• 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. • 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. • 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. • 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. • 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.