-196 is not a brand you manage; its a brand you build. As a critical growth driver for North America, -196 is rewriting what a Japanese vodka seltzer can be in the US market. Built on proprietary Freeze Crush Infusion technology and a distinct brand world inspired by Japanese culture, -196 is a rare opportunity to lead a high-visibility brand that is still being shaped. You will not be handed a playbook. You will be expected to write one. Role Responsibilities Brand Strategy & Leadership  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. Creative Strategy & Campaign Development  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 -196s distinct visual identity, tone of voice, and positioning.  Lead the creative launch strategy for 2027 innovation in partnership with the Brand Director and cross-functional teams, bringing new products to life in a way that is on-brand, culturally relevant, and commercially effective.  Stay close to Gen Z culture, platform trends, and the competitive RTD landscape so the brand is ahead of the market rather than reacting to it. Commercial & Analytical Acumen  Support brand P&L management, including budget planning, deployment, and ROI tracking in partnership with finance.  Analyze Nielsen/Circana consumption data, household penetration, velocity, distribution, and depletion performance, then translate findings into clear strategic recommendations.  Lead the PDCA process to continuously evaluate what is working, what is not, and what needs to change, bringing a genuine point of view to every performance conversation.  Partner with commercial marketing and sales leadership to develop trade tools, programming, and field execution plans that drive velocity in priority markets and accounts. Cross-Functional Engagement  Build and maintain strong cross-functional relationships across insights, commercial marketing, finance, and sales to ensure brand plans are grounded in business reality and executable in market.  Serve as the day-to-day liaison between global brand teams and the US market, facilitating alignment on strategy, priorities, and execution.  Represent -196 with distributor partners, key retail accounts, and external stakeholders.  Contribute to agency briefings and reviews in partnership with the Brand Director, bringing a strong point of view on creative, media, and programming work. Planning & Execution  Lead brand programming across off-premise, on-premise, and ecommerce channels in partnership with commercial marketing teams.  Manage brand budget deployment and tracking with rigor, ensuring spend is tied to measurable business outcomes.  Develop and maintain trade communication materials including sell sheets, educational content, and market toolkits.  Spend time in market consistently, seeking feedback from field marketing, distributors, and consumers to stay close to execution realities and competitive dynamics. Qualifications This role is for someone who makes a path, not someone who needs one. The ideal candidate:  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.  Willingness to travel 15 to 20% domestically. The salary range for this role is $165,000 to $180,000 depending on location and experience. While relocation, immigration, and/or tax compliance support are not guaranteed, we may offer assistance to successful candidates depending on factors such as role requirements in accordance with company guidelines.