VP of Marketing

We’re a celebrity-founded beverage brand backed by Vanessa Hudgens, Oliver Trevena, and now Demi Lovato, who recently joined as an investor and brand ambassador. Our signature product, made from prickly pear cactus, delivers functional benefits like rapid hydration, antioxidants, and low sugar, all while being sustainably sourced.

We’re a small but mighty team on a mission to redefine how people hydrate, and we’re growing fast. With expanding distribution across major retailers and increasing on-premise demand, we’re building a brand that’s as refreshing in ethos as it is in taste. As an early team member, you’ll have direct access to our founders, real influence on our growth, and the opportunity to develop your career alongside the brand.

What You’ll Do

As VP of Marketing, you’ll set the vision and lead the execution of our brand and growth strategy across all channels. You’ll be a core member of the leadership team and a key player in how we show up on shelves, online, and in culture. You’ll manage a small but mighty tweak of three full time employees and agency partners. You’ll partner directly with our founder CEO to bring his vision to life. You’ll work with sales to drive awareness, trial, and love across our retail, broker, and distributor partners.

Responsibilities: 

• Owning and evolving the Caliwater brand strategy and positioning
• Create and execute 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
• Demonstrate strong understanding of the business P&L.

• Have 8+ years in CPG marketing, ideally with beverage or wellness brands
• Thrive in early-stage environments where you build from the ground up
• Know how to market through retail channels, not just DTC
• Are equal parts strategic and executional
• Have a great eye for brand and content, but can also speak to CAC, ACV, and ROI
• Bring experience in working with celebrities, influencers, or lifestyle-driven branding
• Want to build something you’re proud of with a team that punches above its weight

Health Reimbursement Stipend

PTO + Paid Holidays