You have 10+ years building consumer brands, including senior leadership in beverage alcohol or a culture-driven CPG.
You respect what makes drinks marketing different: the three-tier system, the regulatory environment, responsible marketing, and the realities of the on-premise.
You've built culturally relevant brands, not just run campaigns. You can show where you grew community and advocacy, and explain how you measured it.
You know how to turn global strategy into a practical local plan.
Your creative judgment is trusted. You green-light brave work, and you're willing to kill safe work that doesn't move anyone.
You know experiential, events, cultural partnerships, creator ecosystems, trade marketing and agency management well enough to guide the team and judge the work. You use data and AI tools to help the team move fast.
You have a commercial mindset and a builder's bias. You prioritize, you simplify, and you've led teams of 15 or more through real change.
Candidates must be 21 or older and authorized to work in the US.
Responsibilities
Own Jägermeister's US brand strategy and multi-year plan within the global strategy and Subcultural Mainstream growth model, grounding it in a clear understanding of US consumers and the cultural and commercial conditions affecting the brand.
Own the US marketing budget end to end, deciding where to invest and which initiatives to fund first based on US growth priorities and the global brand strategy.
Know Jägermeister first-hand, from its history and cultural heritage to its product and rituals; protect the brand’s codes and attitude while finding fresh ways to express them; build enthusiasm across the business and with distributors and explain what is changing, why, and what it means for their work.
Lead how the Subcultural Mainstream model is put to work by building connections between Jägermeister and consumers through culture, communities and partnerships that earn lasting advocacy and drive growth.
Bring Consumer and Trade Marketing together around one shared plan, ensuring the brand shows up consistently wherever consumers discover, buy and enjoy it.
Spend time in priority markets to hear directly from consumers, bartenders and field teams, and use those insights to sharpen briefs and strengthen execution; trust the team to lead and step in where most valuable.
Coach and champion the Consumer and Trade Marketing teams, lead by example, back their ideas, share Jägermeister and Subcultural Mainstream expertise, and help them build strong partnerships with Sales, distributors and agencies.
Partner with Global Marketing and bring a clear US point of view, balancing global consistency with local relevance and keeping the US team connected to the thinking behind the strategy.
Head of Marketing
Mast-Jägermeister US · White Plains, United States · Full-time · Posted 2026-10-13
Salary: USD 250,000–315,000
Workplace: on_site
Department: Marketing
Description
About the Role
We’re hiring a Head of Marketing to lead Jägermeister’s rejuvenation in America. You’ll rebuild its relevance with the next generation of legal-age drinkers while protecting what makes the brand distinctive. You’ll also lead and coach the team, strengthening our ability to build the brand for the long term.
You’ll report to the US CEO, with a dotted line to the Global CMO, and sit on the US senior leadership team. You’ll lead Consumer Marketing for Jägermeister and Trade Marketing for Jägermeister and Teremana, with around 20 people and five direct reports. The work spans brand communications, social, experiential, events, owned and earned channels, partnerships and paid media.
The Global Brand team sets the Global Jägermeister brand strategy. You'll turn that direction into a US strategic plan and lead its delivery.
What You'll Do
Own Jägermeister's US brand strategy and multi-year plan within the global strategy and Subcultural Mainstream (SCM) growth model. Ground it in a clear understanding of US consumers and the cultural and commercial conditions affecting the brand.
Own the US marketing budget end to end. Decide where to invest and which initiatives to fund first, based on US growth priorities and the global brand strategy.
Know Jägermeister first-hand, from its history and cultural heritage to its product and rituals. Protect the brand’s codes and attitude while finding fresh ways to express them. As its US champion, build enthusiasm across the business and with distributors. Explain what we’re changing, why, and what it means in their work.
Lead how we put the SCM model to work. Build real connections between Jägermeister and consumers through culture, communities and partnerships that earn lasting advocacy and drive growth.
Bring Consumer and Trade Marketing together around one shared plan, ensuring the brand shows up consistently and effectively wherever consumers discover, buy, and enjoy Jägermeister.
Set a high bar for our work by spending time in priority markets. Hear directly from consumers, bartenders and field teams, and use what you learn to sharpen briefs and strengthen execution. Trust the team to lead, and step in where you can add the most value.
Be a coach and champion for the Consumer and Trade Marketing teams. Lead by example, back their ideas, and share your Jägermeister and SCM expertise. Help them build strong partnerships with Sales, distributors and agencies.
Partner with Global Marketing and bring a clear US point of view. Balance global consistency with local relevance, and keep the US team connected to the thinking behind the strategy.
What Success Looks Like
Over the first three years, we’re looking for steady progress toward sustainable US growth and a stronger following among the next generation of legal-age drinkers. That includes stronger bartender advocacy, a more consistent ice-cold shot experience and lasting community relationships in priority markets. We also want to see Marketing, Sales and field teams working from one plan, sharing what they learn and building on what works.
How We Work
Our Living Brand Values are BOLD, SOCIAL, MASTERFUL and AUTHENTIC. We own our decisions, give each other honest feedback and care about the craft. Our Marketing Code and responsible drinking commitments guide every marketing decision.
The Details
This full-time, exempt role is based at our White Plains, New York HQ office. Expect roughly 30% travel, including time in Jägermeister markets abroad to learn how the brand is built at its best, plus occasional evening commitments. Candidates must be 21 or older and authorized to work in the US.
Requirements
You have 10+ years building consumer brands, including senior leadership in beverage alcohol or a culture-driven CPG.
You respect what makes drinks marketing different: the three-tier system, the regulatory environment, responsible marketing, and the realities of the on-premise.
You've built culturally relevant brands, not just run campaigns. You can show us where you grew community and advocacy, and explain how you measured it.
You know how to turn global strategy into a practical local plan.
Your creative judgment is trusted. You green-light brave work, and you're willing to kill safe work that doesn't move anyone.
You know experiential, events, cultural partnerships, creator ecosystems, trade marketing and agency management well enough to guide the team and judge the work. You use data and AI tools to help the team move fast.
You have a commercial mindset and a builder's bias. You prioritize, you simplify, and you've led teams of 15 or more through real change.