Location: Toronto, hybrid, from our office on Geary Ave

Reports to: CEO

Start: Q4 2026

About WakeWater

WakeWater is one of Canada’s fastest-growing functional beverage brands, built to move with you. From electrolyte drink mixes to sparkling hydration and clean energy, we create great-tasting functional products designed for people who want to get more out of their day.

Founded in Toronto in 2020, WakeWater has grown from an emerging local brand into an 8-figure national business. Today, our products can be found at Costco across Canada, Sobeys, Farm Boy, Whole Foods and Circle K, as well as on Amazon in Canada and the U.S. and directly through wakewater.ca.

Behind our growth is a close-knit, ambitious and entrepreneurial team that believes great brands are built by moving quickly, thinking differently and staying close to the consumer. We keep things simple and move with purpose. Everyone has an impact, decisions happen fast, and great ideas can go from concept to market in weeks, not quarters.

Our ambition is to build WakeWater into one of North America’s leading functional beverage brands and we’re looking for people who want to help build it with us.

The role

WakeWater is looking for a Head of Marketing / Marketing Director to lead the next stage of our brand's growth. You will report directly to the CEO.

This is a senior, hands-on leadership role for someone who knows how to build brands, not simply manage them. You will own WakeWater's overall brand and marketing strategy and be responsible for translating that strategy into programs that drive awareness, trial, community engagement and ultimately sales.

You will oversee the strategy and execution of our marketing efforts, working closely with the marketing team to bring initiatives to life across key areas including brand positioning, creative direction, retail and shopper marketing, community strategy, partnerships, influencer programs, product launches and the overall marketing calendar. You'll work closely with the founders, executives, sales team, e-commerce team and external partners to ensure WakeWater shows up consistently and effectively everywhere our consumers interact with the brand.

WakeWater operates across national retail, Costco, Amazon and DTC, so we're looking for someone who understands how to build one cohesive consumer brand across multiple channels. While our CEO currently leads DTC, Amazon and performance marketing, you will work closely together to connect brand-building activity with measurable commercial outcomes.

This isn't a role where you'll inherit a large marketing department or simply manage agencies. You'll be expected to set the strategy, build the team, identify opportunities and get involved in execution when needed.



One day you may be developing our annual brand strategy, the next working on a national retail launch, approving a creative, building a partnership, organizing and attending a community activation or helping bring a current product to market.

As WakeWater continues to scale, you will also be responsible for building the marketing organization around you, determining what capabilities should live internally, where external partners make sense and how we allocate resources for the greatest impact.

What you'll own

- Overall WakeWater brand and marketing strategy
- Annual marketing plan, calendar and budget
- Development and leadership of the internal marketing team
- Brand positioning, messaging and creative direction
- Retail, shopper and Costco marketing programs
- Community marketing, events and experiential activations
- Influencer, ambassador and creator strategy
- Strategic brand partnerships
- Organic social and content strategy
- New product positioning and go-to-market planning
- Marketing KPIs, measurement and ROI
- Consumer insights and competitive intelligence
- Cross-functional alignment with Sales, E-commerce, Amazon, Operations and Product Innovation

Who you are

You have

- 5+ years in brand marketing for consumer products, with at least 2 years at a startup or challenger brand
- Senior brand/marketing leadership role, such as Senior Brand Manager, Marketing Director, Head of Marketing or equivalent
- You have helped build a brand, not just maintain one. You are comfortable operating with the pace, ambiguity and resourcefulness of an entrepreneurial company and have experience turning strategy into execution without relying on large teams or agency budgets.
- Experience leading community, influencer, ambassador and partnership marketing, with an understanding of how these channels translate into awareness, trial and sales
- Strong understanding of brand strategy and positioning, including consumer insights, brand architecture, messaging and creative direction.
- Strong creative judgement, with a portfolio of work you directed and can walk us through.
- You've built or worked with an in-house team, not solely by outsourcing to agencies
- Experience managing people and a budget, and making calls with incomplete information
- Comfortable working closely with Sales, E-commerce,



Operations and Product/Innovation rather than operating marketing as a standalone department.
- Comfortable using data from Shopify, Amazon, Meta, Google, retail sell-through and consumer research to make brand decisions.
- Experience developing and executing integrated annual marketing plans across retail, digital, social, influencer, experiential and community channels.
- A bias for doing. You'll write the brief, and sometimes you'll build the deck and pack the event kit too
- Hands-on mentality. Comfortable moving between high-level strategy and execution in a fast-moving entrepreneurial environment.
- Consumer focused marketing background a must.

Bonus points

- Functional beverage experience, beverage alcohol, RTD and energy drinks
- Direct experience with Costco or Club, including rotations, launches, sampling/roadshows, retail activation and driving consumer awareness around Costco distribution.
- Brand training from a large CPG company, followed by time somewhere scrappier
- Experience with a high-growth CPG or beverage brand that scaled through 8 figures.
- Experience working alongside a meaningful Shopify/DTC business, even if you weren't directly responsible for performance marketing.
- Familiarity with Amazon marketplace marketing and understanding how brand activity influences Amazon performance.
- Existing relationships within the Canadian fitness, wellness, retail, creator or lifestyle ecosystem.

What we offer

- Competitive compensation with equity participation and the opportunity to share in WakeWater’s long-term success.
- Health and dental benefits to support you and your well-being.
- Meaningful ownership and impact - you’ll have a real voice in shaping the brand and the future of the business.
- Exceptional growth potential as part of one of Canada’s fastest-growing emerging CPG brands, with opportunities to take on greater responsibility as the company scales.
- Leadership development and mentorship with the opportunity to work closely with experienced founders, operators and advisors who have built and scaled successful CPG businesses.
- An entrepreneurial environment where you can move quickly, test ideas, make decisions and see your work come to life.
- Career-defining experience helping take an ambitious Canadian brand through its next stage of national and international growth.
- And, of course, all the WakeWater you can drink.

How to apply

Apply at wakewater.com/pages/careers. You'll upload your resume and answer three short questions. It takes about 10 minutes, and there's no cover letter to write.

We're looking for someone to start as soon as possible and we review applications as they come in. We welcome applicants of every background and will accommodate any needs through the hiring process.

📌 Head of Marketing / Marketing Director (Toronto)
🏢 WakeWater Beverage
📍 Toronto