VP of Marketing

📌 Core Information

🔹 Job Title: VP of Marketing

🔹 Company: Caliwater

🔹 Location: United States (Remote)

🔹 Job Type: Full-time

🔹 Category: Marketing

🔹 Date Posted: May 7, 2025

🔹 Experience Level: 8+ years

🔹 Remote Status: Yes

🚀 Job Overview

Key aspects of this role include:

• Setting the vision and leading the execution of the brand and growth strategy across all channels
• Managing a small team and partnering directly with the CEO to drive awareness and growth
• Owning and evolving the Caliwater brand strategy and positioning
• Creating and executing omnichannel marketing strategy

ASSUMPTION: This role requires a strategic and executional mindset, with a strong understanding of both brand and performance metrics.

📋 Key Responsibilities

✅ Owning and evolving the Caliwater brand strategy and positioning

✅ Creating and executing omnichannel marketing strategy

✅ Leading omni-channel campaigns that drive velocity and grow our community

✅ Building retailer and distributor support programs that turn heads and move product

✅ Leading social, digital, influencer, and experiential strategy

✅ Managing agency and creative partners while rolling up your sleeves when needed

✅ Driving performance metrics, customer insights, and reporting

✅ Hiring and mentoring a small team as the brand scales

✅ Demonstrating a strong understanding of the business P&L.

ASSUMPTION: This role requires a balance of strategic thinking and hands-on execution, with a focus on driving results across various channels.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 8+ years in CPG marketing, ideally with beverage or wellness brands

Required Skills:

• Proven track record in CPG marketing
• Strategic and executional mindset
• Strong understanding of retail marketing
• Experience working with celebrities, influencers, or lifestyle-driven branding
• Familiarity with performance metrics and P&L management

Preferred Skills:

• Experience in early-stage environments
• Strong eye for brand and content creation
• Ability to speak to CAC, ACV, and ROI

ASSUMPTION: Candidates should have a strong background in CPG marketing and a proven track record of driving results in early-stage environments.

💰 Compensation & Benefits

Salary Range: $150,000 - $180,000 per year (Based on industry standards for VP of Marketing roles in CPG with 8+ years of experience)

Benefits:

• Health Reimbursement Stipend
• PTO + Paid Holidays

Working Hours: Full-time, flexible hours

ASSUMPTION: The salary range is estimated based on industry standards for similar roles and may vary depending on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Food and Beverage Services

Company Size: 11-50 employees (Small but mighty team with direct access to founders)

Founded: 2014 (Celebrity-founded beverage brand backed by Vanessa Hudgens, Oliver Trevena, and Demi Lovato)

Company Description:

• Inspired by exotic elements growing around us, Caliwater creates innovative, fresh functional beverages that connect us to the Earth and to one another.
• Signature product made from prickly pear cactus delivers functional benefits like rapid hydration, antioxidants, and low sugar.
• Expanding distribution across major retailers and increasing on-premise demand.

Company Specialties:

• Prickly pear cactus-based beverages
• Sustainable sourcing
• Celebrity partnerships and branding

Company Website: drinkcaliwater.com

ASSUMPTION: Caliwater is a growing brand with a strong focus on sustainability and celebrity partnerships, offering applicants the opportunity to develop their careers alongside the brand.

📊 Role Analysis

Career Level: Executive (VP of Marketing)

Reporting Structure: Reports directly to the CEO and manages a small team of three full-time employees and agency partners

Work Arrangement: Remote, with the opportunity to work on-site as needed

Growth Opportunities:

• As an early team member, you'll have direct access to founders and real influence on the brand's growth.
• With the brand scaling, there will be opportunities to hire and mentor team members.

ASSUMPTION: This role offers significant growth opportunities and the chance to make a substantial impact on the brand's success.

🌍 Location & Work Environment

Office Type: Remote-first with the option to work on-site

Office Location(s): United States (Remote)

Geographic Context:

• Caliwater is based in Los Angeles, CA, with a remote-friendly work environment.
• The United States offers a large market for beverage brands, with opportunities for expansion and growth.

