Brand Marketing Manager

Traditional hydration beverages fail to provide targeted functional benefits specifically for women. Unwell is seeking a Brand Marketing Manager to build upon this opportunity by leading Unwell Hydration’s product marketing efforts. Unwell Hydration is the first consumer product from Unwell; Alex Cooper’s Gen Z Media and Lifestyle Network. Launched in partnership with Nestle, Unwell Hydration outsold the category leader during its exclusive release at Target in Q1 and continues to gain momentum as distribution expands. Our latest flavor Blackberry Acai debuted with Amazon on Prime Day 2025. A full slate of Unwell consumer product expansion is also on the horizon.

About the Role

As the Brand Marketing Manager, you’ll lead brand positioning, storytelling, and integrated marketing efforts across all consumer touchpoints to build awareness, deepen engagement, and drive sales. This role is ideal for an entrepreneurial brand leader with GTM experience in CPG, who knows how to combine cultural relevance with data-driven strategy to scale disruptive brands.

Responsibilities

Brand Strategy & Positioning

• Own and evolve the Unwell brand strategy, voice, visual identity, and consumer messaging across all channels
• Lead market research, trend analysis, and consumer insights to ensure the brand stays relevant and differentiated
• Maintain brand consistency across packaging, campaigns, content, and retail

Team & Cross-Functional Leadership

• Partner with Creative, Social, BD, and external agencies to bring ideas to life
• Manage budgets, timelines, and resources across multiple initiatives
• Project manage consumer-facing Hydration initiatives

Oversee the end-to-end execution of product campaigns:

• Press / Comms: Work with internal and external comms team and agency partners to define media angles and secure earned coverage
• Organic / Paid Social: Brief and collaborate with the social team on content strategy and assets; develop paid campaigns to support conversion and awareness
• Email / Owned Channels: Drive email marketing strategy with a focus on awareness, trial, and community
• Experiential / Field: Bring the brand to life IRL—own event strategy and execution in key markets and at cultural events

Qualifications

• 5–8 years of experience in brand marketing, ideally in CPG or beverage
• Strong strategic thinker with experience owning GTM strategies from idea to execution
• Creative and culture-savvy—you understand what makes people pay attention
• You thrive in fast-paced, startup environments where you can own, build, and iterate
• Excellent communicator and cross-functional collaborator
• Deep knowledge of the social, influencer, and media landscape
• Passionate about wellness—but not the annoying kind