Botanic Tonics

• Serve as a trusted advisor to the CEO and Senior Leadership Team on all people-related matters • Build and execute a comprehensive talent strategy aligned to company growth objectives • Drive organizational design, workforce planning, and leadership development across corporate and field teams • Partner with functional leaders (Sales, Marketing, Operations, Finance, IT) to ensure the organization is structured and resourced for scale • Lead full-cycle recruiting strategy across corporate and manufacturing operations • Personally drive executive and critical hires (e.g., VP/Director-level roles across Brand, Sales, and Operations) • Develop scalable recruiting processes that reduce time-to-fill while maintaining a high talent bar • Strengthen employer brand through compelling job design, candidate experience, and PR alignment • Own and evolve the company’s performance management framework, including OKRs, continuous feedback, and AI-driven Prism Summaries • Drive a high-performance, accountability-focused culture aligned to company values • Lead bi-annual performance review cycles, calibration sessions, and bonus eligibility processes • Establish clear expectations for employee and manager participation (e.g., structured feedback capture requirements)

• Partner with Creative and Integrated Marketing teams to develop best-in-class campaigns that drive awareness, trial, and velocity • Develop clear, actionable creative briefs for promotional and educational initiatives • Support campaign development with consumer insights, inspiration boards, and asset direction (Figma) • Maintain and evolve brand guidelines, ensuring consistency across all channels and touchpoints • Monitor brand health metrics and competitive landscape; deliver actionable insights to leadership • Serve as a key point of contact for external agency partners (e.g., Neo) • Provide strategic direction on creative performance, including refresh cycles and new channel opportunities • Analyze campaign performance, sales data, and market trends to identify growth opportunities and risks • Drive continuous improvement through data-informed testing and iteration • Own reporting on Marketing KPIs, learnings, and optimization strategies • Develop and execute email marketing strategy, including: • Campaign calendars and send cadence • Audience segmentation and targeting • Messaging frameworks and content themes • Partner with Creative to deliver compelling promotional and educational campaigns • Monitor performance and optimize for engagement, conversion, and retention • Identify, source, and onboard influencers, ambassadors, and strategic partners • Support social media and influencer strategy development • Track partnership deliverables and ensure execution against agreements • Support community engagement initiatives, including emerging channels like Reddit • Support paid and organic strategies to reintroduce and educate audiences on Reddit • Own marketing project timelines, budgets, and deliverables • Prepare and present business performance reports and insights to stakeholders • Partner cross-functionally across: Creative, Performance Marketing, PR & Communications, Social & Influencer, Field & Activations • Ensure seamless execution from strategy → creative → launch → optimization

• Lead development and execution of platform-specific social strategies across Instagram, Facebook, TikTok, Reddit, YouTube, and LinkedIn • Define the role each platform plays within the marketing funnel (awareness, consideration, conversion, loyalty, advocacy) • Assist with developing integrated organic and paid social strategies that support DTC revenue, retail sell through, subscription acquisition, and brand storytelling • Translate campaign and product launch priorities into platform-native content systems optimized for discovery, engagement, and conversion • Evolve social from a campaign-based execution to an always-on growth engine integrated with CRM, loyalty, and lifecycle marketing initiatives • Build and operationalize a structured social listening and community intelligence framework across owned and earned platforms (including Reddit and creator ecosystems) • Analyze community conversations, creator trends, and competitor activity to generate actionable insights that inform messaging, innovation, and campaign strategy • Partner cross-functionally with Brand, PR, Creative, Paid Media, and Leadership to deliver integrated campaigns • Establish structured feedback loops between Social, Marketing, Product, CX, and Retail teams to ensure customer voice informs strategic decision making • Develop engagement frameworks that activate loyalists and advocates around launches, partnerships, and tentpole moments • Design and implement a scalable creator and ambassador ecosystem aligned to key growth verticals (e.g., sports, lifestyle, functional wellness communities) • Manage end-to-end influencer partnerships including identification, contracting, briefing, performance tracking, and content rights management • Build platform-specific creator playbooks that expand reach into emerging communities and support digital and retail objective • Equip ambassadors and loyalists with tools, messaging, and assets that enable authentic brand participation • Develop supplemental content as needed (recipes, short-form video, B-roll, trend-responsive content, etc) • Define KPIs beyond vanity metrics—focusing on engagement quality, share of voice, conversion influence, and community participation • Partner with Growth and Analytics teams to measure performance through incrementally testing, brand lift analysis, and conversion modeling • Build structured testing frameworks across creative formats, messaging, and engagement tactics • Continuously optimize strategy based on performance data, cultural shifts, and evolving business priorities

