Responsibilities

• Own development and execution of the -196 brand strategy for the US market, including annual planning and three-year growth planning.
• Shape integrated campaign strategies that build brand equity, drive trial, and accelerate velocity in priority markets.
• Write compelling creative briefs that translate brand strategy into clear, actionable direction for agency partners.
• Present brand performance in monthly business reviews, commercial leadership meetings, and global alignment sessions with a clear point of view on what the data means and what should happen next.
• Identify white space, emerging consumer occasions, and channel opportunities, and bring forward recommendations without waiting to be asked.
• Serve as a brand steward for -196, ensuring consistency and integrity across consumer, trade, and internal touchpoints.
• Lead campaign development from strategic brief through creative development, production, and in-market execution across ATL, BTL, digital, social, experiential, and influencer channels.
• Partner with creative, media, PR, and influencer agencies on an ongoing basis, bringing a strong, informed point of view and holding partners to high standards.
• Lead creative feedback sessions with clarity and conviction, providing build-focused direction that elevates the work rather than simply critiquing it.
• Ensure brand communications, assets, and programs reflect -196's distinct visual identity, tone of voice, and positioning.

Requirements

• Has 8 to 10 years of brand marketing experience, with meaningful tenure in RTD, beer, or high-growth beverage alcohol. Strong CPG backgrounds will also be considered if they demonstrate speed and judgment in ambiguous, resource-constrained environments.
• Has led creative strategy and campaign development on consumer brands, with the instincts to know what great work looks like and the conviction to push for it.
• Has built brand strategy from scratch on an emerging or challenger brand, not just executed against an established playbook.
• Thrives in ambiguity, takes initiative without waiting for direction, and comes to every conversation with a point of view that can be defended.
• Makes trade-offs, prioritizes clearly, and is comfortable learning fast when something does not work.
• Can drive the consumer narrative in senior leadership settings with data-backed storytelling and strategic conviction.
• Works collaboratively across cross-functional teams and agency partners, contributing to the work rather than simply coordinating it.
• Has strong analytical instincts and can move fluidly between Nielsen data, household panel data, and brand health metrics to tell a coherent business story.
• Brings genuine curiosity about Gen Z culture, Japanese brand positioning, and what it takes to build a challenger brand in a crowded category.
• MBA preferred.

Preferred

• MBA preferred.