Marketing Director - Highly Regulated CPG (Hayward)

LOCATION :

Remote (preferred : Austin, San Francisco, Chicago)

REPORTS TO : Head of Brand

POSITION OVERVIEW

This role is with our highly regulated CPG portfolio company, JOEY. As part of a growing startup backed by a larger portfolio, you will have the opportunity to contribute directly to the companys growth and success while working within the structure and discipline needed to thrive in a regulated CPG sector.

As Marketing Director for JOEY, you will lead the planning and execution of the brands 2026 consumer launch. This role is equal parts strategic architect and hands-on operatordesigning the launch roadmap while also executing campaigns, partnerships, and digital activations that introduce JOEY to consumers.

You will collaborate closely with the Growth Lead to align DTC marketing with omnichannel strategy, ensuring retail and digital efforts reinforce each other. The role demands expertise in consumer-facing brand building, digital media in regulated categories, and a proven ability to bring disruptive products to market.

This is not a manager-of-managers position. Instead, you will work in a lean team environment, supported by external partners, where your experience and executional drive directly shape how JOEY enters the market.

KEY RESPONSIBILITIES

Launch Leadership

Own the end-to-end 2026 launch strategy and execution, balancing brand-building, digital campaigns, and retail activations.

Marketing Strategy Development

Build annual and quarterly plans that set vision while driving near-term brand awareness and trial.

Omnichannel Alignment

Partner with the Growth Lead to ensure DTC and retail marketing strategies are tightly integrated.

Digital & Media Expertise

Lead the design and execution of paid, earned, and owned media campaigns in compliance-heavy environments.

Partnerships & Cultural Integration

Build partnerships with media, cultural platforms, and brand collaborators that extend JOEYs reach and credibility.

Hands-On Campaign Development

Write briefs, manage creative development, and execute activations with agencies, freelancers, and cross-functional partners.

Consumer Insight Application

Translate consumer data and research into actionable positioning and campaigns.

Regulatory Stewardship

Ensure all marketing adheres to compliance standards while maximizing creative expression.

QUALIFICATIONS

15+ years of marketing experience in consumer brands / CPG, including significant launch leadership.

Proven success building and launching consumer-facing brands, ideally in regulated categories (alcohol, cannabis, OTC, fintech, or similar).

Expertise in digital media, influencer programs, and strategic partnerships.

Experience working cross-functionally with growth, sales, and creative teams.

Ability to balance vision-setting with hands-on execution in a small, entrepreneurial team.

Deep understanding of navigating regulatory constraints in creative brand building.