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Careers — Senior Marketing Manager — Brand & Campaigns

Senior Marketing Manager — Brand & Campaigns

Full-time · Remote (US or UK preferred)

About NOAT

NOAT is a venture-backed consumer brand on a mission to reduce tobacco-related harm through innovative, sustainable nicotine pouches.

In 2024, we raised one of Europe’s largest consumer seed rounds, backed by leading VCs and global celebrities. We are building a premium, design-led brand with an international footprint, driven by a strong point of view on craft, quality, and user experience.

Brand matters to us. Every asset must feel intentional, considered, and fit naturally with the larger narrative of NOAT.

The role

We are hiring a Senior Marketing Manager to own how NOAT builds awareness — the marketing calendar, the big campaign moments, organic social, and the relationship we have with the customers we already own.

Our constraint is not conversion. It is that not enough people know who we are. Paid acquisition is handled by a specialist agency. This role owns everything else: the ideas that make people notice us, and the owned channels that keep them.

This sits at the intersection of brand and commercial outcome. It is a hands-on role with clear ownership and significant influence — you will set the marketing calendar the rest of the business works to.

The US is our primary market. The UK and Sweden are secondary.

What you will own

The marketing calendar

  • Own NOAT’s brand and campaign calendar across all markets — the single plan the business works to
  • Set the rhythm of the year: a small number of large, deliberate moments rather than constant low-level activity
  • Brief every campaign properly — objective, audience, mechanic, budget, reach target and success measure agreed before work starts
  • Keep paid, organic, retention and partnerships pulling in the same direction

Big activations

  • Conceive and deliver the major campaign peaks — the ideas people actually talk about
  • Out-of-home, experiential, stunts, product drops and culturally timed moments
  • Turn NOAT’s existing relationships — investors, partners and high-profile users — into activations that earn attention
  • Own delivery end to end: concept, budget, suppliers, timeline, launch
  • Campaign budget is set by opportunity, not by a fixed pot. If you can show the return, the money is there.

Organic and social

  • Own social strategy across all channels and markets
  • Define the formats, cadence and narrative that make NOAT worth following rather than worth scrolling past
  • Grow owned audience and reach from a standing start — this is currently our most underused channel
  • Direct content production, and be comfortable making it yourself when speed matters
  • Make sure organic and paid feel like the same brand

Email, lifecycle and retention

  • Own email and SMS lifecycle end to end — campaigns, flows, segmentation and calendar
  • Lead Club NOAT, our loyalty programme, and make it a reason to stay rather than a discount
  • Grow email’s share of DTC revenue towards the 20–30% a healthy DTC business runs at
  • Reactivate a warm US audience that has not been mailed in close to a year — a live, time-critical job from day one
  • Where volume demands it, execution can be supported by an agency partner or freelancer. Ownership stays with you.

Working with our agency and partners

  • Our paid media agency handles Meta creative and media buying. You brief them into the calendar and keep paid creative and brand narrative coherent
  • Work closely with partnerships on creators, influencers and co-marketing
  • Work with in-house design on assets — you set the idea and the standard, they help you make it
  • The agency relationship and the paid media budget sit with the Head of Digital

Working in a restricted category

  • Nicotine marketing is heavily regulated and the rules are tightening — the UK bans nicotine advertising from 1st June 2027, and US rules are strict and enforced
  • Every idea must be designed to be compliant from the outset, not made compliant afterwards
  • The constraint is the interesting part of this job. The brands that win in this category are the ones that build awareness without paid advertising to lean on

What this role is not

  • Not a paid media or performance marketing role — Meta sits with our agency and the Head of Digital
  • Not a pure brand role detached from commercial outcome
  • Not a community management or content scheduling role
  • Not a design role — we have in-house design
  • Not a large-team leadership role initially

This role is about ideas that get NOAT noticed, and owned channels that turn that attention into revenue.

Who we are looking for

You are likely:

  • A senior marketer from a premium DTC or consumer brand, with a portfolio of campaigns you conceived and shipped
  • Someone with genuine ideas — you can point at work that made people pay attention, not just work that was executed well
  • Commercially literate: you set targets before you start, and you report against them honestly
  • Comfortable owning email and lifecycle as well as brand — you understand these are the same audience
  • Hands-on and fast. This is a small team; you will do as well as decide
  • Strong taste, and a clear point of view on how a premium brand should sound
  • Experience in a regulated or restricted category (nicotine, alcohol, gambling, pharma) a strong plus — you know how to make standout work inside strict rules

Reporting line

This role reports jointly to the Head of Digital and the Design Lead, who lead the marketing function together.

You will work closely with:

  • Digital and e-commerce
  • Brand and design
  • Partnerships and creators
  • Our paid media agency
  • Founders

No direct reports initially. Partnerships is the most likely area to come under this role as it grows.

Why this role matters

NOAT’s product, packaging and positioning are strong. Awareness is the gap. This role decides:

  • How many people know NOAT exists in our biggest market
  • Whether NOAT is a brand people talk about, or a product people buy
  • Whether we build owned audience and owned revenue before regulation closes down paid advertising altogether

What good looks like in the first 90 days

In the first 90 days, you will have:

  • A written twelve-month brand and campaign calendar, signed off, with the first two major activations fully briefed — objective, mechanic, budget, reach target and compliance read
  • Our warm US audience safely reactivated, with sending reputation protected — staged, not blasted
  • Organic social running to a deliberate cadence with a defined format set, rather than as an afterthought
  • Baselines established and twelve-month targets agreed against the measures below

What good looks like in twelve months

  • US branded search volume up by an agreed multiple against your week-one baseline
  • Meaningful growth in owned audience — email list and social reach — against baseline
  • Email contributing 20–30% of DTC revenue
  • Two to four major activations delivered, each hitting the reach or earned-media target set at brief stage

What we offer

We know the best people have options — here’s what we put behind this role:

  • A competitive salary
  • Genuine upside as we grow — this role sets how NOAT builds awareness, with partnerships the most likely area to come under it as the team scales
  • Remote (US or UK), with high autonomy and direct access to the founders

How to apply

Apply at careers@noat.com and tell us, briefly:

  • Why this role — and why NOAT
  • One brand whose culture you admire, and why (a couple of lines)
  • 3–5 campaigns you conceived and shipped — the objective, what you did, and the result (portfolio, case studies, or links)

We assess on the work, so applications without examples won’t be reviewed.

Apply here →