We are partnering with an established Mexican condiment brand with strong consumer recognition and retail presence across Mexico as they prepare for a major U.S. launch in 2027. This is a rare ground-floor opportunity to lead the U.S. launch strategy for a heritage hot sauce brand positioned to compete directly with major players in the category.
This is not an inherited brand plan — this is a true build-it role.
The Brand Manager will own the full U.S. launch strategy, including positioning, go-to-market planning, marketing execution, and P&L ownership. This person will work closely with senior leadership across the U.S. and Mexico and will have the backing of an existing retail trade infrastructure, allowing them to focus on brand-building, consumer strategy, and launch execution.
What You’ll Own:
- Lead the full U.S. brand launch strategy from the ground up, with a target of achieving 5% market share within the first three years
- Own positioning, go-to-market strategy, marketing planning, and execution for the U.S. market
- Manage full P&L responsibility from day one
- Develop a bicultural brand strategy that resonates with both the general U.S. market and Hispanic consumers
- Partner closely with senior leadership across U.S. and Mexico-based teams
- Collaborate with retail trade execution partners supporting big-box and grocery channel expansion
- Build a high-impact launch plan designed to compete in one of the fastest-growing flavor categories in U.S. CPG
What We’re Looking For:
- 8–10 years of client-side CPG brand management experience
- Direct experience launching a hot sauce product in the U.S. market is required
- Proven experience executing a U.S. go-to-market launch from scratch with national reach
- Full P&L ownership in a current or prior role
- Ability to operate both strategically and hands-on in a lean, fast-moving environment
- Deep understanding of the U.S. Hispanic consumer and general market consumer dynamics
- 100% bilingual in English and Spanish, with strong bicultural fluency
- Familiarity with U.S. big-box and grocery retailers such as HEB, Kroger, Walmart, Costco, and Whole Foods
Why This Role Stands Out:
- Full ownership of a national U.S. launch
- High visibility with senior leadership across the U.S. and Mexico
- Opportunity to build the strategy, not inherit one
- Backed by established retail execution infrastructure
- Small, agile marketing team with fast decisions and limited corporate layers
- Opportunity to help scale a Mexican-heritage brand in a high-growth U.S. category
This is an ideal opportunity for a hands-on CPG brand leader who has successfully launched hot sauce in the U.S. market and is excited to build a national brand from the ground up.
