Director, Brand Marketing

We are a lifestyle brand!

We are on a mission to provide the world with simple, wholesome food and beverage items that fit today's lifestyle, offering an intimate - yet fast and consistent - experience to our customers.

We love and take pride in what we do, and we currently offer an exciting opportunity to join a thriving and ever-growing brand in this industry.

POSITION OVERVIEW:

The Brand Marketing Director is responsible for leading Pura Vida's integrated marketing planning process, transforming consumer insights, data and business priorities into a coordinated marketing calendar that drives engagement and business growth.

This role serves as the central orchestrator of cross-functional marketing initiatives, ensuring alignment across key stakeholders. From new menu launches and seasonal campaigns to market and store openings and strategic partnerships, this leader is accountable for ensuring initiatives are planned, executed on time, measured and continuously optimized based on performance. This role also owns the relationship with Pura Vida's PR agency of record and leads the identification and management of brand collaborations and partnerships.

The ideal candidate combines strong strategic thinking with exceptional project leadership, using consumer insights, market intelligence and business results to prioritize initiatives, drive organizational alignment and improve marketing effectiveness.

RESPONSIBILITIES:

Marketing Planning & Calendar Leadership

• Own and lead Pura Vida's integrated marketing calendar, aligning business priorities, data insights, consumer needs, product innovation, seasonal moments and growth initiatives into a cohesive marketing plan.
• Facilitate quarterly and annual planning processes, ensuring visibility, prioritization and alignment across all departments.
• Balance competing business priorities while maintaining a consistent and compelling customer experience throughout the year.
• Continuously evaluate opportunities to optimize the marketing roadmap based on business performance and emerging consumer trends.

Consumer & Business Insights

• Leverage consumer research, guest feedback, CRM data, competitive intelligence and performance analytics to identify opportunities and shape marketing priorities.
• Translate insights into actionable business recommendations that influence campaign development, menu innovation and customer experience.
• Develop post-launch analyses that capture learnings and identify opportunities for continuous improvement.

Cross-Functional Leadership & Initiative Management

• Serve as the cross-functional leader for all marketing initiatives, ensuring alignment across all functions and external agency partners.
• Lead initiative planning from concept through execution, clearly defining objectives, deliverables, timelines, owners and success metrics.
• Proactively identify execution risks, remove roadblocks and ensure initiatives remain on schedule and aligned with business objectives.
• Drive accountability across teams while fostering strong collaboration and communication.

Integrated Marketing Execution

• Lead the development and execution of integrated marketing initiatives including product launches, seasonal campaigns, new market openings, partnerships and brand moments.
• Ensure every initiative is supported by coordinated communication across all customer touchpoints and channels.
• Partner closely with Creative and Brand teams to ensure execution reflects Pura Vida's positioning and delivers a consistent guest experience.

Brand Collaborations & Partnerships

• Identify, evaluate, negotiate and manage brand collaborations with external partners, influencers and like-minded brands to enhance cultural relevance and drive business growth.
• Define success metrics for each partnership including earned media, traffic, sales lift and social growth and report on performance against objectives.

PR & Agency Management

• Own the day-to-day relationship with Pura Vida's PR agency of record, serving as the primary point of contact and strategic brand lead.
• Set PR objectives, shape brand narrative and review key messaging; ensure brand representation across press and media is consistent with brand positioning.

Performance Measurement & Optimization

• Define clear KPIs and success metrics for every major marketing initiative.
• Evaluate campaign and initiative performance against business objectives, identifying key drivers of success and opportunities for improvement.
• Present actionable performance reviews and recommendations to senior leadership.
• Continuously refine planning processes based on insights, learnings and measurable business outcomes.

Marketing Operations & Governance

• Develop and maintain marketing planning processes, workflows and governance that improve organizational efficiency and execution quality.
• Ensure all initiatives are appropriately documented, communicated and tracked across the organization.
• Maintain visibility into initiative status, resource allocation and dependencies to support effective decision making.

Team Leadership

• Manage and mentor a Marketing Manager responsible for supporting campaign execution, coordination and organizational planning.
• Foster a collaborative, accountable and results-oriented team culture focused on operational excellence and continuous improvement.

Budget & Resource Management

• Manage marketing budgets related to strategic initiatives, ensuring efficient allocation of resources and strong return on investment.

Other

• Lead special strategic projects and cross-functional initiatives as assigned by the VP of Marketing.

REQUIREMENTS:

• 8+ years of experience in brand management, marketing, or related roles, with at least 3 years in a leadership capacity.
• Proven ability to develop and execute integrated marketing campaigns across multiple channels.
• Strong experience in market expansion, product launches, and/or brand partnerships.
• Experience managing external PR agencies and leading brand partnership or collaboration programs from sourcing through execution.
• Excellent leadership skills and the ability to influence without direct authority.
• Strong analytical mindset; able to translate insights into actionable strategy.
• Exceptional communication and presentation skills; comfortable representing the brand externally.
• This is an in-office position based at our headquarters in Miami, FL.

BENEFITS:

• Health & Wellness – Medical, Dental & Vision
• Paid Time Off
• Discounted Meals
• Employee Assistance Program
• Growth Opportunities
• 401(k) Plan with Company Match

The general nature and level of work being performed by persons assigned to this job classification are contained in this job description. This job description should not be construed as an exhaustive list of all responsibilities, essential job functions, duties, skills required and other job requirements of personnel in this role. All employees may be required to perform duties outside of their normal responsibilities from time to time as needed. Management reserves the right to assign or reassign duties and responsibilities to the job at any time.

Pura Vida Miami is proud to be an equal opportunity employer. We are committed to creating a workplace where diversity is celebrated and everyone feels welcome, regardless of race, color, religion, national origin, age, sex, sexual orientation, gender identity or expression, disability, veteran status, or any other legally protected characteristic. We believe that building a team with diverse perspectives and experiences makes us stronger, more creative, and more connected to the communities we serve.

Agency Disclaimer

We’ve got this covered! At Pura Vida Miami, our Talent Acquisition team leads all hiring efforts internally. We do not accept unsolicited resumes from agencies, we mean it. Any resumes sent our way without a signed agreement in place (including those sent directly to our team or hiring managers) will be considered property of Pura Vida Miami and we won’t be responsible for any fees. If you’re interested in partnering with us, reach out to our Talent team first. We’re happy to connect the right way!