The Opportunity
The Brand Manager will lead the development and execution of brand strategies that drive awareness, consumer engagement, market share growth, and profitability. This individual will act as the general manager of their assigned brand portfolio, partnering cross-functionally with innovation, sales, insights, finance, regulatory, and operations teams to bring compelling consumer experiences to market.
The ideal candidate combines strong analytical skills with creative thinking, possesses a deep understanding of consumer behavior, and has experience building brands within a fast-paced consumer goods environment.
Key Responsibilities
Brand Strategy & Planning
Develop and execute annual brand plans aligned with company growth objectives.
Define brand positioning, value propositions, and consumer targeting strategies.
Identify growth opportunities through consumer insights, market trends, and competitive analysis.
Manage brand performance against key business and marketing objectives.
Innovation & Product Development
Collaborate with insights and innovation teams to design the product pipeline from concept through commercialization.
Partner with Product Development, Regulatory, and Operations teams to launch new products and line extensions.
Develop business cases and forecasts for innovation initiatives.
Monitor product performance and identify opportunities for optimization.
Consumer & Market Insights
Leverage quantitative and qualitative research to understand consumer needs and behaviors.
Translate insights into actionable strategies and marketing initiatives.
Track category trends, competitive activities, and emerging consumer preferences.
Integrated Marketing Execution
Develop and execute integrated marketing campaigns across retail, digital, experiential, and trade channels.
Collaborate with agency partners and internal creative teams to ensure brand consistency and effectiveness.
Manage campaign performance and optimize based on data-driven insights.
Ensure all marketing initiatives comply with applicable cannabis regulations and company policies.
Commercial & Cross-Functional Leadership
Partner closely with Sales and Trade Marketing teams to develop programs that drive retail visibility and sell-through.
Support customer presentations and retailer engagement efforts.
Influence cross-functional stakeholders to deliver business objectives.
Lead brand planning processes and facilitate alignment across teams.
Financial Management
Manage brand budgets and investments effectively.
Monitor revenue, profitability, market share, and return on marketing investment.
Develop forecasts and contribute to annual business planning processes.
Qualifications
Required
Bachelor's degree in Marketing, Business, Commerce, or related field.
5+ years of progressive brand management experience, preferably within cannabis, CPG, beverage alcohol, tobacco or consumer wellness.
Demonstrated success leading brand strategy and marketing programs.
Strong business acumen and analytical capabilities.
Experience managing multiple projects in a fast-paced environment.
Excellent communication, presentation, and stakeholder management skills.
Proficiency in Microsoft Office Suite, particularly Excel and PowerPoint.
Preferred
MBA or advanced business degree.
Experience working in highly regulated industries.
Consumer insights and innovation experience.
Familiarity with syndicated data sources and market analytics tools.
Experience managing external agencies and creative partners.
Core Competencies
Strong drive to win
Strategic Thinking
Consumer Obsession
Innovation Mindset
Commercial Acumen
Data-Driven Decision Making
Collaboration & Influencing
Project Management
Adaptability & Resilience
Brand Manager • Toronto, ON
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