Vice President of Marketing

About Fieldwork

Fieldwork is an independent craft brewery known for uncompromising freshness, thoughtful experimentation, and a lineup of ever-changing beers and non-alcoholic beverages served across Fieldwork locations throughout Northern California. We’re committed to quality, hospitality, and creating memorable experiences for our guests and retail partners.

We’re seeking a strategic, creative, and highly collaborative Vice President of Marketing to elevate Fieldwork’s brand, expand our audience, and strengthen our position as one of California’s leading craft beverage companies.

Position Summary

The Vice President of Marketing will serve as Fieldwork’s senior marketing leader, responsible for shaping and executing the company’s brand, growth, and communication strategy. This role will oversee all marketing functions—including brand management, digital/social, location marketing, product launches, creative, events, PR, and retail trade marketing.

The ideal candidate brings a mix of strategic vision, hands-on execution, deep understanding of craft beer culture, and experience leading high-performing marketing teams in consumer packaged goods (CPG), beverage, or hospitality.

Key Responsibilities

Brand Strategy & Leadership

• Develop and own Fieldwork’s brand strategy, ensuring consistency across all consumer touch points (locations, packaging, digital, wholesale).
• Strengthen brand identity, voice, and positioning in a competitive craft beverage market.
• Lead long-term and annual marketing planning, including budgeting and performance targets.

Marketing Execution & Growth

• Build and execute integrated marketing campaigns that drive awareness, increase location traffic, e-commerce sales, and loyalty program growth.
• Oversee new product launch strategies, naming, packaging direction, and go-to-market marketing.
• Partner with Sales leadership to create trade marketing programs and retail support materials.
• Maximize NHL and MLB partnerships with the San Jose Sharks and San Francisco Giants and sponsored players.

Digital, Social, and Content

• Lead digital strategy including website, email, CRM, social media, and paid digital.
• Drive content creation that highlights Fieldwork’s beverages, brewing philosophy, location experiences, and brand culture.
• Oversee analytics and reporting to optimize digital performance and customer engagement.

Location & Experiential Marketing

• Support location marketing programs, promotions, local community partnerships, and grand openings.
• Manage Fieldwork-hosted events, off-site events, and experiential activations that elevate the brand.

Public Relations & Communications

• Serve as the brand steward across media, partners, and public statements.
• Oversee PR strategy and initiatives, including product announcements, awards, and storytelling.
• Cultivate strong relationships with media, influencers, and key industry stakeholders.

Leadership & Cross-Functional Collaboration

• Build, mentor, and lead a high-performing marketing team.
• Work closely with Production, Sales, Operations, and Taproom leadership to support company-wide goals.
• Maintain strong alignment between marketing strategy and Fieldwork’s values, culture, and commitment to quality.

Qualifications

• 7-10 years of progressive marketing experience, including leadership roles in CPG, beverage, alcohol, hospitality, or lifestyle brands.
• Bachelors Degree or equivalent, Masters preferred.
• Experience managing others (at least two years.)
• Strong understanding of craft beer culture, consumer trends, and retail dynamics.
• Proven experience developing and executing integrated marketing strategies that drive measurable growth.
• Demonstrated ability to lead creative direction, brand storytelling, and content production.
• Data-driven mindset with experience leveraging analytics for decision-making.
• Exceptional communication, leadership, and cross-functional collaboration skills.
• Experience managing agencies, vendors, and creative partners.
• Be familiar with Toast POS, Notion, Sprout, Klayvio, Adobe

What We Offer

• Competitive compensation and performance-based incentives
• Health, dental, and vision benefits
• Employee beer perks and discounts
• Opportunity to shape and grow one of California’s most respected craft beverage brands

Pay: $125,000.00 - $175,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

Work Location: Hybrid remote in Berkeley, CA 94710