Vice President & General Manager, Brands

Role summary

Suja Life is hiring a Vice President & General Manager, Brands to lead the full financial and strategic performance of its brand portfolio: Suja Organic, Vive Organic, and Slice. This executive position owns the portfolio’s P&L and helps steer the next phase of growth across wellness, functional beverages, and better-for-you refreshment.

The role is designed for a hands-on business leader who can pair long-term brand building with disciplined commercial execution. It involves guiding strategy, shaping market positioning, and driving profitable growth while protecting brand equity and strengthening the organization for the future.

Reports to the Chief Marketing Officer. The role is based in a hybrid setup, with Southern California preferred and monthly travel to headquarters in Oceanside, California. Candidates based anywhere in the United States may also be considered if they can travel frequently to San Diego.

Company overview

Suja Life focuses on making organic, health-forward beverages easier for more people to access. Its portfolio includes Suja Organic, which offers cold-pressed juices and functional shots; Vive Organic, which is centered on plant-based immunity and wellness shots; and Slice Healthy Soda, a better-for-you alternative to traditional soda. The company is committed to using real, high-quality ingredients and creating beverages that support a healthy lifestyle.

What this role owns

• Complete P&L accountability across the Suja Life portfolio, including revenue, margin, and budget management.
• Brand direction, positioning, messaging, and go-to-market planning for each brand in collaboration with the Brand General Managers.
• Portfolio prioritization across Suja Organic, Vive Organic, and Slice based on growth opportunity, margin potential, and strategic alignment.
• Coordination with Growth Marketing to activate plans across paid media, omnichannel, shopper, and eCommerce.
• Alignment across Marketing, Sales, Product/R&D, and Operations to support launches, extensions, and integrated campaigns.
• Identification of growth opportunities through market, competitor, retailer, and consumer analysis, including new channels, occasions, and whitespace innovation.
• Partnership with Sales leadership on retailer strategy, distribution, trade spend, and pricing and promotion structure.
• Ownership of the innovation roadmap in partnership with R&D and Operations, balancing speed, quality, cost, and supply feasibility.
• Leadership development for Brand General Managers and marketing leaders, including coaching, accountability, retention, and succession planning.
• Executive-level communication to the CRO and CMO on performance, risks, and growth plans.

Qualifications

• At least 15 years of progressive experience in brand management, marketing, or general management.
• A bachelor’s degree or higher in Business Administration, Marketing, or a related discipline; an MBA is preferred but not mandatory.
• Strong commercial judgment with experience growing revenue, improving commercial strategy, and managing P&L across multiple brands.
• Background in scaling emerging CPG food and beverage brands in highly competitive markets.
• Experience leading product innovation programs and bringing new products to market across several channels or categories.
• Executive presence, strong influence skills, and the ability to recruit, develop, and motivate high-performing teams.

Performance measures

• Total brand revenue and profit margin.
• Velocity growth and household penetration.
• Improvement in brand equity and awareness.
• Return on investment from marketing and advertising spend.
• Expansion in market share.

Compensation and benefits

The base salary range for this position is $200,000 to $220,000, plus a 20% to 40% annual bonus, long-term incentive plan eligibility, and benefits. Final compensation details will be confirmed during the interview process. Suja Life also notes that it offers a competitive pay package and a comprehensive benefits program supporting employee well-being.