Manager, Marketing - Brand Strategy

Job Summary

The Brand Manager is responsible for driving the development and execution of Verano’s product marketing strategy across its edibles and topicals brands as well as its licensing and strategic partnership portfolio in support of driving growth in market share, revenue, and profitability across the portfolio.  This individual will build and manage the long-term strategic plan for the portfolio, lead the commercialization process of new initiatives, conduct analysis of portfolio and market trends to inform the team and drive strategic initiatives, and be responsible for building & executing the annual marketing plan on the portfolio. They will work in close coordination with the broader marketing team as well as cultivation, production, supply chain, sales, procurement, retail, and other cross-functional teams to bring initiatives to life and continue to grow the business. 

Essential Duties and Responsibilities

• Build the portfolio’s Strategic Plan for innovation, renovation, and other key initiatives to achieve brand and category growth objectives.
• Develop national and market-specific annual marketing plans working closely with brand marketing, wholesale marketing, retail marketing, digital, sales, analytics, procurement, and in-market teams to identify the most efficient marketing strategies to meet overarching business objectives, including revenue growth and margin expansion across the product portfolio.
• Leverage consumer insights, competitive analysis, consumption data, and other market-specific trends to identify actionable insights to grow and evolve the product portfolio across the Verano footprint.
• Maintain strategic oversight of product marketing programs as well as campaign tracking, results reporting, trend analysis, consumer insights and recommendations.
• Spearhead product strategy and provide executional direction surrounding new product launches, brand launches, new market rollouts, enterprise pricing & promotions, SKU rationalization, key account development, etc.
• Manage the product pipeline throughout the commercialization process, working with the cross-functional team to evolve product concepts, assess their viability, and bring them to market with best-in-class go-to-market plans.
• Hold regular meetings with sales and production teams to review portfolio trends and progress, resolve challenges, and present possible solutions.
• Collaborate with the commercial team to uncover insights and strategies to develop and implement marketing and branding strategies for new and existing products, both internally and externally.
• Identify short-term and long-term planning and resource needs, including the development and management of an annual marketing budget, profit/loss projections, expenditure spending, and other financial considerations.
• Manage relationships with strategic partners to drive collaboration, build partnership brand portfolioss, and unlock growth opportunities.
• Other duties as assigned.
   

Minimum Qualifications

• Bachelor’s degree in Marketing or applicable degree, MBA preferred but not required.
• 5+ years’ experience in CPG Brand Management, Wholesale Marketing, or other relevant Brand/Product Marketing roles. Experience in Fortune 500, highly regulated industries or high-growth/emerging markets a plus.
• Experience in marketing product portfolios and an understanding of CPG pricing strategy, working interdepartmentally to manage the evolution of a brand portfolio, focusing on bottom line performance and topline growth. 
• Superior time management and organizational skills and ability to meet deadlines – detail oriented.
• An analytical mind and ability to think critically while absorbing data from several inputs.
• Ability to work both independently and as part of a team.
• Familiar with MS Word, Excel, and PowerPoint and capable of creating visually compelling presentations.
• Proven knowledge of communications and marketing ethics and best practices.
• Must be authorized to work in the United States.
• Must be 21 years of age or older.
   

What We Offer

Verano Base Pay Range: $105,000 - $115,000

Actual pay is based on experience, qualifications, and location of the role. Roles may be eligible for annual bonus program based on individual and company performance. 

Physical and Mental Demands

While performing the duties of this job, the employee is frequently required to remain in a stationary position, move and/or position oneself, communicate, operate and/or prepare, place, position objects, tools, or controls. The employee must occasionally move packages weighing up to 10 lb. Specific vision abilities required by this job include close observation and the ability to adjust focus. The mental and physical requirements described here are representative of those that must be met by an individual, with or without reasonable accommodation, to successfully perform the essential functions of this position

Working Environment

Work is performed in an office environment. The noise level in the work environment is usually moderate. The work environment characteristics described here are representative of those an individual encounters while performing the essential functions of this position.