Senior Director of Brand Marketing

Senior Director of Brand Marketing

ABOUT FISHWIFE

Fishwife is a woman-founded and woman-led food company on a mission to make ethically sourced, premium, and genuinely delicious tinned seafood a staple in every cupboard. We source from responsibly managed fisheries and aquaculture farms to bring the vibrance of conservas culture to the North American table.

We launched in December 2020 out of a bedroom. Today we're in 11,000+ retail doors nationwide — Whole Foods, Target, Costco, Wegmans — and we've been featured in The New York Times, Bon Appétit, Forbes, Vogue, LA Times, and INSIDER.

POSITION OVERVIEW

Fishwife has become one of the buzziest brands in food and beverage. We've built our reputation on sold-out pop-ups and cookbook tours, collaborations with Whole Foods Market, Sweetgreen, Glossier, Lisa Says Gah, Fly By Jing, and countless more, and an Instagram and TikTok presence that Rachel Karten's Link in Bio named the best in the industry.

This role builds what comes next. You'll own brand at Fishwife end to end — positioning, campaigns, partnerships, creative direction, and press — and lead the team that brings it to life. We've built a brand people are obsessed with; now we need someone to make sure that obsession shows up in 11,000+ doors, on shelf, in the press, and in every campaign we run, not just in the feed. You'll build the annual brand plan, own a real budget, hire and grow a small team, and work directly with our CEO on the collabs and cultural moments Fishwife is known for.

KEY RESPONSIBILITIES 

Brand Strategy & Positioning

• Own Fishwife's brand strategy, positioning, and voice as we scale from cult favorite to household staple
• Build and own the annual brand calendar and integrated campaign plan, aligned to commercial priorities across DTC, Amazon, and retail
• Define brand health measurement — awareness, consideration, affinity — and report on it to leadership
• Lead brand work behind new product launches — narrative, naming and launch creative — supporting the commercial go-to-market plan

Campaigns & Creative Direction

• Lead integrated campaigns from brief to launch across social, email, paid, packaging, events, and press
• Serve as creative director for the brand: set the bar, write the briefs, give the notes, protect the voice
• Manage the freelance and agency roster — photographers, editors, designers, PR — and hold them to quality and timeline
• Own brand standards across every touchpoint, including guidelines for in-store and on-shelf execution

Brand Partnerships & Press

• Own brand partnerships strategy in collaboration with the CEO; shape the annual collab calendar and decide which opportunities are worth the brand
• Lead evaluation, negotiation, and execution of major collaborations and co-branded launches, partnering with commercial and sales to execute when partnerships expand into brand marketing budget retail channel
• Own earned media and PR strategy, including agency management, and build relationships with the writers and editors who cover this category

Team Leadership

• Manage, coach, and grow the brand team — Social Media Lead to start, with room to build
• Set clear priorities and quality standards, and give real feedback
• Own the brand marketing budget and make the tradeoff calls on where it goes

Cross-Functional Leadership

• Partner closely with Growth to make brand and performance work as one system, not two silos
• Provide brand direction and creative assets for retail activation — demos, displays, collateral, key account programs
• Communicate strategy, results, and tradeoffs clearly to leadership

REQUIREMENTS

• 7+ years in brand marketing, with at least 2 managing people
• Built and shipped integrated campaigns end to end at a consumer brand — you can walk us through one you owned, what it cost, and what it did
• CPG experience with retail distribution strongly preferred; you understand that brand has to work on a shelf, not just a phone
• Exceptional taste and exceptional judgment about whose taste to trust. You can art direct and you can hire people better than you
• A strong writer and editor. Fishwife's voice is specific, funny, and unmistakable — you need to be able to hear it, extend it, and teach it
• Real experience negotiating and running brand partnerships, including budgets and deal terms
• Fluent in brand measurement and comfortable defending a spend that doesn't convert on a 7-day click window
• Startup speed with a genuine ownership mentality — you'll have a lot of rope and very little process
• You still like making the work, not just approving it. We're 19 people; there's no layer to hide behind

Nice to have

• Food and beverage
• Press and earned media relationships in food, lifestyle, or culture
• Experience opening a new category or educating a market

Tools

Instagram, TikTok, YouTube, an affiliate/creator platform (e.g. ShopMy, Levanta), CapCut or Adobe CC, Notion, Shopify

FISHWIFE VALUES

At Fishwife, our four core values shape both our daily actions and our long-term vision. We aim to build a delightful world with intention and creativity, constantly surprising and inspiring our community. We are committed to being fantastic partners to everyone we work with—inside and outside the company. We embrace autonomy, trust, and proactivity, empowering each team member to think and act like an owner. And through it all, we move like water—navigating change with resilience, adaptability, and grace.

COMPENSATION

We offer a competitive salary package, strong health benefits, and an unlimited vacation policy.

Fishwife seeks individuals of all backgrounds and experiences to join our company. BIPOC, women, and LGBTQ+ individuals are highly encouraged to apply.