Responsibilities

• Brand Strategy & Positioning – Own and evolve brand positioning, architecture, and tier differentiation across Shangri-La dispensaries and product brands: Borealis, Asteroid, and Loud, including clear delineation of where each brand competes and who it is for.
• Maintain and enforce brand guidelines across every touchpoint: packaging, retail, wholesale collateral, digital, social, and in-store merchandising.
• Build and manage the annual brand campaign calendar against key demand windows (4/20, summer, fall, Green Wednesday, holiday), including budget allocation by brand and window.
• Translate consumer, category, and competitive insight into positioning recommendations that leadership can act on.
• Campaign Development & Execution – Develop campaign platforms from concept through in-market execution - creative brief, messaging hierarchy, asset requirements, channel plan, and post-campaign read.
• Design core concept creative, write and edit brand and product copy, including brand guides, product one-pagers, budtender education materials, and packaging copy.
• Brief and direct internal design resource and outside freelancers; manage creative timelines and rounds of review to on-time delivery. Complete graphic design and production work as needed.
• Partner with the digital team to adapt campaign platforms into paid, owned, email, SMS, and social executions.
• Product Launch & Innovation – Own the go-to-market plan for every new SKU and cultivar launch: naming, positioning, packaging, launch assets, sell-in materials, and education.
• Partner with cultivation, production, and wholesale leadership on the innovation roadmap, including format and formulation decisions that need to lock ahead of procurement deadlines.

Requirements

• 5–7+ years of graphic design, brand management or brand marketing experience, including direct ownership of a brand or brand portfolio.
• Demonstrated ownership of the full campaign lifecycle - from brief and budget through in-market execution and performance read.
• Experience managing multi-brand or multi-tier portfolios, with a track record of holding meaningful differentiation between brands.
• Hands-on product launch and packaging development experience, including working directly with designers and printers.
• Experience briefing and managing creative resources - internal designers, agencies, or freelancers.
• Comfort working with sell-through, velocity, and market share data, and the ability to turn it into a recommendation rather than a report.
• Strong project management skills with proven capacity to run multiple concurrent launches and campaigns against fixed dates.
• Excellent writing and presentation skills; able to present to and defend a point of view with executive leadership.
• Thrives in a lean, fast-moving organization - strategic enough to set direction, hands-on enough to execute it personally.
• Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent practical experience.

Preferred

• Cannabis industry brand experience strongly preferred, particularly with a multi-state operator or a cannabis CPG brand sold through wholesale distribution.
• Working knowledge of Connecticut, Missouri, and/or Ohio cannabis advertising, packaging, and promotional regulations.
• Familiarity with cannabis data and commerce platforms such as Pistil, Headset, BDSA, Dutchie, Surfside, or Sparkplug.
• Experience launching a brand into a new state market.
• Category knowledge in solventless, concentrates, or vape.
• Working fluency in Adobe Creative Suite and/or Canva - enough to mark up creative precisely, not to replace the designer.
• Experience in another highly regulated consumer category (alcohol, tobacco, supplements, pharma) in lieu of cannabis.