Director of Marketing

Director of Marketing, CNI Brands

Location: Hybrid – New York, NY

About CNI Brands

CNI Brands is an independent, fast-growing craft spirits company representing culturally rich, high-integrity producers across a diverse portfolio. Our leading brands – libélula tequila, Banhez Mezcal, and Combier Liqueurs – anchor a broader collection of exceptional craft spirits rooted in authenticity and place.

As we expand nationally, deepening relationships with key accounts, strategic partners, and consumers, we’re seeking a strategic, culturally fluent Director of Marketing to help shape the next chapter of our portfolio’s growth.

This leader will bring vision, discipline, and creativity to how we build modern spirits brands that stand the test of time. This position will report directly to the CEO of CNI Brands.

Position Overview

The Director of Marketing will lead CNI’s consumer and brand marketing strategy across our portfolio, with emphasis on accelerating the growth of libélula tequila. This is a strategy-first leadership role that works closely with our Brand Marketing & Creative Lead, who owns creative direction, visual identity, and brand expression. Together, you’ll translate insights into compelling ideas, develop integrated programs, and build a thoughtful, scalable marketing foundation.

Your role brings strategic clarity, consumer insight, channel expertise, and operational rigor, ensuring creative work is effective, aligned, and set up for long-term success. You will mentor, support, and empower our internal creative marketing function while focusing on the strategic frameworks that guide their work.

Key Responsibilities

1.     Marketing Strategy & Leadership

·       Develop and lead consumer-led marketing strategy across all brands.

·       Build annual marketing plans, brand roadmaps, budgets, and KPIs.

·       Operate within EOS/90 to set priorities and drive alignment.

·       Partner closely with our creative marketing lead to strengthen creative output through strategy, insights, and clarity.

2.     Brand & Portfolio Growth

·       Define long-term brand strategy, positioning, messaging frameworks, and growth opportunities.

·       Partner with creative to ensure brand storytelling reflects strategic direction.

·       Support packaging, messaging, and content development at a strategic level.

·       Balance portfolio-wide strategy with brand-specific needs – ensuring libélula receives the focus required as a hero brand while also giving thoughtful, strategic attention to our other brands across the CNI portfolio.

3.     Integrated Campaign Development

·       Architect integrated campaigns across digital, social, influencer, experiential, and trade channels.

·       Develop briefs, goals, and channel strategies.

·       Collaborate with Sales on major account programs and activation frameworks.

4.     Digital, Social & Performance Marketing

·       Lead strategy across social, CRM/email, SEO/SEM, paid media, and website optimization.

·       Guide channel effectiveness with KPIs and reporting.

·       Use analytics, testing, and performance tools to optimize efforts.

·       Platforms may include Shopify/Shop, Flodesk, Klaviyo, Google Analytics, Google Ads, Meta Business Suite, TikTok Ads Manager, and social listening tools.

5.     Trade, Field & Experiential Marketing

·       Partner closely with Sales and key distributors to ensure marketing programs, POS, tools, and account initiatives support commercial priorities, strengthening sell-in and sell-through while remaining focused on strategic marketing rather than sales execution.

·       Guide national and regional programs and experiential activations.

6.     Agency, Vendor & Partner Leadership

·       Support creative marketing in the selection of creative agencies, producers, and freelancers.

·       Lead strategy for digital, paid media, research, and PR agencies.

7.     Budget & Operational Excellence

·       Own budgets, forecasting, and ROI measurements.

·       Prioritize investments with a clear business rationale.

·       Build scalable systems, processes, and workflows.

Qualifications

Experience

·       8–12 years in spirits (preferred), CPG, lifestyle, or hospitality marketing.

·       Proven success scaling emerging brands.

·       Strong strategic and digital leadership experience.

·       Mentorship experience.

·       Familiarity with fast-paced, founder-led environments.

Hard Skills

·       Brand strategy, segmentation, and consumer insight development.

·       Digital & performance marketing across Meta, Google Ads, TikTok Ads, SEO/SEM.

·       CRM/email platforms (Flodesk, Klaviyo, Mailchimp).

·       E-commerce platforms (Shopify/Shop).

·       Data analysis, KPI development, attribution, and reporting.

·       Budgeting and resource optimization.

·       Knowledge of EOS/90 or similar operating systems.

·       Knowledge of AI tools and best practices for workflow optimization, creative support, insights, automation, and efficiency across marketing operations.

Soft Skills

·       Collaborative, empathetic, and supportive leader with a strong sense of integrity.

·       Strategic thinker with strong analytical abilities and sound judgment.

·       Excellent communicator who fosters alignment and transparency.

·       Able to elevate creative work through insight, clarity, and thoughtful guidance.

·       Culturally fluent with a deep respect for modern consumer behavior and community trends.

·       Resourceful, structured, and adaptive in dynamic, fast-paced environments.

What We Offer

·       Competitive salary and benefits.

·        A high-impact strategic role helping shape the future of a growing spirits portfolio.

·       A collaborative, creative environment with room to innovate.

·       The ability to make a meaningful mark during an exciting period of expansion.

Physical Requirements

This position requires the ability to perform a range of physical activities. The candidate must be able to lift and carry up to 50 lbs. frequently. The role involves standing, walking, bending, and reaching for extended periods. The candidate should have good manual dexterity and the ability to use hands and arms in handling, installing, positioning, and moving materials.

Benefits

• Salary based on experience
• Paid Vacation
• Paid Holidays
• Bonus Potential
• Transportation Reimbursement
• Cell Phone Reimbursement
• Health and Dental Insurance
• Company sponsored retirement plan

*Please include a link to your portfolio, website, or a selection of campaign case studies demonstrating your strategic leadership and marketing work.

Salary Range: $145,00 to $160,000