Liquid I.V.
Sr. Brand Director, Innovation
Liquid I.V., El Segundo, California, United States, 90245
About Liquid I.V.
At Liquid I.V., our purpose is to elevate the vitality of people and the planet. An ambitious goal? Yes! But by playing to win, holding the bar higher, championing wellbeing, and always thinking with a pioneering mindset we can go further together to leave a lasting mark.
Our products are stocked in over 80,000 retail doors, including the world's leading specialty, big box, and online retailers such as Costco, Walmart, Target, Amazon, and many more. In just over 10 years, our growth has been exponential. And as part of Unilever, we're continuing the expansion of Liquid I.V. into a global brand.
We're also passionate about cultivating solutions for equitable clean water access, a healthier planet, and thriving communities. We contribute over 1% of our company revenue to our Impact Program through which we provide partnerships and grants to organizations that expand access to clean and abundant water locally and globally. By 2026, our goal is to help ensure access to clean water for 2 million people around the world.
About our Team: We are a world-class team of innovators and passionate changemakers, looking to develop transformative hydration solutions and make a meaningful impact on the world around us.
At Liquid I.V., we are committed to building an inclusive culture of belonging that not only embraces the diversity of our people but also reflects the diversity of the communities in which we work and the customers we serve.
Our team members enjoy a flexible and inclusive working environment, a highly collaborative and innovation-forward culture, generous benefits and perks that empower employees to champion their wellbeing every day, as well as an infinite supply of Liquid I.V. for extraordinary hydration.
About the role: Sr. Brand Director will own the innovation strategy and lead the development and execution of the Liquid I.V. innovation pipeline, a key engine of growth for the brand. This person leads 3 direct reports and the cross-functional team to have a deep understanding of consumer unmet needs, conceptualize new product opportunities, move them through the stage gate process, and launch a robust portfolio of product innovation.
This individual will build an innovation program that covers continuous improvement/renovation, product line extension, new benefit spaces, and disruptive innovation that will allow Liquid I.V. to continue to hold its position as a market maker and leader of the functional hydration category.
Functions and duties of this role include, but not limited to: Leading the development of the innovation strategy that drives brand growth and strengthens brand equity, connecting it with and helping to shape/influence the broader enterprise strategy. Owning the ongoing creation and maintenance of the innovation pipeline, determining the future growth plans for multiple existing and new product platforms. Developing strong innovation propositions that are commercially viable, considering the competitive landscape, pricing, profitability, retailer requirements, and strong scientific/technical rationale. Securing senior leadership resource prioritization through a clear business case for projects worth pursuing. Leading the cross-functional team, clarifying priorities for cross-functional partners, and managing/organizing the many moving parts across all innovation projects. Developing and leading the brand team to drive collaboration and performance; providing direction, support, and guidance while addressing challenges and promoting employee engagement. Bringing disruptive thinking and consumer insight into the core processes to ensure Liquid I.V. continues to think with an entrepreneurial, market-making mindset. Identifying and evaluating market opportunities, consumer trends, available technologies, category adjacencies, and competitive products to shape future innovations and inspire curiosity and exploration in the team. Partnering with the Consumer Market Insights team to consistently identify consumer unmet needs and opportunities to positively disrupt the market and create value for Liquid I.V. Partnering with Consumer Insights to identify innovation job-to-be-done, validate product concepts, and conduct rapid iterations on product design. Partnering with the PMO to design, improve, and implement the cross-functional stage gate process. Partnering with the commercial team (including downstream brand marketing and sales) to ensure strong sell-in story, retailer adoption, and go-to-market execution for innovation launches. Influencing key stakeholders internally (senior leadership) and externally (buyers) with strong communication skills and storytelling. Partner with Product Development and Sensory teams to bring products with innovative ingredients, superior functionality, and extraordinary flavor. Qualifications:
12+ years of experience in Brand Management with 7+ years in innovation in CPG, experience in food/beverage/vms, VMS preferred. 5+ years of experience managing a team and developing a high performance cross-functional organization with strong coaching, people development, and communication skills. Experience bringing major platform innovation with high value contribution to market successfully. Proven track record of delivering successful innovation across renovation to product line extension as well as disruptive/blue ocean innovation. Experience owning/having accountability to the P&L, financial fluency, and experience owning 6P strategy & decisions including pricing. 3-5+ years of experience in a Downstream/Delivery general-management role, owning the P&L and leading in-market performance and execution for a CPG brand. Experience working in a fast-paced entrepreneurial environment, with proven experience with rapid, hypothesis-based iterative learning and testing. Proven record of increasing speed to market and effectiveness with innovation over time. Analytical marketer who is comfortable with using consumer, category, DTC, and retailer insights to inform strategy. Experience working in consumer brands that built categories or disrupted categories. Experience developing innovative products for multiple retail channels, including retail, e-commerce/DTC. Experience partnering with key customer teams and builders. Strong cross-functional leadership and partnership skills. Ability to think strategically and creatively while managing multiple projects and stakeholders simultaneously. Proficient in data and reporting platforms such as Nielsen, WGSN, Numerator, Suzy/Metrix Lab. What We Give:
100% company-paid medical, dental and vision insurance for employees (PPO, HMO and Kaiser options). A 401k plan with company match, short and long-term disability coverage. A generous PTO and sick policy that includes 13+ paid annual holidays. Wellness classes (fitness, mental health, nutrition, finance, etc.). An Employee Assistance Program, including membership for guided meditation for all employees. Monthly tech and wellness reimbursement. An infinite supply of Liquid I.V. for endless hydration! Work Environment:
Hybrid office environment with flexibility for industry events with up to 30% travel.
