About the role
Job Description
Together We Innovate. Together We Change.
Ready to shape how modern consumer brands connect with audiences and accelerate growth? 6601 Ventures is seeking a strategic, committed Senior Manager, Marketing Strategy to lead modern marketing strategy and activation across our emerging portfolio of non-nicotine brands, including ready-to-drink beverages and functional energy-enhancing drink mixes.
This role is responsible for translating brand strategy into integrated marketing programs that build awareness, drive trial, generate engagement, and create measurable business results. The ideal candidate brings a validated history of building or scaling modern consumer brands through the effective use of social media, creator partnerships, paid media, digital commerce, audio platforms, experiential activations, and other emerging marketing channels.
You will partner across brand, analytics, product, commercial, and agency teams to develop modern marketing strategies that connect consumers to our brands across the full customer journey. This role is based in Richmond, VA with a hybrid work schedule and relocation support available.
What you will be doing
Build Modern Brand Growth Strategies
Lead the development and deployment of integrated modern marketing strategies that connect brand positioning, consumer insights, and business objectives to measurable growth outcomes.
Develop annual and launch activation plans spanning owned, earned, shared, and paid channels.
Find opportunities to accelerate awareness, trial, engagement, loyalty, and advocacy through innovative marketing approaches.
Lead Multi-Channel Marketing Activation
Own strategy and activation across organic and paid social media, creator and influencer marketing, retail media networks, paid search and programmatic media, connected TV and streaming video, audio streaming and podcast platforms, out-of-home and digital out-of-home media, digital convenience and food delivery platforms, direct-to-consumer and eCommerce experiences, and emerging digital marketing channels.
Ensure all activation channels operate as a connected consumer journey rather than isolated tactics.
Drive Performance and Optimization
Leverage consumer insights, media performance, attribution data, and market trends to optimize investments and improve effectiveness.
Continuously evaluate channel performance and recommend adjustments to audiences, messaging, creative, and media allocation.
Build Modern Marketing Capabilities
Help establish best practices, playbooks, governance, and performance standards for emerging marketing channels.
Monitor evolving consumer behaviors, platform trends, creator ecosystems, and media innovations to identify growth opportunities.
Lead Cross-Functional Collaboration
Partner with internal teams, agencies, media partners, creators, retailers, and external vendors to complete integrated marketing initiatives.
Collaborate with AGDC and cross-functional partners to ensure alignment between business priorities and market-facing activation.
Take on additional strategic growth initiatives as the 6601 Ventures portfolio evolves.
We want you to have
Bachelor's degree, MBA preferred
10+ years of experience in marketing strategy, brand strategy, growth marketing, digital marketing, or integrated marketing.
Consistent track record building, scaling, relaunching, or accelerating modern consumer brands through innovative marketing strategies.
Demonstrated success leading marketing activations across multiple modern channels, including social, creators, paid media, retail media, streaming audio, podcasts, eCommerce, digital commerce, and emerging platforms.
Experience developing integrated marketing campaigns that balance long-term brand building with short-term business performance.
Strong analytical and strategic skills with experience using data and consumer insights to drive decision-making and improve marketing effectiveness.
Experience handling agencies, influencers, creators, media partners, and external marketing vendors.
Ability to lead cross-functional teams through influence and drive alignment across complex partner groups.
Preferred: Experience within consumer packaged goods, beverage, wellness, lifestyle, retail, or emerging consumer brands, including launching new products, entering new markets, or building marketing capabilities from the ground up.
Compensation and Benefits
Additional Information
As a People Leader at Altria, you are accountable for both results and the experience of your team. You drive alignment by connecting strategy to daily work, and you model collaboration by embracing diverse perspectives. By creating trust, offering feedback, and leading with authenticity, you help strengthen Altria's culture and deliver meaningful outcomes.
The starting salary is based on but not limited to experience, knowledge, and qualifications in determining compensation decisions. The Salary Range for this position is: $132,500.00 - $202,100.00.
Why You'll Love Building Your Career at Altria
At Altria, we believe a great career starts with feeling supported - both at work and in life. Here's what you'll find here:
Work where connection and flexibility meet - enjoy the benefits of in-person collaboration three days a week (Tuesday - Thursday), while maintaining the flexibility to work remotely on Mondays and Fridays. Our hybrid approach empowers you to stay connected, collaborate with colleagues, and manage your schedule in a way that works best for you.
Own your time - start with 15 days of paid time off, 13 paid holidays, 2 floating holiday days, and a 37.5-hour workweek so you can recharge and live fully.
A place where you belong - where your ideas are welcomed, your growth is encouraged, and your impact is real.
Get recognized for your work - annual merit increases and performance bonus.
A future you can count on - 401(k) matching from day one; plus Deferred Profit Sharing, an annual company contribution in an amount equal to 13%-17% of your base salary.
Help with your goals - get help with student loan repayment assistance, attend a conference, or gain a new certification with professional development stipends.
Support for what matters most - comprehensive medical, dental, and vision coverage for you and your family.
Celebrating your milestones - paid parental and bonding leave for life's biggest moments.
Wellness that goes beyond work - programs that care for your whole well-being at whatever stage you are in your life.
A culture that gives back - paid volunteer days and a shared commitment to making a difference.
At Altria, we offer more than benefits - we offer a career that fits your life, rewards your ambition, and celebrates your impact.
This position is not eligible for sponsorship.
Altria is a Fortune 500 company that has a leading portfolio of products for U.S. adult tobacco and nicotine consumers 21+. For decades we've been leaders in the tobacco industry, but the industry is evolving - and so are we. Our Vision is Moving Beyond Smoking™.
At Altria, we celebrate the power of diverse teams working together to shape our future. Each Altria company is an equal opportunity employer. We are committed to providing individuals with criminal records, including formerly incarcerated individuals and individuals with conviction records, a fair chance at employment. Join us as we work together to shape a better future for adult tobacco consumers, our employees, and our shareholders.
Altria is the parent company of Philip Morris USA, John Middleton, U.S. Smokeless Tobacco, Helix Innovations, and NJOY. Altria complements its tobacco portfolio with equity investments in Anheuser-Busch InBev and Cronos Group.