Senior Marketing Manager

**About the Role** We're partnering with a growing beverage company in the Buffalo, NY area on a confidential search for a Senior Marketing Manager. Our client is preparing to bring a new beverage brand to market and needs a hands-on marketing leader to own it from strategy through shelf. You'll set the brand's direction, run agency partners, steer packaging development, and build the launch activation and marketing plan. This is a build-it role: you'll be the senior marketer in the room, working side by side with operations, R&D, quality, sales, and finance at the client's Buffalo-area facility. What You'll Do **Brand Strategy** * Define and own brand positioning, architecture, target consumer, and value proposition, grounded in consumer, category, and competitive insight. * Build the annual brand plan, KPIs, and marketing budget; track spend and report on ROI. * Serve as the brand's guardian, ensuring every touchpoint is consistent with brand identity and standards. **Agency Relationships** * Lead creative, design, digital/social, PR, and research agencies: write briefs, run creative reviews, manage scopes, timelines, and budgets. * Hold agencies accountable to on-strategy, on-time, on-budget delivery; recommend changes to the agency roster as needs evolve. **Commercialization** * Partner with Sales and Finance to set pricing, pack/price architecture, channel strategy, and go-to-market priorities. * Build sell-in materials and selling stories for retail, distributor, and foodservice customers. * Coordinate the cross-functional launch timeline (stage-gate) from concept to first ship. **Packaging Development Oversight** * Own the packaging brief and design process end to end, from concept through final artwork. * Work with R&D, Operations, Quality, Regulatory, and suppliers on structure, materials, labeling and nutrition-panel compliance, and line feasibility. * Manage artwork approval and routing so packaging is production-ready on schedule. **Launch Activation & Marketing Plan** * Build and execute the integrated launch plan: digital, social, influencer, PR, sampling, events, in-store/shopper marketing, and trade programs. * Set launch success metrics (awareness, trial, velocity, distribution) and report results to leadership. * Turn post-launch learnings into the ongoing brand and growth plan. **What You Bring** **Required** * Bachelor's degree in Marketing, Business, or a related field. * 7+ years of brand or product marketing experience, including at least 3 years in beverage, food, or CPG. * Proven experience taking a new product or brand to market, including packaging development. * Track record of managing creative and marketing agencies and budgets. * Strong commercial acumen; comfortable with pricing, P&L basics, and retail/distributor sales dynamics. * Excellent communicator who can influence across operations, sales, and senior leadership. * **Ability to work onsite at the client's Buffalo, NY-area location five days per week** (see onsite requirement below). * Occasional travel (about 10–15%) to agencies, customers, and trade events may be required. **Salary Range: 110-140k** Pay: $110,000.00 - $140,000.00 per year Benefits: * 401(k) matching * Dental insurance * Flexible schedule * Health insurance * Health savings account * Paid time off * Relocation assistance * Vision insurance Work Location: In person