Work Schedule: Full-time, flexible hours with the expectation of working during core business hours

ASSUMPTION: The remote work environment offers flexibility and the opportunity to work from anywhere in the United States.

💼 Interview & Application Insights

Typical Process:

• Initial phone or video screen to discuss the role and assess cultural fit
• In-depth interview with the CEO to discuss marketing strategy and vision
• Final interview with the team to assess skills and fit

Key Assessment Areas:

• Marketing strategy and vision
• Retail marketing experience
• Cultural fit and alignment with company values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience in CPG marketing and retail marketing.
• Prepare for behavioral questions that demonstrate your strategic and executional mindset.
• Showcase your understanding of the Caliwater brand and its unique value proposition.

ATS Keywords: CPG marketing, retail marketing, brand strategy, omnichannel marketing, campaign management, performance metrics, P&L management, celebrity branding, content creation, community growth, product positioning

ASSUMPTION: The application process will focus on assessing the candidate's marketing expertise, strategic thinking, and cultural fit with the Caliwater brand.

🛠️ Tools & Technologies

• Marketing automation platforms (e.g., HubSpot, Marketo)
• Social media management tools (e.g., Hootsuite, Sprout Social)
• Analytics tools (e.g., Google Analytics, Tableau)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The specific tools and technologies used will depend on the candidate's experience and the team's current tech stack.

👔 Cultural Fit Considerations

Company Values:

• Innovation
• Sustainability
• Community

Work Style:

• Collaborative and supportive team environment
• Flexible and adaptable to change
• Results-driven and focused on growth

Self-Assessment Questions:

• How do you align with Caliwater's focus on innovation and sustainability?
• How do you approach building and maintaining strong relationships with team members and stakeholders?
• How do you stay organized and focused when working remotely or in a fast-paced environment?

ASSUMPTION: Caliwater values candidates who are passionate about their mission, collaborative, and results-driven, with a strong commitment to sustainability and innovation.

⚠️ Potential Challenges

• Working in a fast-paced, early-stage environment with limited resources
• Managing a small team and agency partners while maintaining a strong brand vision
• Balancing strategic thinking with hands-on execution
• Adapting to a remote work environment and maintaining strong communication with the team

ASSUMPTION: These challenges can be overcome with strong communication, adaptability, and a focus on results.

📈 Similar Roles Comparison

• Unlike traditional CPG marketing roles, this position offers the opportunity to work closely with founders and have a significant impact on the brand's growth.
• Caliwater's focus on sustainability and celebrity partnerships sets it apart from other beverage brands in the market.
• As an early team member, you'll have the opportunity to grow with the brand and take on additional responsibilities as it scales.

ASSUMPTION: This role offers unique opportunities and challenges compared to similar marketing roles in the CPG industry.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new product launch
• Creating and implementing a social media campaign to increase brand awareness and engagement
• Building and managing relationships with retail partners to drive sales and distribution

ASSUMPTION: These sample projects demonstrate the strategic and executional aspects of the role, as well as the opportunity to work cross-functionally with other teams.

❓ Key Questions to Ask During Interview

• How does the CEO envision the marketing strategy evolving over the next year?
• What are the key priorities for the marketing team in the first 90 days?
• How does the company support work-life balance for remote employees?
• What opportunities are there for professional growth and development within the marketing team?
• How does the company approach sustainability and environmental responsibility in its operations and supply chain?

ASSUMPTION: These questions will help you better understand the company's vision, priorities, and culture, as well as the opportunities for growth and development in the role.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience in CPG marketing and retail marketing.
• Prepare for behavioral questions that demonstrate your strategic and executional mindset.
• Showcase your understanding of the Caliwater brand and its unique value proposition.
• Follow up with the hiring manager within one week of submitting your application to express your interest in the role.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.