Why Birdman Birdman is one of Latin America’s fastest-growing consumer brands — and the
market leader in plant-based performance nutrition and wellness in Mexico.
We’ve built one of the most admired wellness brands in our home market through
innovation, authenticity, and sustainability, and now we’re taking flight globally.
Our vision is to become a
global wellness leader, expanding into multiple countries. The
United States
is our next and most ambitious challenge — the largest, most competitive, and opportunity-rich wellness market in the world. This next chapter is about
building a global wellness powerhouse rooted in purpose, performance, and cultural relevance.
Role Overview This is a
once-in-a-lifetime opportunity
to
own Birdman’s brand strategy and execution in the U.S.
and to
build a leading health & wellness brand from the ground up.
As
U.S. Brand Marketing Manager, you will take full ownership of
brand 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 the
U.S. Commercial & Marketing Director, with a dotted line to the
Marketing Director in Mexico
for global brand alignment. You will
leverage the strong foundation, creative resources, and capabilities from our HQ team in Mexico, while operating with
full autonomy
to hire
U.S.-based agencies and partners
or build a
small, high-performing local team
over 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 a
builder’s role.
We’re looking for a
strategic 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 Ideal Candidate You are a
hybrid marketer —a brand builder with cultural instinct and creative vision, combined with the rigor of a data- and performance-driven operator.
You deeply understand the
U.S. consumer and retail landscape, ideally from having
lived 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 can
balance big-picture strategy with hands-on execution, inspire agencies and partners to deliver at Birdman’s level of ambition, and bring a
founder’s mindset
to building something new.
Above all, you bring
resilience, curiosity, and an unstoppable drive
to make Birdman one of the next great global wellness brands—starting with the U.S.
Key Responsibilities
Brand Strategy & Growth
Define and own Birdman’s
brand strategy, positioning, and architecture
for the U.S., ensuring cultural relevance, differentiation, and global consistency.
Manage
brand P&L and budgets, balancing investment efficiency with ROI and growth targets.
Lead the
U.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 & Activation
Lead
experiential marketing, PR, influencer, and co-branding partnerships
that elevate awareness, engagement, and brand love.
Identify and activate
strategic collaborations
with retailers and lifestyle/wellness brands that amplify reach and cultural relevance.
Drive
local campaign execution
across retail, social, and digital, partnering with Performance Marketing and Social teams to ensure a seamless brand-to-conversion flow.
Build, brief, and manage
U.S.-based agencies and partners, ensuring creative excellence and accountability to metrics.
Insights & Performance
Leverage
consumer and market insights
(Nielsen, IRI, SPINS, Ipsos, brand tracking, digital analytics) to drive brand, pricing, and innovation decisions.
Track
brand performance KPIs
(awareness, sell‑out, equity, conversion, ROI) and present clear business readouts with learnings and next steps.
Monitor
competitive and cultural trends
to identify white spaces, category shifts, and innovation opportunities.
Cross‑Functional Leadership
Collaborate closely with
Sales, Trade, Ecommerce, Performance Marketing, and HQ
to deliver an integrated growth strategy.
Represent the
voice of the U.S. consumer
across the organization, influencing innovation, communication, and commercial priorities.
Build and mentor a
small, high‑performing U.S. brand/experiential team
over time.
Must‑Have Requirements
Proven experience
defining and executing brand strategy
in the U.S., ideally with regional or global exposure.
Experience in top‑tier CPG, food & beverage, wellness, or lifestyle brands, bringing best practices and strategic discipline.
Deep understanding of the U.S. consumer, retail, and cultural landscape, ideally from having
lived or worked in the U.S. for at least 1 year.
Track record of measurable brand growth —awareness, share, equity, or revenue—and strong P&L management.
Experience in
product innovation and category expansion
from strategy to launch.
Strong experience leading
agencies, partnerships, and cross‑functional teams
in dynamic, matrixed environments.
Builder mindset:
resourceful, proactive, and comfortable operating in ambiguity and limited‑resource contexts.
Data‑and insight‑driven decision‑making, with fluency in market analytics (Nielsen, IRI, SPINS, Ipsos, etc.).
Fluency in English (C1–C2)
required;
Spanish
is a plus.
Location:
Ideally based in
Mexico
(Guadalajara or CDMX preferred), with
occasional travel to the U.S.
for market visits, activations, and partner management. Candidates based in the
U.S.
are also welcome, with
periodic travel to Guadalajara HQ
for alignment with the leadership and creative teams.
Nice‑to‑Have Requirements
Experience leading or supporting
brands expanding from LATAM to the U.S.
or vice versa.
Background in
fast‑paced, high‑growth companies
where ownership and adaptability are critical.
Proven experience in
influencer, social, and experiential marketing
within wellness or lifestyle categories.
Prior exposure to
co‑branding, retail collaborations, or partnership marketing.
The Company:
Birdman is on a roll! We're a fast-growing plant-based food company, dedicated to making healthier, sustainable, and cruelty‑free food choices a breeze. With our mouthwatering and nourishing plant‑based products, we're winning over the hearts (and taste buds) of customers everywhere. Get ready, because the global plant-based revolution is just getting started and it's going to be epic! We're on the lookout for the absolute best talent to help us fulfill our promise, expand our reach, and have a massive impact on the planet and people's lives. Join us and let's create some plant-powered magic together!
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