Candidates must be authorized to work in the United States without sponsorship.
The expected salary range for this position is $172,200 - $258,400 annually and is bonus eligible. The exact salary is determined by various factors including experience, skills, education, geographic location, internal company equity, and budget.
This job description indicates in general the nature and levels of work, knowledge, skills, abilities and other essential functions expected of the role. It is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. Ability to competently perform all the essential duties of the position, with or without reasonable accommodation, demonstrated commitment to the company's mission, and the ability to work productively as a member of a team or work group are basic requirements of all positions at Liquid I.V.
We are committed to building an inclusive culture of belonging that not only embraces the diversity of our people but also reflects the diversity of the communities in which we work and the customers we serve. We know that the happiest and highest performing teams include people with diverse perspectives that encourage new ways of solving problems, so we strive to attract and develop talent from all backgrounds and create workplaces where everyone feels seen, heard, and empowered to bring their full, authentic selves to work.
Liquid I.V. is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex including sexual orientation and gender identity, national origin, disability, protected veteran status, or any other characteristic protected by applicable federal, state, or local law.
Our products are stocked in over 80,000 retail doors, including the world's leading specialty, big box, and online retailers such as Costco, Walmart, Target, Amazon, and many more. In just over 10 years, our growth has been exponential. And as part of Unilever, we're continuing the expansion of Liquid I.V. into a global brand.
We're also passionate about cultivating solutions for equitable clean water access, a healthier planet, and thriving communities. We contribute over 1% of our company revenue to our Impact Program through which we provide partnerships and grants to organizations that expand access to clean and abundant water locally and globally. By 2026, our goal is to help ensure access to clean water for 2 million people around the world.
About our Team: We are a world-class team of innovators and passionate changemakers, looking to develop transformative hydration solutions and make a meaningful impact on the world around us.
At Liquid I.V., we are committed to building an inclusive culture of belonging that not only embraces the diversity of our people but also reflects the diversity of the communities in which we work and the customers we serve.
Our team members enjoy a flexible and inclusive working environment, a highly collaborative and innovation-forward culture, generous benefits and perks that empower employees to champion their wellbeing every day, as well as an infinite supply of Liquid I.V. for extraordinary hydration.
About the role: Sr. Brand Director will own the innovation strategy and lead the development and execution of the Liquid I.V. innovation pipeline, a key engine of growth for the brand. This person leads 3 direct reports and the cross-functional team to have a deep understanding of consumer unmet needs, conceptualize new product opportunities, move them through the stage gate process, and launch a robust portfolio of product innovation.
This individual will build an innovation program that covers continuous improvement/renovation, product line extension, new benefit spaces, and disruptive innovation that will allow Liquid I.V. to continue to hold its position as a market maker and leader of the functional hydration category.
