Director of Marketing

Lorea is a fast-growing functional hemp beverage brand helping people take control of how they feel so they can show up at their best. We operate with intention, urgency, and high standards. We’re looking for builders who take ownership and drive real results.

About This Role

You'll step in as our marketing lead — the internal owner of agency performance, strategy, and results. We work with a full-service marketing agency handling DTC execution across paid media, social, email, and web. Your job is to direct their work, hold them accountable, and ensure every channel is performing. You'll also own the trade marketing strategy behind our Florida wholesale expansion, and as we grow state by state, that scope grows with it, working closely with a lean, fast-moving leadership team. Direct accountability to the COO. If you want real ownership and measurable impact at a brand that's building something, this is it.

STRATEGY & PERFORMANCE

• Own marketing strategy end-to-end. You set the roadmap, you own the outcomes
• Define, track, and report on marketing OKRs; you're accountable for the numbers
• Translate business goals into campaigns, activations and channel strategies that actually move metrics
• Identify gaps, prioritize initiatives and make decisions
• Develop and execute channel-specific strategies for both e-commerce, retail and on-premise with clear OKRs for each
• Understand the distinct marketing motions that drive DTC conversion vs. retail pull-through and resource accordingly
• Build the marketing playbook for new state market entry, pre-launch distributor support, retail activation strategy, and pull-through programming that builds velocity from day one
• Build and execute a 1 - 3 year marketing roadmap tied directly to revenue, distribution and enterprise value objectives
• Own the full marketing P&L and budget allocation; you decide where the dollars go and you own what they return
• Build the systems, processes and OKRs that make marketing performance visible, repeatable and scalable

AGENCY & PARTNER MANAGEMENT

• Day-to-day PM and strategic oversight of agency & partners 
• Hold agency & partners accountable to deliverables, timelines and performance benchmarks
• Serve as the clear internal voice between agency output and brand direction; decisions flow through you
• Evaluate agency & partners performance and make recommendations on scope, structure and spend

BRAND & CREATIVE DIRECTION

• Own visual brand consistency across all touchpoints: brand bible and brand asset library, digital, print, events, packaging & beyond
• Approve all creative assets before they ship; you have final authority on brand-related decisions
• Define creative direction and brief standards so the agency always knows what "on-brand" means
• Serve as executive steward of brand voice, visual identity, storytelling and experiential world-building across every channel and touchpoint
• Shape CEO participation across launches, content, PR, retail activations and collaborations 

EVENTS & EXPERIENCES

• Provide the strategic marketing layer of all events (retail activations, brand partnerships, pop-ups and trade channels)
• Partner with the events agency to ensure every activation ties back to brand strategy and measurable outcomes
• Define how events connect to OKRs and the broader marketing calendar
• Ensure the brand shows up consistently and compellingly in every consumer-facing moment

CHANNEL PERFORMANCE

• Oversee campaign execution from brief to reporting, ensuring agency output is on-strategy and hitting targets
• Build omnichannel strategy across retail, retail media and on-premise
• Build and execute wholesale channel marketing: sell-in materials, distributor support tools, retailer activation programs, and market-by-market launch strategy
• Establish a performance review cadence so marketing results are visible and actionable across the leadership team
• Own e-commerce marketing performance; paid, organic, email & on-site conversion
• Support retail & on-premise channel growth through trade marketing, sell-in materials & activation strategy
• Maintain visibility into both channel performances and flag where marketing investment is over- or under-indexed
• Lead DTC growth strategy on Shopify owning CAC, LTV, retention, subscription and channel profitability
• Own trade marketing strategy in close partnership with sales leadership, programming that supports sell-in, drives retail pull-through, and builds brand presence market by market

What We're Looking For

• You've built before taking a brand from zero traction to real revenue and you're ready to do it again with more ownership and more visibility.
• 6–10+ years of marketing experience, with meaningful tenure at a consumer brand (CPG, beverage, wellness or adjacent)
• Experience in alcohol, beer, wine, or regulated beverage marketing strongly preferred; the compliance mindset, distribution complexity, and on-premise dynamics translate directly to this category
• Proven track record managing agencies or external creative/media partners; you know how to brief, direct, and hold people accountable
• Hands-on and comfortable staying there; you can set strategy in the morning and approve a creative deck in the afternoon
• Experience with portfolio expansion, packaging, positioning and go-to-market sequencing; you've helped build what a brand becomes, not just how it shows up today
• Comfortable operating in both early-stage scrappiness and structured scaling; you know when to move fast and when to build for durability
• Strong grasp of brand identity and the eye to enforce it; you know the difference between on-brand and close enough
• Proven experience driving wholesale market growth across multiple states; you understand distributor dynamics, retail sell-in, pull-through programming, and what it takes to enter a new market and build velocity
• Experience with events-driven marketing channels (brand activations, retail partnerships, experiential)
• Fluent in performance marketing fundamentals (email KPIs, campaign analytics and results-based reporting)
• Thrives in ambiguity; you've built structure before and you're not waiting for someone else to do it first
• Motivated by ownership and visibility
• Experience marketing across both DTC/e-commerce and on-premise or retail channels, you understand that each channel has a different buyer, different funnel & different success metric
• Hands-on experience with Shopify and the marketing levers that drive DTC revenue; working knowledge of Klaviyo for email flows, segmentation and campaign management
• Proficiency in Adobe Creative Suite; able to review creative work with authority and give specific, actionable feedback to agency partners
• Familiarity with Notion and Google Workspace for project management, documentation and asset organization
• Leverages AI tools to accelerate output and improve quality, while maintaining critical thinking, ownership, and high standards. Uses AI as an advantage, not a shortcut

PHYSICAL REQUIREMENTS

• Ability to lift and carry a 10lbs or more of product on a repetitive basis
• Ability to travel within the territory up to 90% of the time, defined as time out of office visiting accounts
• Ability to pull, push, kneel & bend

FEATURED BENEFITS

• Medical insurance
• Vision insurance
• Dental insurance
• 401(k)

Equal Opportunity Employer Statement

Lorea is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees and applicants. All qualified applicants will receive consideration without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.