Director, Communications, Media & Social Engagement

ABOUT WIP

Wip™ is building the next generation of energy.

We create category-defining energy pouches and modern energy products designed for performance, consistency, and portability. Built for how people actually live and work, without the drawbacks of traditional formats.

The caffeine category is enormous and structurally outdated. Consumer behavior has changed, formats have not. Wip exists to lead that shift through smarter formats, cleaner formulations, and disciplined execution. What began with energy pouches is expanding into a broader platform for energy innovation designed to move faster, travel better, and perform wherever life demands.

We are building a brand with edge. Confident, modern, and culturally fluent. A brand that respects performance but does not take itself too seriously. Designed to stand out on shelf, in hand, and in real life, and to feel as good as it performs.

We are scaling across retail and e-commerce, assembling a high-performing team, and building the operating foundation required to lead a new category.

Our Opportunity

The $190B U.S. caffeine market is dominated by legacy players and outdated habits. Despite its size, the category has seen little meaningful innovation in format, function, or consumer experience.

Wip is unlocking a new way to access energy. Our pouch-based products deliver premium, functional ingredients in a format that’s easier to use, more portable, and more cost-effective than traditional options. The result is a better experience for modern consumers—and a powerful platform for expansion.

We are building a brand and product ecosystem with the potential to reshape consumption behaviors, expand retail footprints, and scale a high-growth direct-to-consumer business.

Our Team

Wip is building a once-in-a-generation energy company, and we are assembling a team of aggressive, entrepreneurial builders to do it. We move fast, take ownership, and hold ourselves to a high standard. This is a place for people who want real responsibility and are motivated by building, not maintaining.

Our team spans R&D, brand, sales, operations, growth, and people, working closely to solve hard problems and move the business forward. We value intensity, clarity, and execution—and we expect everyone to show up ready to contribute.

If you thrive in fast-moving environments, take pride in your work, and want to help build something category-defining from the ground up, we want to meet you.

THE ROLE

At Wip, we are creating a new category in energy and building a brand that defines culture. The Director, Marketing – Communications, Media & Social Engagement will lead how the world hears about, talks about, and engages with Wip. This role is about generating heat and impact. You will own strategy and execution across social, media relations, earned media, paid media, influencer, and messaging. Your job is to make sure Wip is out in front, driving credibility, awareness, and demand.

This is not a maintenance role. It is about acceleration. We need a leader who understands the media environment of today, who knows where attention is moving before other brands arrive, and who can create the stories and content that people want to share. You will guide a team that can move fast and execute at the highest level while setting a vision that inspires the entire organization.

Key Responsibilities

Brand Storytelling and Voice

• Develop and own Wip’s storytelling architecture across social, PR, influencer, media, and internal communications
• Ensure a single, clear, and powerful voice across every platform and audience
• Translate brand priorities such as product launches, retail expansion, partnerships, and cultural activations into stories that travel and scale
• Align the company around a consistent narrative that drives both category creation and cultural credibility

Media Relations and PR

• Design and execute a modern media strategy that ensures Wip shows up in the right places at the right time
• Anticipate where attention is moving across media, podcasts, Substacks, cultural platforms, and emerging formats, and secure placements that position Wip as a leader
• Build and maintain strong relationships with journalists, editors, podcasters, and producers across business, consumer, lifestyle, sports, and culture
• Deliver credibility-driving coverage such as business press, leadership platforms, and product innovation stories, as well as demand-driving coverage such as lifestyle, culture, and consumer press
• Manage all aspects of reactive and crisis communications with clarity and speed
• Partner with agencies where valuable but set the vision and standard for how Wip shows up in the media ecosystem

Social

• Lead all owned channels including TikTok, Instagram, YouTube, Reddit, LinkedIn, and others with distinct strategies for each
• Build communities and engagement by stimulating content from others, spotlighting fans and ambassadors, and creating conversations that fuel belonging
• Develop a content engine that delivers consistently across organic and paid, with quality that is scrappy in execution but breakthrough in creativity
• Push Wip into emerging platforms and formats with deep experience of what works, and a test and learn approach to stay ahead of culture
• Ensure social is fully integrated with brand priorities, retail activations, and influencer programs

Influencer and Creator Partnerships

• Build long-term partnerships with creators across sports, culture, lifestyle, and performance who embody Wip’s ethos
• Lead seeding and gifting programs that feel authentic and generate earned demand
• Develop and manage influencer campaigns, collaborations, and activations that drive relevance and sales
• Oversee agencies, negotiations, and ROI tracking for influencer work

Paid Media

• Oversee planning and buying across paid channels and integrate them with organic, PR, and influencer for amplification loops
• Test and optimize paid channels including social, programmatic, OOH, and experiential to drive both awareness and trial
• Ensure paid strategies reinforce Wip’s cultural credibility while scaling reach

Planning, Measurement, and Impact

• Own an integrated communications calendar that aligns with brand, product, and retail milestones
• Define KPIs across social, influencer, PR, and paid media, and report performance with rigor
• Use insights and learnings to continuously refine and raise the bar on Wip’s communications and impact

QUALIFICATIONS

• Bachelor’s degree in marketing or related field required.
• 10 years in communications, media, or brand marketing with high-growth consumer, active, or lifestyle brands
• Proven ability to lead and execute strategies in social, PR, influencer, and media that break into culture
• Experience generating both consistent coverage and breakthrough moments that define categories
• Track record of building owned channels into vibrant, engaged communities
• Strong leadership skills with the ability to coach and elevate teams
• Strong Negotiation Skills with budget oversight responsibilities
• Ability to work with multiple agencies or platforms as well as stakeholders for effective and measured outcomes
• Relationships with media and influencer networks across business, consumer, lifestyle, and culture
• Communication and influence management skills with the ability to engage, influence, and inspire partners and stakeholders to drive collaboration and alignment
• Equally comfortable setting long-term vision and being hands-on with execution
• Experience balancing and measuring brand KPIs across short and long term agendas
• Energized by speed, creativity, and entrepreneurial environments
• Passion for building high performing teams and winning internal cultures
• Ability to work in-office (we have an in-office policy with Fridays as optional work from-home, as business priorities allow)

Compensation: $140,000 - $200,000 base salary plus performance-based bonus