Job Title: Director of Marketing
Reports to: CEO
Location: Remote
Status: Full-time/Exempt
About the Company:
ROAR is redefining hydration for a new generation. In a category that has become overly serious and hardcore performance obsessed, ROAR stands for something different: hydration that is expressive, effortless, and rooted in real life. Built for people who move, connect, and live life out loud, ROAR delivers complete hydration with vitamins, antioxidants, and electrolytes - all with just 20 calories and 3g of sugar or less per bottle.
More than a beverage, ROAR is a cultural signal - bright, approachable, and fun. It rejects the intensity and rules of traditional hydration in favor of something more human: joy, spontaneity, and the kind of movement that doesn’t need a scoreboard. This positioning has resonated with consumers and retailers alike driving strong momentum across both natural and conventional retail, where ROAR continues to expand rapidly and now ranks as the #2 brand in the natural channel within the enhanced water category.
Role Overview:
The Director of Marketing will lead the marketing strategy by translating brand strategy into integrated marketing plans that drive consumer demand, brand awareness, and product growth. This role requires a hands-on marketing leader with strong execution discipline who can define and execute comprehensive marketing plans, oversee the marketing function, and collaborate cross-functionally to bring new and existing products to market.
The Director will serve as the central integrator across internal teams and external partners - owning the day-to-day marketing decision making and positioning the function for long-term leadership as the company scales. The ideal candidate has a strong track record in brand building, a deep understanding of consumer marketing in food and beverage or CPG, and experience managing internal and external partners to achieve business goals.
Key Responsibilities:
Brand Strategy & Management:
- Own and evolve the annual marketing strategy in alignment with company growth objectives, brand positioning, and product innovation priorities - ensuring consistency across all channels, packaging, and consumer communications.
- Lead consumer and market research efforts, translating insights on trends, competitive dynamics, and consumer behavior into actionable strategies that strengthen brand positioning and drive growth.
- Oversee new product launches end to end, working with R&D, sales, and supply chain to develop product messaging, coordinate go to market timelines, and create supporting marketing collateral.
Demand Generation & Channel Marketing:
- Develop and execute integrated marketing programs across digital, retail, and eCommerce designed to generate consumer demand, drive in store conversion, and build measurable incremental lift.
- Oversee digital marketing - including website, email, SEO/SEM/GEO, paid media, social, and eCommerce platforms - providing strategic direction to internal team members and external partners, ensuring alignment with brand objectives and the promotional calendar.
- Collaborate with the sales team on aligning marketing programs with priority accounts and regions, leveraging retail data (e.g., SPINS, Nielsen), with marketing metrics, to evaluate marketing impact and inform future planning.
- Oversee the creation of sales enabling marketing materials - including sell sheets, case studies, POS displays, and presentations - to support field and retail initiatives.
Team, Agency & Partner Management:
- Manage and develop the Brand Marketing Manager, setting clear priorities, fostering strong execution, and ensuring alignment with overall marketing objectives.
- Direct external agency partners across creative, media, and digital disciplines - providing clear briefs, managing performance against objectives, and ensuring high-quality, on-brand execution within budget.
- Oversee cross functional project timelines and resource coordination, ensuring all marketing initiatives are delivered on time and to standard across internal teams and external partners.
Performance & Analytics:
- Own the marketing budget - setting allocation priorities across channels, agencies, and programs - and manage spend to maximize ROI against business objectives.
- Establish and maintain a marketing performance framework - defining KPIs, reporting cadences, and ROI metrics across campaigns and channels - to enable data-driven decision making and continuous optimization.
- Apply strong creative and analytical judgment to evaluate campaign effectiveness, packaging, and marketing assets, ensuring work is compelling, on-brand, and driving measurable consumer behavior.
Qualifications:
- Bachelor’s degree in Marketing or related field.
- 7+ years of progressive CPG marketing experience, including leading integrated marketing execution, ideally within the beverage CPG industry.
- Proven success in developing and executing strategic marketing plans that drive brand growth, product launches, and consumer engagement and measurable campaign impact.
- Strong expertise across digital, retail, DTC, and integrated marketing channels.
- Demonstrated experience managing campaigns across SEO/SEM/GEO, email, social media, display, and CRM through internal teams and external partners.
- Strong creative judgment, with experience evaluating and optimizing campaigns to drive performance.
- Experience managing external agencies and cross functional teams to deliver integrated marketing programs.
- Proven ability to execute in fast moving, high growth environments with limited budgets and resources.
- Strong project management and prioritization skills with a focus on execution and delivery.
- Experience driving consumer demand in retail driven CPG businesses, with an understanding of how marketing translates to in-store performance.
- Strong working knowledge of omnichannel marketing, with the ability to integrate efforts across channels rather than specialize in a single function.
- Proficient in analytics and marketing tools (e.g., Google Analytics, Shopify, etc.)
Success in this role will be defined by:
- Consistent, high-quality execution of on-brand marketing programs across all channels.
- Demonstrated ability to drive consumer demand, engagement and advocacy, and measure incremental campaign impact using retail and marketing data.
- Strong alignment between marketing, sales, and external partners.
- Effective management of agencies and marketing resources within budget.
- Clear, data driven decision making and continuous optimization of marketing efforts.
- Ability to operate independently and drive progress with minimal oversight while maintaining alignment with strategic direction.
Who you are:
- Passion for brand building and consumer engagement.
- Highly collaborative with strong communication and cross-functional leadership skills.
- Hands-on self-starter.
- Able to manage multiple projects in a fast-paced environment.