunities are worth the brand
Lead evaluation, negotiation, and execution of major collaborations and co-branded launches, partnering with commercial and sales to execute when partnerships expand into brand marketing budget retail channel
Own earned media and PR strategy, including agency management, and build relationships with the writers and editors who cover this category
Manage, coach, and grow the brand team — Social Media Lead to start, with room to build
Set clear priorities and quality standards, and give real feedback
Own the brand marketing budget and make the tradeoff calls on where it goes
Partner closely with Growth to make brand and performance work as one system, not two silos
Provide brand direction and creative assets for retail activation — demos, displays, collateral, key account programs
Communicate strategy, results, and tradeoffs clearly to leadership