Vice President of Brand Management

Botanic Tonics

21d

About The Position

At Botanic Tonics, we know our world is fast, noisy and distracting. It can easily leave us feeling tied up, strung out and not ourselves. Maybe you think the more supercharged you are, the better you’ll be. Maybe escape is the only way for you to truly feel free. We’re not judging — we just have a different point of view. Because we’re not a fuel for keeping pace with the rat-race of every day. We’re not an elixir that transports you through the clouds to a tranquil place. We’re kava products with blends of other naturally active ingredients, designed to bring you down to earth and into the present, so you can make the most of every moment. Why waste effort trying to quiet the noise when you can tune into it, to hear the one voice that matters? We believe choosing to engage with the here and now is more fulfilling. It makes us feel good, enriches our lives, and brings out our best selves. Be Present. Be You. When you can truly be there, you feel free. Overview Botanic Tonics is redefining the functional beverage space by creating bold, culturally relevant brands that win where discovery and impulse matter most—the convenience channel. The Senior Director of Brand will serve as the steward and amplifier of the Botanic Tonics brand portfolio, with primary ownership of brand strategy, storytelling, and demand creation. This role is responsible for building brand awareness, cultural relevance, and trial through content, paid media, social, experiential marketing, and field activations, while ensuring the brand shows up powerfully at shelf and in the hands of consumers. The ideal candidate blends strategic brand leadership with scrappy, executional excellence and thrives in a fast-moving, high-growth CPG environment.

Requirements

10+ years of progressive brand or marketing leadership experience, ideally within CPG, beverages, or functional/wellness categories.
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.

Nice To Haves

MBA from top university highly preferred

Responsibilities

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.