Functions and duties of this role include, but not limited to: Leading the development of the innovation strategy that drives brand growth and strengthens brand equity, connecting it with and helping to shape/influence the broader enterprise strategy. Owning the ongoing creation and maintenance of the innovation pipeline, determining the future growth plans for multiple existing and new product platforms. Developing strong innovation propositions that are commercially viable, considering the competitive landscape, pricing, profitability, retailer requirements, and strong scientific/technical rationale. Securing senior leadership resource prioritization through a clear business case for projects worth pursuing. Leading the cross-functional team, clarifying priorities for cross-functional partners, and managing/organizing the many moving parts across all innovation projects. Developing and leading the brand team to drive collaboration and performance; providing direction, support, and guidance while addressing challenges and promoting employee engagement. Bringing disruptive thinking and consumer insight into the core processes to ensure Liquid I.V. continues to think with an entrepreneurial, market-making mindset. Identifying and evaluating market opportunities, consumer trends, available technologies, category adjacencies, and competitive products to shape future innovations and inspire curiosity and exploration in the team. Partnering with the Consumer Market Insights team to consistently identify consumer unmet needs and opportunities to positively disrupt the market and create value for Liquid I.V. Partnering with Consumer Insights to identify innovation job-to-be-done, validate product concepts, and conduct rapid iterations on product design. Partnering with the PMO to design, improve, and implement the cross-functional stage gate process. Partnering with the commercial team (including downstream brand marketing and sales) to ensure strong sell-in story, retailer adoption, and go-to-market execution for innovation launches. Influencing key stakeholders internally (senior leadership) and externally (buyers) with strong communication skills and storytelling. Partner with Product Development and Sensory teams to bring products with innovative ingredients, superior functionality, and extraordinary flavor. Qualifications:
12+ years of experience in Brand Management with 7+ years in innovation in CPG, experience in food/beverage/vms, VMS preferred. 5+ years of experience managing a team and developing a high performance cross-functional organization with strong coaching, people development, and communication skills. Experience bringing major platform innovation with high value contribution to market successfully. Proven track record of delivering successful innovation across renovation to product line extension as well as disruptive/blue ocean innovation. Experience owning/having accountability to the P&L, financial fluency, and experience owning 6P strategy & decisions including pricing. 3-5+ years of experience in a Downstream/Delivery general-management role, owning the P&L and leading in-market performance and execution for a CPG brand. Experience working in a fast-paced entrepreneurial environment, with proven experience with rapid, hypothesis-based iterative learning and testing. Proven record of increasing speed to market and effectiveness with innovation over time. Analytical marketer who is comfortable with using consumer, category, DTC, and retailer insights to inform strategy. Experience working in consumer brands that built categories or disrupted categories. Experience developing innovative products for multiple retail channels, including retail, e-commerce/DTC. Experience partnering with key customer teams and builders. Strong cross-functional leadership and partnership skills. Ability to think strategically and creatively while managing multiple projects and stakeholders simultaneously. Proficient in data and reporting platforms such as Nielsen, WGSN, Numerator, Suzy/Metrix Lab. What We Give:
100% company-paid medical, dental and vision insurance for employees (PPO, HMO and Kaiser options). A 401k plan with company match, short and long-term disability coverage. A generous PTO and sick policy that includes 13+ paid annual holidays. Wellness classes (fitness, mental health, nutrition, finance, etc.). An Employee Assistance Program, including membership for guided meditation for all employees. Monthly tech and wellness reimbursement. An infinite supply of Liquid I.V. for endless hydration! Work Environment:
Hybrid office environment with flexibility for industry events with up to 30% travel.
Candidates must be authorized to work in the United States without sponsorship.
The expected salary range for this position is $172,200 - $258,400 annually and is bonus eligible. The exact salary is determined by various factors including experience, skills, education, geographic location, internal company equity, and budget.
This job description indicates in general the nature and levels of work, knowledge, skills, abilities and other essential functions expected of the role. It is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. Ability to competently perform all the essential duties of the position, with or without reasonable accommodation, demonstrated commitment to the company's mission, and the ability to work productively as a member of a team or work group are basic requirements of all positions at Liquid I.V.
We are committed to building an inclusive culture of belonging that not only embraces the diversity of our people but also reflects the diversity of the communities in which we work and the customers we serve. We know that the happiest and highest performing teams include people with diverse perspectives that encourage new ways of solving problems, so we strive to attract and develop talent from all backgrounds and create workplaces where everyone feels seen, heard, and empowered to bring their full, authentic selves to work.
Liquid I.V. is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex including sexual orientation and gender identity, national origin, disability, protected veteran status, or any other characteristic protected by applicable federal, state, or local law.