Director of Marketing

About GU Energy Labs

GU is a family-owned market-leading global sports nutrition brand and we are looking for a Director of Marketing to join our team!

About the Role

The Director of Marketing is a pivotal leadership role, responsible for turning our shared purpose
and strategic goals into integrated marketing strategies and consumer experiences that build love and loyalty for our brands and drive growth.

This role leads four critical functions — Digital & Content, Community & Experiences, Product Marketing, and International Marketing — ensuring the GU brand shows up consistently across every touchpoint, from a multi-channel digital campaign to a grassroots race activation.
The ideal candidate is both a strategic thinker and a hands-on leader, energized by GU’s purpose-driven culture, and skilled at uniting teams behind bold ideas that inspire and engage athlete consumers of all types.

Key Responsibilities

Strategic Leadership

• Partner with the VP of Marketing to define multi-year brand, product, and growth strategies with corresponding key initiatives that drive

• Translate GU’s products and purpose into integrated, omni-channel marketing plans that drive awareness, engagement, trial, and conversion.

• Champion cross-functional alignment with key stakeholders in Sales, Product Innovation, and Community & Purpose.

Digital & Content

• Lead digital strategy, including performance marketing, ecommerce campaigns, CRM, and social media.

• Oversee content strategy that fuels storytelling around GU’s products, athlete community, purpose partners, and sustainability commitments.

• Ensure a consistent, engaging digital presence across paid, owned, and earned channels.

Community & Experiences

• Guide athlete sponsorships, ambassador programs, and grassroots initiatives to deepen consumer connection.

• In support of company strategies, oversee holistic planning of experiential activations, race sponsorships, and field marketing that bring the full GU experience to life in the endurance community.

• Measure, regularly report on, and optimize the impact of events and community experiences on brand awareness and sales.

Product Marketing

• Own product positioning, messaging, and go-to-market plans for new product launches.

• Partner with R&D to translate athlete insights and scientific research into consumer-ready stories that educate and foster product loyalty.

• Equip sales, retail, and ecommerce partners with training and marketing toolkits to drive conversion.

International Marketing

• Align international marketing campaigns and brand experiences with domestic guidelines, ensuring consistent brand representation across markets.

• Strategically adapt GU’s campaigns and messaging for international markets while protecting brand integrity.

• Collaborate with distributor partners worldwide to support sell-through and brand-building.

• Share market insights that influence global innovation and marketing strategies.

Team Leadership & Development

• Lead and inspire a team of managers and senior managers across four functional areas.

• Build career development pathways that grow future leaders inside GU.

• Lead internal understanding of brands; educate employees on how to represent GU and create engagement opportunities for employees at events.

• Foster a collaborative, purpose-driven culture that reflects GU’s values of inclusivity, sustainability, and performance.

Qualifications

• 10+ years of progressive marketing experience, with at least 7 years in a leadership or management role.

• Proven expertise in digital, product, and experiential/community marketing.

• Experience in consumer packaged goods (CPG) or sports nutrition strongly preferred.

• Track record of building and managing multi-functional marketing teams.

• Analytical and creative, with the ability to use insights to spark breakthrough ideas.

• Excellent leadership, communication, and cross-functional collaboration skills.

• Bachelor’s degree in Marketing, Business, or related field.