Why Birdman
Birdman is one of Latin America's fastest-growing consumer brands — and themarket leader in plant-based performance nutrition and wellness in Mexico.
We've built one of the most admired wellness brands in our home market throughinnovation, authenticity, and sustainability, and now we're taking flight globally.
Our vision is to become aglobal wellness leader, expanding into multiple countries.
TheUnited Statesis our next and most ambitious challenge — the largest, most competitive, and opportunity-rich wellness market in the world.
This next chapter is aboutbuilding a global wellness powerhouse rooted in purpose, performance, and cultural relevance.
Role Overview
This is aonce-in-a-lifetime opportunitytoown Birdman's brand strategy and execution in the U.S.and tobuild a leading health & wellness brand from the ground up.
AsU.S.
Brand Marketing Manager, you will take full ownership ofbrand 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 theU.S.
Commercial & Marketing Director, with a dotted line to theMarketing Director in Mexicofor global brand alignment.
You willleverage the strong foundation, creative resources, and capabilities from our HQ team in Mexico, while operating withfull autonomyto hireU.S.
-based agencies and partnersor build asmall, high-performing local teamover time.
?Important disclaimer:Birdman is a hypergrowth company.
The pace is fast, the expectations are high, and ambiguity is constant.
This isn't a corporate marketing role—it's abuilder's role.We're looking for astrategic and resourceful brand builder: someone creative, analytical, and resilient who thrives in ambiguity, can make things happen with limited resources, and knows how to turn vision into execution.
For the right person, the upside is unmatched:massive personal growth, high visibility, and the chance to build a global wellness brand's success story in the U.S. from scratch.
The Adecuado Candidate
You are ahybrid marketer—a brand builder with cultural instinct and creative vision, combined with the rigor of a data- and performance-driven operator.
You deeply understand theU.S.
consumer and retail landscape, ideally from havinglived 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 canbalance big-picture strategy with hands-on execution, inspire agencies and partners to deliver at Birdman's level of ambition, and bring afounder's mindsetto building something new.
Above all, you bringresilience, curiosity, and an unstoppable driveto make Birdman one of the next great global wellness brands—starting with the U.S.
Key Responsibilities
Brand Strategy & GrowthDefine and own Birdman'sbrand strategy, positioning, and architecturefor the U.S., ensuring cultural relevance, differentiation, and global consistency.
Managebrand P&L; and budgets, balancing investment efficiency with ROI and growth targets.
Lead theU.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 & ActivationLeadexperiential marketing, PR, influencer, and co-branding partnershipsthat elevate awareness, engagement, and brand love.
Identify and activatestrategic collaborationswith retailers and lifestyle/wellness brands that amplify reach and cultural relevance.
Drivelocal campaign executionacross retail, social, and digital, partnering with Performance Marketing and Social teams to ensure a seamless brand-to-conversion flow.
Build, brief, and manageU.S.
-based agencies and partners, ensuring creative excellence and accountability to metrics.
Insights & PerformanceLeverageconsumer and market insights(Nielsen, IRI, SPINS, Ipsos, brand tracking, digital analytics) to drive brand, pricing, and innovation decisions.
Trackbrand performance KPIs(awareness, sell-out, equity, conversion, ROI) and present clear business readouts with learnings and next steps.
Monitorcompetitive and cultural trendsto identify white spaces, category shifts, and innovation opportunities.
Cross-Functional LeadershipCollaborate closely withSales, Trade, Ecommerce, Performance Marketing, and HQto deliver an integrated growth strategy.
Represent thevoice of the U.S. consumeracross the organization, influencing innovation, communication, and commercial priorities.
Build and mentor asmall, high-performing U.S. brand/experiential teamover time.