Director of Brand Marketing

About Us

At Plant People, we’re building one of the fastest-growing modern wellness brands in the country. The company was founded after two friends turned to the healing potential of functional mushrooms and herbs during their recovery from traumatic spinal surgeries. What began as a personal journey back to health became a mission to help more people experience the power of plants in everyday life.

Today, we create delicious, clean, and effective gummies designed to help people sleep deeper, focus better, feel calmer, and live well. We’re proud to be B Corp and Climate Neutral Certified, and our products are carried by leading retailers including Whole Foods Market, Target, Erewhon, REI, Sprouts, JetBlue, and other forward-thinking partners nationwide.

Who We Are

Plant People is scaling fast and serious.

• We're hands-on and all-in – Everyone here builds. We take ownership, move fast, and stay scrappy. Whether it's launching a new SKU or jumping in on a last-minute shoot, we show up ready to solve, not sit back.
• We lead with story, backed by data – We're obsessed with how things look, feel, and resonate—but we also love performance metrics, A/B tests, and sharp pivots. Creative and analytical thinking live side by side here.
• We care deeply – About wellness. About the planet. About our customers. We're here because we believe there's a better way to help people feel good, and we want to build it together.
• We give a damn – About the details, the deadlines, the tone of a subject line, the flavor of a gummy. We sweat the small stuff because that's what earns trust and builds brand love.
• We communicate clearly – We believe feedback is fuel. We speak with intention, listen with curiosity, and work collaboratively — even when we disagree.
• We stay curious – We pay attention to what's happening in culture, in science, in our community. We're always learning—and never afraid to change our minds.

The Role

We’re looking for a Director of Brand Marketing to make Plant People one of the most talked-about wellness brands in America. What seems like marketing magic to most people is simply your process…you know that virality isn’t luck—it’s strategy, creativity and relentless execution.

This person will lead the ideas that put Plant People at the center of culture—from unexpected brand partnerships and experiential activations to retail moments, ...creating campaigns, partnerships and experiences that naturally earn media coverage, creator attention and consumer conversation. You’ll be responsible for creating the kinds of marketing initiatives that people screenshot, post, and tell their friends about. Whether it’s launching an immersive café takeover, creating a viral partnership with another beloved brand, developing a retail activation that drives shoppers into stores, or building a campaign that earns national attention, your job is simple: make Plant People impossible to ignore. And, when all is said in done, you are the one to translate these moments into measurable outcomes and data that propels the business forward.

This role is equal parts creative director, brand strategist, partnership builder, storyteller and business leader. We’re looking for someone with incredible taste, an exceptional network, and a deep understanding of what makes brands relevant today. Ultimately, your success will be measured by one thing: growing brand awareness in our online and offline world that translates into traffic at retail, Amazon and PlantPeople.co. Your north star is simple: build the kind of brand people discover organically, recommend to friends, seek out at retail and search for by name.

This role reports to the head of Marketing and work closely with the Co-Founder & CEO.

What You’ll Do

* Own Plant People’s overall brand strategy and campaign roadmap, ensuring every campaign builds relevance, awareness and long-term brand equity.

* Dream up and execute culturally relevant campaigns that generate earned attention, organic conversation and long-term brand love—not just impressions.

* Work alongside Senior Brand Marketing Manager to develop signature partnerships that become synonymous with Plant People—from cafés and hotels to fitness studios, retailers, hospitality groups, creators and culturally relevant brands.

* Develop the tentpole moments that anchor our brand calendar each year

* Set the strategy for experiential marketing programs—from pop-ups and retail activations to community events and unexpected brand moments—that generate buzz and earned media.

* Identify cultural white space before competitors do, spotting emerging trends, communities, behaviors and partnership opportunities that can make Plant People part of the conversation.

* Cultivate relationships across the wellness, food, hospitality, fitness, creator and lifestyle ecosystems to continuously unlock new collaboration opportunities.

* Set the brand storytelling POV across organic social and content, with your Content Marketing Strategist owning channel strategy and execution

* Oversee campaign creative from concept through execution, partnering with our Senior Brand Marketing Manager and external creative partners.

* Direct the earned media agenda in partnership with your Senior Brand Marketing Manager and PR agency, moving press from announcements to a genuine awareness engine

* Develop retailer-specific marketing campaigns that increase traffic and velocity at partners like Whole Foods, Target, Sprouts, Wegmans and other key retailers.

* Partner closely with Growth, Sales, PR and Creative to ensure brand campaigns create measurable business impact across DTC, Amazon and wholesale.

* Measure campaign performance across awareness, earned media, social engagement, traffic and sales, using insights to continuously improve future initiatives.

Qualifications

* 5 years leading brand marketing for a high-growth consumer brand, agency or lifestyle company that’s gone from $10M to $100M

* Demonstrated experience creating culturally relevant marketing campaigns that generated meaningful earned media, organic social reach or viral attention.

* Demonstrated ability to create marketing moments people talked about, not just campaigns people saw.

* You instinctively know which brands, creators, cafés, events and communities people are paying attention to, and how Plant People should authentically show up alongside them.

* Exceptional creative taste. You know the difference between something that's merely trendy and something that feels timeless, premium and culturally relevant.

* Proven track record developing successful brand partnerships and collaborations with other consumer brands, creators or cultural institutions.

* Deep network across consumer brands, hospitality, wellness, food & beverage, fitness, creators, media and experiential marketing.

* Exceptional creative instincts with the ability to recognize trends before they become mainstream.

* Strong understanding of how brand awareness translates into retail velocity, Amazon growth and DTC performance.

* Experience launching brands or products into retail environments and developing marketing that drives shoppers in-store.

* Experience managing and developing marketing talent

* Comfortable operating with lean budgets by leveraging partnerships, creativity and earned media instead of relying solely on paid advertising.

* Strong project management skills with the ability to move quickly across multiple initiatives.

* Highly entrepreneurial, resourceful and comfortable building new programs from scratch.

* Passion for wellness, functional nutrition and building iconic consumer brand

Company Benefits

We prioritize the well-being of our team. As a growing company, we strive to offer meaningful perks and benefits, including:

* Opportunity to help shape one of the country’s fastest-growing supplement brands

* Equity participation program, allowing employees to share in the company’s long-term success

* Competitive compensation

* Competitive vacation, PTO and sick day policies

* Competitive paid parental leave policy

* Company-subsidized medical, dental & vision programs

* Benefits Program: 401(k) retirement savings plan

* Benefits Program: Dependent Care Flexible Spending Account (DCFSA) to help offset eligible childcare expenses

* Benefits Program: Annual summer work-from-anywhere policy (all August)

* Benefits Program: Additional vacation days and sabbatical opportunities for long-term employees

* Benefits Program: Wellness reimbursement program (gym memberships, groceries, meditation and more)

* Benefits Program: Quarterly company-wide mental health days

* Benefits Program: Free product and friends & family discounts

* Team-building events, offsites and social gatherings

* Hybrid work structure with flexibility

* Ongoing career development and growth opportunities

* A thoughtful, motivated team that values both balance and excellence