The Challenge
Roc Nation is building a culturally-rooted spirits brand that needs someone to own the entire narrative-from positioning to on-premise activations. You'll bridge music, nightlife, and hospitality to create campaigns that feel credible in both cultural moments and retail shelves.
Your Mission
Develop comprehensive brand positioning document and creative brief framework that defines tone, visual language, and cultural narrative across all touchpoints
Map and secure 8-10 initial brand ambassador/influencer partnerships with artists, bartenders, and hospitality voices who authentically align with brand values
Launch first integrated campaign across digital, social, and experiential channels with measurable baseline metrics (reach, engagement, trial velocity)
Build trade marketing playbook including POS materials, distributor education tools, and on-premise activation roadmap for Q2 rollout
Execute 3+ major brand activations (music festivals, invite-only tastings, nightlife events) with documented ROI and consumer sentiment data
Achieve placement in 50+ key on-premise accounts (bars, restaurants, clubs) across NYC with measurable sales lift metrics
Build and operationalize a content calendar that produces 40+ pieces of branded content monthly across owned, earned, and paid channels
Establish brand awareness and consideration benchmarks; achieve 15%+ lift in target demographic awareness vs. category baseline
KPIs You'll Own
Campaign Reach & Engagement
Track impressions, engagement rate, and share of voice across digital/social channels against category competitors.
On-Premise Placement Rate
Percentage of targeted key accounts (bars, restaurants, clubs) actively stocking and promoting the brand.
Sales Velocity & Trial
Units sold post-activation; trial rate among consumers exposed to experiential activations.
Brand Sentiment & Perception
Quarterly tracking of brand awareness, consideration, and favorability within target demographic vs. competitors.
Influencer ROI
Engagement lift, traffic driven, and attributed sales from ambassador/influencer partnerships.
Event ROI
Cost per attendee, attendee conversion rate, and post-event sales lift from experiential activations.
Tools & Stack
Your Team
Your Manager
Creative Strategy Director
Current Team
In-house multimedia team, creative & digital team, sales and distribution teams, agencies
New role or expansion within existing Roc Nation spirits division
The Package
Salary
$95K-$130K base
Remote
On-site, 5 days/week in New York, NY
Benefits & Perks
Company Intelligence
Roc Nation is a talent management and entertainment services powerhouse co-founded by Jay-Z, representing artists across music, sports, and culture. The company is expanding into premium spirits with a brand designed to bridge music, hospitality, and cultural credibility. This is a chance to build something from the ground up within a culturally influential platform.
Culture
Culture-first, artist-adjacent, authentic storytelling, high-quality production standards
Is This Role For You?
- You've launched consumer brands in spirits, wine, beer, or premium beverage categories and understand on-premise + retail dynamics
- You're obsessed with nightlife, mixology, hospitality culture, and can spot cultural trends before they peak
- You can juggle 360° campaign development (digital, experiential, influencer, trade) while maintaining brand coherence and quality standards
- You thrive in fast-moving environments with ambiguity and can make strategic decisions with incomplete information
- You need remote flexibility-this is 5 days/week on-site in NYC, no negotiation
- You're uncomfortable with deep cultural immersion in music, nightlife, and influencer ecosystems; this role requires lived fluency
- You prefer waterfall planning and handoff-based workflows; this is scrappy, iterative, and requires you to wear multiple hats
Interview Process
Initial Screen
Conversation with recruiter about beverage marketing background, cultural knowledge, and on-premise experience.
Creative Director Interview
Deep dive with Creative Strategy Director on brand vision, campaign examples, influencer strategy, and cultural taste.
Cross-Functional Panel
Meet with digital team, events lead, and potentially sales/distribution to assess collaboration style and execution capabilities.
Case Study/Presentation
Present a hypothetical brand positioning and 90-day campaign roadmap for a spirits brand entering the market.
Get alerts for brand marketing jobs
Weekly email. Unsubscribe in one click.
Keep exploring
Related searches
More like this
More roles like this
Director, Brand, Communications & Partnerships
Matchgroup • Tokyo
Director of Brand and Marketing
Jobgether • US
Brand Representative, Event Marketing
BeloForm Craft • Austin, TX
Member of Creative Studio (Web Designer - Marketing & Landing Pages)
Perplexity • San Francisco
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.