Brand Manager, vitaminwater

Job Description Summary

vitaminwater is a leading brand in the functional hydration space, built on delivering flavorful hydration with added benefits for consumers who expect more from their beverages. Rooted in culture and known for its bold, unapologetic voice, vitaminwater plays at the intersection of taste, functionality, and lifestyle relevance. Operating in a competitive and evolving landscape, vitaminwater’s ambition is to accelerate the brand’s growth trajectory, strengthen brand affinity, and expand relevance beyond the category—through differentiated storytelling, innovation platforms, and culturally-led marketing.
Position Overview

This Brand Manager role leads the execution of key brand initiatives while contributing to strategic planning. You will partner cross-functionally to bring Big Bets and always-on programs to life, while identifying opportunities to drive brand and business growth.
vitaminwater is seeking a Brand Manager who thrives in both execution and problem-solving. You will manage multiple high-impact initiatives end-to-end, while contributing to brand strategy through consumer insights, performance analysis, and market dynamics. This role offers strong visibility and the opportunity to build strategic and leadership capabilities in preparation for broader brand ownership within a dynamic, culture-driven brand.
Key Responsibilities

Lead execution of annual marketing plans spanning Big Bets and always-on initiatives, partnering with cross-functional teams and agencies to deliver culturally relevant, high-impact work.
Lead innovation initiatives across base and innovation platforms—supporting concept development, positioning, and commercialization through the stage & gate process.
Translate consumer insights and business performance into growth opportunities, helping sharpen vitaminwater’s positioning and identifying actions to drive affinity, recruitment, and usage occasions.
Enable omnichannel brand experiences by working with Marketing Technology teams and leveraging AI/digital tools to create seamless brand experiences across media, commerce, and in-store.
Partner with EPICS, IMX, and Shopper teams to ensure consistent, breakthrough activation across channels—bringing to life vitaminwater’s positioning.
Drive alignment across brand, bottler, sales, and technical teams to ensure initiatives are executed seamlessly across the Coca-Cola system.
Education Requirements

Bachelor’s degree in Marketing, Communications or Business required. MBA or equivalent advanced degree preferred.
Related Work Experience

4–5 years of experience in brand marketing or product ownership in CPG. Experience in beverages, functional hydration, or premium/lifestyle brands preferred. Demonstrated success managing complex initiatives and cross-functional execution.
Functional Skills

Strong experience with Nielsen/IRI and quantitative analytics; ability to connect performance data to actionable strategy.
Ability to lead cross-functional teams while managing multiple stakeholders and driving alignment across a complex organization.
Deep curiosity about consumer behavior, culture, and trends.
Experience leading innovation across product, pack, and positioning development.
Exceptional organizational skills and attention to detail.
Strong storytelling and creative evaluation skills.
Ability to operate in a fast-moving, culturally dynamic, and competitive environment.
Skills

AI Concepts, Audience Engagement, Brand Strategy, Cultural Marketing, Competitor Analysis, Consumer Segmentation, Creative Process, Data Insights, Design Thinking, Digital Media Strategy, Group Problem Solving, Leadership, Marketing Strategy, Media Planning, Omnichannel Execution, Quantitative Research, Social Strategy, Storytelling, SWOT Analysis.
Compensation

Pay Range: United States of America: 106,800 USD - 138,500 USD. Base pay offered may vary depending on geography, job-related knowledge, skills, and experience.
A full range of medical, financial, and/or other benefits, dependent on the position, is offered.
Annual Incentive Reference Value Percentage: 15%. Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.
Employment Details

Location(s): United States of America; City/Cities: Atlanta.
Travel Required: 00% - 25%.
Relocation Provided: No.
Job Posting End Date: June 2, 2026.
Employment Eligibility

The Coca-Cola Company will not offer sponsorship for employment status (including, but not limited to, H1-B visa status and other employment-based nonimmigrant visas) for this position. Accordingly, all applicants must be currently authorized to work in the United States on a full-time basis and must not require The Coca-Cola Company's sponsorship to continue to work legally in the United States.
EEO Statement

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.
When we collect your personal information as part of a job application or offer of employment, we do so in accordance with industry standards and best practices and in compliance with applicable privacy laws.

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