Vice President of Marketing & Innovation

Lawson’s Finest Liquids crafts and delivers the finest and freshest beer to delight our fans. We are a B Corp certified, values-driven company that strives to be the finest, cultivate and support vibrant communities, and have fun. We are passionate about delivering world-class brews throughout our eleven-state region and beyond. 

Now, we’re searching for a dynamic, strategic, and growth-oriented VP of Marketing & Innovation to join our team. This is more than a job — it’s a chance to help shape the future of one of the most fun and respected breweries in the country, bring fans closer to the beers they love, and make a lasting positive impact in the communities we serve. At Lawson’s Finest, culture and purpose deeply matter — we believe great beer can be a force for good. If you’re ready to blend creativity, strategy, and community purpose — and have a ton of fun along the way — we’d love to hear from you. The VP of Marketing and Innovation is a member of the Leadership Team, reporting to the CEO. 

What You’ll Be Brewing Up 

1. Strategic Leadership: 

• As a key strategic leader, partner with CEO and other Leadership Team members to spearhead the growth, profitability, and positive impact of Lawson’s Finest Liquids.  
• Create a long-term brand vision that aligns with the brewery’s mission and values. Set clear, measurable goals and objectives that support overall business growth. 
• Define and refine the brewery's market positioning to differentiate our brand and products within a competitive landscape.  
• Serve as a trusted thought partner to the CEO and VP of Sales in developing and executing long-term growth strategies, go-to-market planning and revenue forecasting. 
• Lead, inspire, and develop a high-performing marketing and innovation team and positively influence a culture of growth within the company. 
• Demonstrate disciplined budget management that ties resource allocation directly to company priorities, marketing effectiveness, and measurable results. 
• Define key performance indicators (KPIs) and use data analytics to measure brand health, innovation success, and campaign impact – while constantly optimizing. 
• Stay ahead of what’s next in craft beverage and beer, culture, market and marketing. 

2. Innovation & Product Development: 

• Product Pipeline Management: Lead the development and management of a consumer-centric product pipeline that anticipates market trends and consumer preferences, reinforcing and expanding our long-term position as a leader in craft beer. 
• Cross-Functional Collaboration: Facilitate collaboration among marketing, brewing, and sales teams to ensure innovative concepts are feasible, scalable, and align with our brand standards. 
• Brand design and go-to-market strategy: Own product briefing, brand positioning directions, and go-to-market strategy for new launches that not only win shelves and on-premise placements but also drive velocity and repeat purchase from fans. 
• Consumer Testing: Implement consumer testing and feedback mechanisms for new products, using insights to refine offerings before launch. 
• Opportunity Identification: Monitor competitors, category shifts, and white-space opportunities; develop detailed customer personas and segments to effectively tailor marketing efforts and product offerings effectively. 

3. Brand Management: 

• Brand Strategy: Create a cohesive brand strategy that inspires, differentiates, is consistent and delivers across all touchpoints: market, events, retail, taproom and digital.  
• Creative Direction: Direct the visual identity, brand design process, and creative output ensuring a best-in-class aesthetic that consistently elevates the brand across packaging, marketing materials, in-market presence, and the hospitality guest experience. 
• Brand Loyalty Programs: Design and implement customer loyalty programs and initiatives that foster community, drive repeat engagement and strengthen brand affinity. 
• Public Relations: Oversee PR and media strategies to amplify campaign impact, manage brand reputation, and maximize earned media opportunities. 
• Steward the brand voice and visual identity across all business units and activations. 

4. Team Leadership: 

• Talent Development: Build, lead, and mentor a high-performing marketing team, fostering a culture of creativity, accountability, executional excellence, and continuous learning. 
• Performance Management: Inspire and empower the team to achieve ambitious goals, while establishing performance metrics, conducting regular reviews, providing constructive feedback and supporting professional development. 
• Internal Inspiration, Collaboration and Communication: Contribute positivity and inspiration companywide; promote cross-departmental collaboration to ensure marketing strategies align with sales goals, production capabilities and hospitality goals. 
• External Relationship Management: Cultivate authentic partnerships with distributors, retailers, and industry allies that reflect Lawson’s Finest’s values and positioning, broaden our reach, and bring more fans closer to the beer they love. 
• Be the Finest: Be the kind of leader people love to work with – one who lifts others up and makes work fun. 

What You’ll Bring to the Table 

• Possesses 10+ years* of progressive CPG marketing leadership experience in marketing strategy, brand management, and consumer insights, preferably in craft beverage, food/bev CPG, and/or outdoor-lifestyle industry. 
• Proven success in brand strategy, portfolio management, sales collaboration, consumer experience, and innovation leadership. 
• Strong creative sensibility and design oversight experience.  
• Strong leadership skills with experience managing cross-functional teams and teams from junior to senior marketers. 
• Proven track record of driving business growth through integrated marketing, product launches, collaboration with sales and experience events design. 
• Ability to blend strategic vision with hands-on execution in a fast-paced, entrepreneurial environment. 
• Understand and value the role of purpose, B Corp certification in brand and business strategy. 
• Excellent communication and interpersonal skills, with the ability to build relationships and influence stakeholders. 
• Analytical mindset with experience in market research and data-driven decision-making. 
• Passion for craft beverages, beer culture and an understanding of consumer trends in the industry. 
• Strongly aligns with company core values of Have Fun, Keep it Authentic, Be the Finest, Focus on Community, Take Good Care 
• Based in our Waitsfield, VT, Headquarters (with occasional travel to conferences, key partners, and more). 

* We encourage well-qualified candidates who may have slightly less experience than listed to apply - we're open to considering high-potential individuals for a Director level role leading our Marketing function with the opportunity for growth over time. 

Why You’ll Love Working Here 

You’ll be part of a passionate, fun-loving crew who believe in quality, community, and enjoying the ride. We offer a generous total compensation package, opportunities to give back, and yes — some of the finest beer you’ll ever taste. 

• This is a full-time hybrid position 
• Starting salary: $160,000-$180,000 (+ performance based annual bonus) 
• Total compensation package?includes:  
• Medical, Dental & Vision  
• Paid time-off  
• Paid Sick Time  
• Profit sharing  
• 401k plan with company match  
• Onsite Weekly Massages  
• Wellness Reimbursement  
• Professional Development Opportunities  
• Tuition Reimbursement  
• Employee & Local Discounts  
• Life Insurance  
• Paid Family Leave  
• Paid Parental Leave  
• Five Year Sabbatical  
• Free EV Charging  
• Paid Holidays  
• Short- & Long-Term Disability Insurance  

Lawson’s Finest Liquids is an Equal Opportunity Employer and committed to equity, inclusion and diversity. We believe that all forms of diversity make us better at everything that we do – fostering innovation and connecting us more closely to our customers and communities. Lawson’s Finest is especially interested in candidates that contribute to the diversity, inclusion and excellence of our organization. 

Lawson’s Finest Liquids provides equal opportunities to all employees and applicants for employment without regard to race, religion, color, age, sex, national origin, sexual orientation, gender identity, genetic disposition, neurodiversity, disability, veteran status or any other protected category under federal, state and local law.