• Translate national strategy into actionable plans across assigned markets and territories • Identify high-opportunity markets and prioritize expansion efforts with Territory Sales Managers. • Drive new account acquisition, with a focus on independent and small-chain convenience retailers. • Establish clear KPIs for distribution gains, velocity, merchandising standards, and new door openings. • Monitor performance against targets and implement corrective action plans as needed. • Lead, coach, and develop Territory Sales Managers focused on new market penetration. • Conduct regular ride-alongs and in-market visits to reinforce selling standards and execution. • Strengthen performance of existing DSD partners through coaching, performance reviews, and joint business planning. • Oversee successful development of key markets. • Collaborate with Marketing on activations, sampling, and retail support initiatives.

• Own and evolve the Botanic Tonics brand strategy, positioning, and voice across all consumer and retail touchpoints. • Translate the company’s mission, product benefits, and consumer insights into compelling, differentiated brand narratives. • Ensure brand consistency while allowing flexibility for speed, testing, and innovation in a disruptive category. • Act as the internal brand authority, aligning Marketing, Sales, Innovation, and Operations around a unified vision. • Lead the development of bold, thumb-stopping content strategies that educate, entertain, and convert. • Oversee paid advertising across digital and social platforms (Meta, TikTok, YouTube, programmatic, retail media), optimizing for awareness, trial, and efficiency. • Own social media strategy, ensuring Botanic Tonics stays culturally relevant, authentic, and community-driven. • Build and scale creator, influencer, and ambassador programs that feel organic to the brand and resonate with core consumers. • Activate the brand through sampling, pop-ups, events, grassroots programs, and local partnerships. • Lead brand strategy and go-to-market execution for new product launches. • Partner closely with Innovation, Sales, and Trade Marketing to ensure launches are optimized for c-store velocity and shopper behavior. • Develop launch playbooks that balance speed, clarity, and impact in a fast-moving retail environment. • Build brand strategies specifically designed for the convenience channel, recognizing its unique shopper dynamics, impulse behavior, and limited real estate. • Collaborate with Sales and Trade Marketing to ensure brand storytelling translates to in-store execution, on-pack messaging, displays, and promotions. • Support selling efforts by helping retailers understand the brand, consumer, and why Botanic Tonics wins at shelf. • Build, lead, and mentor a high-performing brand and creative team. • Manage agency partners across creative, media, experiential, and social. • Establish clear KPIs and performance metrics tied to awareness, trial, velocity, and brand health.

• Partner with Director Sales to identify key regions with high concentrations of new account opportunities. • Secure new retail partnerships, with a focus on independent and small-chain convenience stores. • Open accounts with excellence in merchandising. • Serve as the frontline brand ambassador in new markets. • Work cross-functionally to ensure a smooth handoff of newly opened accounts to local DSD partner for ongoing support. • Track and report on sales performance, market feedback, and competitive insights from the field. • Support marketing activations and sampling events with your market/region

• Partner with Director Sales to identify key regions with high concentrations of new account opportunities. • Secure new retail partnerships, with a focus on independent and small-chain convenience stores. • Open accounts with excellence in merchandising. • Serve as the frontline brand ambassador in new markets—owning the first impression and initial sales cycle. • Work cross-functionally to ensure a smooth handoff of newly opened accounts to local DSD partner for ongoing support. • Track and report on sales performance, market feedback, and competitive insights from the field. • Support marketing activations and sampling events with your market/region