Brand Manager, Canaca - Toronto, Ontario
High Park Company is a wholly-owned subsidiary of Tilray, a global leader in cannabis cultivation, processing, and distribution. Tilray serves patients in Canada and around the world with a diverse range of pharmaceutical-grade medical cannabis products as High Park Company focuses on creating distinctive products for adult Canadian consumers.
About High Park Company
High Park Company was established to develop, sell, and distribute inspiring and iconic adult-use cannabis brands.
Tilray is a global pioneer in cannabis research, cultivation, processing and distribution currently serving tens of thousands of patients in ten countries spanning five continents.
Looking to develop your career at the forefront of a rapidly expanding industry?
Reporting to the Director, Brand Marketing, our Canaca Brand Manager role is a career opportunity that puts you in the drivers seat to build brand strategy, new products and go to market actions to make Canaca the #1 Cannabis brand in Canada. This role requires a dynamic and experienced Brand Manager with commercial acumen and a strong marketing, analytical and innovation background who can balance strategic thinking against the key execution priorities.
Role and Responsibilities
- Innovation pipeline – Lead development of Flower, Vapes & Concentrate categories innovation pipeline in conjunction manage the new product development process for the category including idea generation, project management through full stage and gate process, preparation of business plans, P&L management and post launch audits
- Strategic Planning through to Brand Activation: Create, gain alignment on and deliver a three-year, Canaca brand strategy, including analyzing category opportunities, identifying key consumer targets, innovation opportunities and activation strategies. Partner with consumer insights in the development of breakthrough consumer-centric programs. Execute the brand strategy through the line and measure and evaluate impact
- Annual Planning: Drives the planning process for the brands and initiates mid to long term objectives, strategies and plans based on category, brand, consumer, and market dynamics
- Entrepreneurial Mindset: Develop, deliver and iterate plans continuously with a resourceful, obsessive and fearless mindset with a focus on proving the case for brand expansion
- Agile: Results-orientation and ability to operate with agility to run with, test and learn approach
- Collaboration & Integration: Lead a cross functional and agency working team which includes but is not limited to consumer insights, internal creative team, specialty agencies, field marketing, sales, R&D and other business departments fostering and building a strong multi-functional team. Collaboration, alignment, and influence with multiple stakeholders is a key to success
- Analysis and Reporting: Lead the analysis and reporting of pricing, shopper, market segmentation, competitor, below the line (BTL) test market results, sku optimization, channel and portfolio strategy. Identifies salient business issues/opportunities collaborating with cross-functional teams
- Research: Drives the identification of consumer research objectives and consumer person, uses appropriate tools, interprets and ensures marketing programs/expenditures meet KPIs. Assists with re-design and research. Monitor product distribution and consumer reactions
- Incorporates research initiatives into consumer insights, identifying optimal consumer target and positioning
- Financial Management: Oversees budgets across edibles brand portfolios
- Media Planning: Supports media plan development, including medium/mix analysis, weight level testing, and associated analysis to include media planning, copy testing, marketing plan optimization, creative briefing initiatives
- Education: Minimum of Bachelor’s degree – preferably in Business Administration with a concentration in Marketing. Master’s in business (MBA) or marketing a plus
- Proficiency in MS-Office with emphasis on Excel, Powerpoint, Word
- Experience / Background: At least 5 years of Marketing experience
- Experience with multicultural marketing a plus
- Experience in CPG, alcohol, cannabis, tobacco and/or pharmaceuticals will be an asset
- Solid experience in portfolio strategy/brand development, including brand positioning and brand launch activities
- Embodies Tilray’s values of “Act with Integrity, Be Steadfast, Care, Collaborate, and Pursue Excellence”
- Demonstrates a portfolio mindset to manage different formats, brand identity and support other brand teams that want to incorporate edibles into their brands
- Strong leadership, relationship management and influence skills
- Strong financial / business acumen
- Strong digital acumen with focus on influencer, social media, and eCRM
- Excellent verbal and written communication skills, as well as outstanding aptitude for time management
- Thoroughness, creativity, interpersonal awareness, relationship management and influencing skills as well as proficiencies in problem solving, and the ability to multitask are requirements
High Park welcomes applications from all qualified individuals and is committed to employment equity and diversity in the workplace.
Accommodations are available for applicants with disabilities throughout the recruitment process. If you require accommodations for interviews or other meetings, please advise when submitting your application.
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