Director of Marketing

Orchid Holistic Search - East Boulder, Colorado

Come join the cleaner, crisper corner of the kombuchaverse. At Rowdy Mermaid, we believe that kombucha should be as delicious as it is good for you. That's why we created the first line of non-alcoholic, low-acid kombucha infused with functional botanicals, herbs and mushrooms. This is art melded with science to produce easy-to-drink, delicious, family-friendly beverages. We are freaks and foragers at heart who are obsessed with what we do. We honor nature, lean into science, daringly push boundaries, and aim to be neighborly with our geographic and virtual communities. We are proudly based in Boulder, Colorado. Rowdy Mermaid is seeking a Director of Marketing to join the rowdy team based at our Boulder, CO office. This is a key leadership position for the company and is accountable for implementing brand strategy, brand activation, translating company vision into revenue-driving opportunities, and commercializing new products. This role will refine and manage our brand voice and gain brand awareness by initiating strategy, tactics and programs to create interest, demand and recognition. Growing revenue and protecting the brand are musts. This position requires a highly motivated individual with credibility and experience in the CPG/natural products space; someone who is a strategic leader with a can-do attitude amidst a small team. Curiosity, creativity and an eye for design are key. This position will report into the VP Sales & Marketing. This role includes but is not limited to:


• Build brand equity, consumer engagement, and big ideas that drive continued transformative growth

• Develop and execute annual marketing plans/programs to drive trial and penetration of the brand

• Build consumer and digital and influencer community strategies to drive brand engagement and loyalty

• Execute PR programs to drive brand visibility and be the voice of the brand

• Oversee and further develop Field Marketing program

• Partner closely with the sales team to drive integrated marketing / sales commercialization plans in key customers and new channels. Lead the development and execution of retailer-specific opportunities

• Lead development and commercialization of new product projects in conjunction with the cross-functional team

• Develop appropriate messaging and content to reach consumer targets, and achieve desired results across all channels

• Refine and maintain a consistent brand image throughout all external communications, packaging, website, content creation, promotional items and events

• Analyze and share key industry insights that guide discussions around new products and approaches

• Develop and scale direct-to-consumer, e-comm and alternate marketplace channels, including developing product and pack strategies

• Identify opportunities to integrate company values and founder story into programming and partnerships

• Manage consumer response (website, consumer affairs)

• Develop and build capabilities of marketing and consumer response teams (Direct reports: 2-3)

• Oversight of marketing budget


• Minimum of 7+ years of experience in brand/consumer products marketing roles including prior experience with both big and entrepreneurial company experience

• Prior leadership level experience building an emerging brand, working in entrepreneurial environments with constrained resources. Must be able to work fast and leave ego at the door to get a job done

• Experience scaling direct-to-consumer and e-comm platforms

• A relentless passion to drive the business forward and achieve desired results • Possess key functional expertise across advertising, promotion, PR, digital marketing, market research, e-comm, and innovation

• Relevant experience with activation opportunities at key retailers (Whole Foods, Sprouts, Kroger)

• Key leadership characteristics: leadership/drive for results, collaborative, flexible, strong communicator, entrepreneurial, ability to roll up sleeves, big idea thinker, integrity, passionate, energetic

• Outstanding management and team building skills

• Ability to deal with ambiguity and adapt to changing business conditions

• Positive and enthusiastic. Hardworking, self-starter, persistent, and dependable

• Candidate must be a proficient user in POWERPOINT, WORD, EXCEL, and SPINS/Nielsen

• Role available to Colorado residents, and/or those open to relocation


• MBA preferred

• Passion and experience with functional chilled beverages

• Has a love for natural products, keeps pace with the industry, and champions brands

• Experience with a high-growth emerging brand

Posted On: Tuesday, October 20, 2020

Position Contact
Angela Marturano
(313) 449-1340
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