Head of Brand at The POPWTR Company

New York, NY (NoMad)

In-Person

Apply via email (win@popwtr.com)

About POPWTR

POPWTR is the first-ever sparkling water to deliver soda-like flavor with zero calories, zero sugar, and no preservatives.

Founded by second-time beverage entrepreneur Yanni Hufnagel (Lemon Perfect), POPWTR is creating a new category at the intersection of sparkling water and soda with a bold ambition: to sell one billion cans in a single year.

Packaged in infinitely recyclable aluminum cans, POPWTR is high in 7 essential vitamins, contains core electrolytes, and is free of artificial colors and flavors.

We’re not just reimagining sparkling water. We’re on a mission to replace soda.

The Role

You’ll lead POPWTR’s brand marketing strategy and own how the brand looks, feels, sounds, and lives in the world. From creative to social media, experiential activations, partnerships, and brand storytelling, you’ll ensure every consumer touchpoint consistently builds what can become an iconic consumer brand.

You’ll develop culturally relevant marketing that drives awareness, trial, loyalty, and long-term brand equity while maintaining an uncompromising standard of creative excellence.

What You'll Own

Own POPWTR’s overall brand strategy and ensure a consistent brand experience across every consumer touchpoint.
Lead the development and execution of breakthrough creative campaigns across digital, retail, experiential, social, PR, and partnerships.
Own POPWTR’s visual identity, brand guidelines, voice, messaging, and creative standards.
Partner closely with the Head of Growth and Head of Sales to ensure every campaign balances long-term brand building with measurable commercial impact.
Lead brand storytelling across owned, earned, and paid channels.
Develop culturally relevant partnerships with creators, athletes, entertainers, events, and like-minded brands that expand POPWTR’s reach and influence.
Oversee creative development across packaging, photography, video, advertising, social media, website, retail assets, events, and new product launches.
Build a world-class internal creative team while managing best-in-class external agencies, production partners, photographers, designers, and creators.
Develop integrated marketing campaigns that connect brand, retail, social commerce, creators, PR, and experiential into one cohesive consumer experience.
Use consumer insights, market research, and cultural trends to shape brand strategy and innovation.
Elevate the POPWTR brand every day with a dream of making POPWTR a globally lauded brand.

Qualifications

8–12+ years of progressive brand marketing experience within consumer products, beverages, apparel, lifestyle, sports, entertainment, or other culturally relevant brands
Proven track record of building distinctive, culturally relevant consumer brands through exceptional creative and storytelling
Deep experience leading integrated brand campaigns across digital, retail, experiential, social media, PR, and partnerships
Exceptional creative judgment with a demonstrated ability to develop work that is both strategically effective and culturally impactful
Experience managing creative teams, agencies, production partners, and cross-functional marketing organizations
Strong understanding of consumer behavior, brand strategy, cultural trends, and modern marketing

Who you are

Above all, you are team first and ready to work hard.

You are exceptionally smart, entrepreneurial, highly organized, relentlessly resourceful, and you thrive in fast-moving environments. More importantly, you have intellectual curiosity, an intense hunger to win, and a desire to help build something truly special.

And, when we win, you will become a multimillionaire and have helped build an iconic consumer brand.

Compensation

· Highly competitive base salary and bonus

· Stock Options

· Medical/Dental/Vision

The POPWTR Company

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Head of Brand