Position:  Brand Manager - Canaca
Location:  Toronto, Ontario
Job Id:  827
# of Openings:  1

Tilray is a federally licensed producer of medical cannabis. We are committed to setting the gold standard of care and excellence in our industry. We believe that commitment starts with a great work environment and benefits for our associates.

Looking to develop your career at the forefront of a rapidly expanding industry?
Ready to apply your talents to make a positive difference in the lives of patients across the country?
As a Brand Manager (BM) at Tilray you will be the expert in discovering customers & consumer insights within your category through research, analysis and feet on the ground. You know how to translate those insights into meaningful strategies and executions that deliver measurable results. You play a leading role in communicating these insights across the organization and aligning cross-functional leaders towards our strategy of being a national leader in the cannabis space.
In the first 12 months the BM will have the opportunity to create a brand strategy (including participation in the development of a vision, mission, goals and strategy) for a new product, that does not have substantial market data.  Utilizing solid marketing experience and instincts the BM will be creative and innovative to translate brand strategies into brand plans, brand positioning and go-to-market action plans.  Based on these solid decisions the BM will establish performance specifications, cost and price parameters, market applications and sales estimates.  The year will be fast paced, concentrated and will require the successful incumbent to high energy and results focused.  Individuals who are eager, love challenge and have an entrepreneurial spirit will be excited by this challenge.

Role and Responsibilities

  • Lead creative development and create motivating stimulus to get targeted population to “take action”
  • Further refine and execute brand strategies and programs that align to goals with clear KPIs, including digital, print, in-store, events, etc.
  • Set targets/KPIs for all executions and measure/report on success
  • Be the expert on guidelines by province to ensure programs are creatively & effectively executed within the regulatory environment
  • Be the expert on the category, competition and innovation, and bring insights to the leadership team
  • Manage new product development projects from concept to completion, ensuring visibility of all steps across the organization, clearly communicating timelines, roadblocks, and impact on other departments
  • Develop and maintain partnerships with external partners including retailers, agencies, strategic partners
  • Responsible for managing budgets across brand portfolios
  • Analyze our brand and how it is positioned in the market and crystalize targeted consumers insights.
  • Measure and report performance of all marketing campaigns, and assess against goals (ROI and KPIs)
  • Monitor market trends, research consumer markets and competitors’ activities to identify opportunities and key issues
  • Oversee marketing and advertising activities to ensure consistency with product line strategy
  • Monitor product distribution and consumer reactions
  • Anticipate bottlenecks and identify solutions.
  • Brainstorm new and innovative growth strategies


  • BA specializing in Marketing is required.  An equivalent combination of education and experience maybe considered.
  • Demonstrated ability to set targets & KPIs and measure success accordingly
  • Proven ability to handle product launch
  • Experience with managing budgets and brand portfolios
  • Work history in a regulated industry
  • 5+ years marketing/brand management experience at a mid to senior level is required.
  • Experience in industries such as alcohol, tobacco and pharmaceuticals will be given preference.
  • Superior communication skills (verbal, written and comprehension) are required.
  • Demonstrated ability to be creative and innovative
  • Result oriented supported by high energy
  • Strategic with a history of solid decision making
  • Embodies Tilray’s values of “Act with Integrity, Be Steadfast, Care, Collaborate, and Pursue Excellence”.

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