7 days ago
Brand Marketing Manager-Cannabis Industry
Point Management
Waterbury, CT (On-site)Full time
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Brand Marketing Manager-Cannabis Industry
Waterbury, CT (On-site)
Salary Not AvailableMid LevelFull time
Posted 7 days ago
Job Summary
Own and evolve brand strategy and campaign execution across multiple brands with responsibilities spanning positioning, packaging, launches, asset governance, cross-functional partnerships, and ongoing brand health.
- Own annual brand campaigns and budget planning aligned to key windows.
- Drive go-to-market plans for new SKUs and packaging with repeatable launch playbooks.
Job Description
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.
Point Management
Point Management – крупный международный кастинг-центр с динамично развивающейся структурой и огромными возможностями. Мы полностью возьмем на себя работу по обеспечению Вашего проекта актерами, моделями и детьми. Проведем связанные с этим кастинги, фото и кинопробы. Предоставим офис (460 кв.м) для проведения фотосъемок, кастингов, а так же для съемок в телесериалах, художественных фильмах, телепрограммах. Осуществим консалтинговые и организационные услуги в сфере eventmaking, в индустрии моды и рекламы.
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