Responsibilities

• Brand Strategy: Own the brand strategy, positioning and message hierarchy in the US and UK.
• Brand Distinction: Keep the brand distinct from fake alcohol, soft drinks, wellness shots and generic “better for you” drinks.
• Tone of Voice: Protect the tone of voice across every touchpoint.
• Campaign Planning: Build the annual campaign calendar across DTC, Grocery, Amazon, trade, paid media, CRM, PR, organic social and content.
• Campaign Platforms: Plan key seasonal and commercial moments and develop campaign platforms that can stretch across paid creative, trade assets, email, site, PR, retail media, sampling and social.
• Commercial Alignment: Work with Growth and Sales so brand activity is tied to real commercial priorities.
• Creative Leadership: Brief and lead Brand Creative across campaign assets, photography, art direction, design, content and brand worlds.
• Paid Creative Collaboration: Work closely with the Performance Creative Lead so paid creative is fast, effective and still recognisably Mother Root.
• Retail Activation: Partner with the Head of Sales and Trade Marketing to build retail activation plans.
• Shopper Assets: Translate campaigns into shopper-facing assets: POS, shelf talkers, sampling scripts, retailer.com content, trade decks, serve cards and demo materials.
• Shoppers’ Understanding: Make sure shoppers quickly understand what Mother Root is, when to drink it, how to serve it, and why it is worth the price.
• Asset Coherence: Support Grocery, Amazon, Ocado, independents and future US retail expansion with coherent brand and campaign assets.
• Trade & Calendar Connection: Connect trade moments with the wider campaign calendar.
• Paid Creative Agenda: Work with the Head of Growth, Paid Social Manager and Performance Creative Lead to shape the paid creative agenda.
• Paid Learning: Understand what is winning in paid and help translate that learning into the wider campaign and content system.
• Brand vs Performance Balance: Help balance direct-response clarity with long-term brand distinctiveness.
• PR Management: Ensure PR consultants and shape the founder and category story.
• Community & Social: Work with community and social leads to keep the brand close to its customers.
• Organic Publishing: Use organic social as an important publishing, community and creative-learning channel.