Sr. Brand Marketing Manager for US Market

🌍 Why Birdman

Birdman is one of Latin America’s fastest-growing consumer brands — and the market leader in plant-based performance nutrition and wellness in Mexico.

We’ve built one of the most admired wellness brands in our home market through innovation, authenticity, and sustainability, and now we’re taking flight globally.

Our vision is to become a global wellness leader, expanding into multiple countries. The United States is our next and most ambitious challenge — the largest, most competitive, and opportunity-rich wellness market in the world. This next chapter is about building a global wellness powerhouse rooted in purpose, performance, and cultural relevance.

🎯 Role Overview

This is a once-in-a-lifetime opportunity to own Birdman’s brand strategy and execution in the U.S. and to build a leading health & wellness brand from the ground up.

As U.S. Brand Marketing Manager, you will take full ownership of brand strategy, positioning, P&L, innovation, experiential marketing, PR, partnerships, and consumer insights—crafting how Birdman shows up across retail, digital, and culture.

You’ll report directly to the U.S. Commercial & Marketing Director, with a dotted line to the Marketing Director in Mexico for global brand alignment. You will leverage the strong foundation, creative resources, and capabilities from our HQ team in Mexico, while operating with full autonomy to hire U.S.-based agencies and partners or build a small, high-performing local team over time.

🌟 The Ideal Candidate

You are a hybrid marketer—a brand builder with cultural instinct and creative vision, combined with the rigor of a data- and performance-driven operator.

You deeply understand the U.S. consumer and retail landscape, ideally from having lived and worked in the market. You’ve built or scaled brands that have won across retail, social, and experiential channels.

You thrive in high-growth, ambiguous environments—turning limited resources into world-class execution. You’re entrepreneurial, proactive, and solutions-oriented, with a bias for action and accountability.

You can balance big-picture strategy with hands-on execution, inspire agencies and partners to deliver at Birdman’s level of ambition, and bring a founder’s mindset to building something new.

Above all, you bring resilience, curiosity, and an unstoppable drive to make Birdman one of the next great global wellness brands—starting with the U.S.

Key Responsibilities

- Brand Strategy & Growth

- Define and own Birdman’s brand strategy, positioning, and architecture for the U.S., ensuring cultural relevance, differentiation, and global consistency.
- Manage brand P&L and budgets, balancing investment efficiency with ROI and growth targets.
- Lead the U.S. product innovation and go-to-market roadmap, adapting global launches and shaping future pipeline needs.
- Partner with HQ to ensure brand identity, messaging, and creative assets reflect Birdman’s global purpose while resonating locally.

- Marketing & Activation

- Lead experiential marketing, PR, influencer, and co-branding partnerships that elevate awareness, engagement, and brand love.
- Identify and activate strategic collaborations with retailers and lifestyle/wellness brands that amplify reach and cultural relevance.
- Drive local campaign execution across retail, social, and digital, partnering with Performance Marketing and Social teams to ensure a seamless brand-to-conversion flow.
- Build, brief, and manage U.S.-based agencies and partners, ensuring creative excellence and accountability to metrics.

- Insights & Performance

- Leverage consumer and market insights (Nielsen, IRI, SPINS, Ipsos, brand tracking, digital analytics) to drive brand, pricing, and innovation decisions.
- Track brand performance KPIs (awareness, sell-out, equity, conversion, ROI) and present clear business readouts with learnings and next steps.
- Monitor competitive and cultural trends to identify white spaces, category shifts, and innovation opportunities.

- Cross-Functional Leadership

- Collaborate closely with Sales, Trade, Ecommerce, Performance Marketing, and HQ to deliver an integrated growth strategy.
- Represent the voice of the U.S. consumer across the organization, influencing innovation, communication, and commercial priorities.
- Build and mentor a small, high-performing U.S. brand/experiential team over time.

Requirements

🚀 Must-Have Requirements

- Proven experience defining and executing brand strategy in the U.S., ideally with regional or global exposure.
- Experience in top-tier CPG, food & beverage, wellness, or lifestyle brands, bringing best practices and strategic discipline.
- Deep understanding of the U.S. consumer, retail, and cultural landscape, ideally from having lived or worked in the U.S. for at least 1 year.
- Track record of measurable brand growth—awareness, share, equity, or revenue—and strong P&L management.
- Experience in product innovation and category expansion from strategy to launch.
- Strong experience leading agencies, partnerships, and cross-functional teams in dynamic, matrixed environments.
- Builder mindset: resourceful, proactive, and comfortable operating in ambiguity and limited-resource contexts.
- Data- and insight-driven decision-making, with fluency in market analytics (Nielsen, IRI, SPINS, Ipsos, etc.).
- Fluency in English (C1–C2) required; Spanish is a plus.
- Location: Ideally based in Mexico (Guadalajara or CDMX preferred), with occasional travel to the U.S. for market visits, activations, and partner management.
Candidates based in the U.S. are also welcome, with periodic travel to Guadalajara HQ for alignment with the leadership and creative teams.

🌟 Nice-to-Have Requirements

- Experience leading or supporting brands expanding from LATAM to the U.S. or vice versa.
- Background in fast-paced, high-growth companies where ownership and adaptability are critical.
- Proven experience in influencer, social, and experiential marketing within wellness or lifestyle categories.
- Prior exposure to co-branding, retail collaborations, or partnership marketing.

Benefits

The Company: Birdman is on a roll We're a fast-growing plant-based food company, dedicated to making healthier, sustainable, and cruelty-free food choices a breeze. With our mouthwatering and nourishing plant-based products, we're winning over the hearts (and taste buds) of customers everywhere. Get ready, because the global plant-based revolution is just getting started and it's going to be epic We're on the lookout for the absolute best talent to help us fulfill our promise, expand our reach, and have a massive impact on the planet and people's lives. Join us and let's create some plant-powered magic together