The Challenge
Birdman is Mexico's fastest-growing plant-based food company expanding aggressively into the US market. You'll build the brand identity that positions them as the conscious alternative in a crowded wellness space, driving both retail and digital growth.
Your Mission
Audit competitive landscape and define Birdman's brand positioning, messaging pillars, and visual identity system for US launch
Develop brand strategy deck covering positioning, target audience segments, and emotional differentiation vs. competitors
Create brand guidelines and establish creative standards across packaging, digital, and retail touchpoints
Align with performance marketing team on brand architecture that feeds customer acquisition and retention metrics
Launch cohesive brand campaign across 2-3 digital channels with measurable lift in brand awareness and consideration metrics
Establish retail presence with on-shelf packaging, POS materials, and in-store messaging that drives trial and repeat purchase
Build internal brand toolkit and creative templates that enable consistent storytelling across teams and regions
Drive measurable brand KPIs: brand lift +15-20%, message recall +25%, retail velocity increase to track campaign impact
KPIs You'll Own
Brand Awareness & Consideration
Track unaided/aided awareness and purchase intent among target demographics via quarterly tracking studies.
Retail Velocity
Monitor sell-through rate and repeat purchase frequency at key retail partners to measure in-store brand traction.
Digital Engagement Rate
Measure content performance across social, email, and owned channels; track view rates, CTR, and share of voice.
CAC & Retention by Brand Segment
Isolate brand campaign impact on customer acquisition cost and lifetime value across customer cohorts.
Creative Effectiveness Score
Internal benchmark: test new creative concepts against brand guidelines for consistency and emotional resonance.
Tools & Stack
Your Team
Your Manager
Chief Marketing Officer or VP Marketing (if exists)
Current Team
Design, performance marketing, and content teams (exact headcount unclear)
New role: Head of Brand Marketing for US expansion
The Package
Salary
$180K-$220K base
Variable
10-15% performance bonus likely
Equity
Equity package expected at VP level (details TBD)
Remote
On-site required (location not specified; assume US headquarters or major metro)
Benefits & Perks
Company Intelligence
Birdman is a Mexico-based plant-based food company that has grown into a market leader in the CPG wellness space. They're expanding into the US with innovative protein products (plant-based proteins, probiotics, digestive enzymes, complete amino acids). The company has shown sustained growth and is positioned as a potential unicorn play in the Latin American CPG market.
Customers
DTC + retail distribution (Mexico); expanding US retail + DTC
Culture
Purpose-driven, growth-oriented, quality-focused on product innovation and sustainability
Is This Role For You?
- You've built and scaled brands in CPG, wellness, or DTC categories and can show portfolio work that moved market perception
- You're comfortable collaborating tightly with performance marketing-you understand brand AND growth metrics
- You excel at translating product benefits (protein, probiotics, clean ingredients) into emotionally resonant storytelling
- You want VP-level autonomy to define a brand identity for a major US market expansion with real runway and resources
- You're a brand purist who sees performance marketing as a threat; this role requires constant calibration with growth channels
- You've only worked in legacy CPG or enterprise; this is a fast-moving, scrappy startup environment with Mexican roots
- You need remote flexibility; this role requires on-site presence for stakeholder alignment and creative collaboration
Interview Process
Initial Screen
Conversation on brand-building philosophy, experience in CPG/wellness, and approach to US market expansion.
Portfolio Review
Deep dive into 2-3 campaigns you led: strategy, creative, results, and collaboration across teams.
Case Study / Take-Home
Develop positioning and messaging strategy for a plant-based product entering a competitive category (likely given your background).
Cross-Functional Round
Meet with CMO/VP Marketing, product, and performance marketing leads to assess alignment and working style.
Executive Alignment
Final round with CEO or founder to discuss vision, growth targets, and cultural fit.
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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Context
About Brand Marketing roles
Brand marketers build the perception, voice, and visual identity that makes a company memorable. They oversee creative campaigns, brand guidelines, partnerships, and the emotional connection between company and customer.