While we’re best known for Lakanto, the #1 monk fruit sweetener brand in the U.S., we are much more than that—we are Saraya USA. Part of a global, family-owned company with over 70 years of experience, Saraya is rooted in a deep commitment to sustainability, health, and innovation.
We’re looking for our next VP of Marketing & Creative who brings not just the strategic and creative experience to lead, but the spark and energy to inspire. If you’re ready to lead a portfolio of purpose-driven brands into their next evolution, this is your moment to make a meaningful impact.
Founded in Japan and proudly established in Utah, Saraya USA is celebrating our 10-year anniversary in 2025. Our mission is to "Connect Through Life"—bringing people closer to themselves, each other, and the planet through products that support better living and a healthier world. Long before "eco-friendly" was a trend, Saraya was creating solutions that aligned human wellbeing with environmental care.
At Saraya USA, we manage a growing family of purpose-driven brands that reflect our values:
- Lakanto – Natural, zero-glycemic monk fruit sweeteners and lifestyle products that help people ditch sugar and embrace wellness without compromise.
- Happy Elephant – High-performance, plant-powered home care products made with biodegradable ingredients and no synthetic fragrances—for a truly clean home and a cleaner planet.
- arau.baby – Gentle, non-toxic baby care and laundry products made with botanical ingredients and designed for even the most sensitive skin.
- Kyhv – Clean-ingredient sports nutrition designed to fuel performance with purpose—backed by science, driven by nature, and made without compromise.
Together, these brands represent our unwavering dedication to improving lives and creating a brighter, more sustainable future—for our customers, our communities, and the earth.
What You’ll Do
As the Vice President of Marketing & Creative at Saraya USA, you will lead the development and execution of brand, marketing, and creative strategies across our portfolio of wellness and sustainability-focused consumer brands. This is a high-impact leadership role that requires a strong balance of strategic thinking, creative vision, data-driven decision-making, and team empowerment. You’ll collaborate closely with executive leadership, sales, product development, eCommerce, and operations to grow our brands, deepen consumer connection, and bring our mission to life.
Key Responsibilities:
Brand Leadership & Strategy
- Own and evolve the brand architecture, voice, and positioning for each Saraya USA brand—Lakanto, Happy Elephant, arau.baby, and Kyhv.
- Lead integrated brand strategy across all marketing channels (digital, retail, influencer, experiential, etc.) and ensure consistency with our company values and mission.
- Champion the voice of the customer through market insights, competitive analysis, and consumer research to inform brand growth and innovation.
Creative Direction
- Provide executive creative direction across all touchpoints—packaging, content, campaigns, social, web, advertising, and in-store.
- Manage and mentor in-house designers, content creators, and agency partners to deliver breakthrough, on-brand creative.
- Elevate storytelling that connects emotionally with our diverse audiences while remaining true to each brand’s identity.
Marketing Execution
- Oversee performance marketing, lifecycle and retention efforts, media planning, SEO/SEM, PR, and partnerships.
- Align paid, owned, and earned media to drive consumer engagement, conversion, and loyalty across both DTC and retail channels.
- Collaborate with Sales and eCommerce leaders to support launches, seasonal promotions, and category growth.
- Build, inspire, and develop a high-performing team that thrives on collaboration, accountability, and innovation.
- Foster a culture of continuous improvement and cross-functional alignment across departments and external partners.
- Set clear goals, measure results, and adapt strategies in real time to achieve strong brand and business outcomes.
- Partner with Product Development and R&D to bring new ideas to life and guide go-to-market strategy for new products.
- Identify and act on market trends, white space opportunities, and emerging consumer behaviors to fuel brand relevance and growth.
- Serve as a strategic advisor to the executive team and contribute to overall company direction and culture.
What Success Looks Like in This Role
- You elevate each of our brands with clear, compelling positioning and creative direction that resonates deeply with our core audiences—across every channel, platform, and product touchpoint.
- Your team thrives under your leadership—aligned, inspired, collaborative, and empowered to do their best work. You’ve built a culture of high performance, creativity, and trust.
- You drive meaningful growth by translating brand strategy into measurable business outcomes: increased brand awareness, stronger consumer loyalty, improved marketing ROI, and expanding market share in both retail and digital.
- You bring fresh thinking and bold ideas that balance innovation with practicality—guiding go-to-market strategies that are as effective as they are mission-aligned.
- You champion Saraya USA’s values in every decision you make—sustainability, health, and human connection are always at the heart of your work.
- You’re a connector—collaborating seamlessly with sales, product, operations, and executive leadership to unify vision and action across departments.
- You make us better—bringing a mix of humility, drive, and clarity that helps Saraya USA grow not just as a business, but as a mission-driven team.
Seniority level
Seniority level
Executive
Employment type
Employment type
Full-time
Job function
Job function
Marketing and SalesIndustries
Food and Beverage Services
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