Vice President of Brand Management - United States

At Botanic Tonics, we believe being present is powerful, but in today's world it's very hard to do this a lot of the time. We exist to help people make the most of every moment—to reset, re-think, and then re-engage with themselves, others, and the world around them. · feel free ...

Job description

At Botanic Tonics, we believe being present is powerful, but in today's world it's very hard to do this a lot of the time. We exist to help people make the most of every moment—to reset, re-think, and then re-engage with themselves, others, and the world around them.

feel free products are thoughtfully crafted with noble kava root and other functional botanicals that have been used for centuries. Our feel free CLASSIC tonic and capsules contain noble kava root and natural kratom leaf, delivering calm, focused energy without caffeine. Our feel free Kava Maté combines noble kava root with yerba mate for elevated, sustained energy with 60mg of natural caffeine per serving. These unique blends are designed to create a state of chilled energy, helping to clear your mind and elevate your mood, so you can be more present and in the moment.

Founded in 2020, we now serve over 6 million servings monthly and are available in more than 27,000 retail locations nationwide. Our premium plant-based supplements are manufactured in an FDA-registered, cGMP-certified production facility in Broken Arrow, Oklahoma, where quality, science, and safety guide everything we do.

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 Vice President of Brand Management 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.

Brand Vision & Strategy

• 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.

Content, Paid Media & Social

• 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.

New Product Launches

• 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.

Retail & Commercial Partnership

• 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.

Team & Agency Leadership

• 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.

Qualification

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

Botanic Tonics is an equal employment opportunity employer. Candidates are considered for employment without regard to race, creed, color, national origin, age, sex, religion, ancestry, veteran status, marital status, gender identify, sexual orientation, national origin, liability for military service, or any other characteristic protected by applicable federal, state, or local law. If you are interested in learning the status of your application, please note you will be contacted directly by the appropriate human resources contact person if you are selected for further consideration. Botanic Tonics reserves the right to defer or close a vacancy at any time.