Senior Manager, Brand Growth & Innovation

Company Description

It’s more than just water. FIJI Water is known for its iconic square bottle and unique mineral profile.  Since 1996, FIJI Water has embodied what it means to be Earth's Finest Water® and is sold worldwide. FIJI Water is committed to doing business responsibly and seeking opportunities to make a difference. This means investing in sustainability, the environment, and local communities to enable positive change. 

FIJI Water is seeking an experienced Senior Manager, Brand Growth & Innovation to lead the growth initiatives pipeline including partnerships, sponsorships, innovation, and special projects. This role plays a critical part in developing and refining the consumer marketing strategy while identifying new opportunities for product, packaging, partnerships, and category expansion.

This leader will work cross-functionally with our in-house creative agency, product development, and commercial teams to build and execute integrated marketing plans and bring innovation (new products, partnerships, sponsorships) to market. The role requires strong strategic thinking, operational excellence, and the ability to translate consumer insights into meaningful growth initiatives.

This position will be based at our West Los Angeles, CA office. We work a hybrid schedule with an in-office requirement Monday-Wednesday and the option to work remotely on Thursday and Friday.

Job Description

Brand Strategy & Planning

• Lead the 5-year brand planning process, including calendar development, cross-functional alignment, and execution of integrated marketing plans
• Develop and maintain compelling brand positioning and USPs, ensuring consistency across all campaigns, packaging, and consumer touchpoints
• Provide strategic and creative direction to the internal creative agency and external partners to ensure high-impact, insight-led marketing programs

Growth & Innovation Leadership

• Identify and drive innovation opportunities across product, packaging, formats, and consumer occasions to accelerate brand growth
• Lead new product development initiatives from concept through commercialization, ensuring on-time launches and strong market positioning
• Explore adjacent category opportunities and new consumption occasions that extend brand relevance and unlock incremental revenue
• Partner with Consumer Insights, R&D, and Sales to translate trends, white space, and consumer needs into actionable innovation pipelines
• Support the development of test-and-learn pilots, limited launches, and new go-to-market models

Customer & Market Innovation

• Collaborate with Retail Sales, On-Premise, eCommerce, and Trade Marketing to develop customer-specific innovation and growth initiatives
• Support development of market-specific launches and commercialization strategies
• Partner with key retail customers on product presentation, assortment expansion, and innovation opportunities

Insights, Strategy & Performance

• Utilize category data, consumer insights, and competitive intelligence to identify growth opportunities and inform strategy
• Monitor state of business including distribution, share, promotional effectiveness, and category trends
• Build business cases and strategic recommendations for leadership tied to innovation, partnerships, and brand investment priorities
• Establish KPIs and track performance across brand equity, trial, incrementality, and revenue impact

Cross-Functional Leadership

• Work closely with Sales, Finance, Operations, Logistics, Product Development, and external partners to deliver initiatives at scale
• Manage agency and vendor relationships and oversee marketing budgets
• Foster a culture of collaboration, creativity, and continuous improvement across the organization

Qualifications

• 7+ years of brand management, innovation, or growth marketing experience within CPG, preferably food & beverage or premium consumer brands
• Proven track record leading new product launches and commercialization initiatives
• Strong innovation mindset with experience identifying and scaling new growth platforms
• Excellent project management and organizational skills with ability to manage complex, cross-functional initiatives
• Strong analytical and strategic thinking abilities with a data-driven approach to decision-making
• Experience developing creative briefs and guiding integrated marketing campaigns
• Strong financial acumen and experience managing budgets and building business cases
• Leads, coaches, and develops team members, fostering a high-performance culture and building strong leadership capability ac