Company Description
Beer Girl was founded in 2023 by Caroline Foulk as a mission to create a "better-for-you" beer option. Originating from her family brewery, Wagon Wheel Brewing Co., the brand focuses on crafting gluten-reduced, zero-sugar, easy-drinking lagers made with corn instead of wheat, catering to individuals seeking balance and wellness. Beer Girl has quickly grown into one of Southern California's fastest-emerging beer brands. Passionate about inclusivity and quality, Beer Girl serves everyone, especially those who appreciate beer that’s light and refreshing. Must be 21+ to enjoy responsibly.
The Role in a Nutshell
We are seeking a high-octane Senior Brand Manager to serve as the primary execution engine
for a beverage brand experiencing explosive, top-tier growth. You will be the "CEO’s Right
Hand," translating high-level vision into flawless market execution.
This role is for a seasoned CPG operator who can walk into a room, catch a flying idea, and
build the infrastructure to make it land perfectly across a massive footprint.
Key Responsibilities
1. Founder Vision & Strategic Partnership
- The "Mind-Reader": Your primary goal is to deeply understand and protect the Beer Girl
- Founder’s Vision. You will spend your first 30 days immersing yourself in the brand’s
- "why," ensuring that every decision you make is an extension of the Founder’s intuition.
- The Bridge: Act as the operational bridge between vision and market reality. Participate
- in strategy sessions to "pressure test" ideas for scalability and ROI.
- Autonomous Ownership: Take a brief brain dump from the CEO and turn it into a
- 360-degree project plan with clear milestones.
- Proxy Decision Maker: Serve as the final approval layer for brand assets and critical
- decision-making when the CEO is unavailable. You are the "second-in-command" for the
- brand identity.
2. National Retail & Omnichannel Velocity
- Retail Launch & Growth: Lead the charge on national and regional retail launches. You
- don't just "launch", you make sure launches see velocity and you know how to drive it.
- Oversee digital and in-market strategies including tastings, brand ambassador programs,
- and UGC content.
- POS & Merchandising: Partner with Field Marketing Managers to oversee the design,
- production, and logistical fulfillment of POS displays. Once a concept is approved, you
- are the ultimate execution lead for production.
- Field Support: Ensure Field Marketing teams are armed with the tools they need to win
- locally. Master the art of prioritizing local versus national marketing needs.
- Seasonal Merchandise: Oversee the development of seasonal merch to scale brand
- presence. Own the production timelines and design workflows from concept to delivery.
3. Digital Strategy & Campaign Leadership
- 360° Campaigns: Project manage all seasonal and product-launch campaigns across
- digital, PR, and physical events. You will manage a high-performing team of in-house
- staff and freelancers.
- Digital Thought Leadership: Lead the digital marketing strategy. While you have a
- team to help execute, you must be the expert on what drives engagement and ROI in the
- digital space.
- Influencer & PR: Oversee high-level partnerships and influencer programs, ensuring
- every collaboration reflects our standards, brand, hits growth targets and is on budget.
4. Brand Integrity & Team Management
- Brand Guardian: Review every consumer touchpoint - from social copy to retail
- shelf-talkers, to ensure it is 100% on-brand in voice and visual identity.
- Resource Management: Manage agencies and freelancers, ensuring all work is
- high-quality, on-time, and strictly within budget. You are the "buffer" that keeps the CEO
- from having to manage day-to-day freelancer questions.
Who You Are
CPG Veteran: Significant experience in CPG marketing, specifically having lived
through a "rapid scale" phase. You understand distributors, retailers, the digital and field
landscapes.
Intuitive Operator: You have a "sixth sense" for brand voice. You can hear a Founder's
idea and instinctively know how to make it look, feel, and sound like Beer Girl.
Zero-Instruction Operator: You thrive in ambiguity. You don’t ask "What do I do
next?" you say "Here is the plan for what I’m doing."
The "Generalist" Specialist: You are equally comfortable reviewing a P&L, critiquing a
social edit, and talking to a POS manufacturer about lead times.
Logistically Minded: You have a "spreadsheet brain" but a "creative eye." You
understand that a great idea is worthless if it doesn't arrive at the warehouse on time.
This is a rare opportunity to be the operational lead of a brand during a pivotal growth phase.
You will have a seat at the table for all major strategic decisions and the autonomy to help run
the marketing department as the CEO’s most trusted marketing partner.