Sr. Manager, Brand & Integrated Marketing

Job Description

Who We Are

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Halfday was founded in 2021 to reimagine legacy tea. Inspired by our co-founder’s experience with digestive illness, we set out to make digestive health more approachable by bringing prebiotic fiber to iced tea.

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We believe functional does not have to mean clinical. It can be delicious, craveable and part of everyday life.

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Halfday is a fast-growing, functional tea brand entering a major distribution inflection point, including national expansion across Walmart, Target, & other leading retailers. We are building the brand and operating system required to turn that distribution into awareness, trial, & repeat purchase.

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This role reports to the VP of Marketing and will be an important member of a lean marketing team. You will help set the strategy, but you will also be responsible for making sure the work gets briefed, built, approved and shipped.

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Job Summary

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Halfday needs an integrated brand marketer who can turn a strong brand strategy into a consistent flow of campaigns, content, product launches and retailer-facing storytelling.

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You will own the day-to-day development and application of Halfday’s brand platform, including positioning, messaging, campaign development, organic social, creator content and PR. You will also manage the integrated marketing calendar that keeps Brand, Growth, Retail and product launches working against the same priorities.

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During product development, you will serve as Marketing’s launch lead—coordinating positioning, claims, packaging inputs, creative briefs and approvals before handing the launch to Retail and Shopper Marketing for commercialization.

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This is a high-ownership role inside a resource-conscious company. You will direct agencies, creators and freelancers, but you must also be comfortable writing the brief, tightening the copy, building the presentation, reviewing the edit and stepping in to keep work moving.

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You are not expected to be a full-time designer, editor or social media manager. You are expected to understand the work well enough to improve it and resourceful enough to ship without waiting for a large team.

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Key Responsibilities

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Brand Platform and Campaign Development

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• Help sharpen and consistently apply Halfday’s positioning, voice, messaging hierarchy, campaign platform and creative standards across consumer, retailer and internal touch-points.
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• Translate brand strategy into clear campaign briefs, messaging frameworks, creative direction, packaging inputs, retailer stories and content systems.
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Integrated Marketing Planning

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• Own and maintain the integrated marketing calendar across Brand, Growth, Retail, innovation, PR and key retailer moments.
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• Turn company priorities into clear work-streams, timelines, owners, deliverables and decision points.
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• Identify conflicts and gaps early, keep teams aligned and make sure campaigns launch on time.
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Product Launch Management

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• Serve as Marketing’s launch lead during product development.
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• Coordinate consumer positioning, claims, packaging inputs, creative briefs, asset development and marketing approvals.
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• Maintain clear launch timelines and drive a disciplined handoff to Retail and Shopper Marketing for commercialization.
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Organic Social and Content

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• Own the organic social strategy, editorial priorities and content calendar across priority platforms.
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• Brief and manage creators, agencies, freelancers and internal partners to produce a steady pipeline of useful, distinctive brand content.
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• Review performance and continuously improve the mix of brand storytelling, product education, cultural relevance and community engagement.
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Creator and UGC Strategy

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• Build a practical creator and UGC program that generates both organic content and assets that can be used across paid social, TikTok Shop, retail media and retailer PDPs.
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• Partner with Growth to ensure creator content is properly briefed, contracted and produced for amplification.
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Brand Narrative and PR + Earned

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• Manage Halfday’s Brand Narratives, PR agency and earned-media priorities.
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• Develop founder, company, product and category narratives that support consumer awareness, retailer conversations and important company milestones.
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Creative and Agency Management

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• Write strong briefs, provide actionable feedback and hold external partners accountable for quality, timing and budget.
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• Create a flexible network of agencies, freelancers, photographers, creators and production partners that allows Halfday to scale output without building a large internal team.
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Brand Measurement

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• Partner with the VP of Marketing and Growth team to track awareness, message recall, sentiment, content performance and other leading indicators of brand traction.
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• Use performance data, consumer feedback and retail context to improve future campaigns and creative decisions.
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Qualifications

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• 6+ years of experience in brand marketing , integrated marketing, content, creative strategy or consumer marketing.
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• Experience with a CPG, beverage, food, wellness or high-growth consumer brand is strongly preferred.
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• Demonstrated ownership of campaigns, launches or creative programs from strategy through execution.
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• Strong writing and presentation skills, with the ability to turn positioning into briefs, campaign ideas, messaging, packaging direction and retailer-facing storytelling.
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• Strong creative judgment and the ability to give clear, useful feedback to designers, agencies, creators and production partners.
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• Excellent project-management discipline, including timelines, owners, approvals, status reporting and cross-functional follow-up.
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• Comfortable moving between strategic thinking and hands-on execution.
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• Working fluency across platforms and tools such as TikTok, Instagram, Meta, Canva, Adobe, CapCut, creator platforms, PR tools and project-management systems.
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• Comfortable interpreting SPINS, Circana, retailer or campaign reporting to understand business context and inform marketing decisions.
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