Brand Manager - Product & Retail Marketing

OVERVIEW

ZICO Rising, Inc., maker of ZICO branded coconut water products, is looking for an highly strategic, ambitious, and passionate marketer to join our dynamic, high-growth company and team.

At ZICO, we are focused on attracting the best and brightest talent. We are dedicated to shaping a collaborative, passion-driven culture that drives excellence, rewards performance and inspires the best in our people.

ZICO is a pioneer and leader in coconut water-based beverages and is one of the first brands to bring coconut water to U.S. consumers. Coconut water is one of the original hydration beverages, beloved by health-minded consumers and athletes alike looking for a healthier alternative to artificial beverages and sugar-laden sports drinks. Coconut water is the fastest growing beverage segment for 3 years running and ZICO has consistently grown 4-5X category rates.

ABOUT THE ROLE

We are seeking a rock star Brand Manager – Product & Retail marketing to own our product portfolio end-to-end. From category strategy and innovation through retail activation, you’ll be responsible for driving household penetration and revenue growth by expanding and optimizing the portfolio, bringing new products to market, and building the shopper and retail marketing programs that win at shelf and drive trial.

This is a true general-athlete brand role at a fast-growing wellness beverage company. The scope is broad by design as we are looking for a builder that is capable and excited to own multiple aspects of brand management. You will own pricing and pack architecture, lead innovation through commercialization, and manage retail media and shopper marketing with direct exposure to senior leadership and retail customers. 

If you want to contribute to building a brand holistically rather than manage a slice of one, this is that opportunity.

The position will report directly to the Chief Marketing Officer and be based out of the Company’s headquarters in Seal Beach, CA with a hybrid office/remote work environment.

WHAT YOU WILL OWN

PORTFOLIO MANAGEMENT

• Analyze and assess brand, category, and competitive dynamics and industry trends using syndicated and panel data to guide strategic plans and set and track key purchase-dynamic targets.
• Drive the company's Price Pack Architecture (PPA) strategy, including channel-specific pricing development in partnership with sales.
• Optimize SKU assortment by retailer and channel (club, grocery, food service, eCommerce); identify items to expand or rationalize and support distribution and shelving recommendations.
• Monitor competitive pricing and promotions; report monthly on category trends and the consumer behavior shifts driving them.
• Lead the monthly state-of-business syndicated reporting, with data-driven recommendations for optimizations.

PRODUCT INNOVATION

• Translate consumer insights, market trends, and competitive intelligence into a strategic innovation roadmap.
• Lead our internal new product development process from concept ideation through consumer validation and revenue sizing.
• Write product briefs and project charter documents.
• Drive cross-functional teams through the company's stage-gate process to commercialization — owning timelines, budgets, packaging direction and approvals.
• Partner with Thailand R&D team, operations, and sales on innovation work streams and packaging design and production.
• Coordinate with internal and external technical experts on formulation guidance, nutritional targets, claims substantiation, and certifications.
• Develop launch support plans, customer and sales presentations, and product FAQ documents for new items.

OMNI-CHANNEL RETAIL MARKETING

• Own the marketplace and retail media budget, managing spend and optimizing returns in collaboration with external agency partners.
• Develop and execute account-specific shopper marketing plans — aligned with trade and promotional calendars and built in partnership with sales.
• Lead consumer promotional plans across all categories and channels, including coupon and cash-back/rewards strategies, sweepstakes, merchandising, and co-branded partnerships.
• Evaluate program performance and ROI to demonstrate initiatives are directly contribute to retail velocities and overall brand growth.
• Build customer presentations with sales leads: category management, new item sell-in, and retail marketing support plans.
• Create best-in-class selling materials - sell sheets, sales decks, marketing calendars, POS and merchandising vehicles with support from the sales team and marketing coordinator.

LEADERSHIP & COLLABORATION

·    Foster a collaborative, innovative, and performance-driven work environment.

·    Manage and develop direct reports and other team members as assigned.

·    Set and track KPIs and ROI metrics in alignment with senior management.

·    Act as a primary interface between the brand, sales, senior leadership, and retail customers.

·    Represent the brand at industry events, conferences, and trade shows.

QUALIFICATIONS

Required

• Bachelor’s degree in marketing, business administration, or a related field.
• 5 - 7 years in brand, innovation, and/or customer marketing roles, preferably in the beverage or consumer packaged goods industry.
• Strong understanding of commercializing new products through a stage-gate process to successful market launch.
• Proven track record in building shopper marketing programs that demonstrably move velocities and share.
• Hands-on fluency with syndicated and panel data (SPINS, Nielsen, Numerator, etc.) with a demonstrated ability to build fact-based selling stories, analyze competitor and category trends, and establish winning brand strategies.
• Strong analytical and financial acumen - P&L management, pricing, and ROI measurement — paired with creative judgment.
• Excellent project management skills: prioritizing across multiple workstreams, managing cross-functional team projects and external vendors, and establishing and hitting deadlines.
• Exceptional communication and presentation skills that drive alignment with internal stakeholders and retail customers.
• A self-starter comfortable in a lean, fast-moving environment, willing to jump in beyond the formal scope of the role.

Preferred

• Master's degree.
• Experience in both large-company and entrepreneurial start-up environments.
• Hands-on retail media / marketplace experience (e.g., Amazon, Instacart, Walmart Connect).
• Prior people-management experience.
• Passion for health, wellness, and active-lifestyle brands.

Reporting Manager: CMO

Direct Reports: (1) Marketing Coordinator

Salary: Base: $110k-$130K

Location: Hybrid - Company headquarters in Seal Beach, CA with a hybrid office/remote work environment required.