Senior Brand Manager, US RTD -196

Overview In this role you will own the US brand strategy for -196, a Japanese vodka seltzer, driving growth through integrated campaigns and market leadership. You’ll work closely with cross-functional teams and agencies to craft compelling narratives, identify white space, and bring products to life. The position blends strategic planning, creative leadership, and data-driven decision making to build a challenger brand in a dynamic market. You will shape the brand’s identity and execution to deliver momentum in priority channels and occasions. Responsibilities Own and execute the -196 brand strategy for the US, including annual and 3-year growth plans Shape integrated campaigns to build equity, drive trial, and accelerate velocity in priority markets Write briefs translating strategy into clear direction for agencies Present brand performance with data-driven insights in reviews and leadership meetings Identify white space and opportunities and propose recommendations proactively Act as brand steward ensuring consistency across consumer, trade, and internal touchpoints Lead campaign development from strategy to in-market execution across ATL, BTL, digital, social, experiential, and influencer channels Partner with creative, media, PR, and influencer agencies and uphold high standards Lead creative feedback with build-focused direction to elevate work Ensure -196 visuals, tone, and positioning are consistent across assets Lead the 2027 innovation launch strategy with cross-functional teams Stay aligned with Gen Z culture and RTD competitive landscape Key requirements 8–10 years of brand marketing experience in RTD, beer, or high-growth beverage alcohol Leadership in creative strategy and campaign development for consumer brands Experience building brand strategy from scratch for emerging or challenger brands Ability to operate in ambiguity, take initiative, and defend viewpoints Strong prioritization, fast learning, and data-backed storytelling skills Proven ability to drive consumer narrative in senior leadership settings with data Collaborative work style with cross-functional teams and agency partners Strong analytical skills with Nielsen and brand health data to tell a business story Genuine curiosity about Gen Z culture and Japanese brand positioningMBA preferred; willingness to travel 15–20% domesticallycollaborativeinitiativedata-driven storytelling Nielsen data analysis Circana data analysisPDCA process