Regional Marketing Leader

TITLE: Regional Marketing Leader (Texas and Georgia)

START DATE: April 2025

LOCATION: Dallas (TX) – Hybrid role

REPORT: VP Marketing, USA

DioniLife is a global pure-play non-alcoholic adult beverages company redefining the way consumers celebrate and socialize.

Founded in 2024 by AlcBev industry veterans, DioniLife brings innovation and exceptional quality to the non-alcoholic (NA) adult space, ensuring taste and experience are never compromised.

Initially launched in the U.S. and U.K., with plans for further global expansion, our portfolio is crafted to be a first choice , not just an alternative. We prioritize authenticity, premium ingredients, and the rituals that make drinking occasions special.

We acquired our first brand, Mash Gang , a trailblazing U.K. non-alcoholic beer founded in 2020. At the forefront of NA brewing, Mash Gang is driven by a relentless passion for better beer. Initially launched in Colorado, it expanded to Wisconsin and is now growing into Texas and Georgia.

DioniLife will build on this momentum with two new-to-the-world NA spirits brands l aunching in May 2025, followed by other exciting innovations in the pipeline.

DioniLife is here to set a new standard—because non-alcoholic should never mean second best .

Our NA brands offer all the appeal and equity that traditional alcohol brands have built over decades. We are never anti-alcohol —it is enjoyed responsibly by hundreds of millions worldwide. Our mission is to provide exceptional non-alcoholic options that complement, rather than compete with, the drinking experience.

Culture : We are a startup venture with a highly entrepreneurial environment that operates with autonomy, trust, and transparency.

We are leader-doers, acting like owners and moving fast—with integrity, determination, and authenticity—while maintaining a problem-solving mindset.

This is a rare and exciting opportunity to take the lead in marketing within a fast-growing, category-defining industry —shaping the future of premium non-alcoholic adult beverages through bold activations, disruptive strategies, and culturally impactful consumer experiences

THE ROLE

DioniLife is rapidly expanding in the U.S., with Texas and Georgia as our next key markets.

We are looking for an energetic, analytical, and driven marketing leader with experience in Brand and Trade Marketing and a passion for the adult beverage industry to lead the marketing efforts in Texas and Georgia.

This role is responsible for developing and executing insight-led, high-impact marketing strategies that ensure successful brand launches, activations, and sustained consumer engagement across all channels.

As the Regional Marketing Leader , you will act as a "Marketing GM" for the region, taking ownership of brand awareness and equity building, consumer activation, and commercial execution .

Core Responsibilities:

• Deliver the regional brand marketing plans in alignment with the USA strategy to drive brand awareness, consumer engagement, and commercial velocity .
• Create bold, insight-led marketing strategies that cut through , capture consumer attention, and drive measurable brand and commercial performance.
• Lead the execution of 360° regional marketing initiatives , leveraging consumer insights to build brand affinity and demand.
• Lead regional social media content creation and execution , ensuring an authentic and engaging brand presence that resonates with local consumers.
• Lead regional brand and trade marketing activities , ensuring successful product launches, commercial activations, and sustained brand presence across all consumer touchpoints.
• Leverage media relationships, influencers, brand partnerships, and cultural moments to amplify visibility and engagement.
• Track marketing and commercial performance through clear KPIs , providing actionable insights to optimize execution and maximize ROI.
• Serve as the regional brand champion , ensuring all local efforts reflect the USA/ global strategy and brand guidelines.
• Stay ahead of emerging consumer trends , identifying new opportunities for engagement and differentiation.

Trade Marketing and commercial execution

• Develop and take full ownership of regional programs and activations across retail, on-premise, and e-commerce channels to drive brand awareness, equity, and commercial velocity. Be accountable for tracking performance , analyzing impact, and making necessary adjustments to optimize results .
• Leverage USA brand calendars and shopper marketing strategies to build retailer partnerships .
• Closely collaborate with Area Sales Managers and distributor teams to ensure seamless programs execution in the commercial channels.
• Support key customer meetings with tailored marketing plans that align with their consumer base.
• Sampling: Accountable to Develop and execute regional sampling programs to drive awareness and trial of current and new product launches.
• Deploy effective point-of-sale (POS) materials to enhance visibility and engagement across commercial channels, ensuring POS assets are efficiently managed, tracked, and optimized for maximum impact.
• Ensure Brand Ambassadors consistently deliver on goals, representing the brand with excellence while driving awareness, equity, and engagement. In partnership with the Sales Area Manager, track their performance through clear KPIs, optimize execution based on insights, and hold them accountable for delivering impactful activations.

Consumer Engagement and Brand activation

• Drive hype and PR coverage , generating headlines by leveraging media relationships, influencers, brand partnerships, and cultural moments to amplify brand visibility and engagement.
• Lead social media  initiatives and provide local insights to drive regional and national brand Hype
• Drive content creation and manage regional influencer partnerships , ensuring authentic storytelling that aligns with brand values and resonates with local audiences. Collaborate with creators to amplify brand awareness through social media, events, and activations, while leveraging cultural and social hijacking to insert the brand into trending conversations and key moments
• Lead bold events brand activations , seamlessly integrating into local cultural moments while strategically hijacking other relevant events to maximize visibility and consumer engagement.
• Stay deeply connected to local culture, trends, and consumer behaviors,  identifying unique opportunities to integrate the brand into key local moments , events, and social movements that resonate with the region.

Market Intelligence

• Act as the eyes, ears, and voice of the local consume rs, using regional insights, demographics, and psychographics to shape impactful marketing strategies.
• Analyse local sales data, consumption trends, and consumer behavior to uncover high-potential product opportunities  that drive volume growth.
• Guide local teams in crafting culturally relevant and inclusive campaigns  that genuinely represent and celebrate the diversity of their communities.

Leadership & Culture

DioniLife fosters a leader/doer culture, where the Regional Marketing Leader acts as the brand owner for their market.  This role requires a forward-thinking mindset, balancing short-term business needs with long-term growth opportunities while working closely with the VP of Marketing to ensure effective execution of national strategies at the regional level.

QUALIFICATIONS

• 4+ years of brand marketing and/or commercial experience, preferably in a CPG environment (drinks industry ideal) 
• Creative thinker and passion for marketing and brand building
• Experience in consumer marketing, trade marketing and retail activation with understanding of US consumers and trade
• Expertise on digital and social media with drive to deliver exceptional engagement strategies and targeted media.
• Ability to work cross functionally with Sales, Operations, Finance, Distributors.
• Experience managing budgets and executing both traditional and non-traditional brand marketing strategies.
• Self-starter, ideally with experience in a start-up, entrepreneurial culture.

FURTHER INFO AND REQUIREMENTS:

• This role is the equivalent of a Brand Manager-level position.
• Candidates must reside in the Dallas Metropolitan Area.
• While this is a remote marketing role, the Regional Marketing Leader is expected to visit key accounts, events, and activations in the Texas area to oversee brand initiatives and activations. This may include occasional evenings and weekends, with some domestic travel (mainly Georgia).
• Only candidates with valid U.S. work authorization will be considered. Sponsorship is not available