Brand Director
The Role
The Brand Director will manage the direction of Rythm, Green Thumb’s largest CPG business, in addition to Dogwalkers and Shine. This position requires an exceptional, dynamic and high energy leader who believes in the power of brands to deliver transformative products, services and experiences to meet consumer needs. With strong communication, creative and analytical skills, the right candidate will leverage data-driven consumer and business insights to drive strategies for brand and product development, multi-channel distribution, and effective and break-through communications strategies to deliver sustainable profitable growth for the Rythm, Dogwalkers, and Shine brands. The Brand Director will be a team player and leader who works collaboratively across functions to ensure organizational and operational alignment to deliver consistent, authentic brand experiences for our consumers in our fast-paced and growing organization.
Responsibilities
- Build and oversee the development and execution of the Rythm, Dogwalkers, and &Shine brand strategies to ensure continued leadership within the high growth cannabis industry.
- Develop, implement and manage annual brand plans for Rythm, Dogwalkers, and &Shine in conjunction with Green Thumb’s long-term strategic plan, including brand positioning, product strategy, consumer and trade communications and promotions, and new product development.
- Establish and lead the new product development process by developing innovations and extensions that are breakthrough, consumer/customer-driven and profitable.
- Manage external and internal creative and media agencies as well as regional, local, and retail marketing teams and partners to develop best in class marketing campaigns, promotions, and partnerships.
- Coordinate all new product launches with sales, retail, and operations (pricing, forecasting, procurement, commercialization and production).
- Analyze profitability of products and customers; perform necessary cost-reduction measures to ensure existing and new products meet or exceed profit margin requirements and eliminate those that do not meet requirements.
- Establish and maintain key performance indicators that ensure brand health and growth targets are achieved effectively and efficiently.
- Manage brand P&Ls, including development of volume and spending forecasts.
- Lead a team of 2 (Brand Manager, Assistant Brand Manager), with the potential to expand leadership responsibilities over time
Qualifications
- Bachelor’s degree required; MBA preferred.
- 5+ years of progressive brand management experience in the CPG industry with a minimum 2+ years of people management.
- Experience working cross-functionally to translate brand strategies into company behaviors and company communications.
- Experience in new product development, with familiarity in the Stage Gate process.
- Strong attention to detail and comfort with ambiguity.
- Ability to work cross-functionally with operations, finance, and sales.
- Strong commercial and financial acumen, with experience in P&L management.
- Ability to identify and apply critical consumer insights to new product development, with experience applying varying research methodologies (qualitative and quantitative) to the process.
- Experience directing and collaborating with internal and external partners (e.g., brand strategy, package design, research and promotion agencies) for brand development and execution.
- Demonstrated skill in leading strong cross-functional teams.
- Demonstrated success in an early stage and or rapidly growing business.
Additional Requirements
- Highly motivated, self-directed, innovative and able to work independently and cross-functionally with keen judgement, common sense and resourcefulness.
- Adapts and thrives in a demanding, ambiguous, fast-paced environment.
- Operates with a high level of professionalism and integrity, including dealing with confidential information.
- Must understand and comply with the rules, regulations, policies, and procedures of Green Thumb.
- Must have a solid understanding and/or come to master the Medical Marijuana laws, rules and regulations set forth by the state and the various state regulator agencies; a pursuit to further their understanding and knowledge of the industry and the laws is appreciated and commendable.
- Must pass any and all required background checks.
- Must be and remain compliant with all legal or company regulations for working in the industry.