Brand Manager, vitaminwater

vitaminwater is a leading brand in the functional hydration space, built on delivering flavorful hydration with added benefits for consumers who expect more from their beverages. Rooted in culture and known for its bold, unapologetic voice, vitaminwater plays at the intersection of taste, functionality, and lifestyle relevance.

Operating in a competitive and evolving landscape, vitaminwater’s ambition is to accelerate the brand’s growth trajectory, strengthen brand affinity, and expand relevance beyond the category—through differentiated storytelling, innovation platforms, and culturally-led marketing.

This Brand Manager role leads the execution of key brand initiatives while contributing to strategic planning. You will partner cross-functionally to bring Big Bets and always-on programs to life, while identifying opportunities to drive brand and business growth.

Position Overview

vitaminwater is seeking a Brand Manager who thrives in both execution and problem-solving. You will manage multiple high-impact initiatives end-to-end, while contributing to brand strategy through consumer insights, performance analysis, and market dynamics.

This role offers strong visibility and the opportunity to build strategic and leadership capabilities in preparation for broader brand ownership within a dynamic, culture-driven brand.

Key Responsibilities

• Lead execution of annual marketing plans spanning Big Bets and always-on initiatives, partnering with cross-functional teams and agencies to deliver culturally relevant, high-impact work.

• Lead innovation initiatives across base and innovation platforms —supporting concept development, positioning, and commercialization through the stage & gate process.

• Translate consumer insights and business performance into growth opportunities, helping sharpen vitaminwater’s positioning and identifying actions to drive affinity, recruitment, and usage occasions.

• Enable omnichannel brand experiences by working with Marketing Technology teams and leveraging AI/digital tools to create seamless brand experiences across media, commerce, and in-store

• Partner with EPICS, IMX, and Shopper teams to ensure consistent, breakthrough activation across channels—bringing to life vitaminwater’s positioning

• Drive alignment across brand, bottler, sales, and technical teams to ensure initiatives are executed seamlessly across the Coca-Cola system

Education Requirements

• Bachelor’s degree in Marketing, Communications or Business required

• MBA or equivalent advanced degree preferred

Related Work Experience

• 4–5 years of experience in brand marketing or product ownership in CPG

• Experience in beverages, functional hydration, or premium/lifestyle brands preferred

• Demonstrated success managing complex initiatives and cross-functional execution

Functional Skills

• Strong experience with Nielsen/IRI and quantitative analytics; ability to connect performance data to actionable strategy

• Ability to lead cross-functional teams while manage multiple stakeholders and drive alignment across complex organization

• Deep curiosity about consumer behavior, culture, and trends

• Experience leading innovation across product, pack, and positioning development

• Exceptional organizational skills and attention to detail

• Strong storytelling and creative evaluation skills

• Ability to operate in a fast-moving, culturally dynamic, and competitive environment

Skills

AI Concepts, Audience Engagement, Brand Strategy, Cultural Marketing, Competitor Analysis, Consumer Segmentation, Creative Process, Data Insights, Design Thinking, Digital Media Strategy, Group Problem Solving, Leadership, Marketing Strategy, Media Planning, Omnichannel Execution, Quantitative Research, Social Strategy, Storytelling, SWOT Analysis