Senior Brand Manager

Role Description

We are looking for a Senior Brand Manager to steward our "House of Brands." This role requires a strategic architect who can manage a diverse portfolio ranging from ultra-premium lifestyle lines to high-volume value staples. You will be responsible for defining how these distinct tiers live together without cannibalizing each other—driving scarcity and "drop culture" for our top shelf, while driving velocity, consistency, and mission-driven storytelling for our value lines.

• Execute distinct go-to-market strategies for a multi-tiered portfolio with both premium and value tier brands.
• Define and protect each brand’s identity within the portfolio—ensuring the premium line signals "culture and exclusivity" while the value line signals "community and accessibility".
• Develop lifecycle marketing strategies that retain customers.
• Segment audiences to drive "drops" to premium buyers and "bundles" to value buyers.
• Manage the brand presence on our owned websites and maximize visibility/ranking on third-party marketplaces (Leafly, Weedmaps, iHeartJane).
• Lead retail merchandising strategy across 1st and 3rd party locations to ensure strong brand presence and an optimized physical shelf experience.
• Oversee merchandising execution in Story Dispensaries ensuring company brands are the “hero” through impactful displays, product storytelling, and effective budtender education.
• Develop and manage trade marketing kits and merchandising tools that drive brand visibility and win share-of-mind within partner and competitor dispensaries.
• Lead strategy for brand activations, from industry trade shows to consumer-facing pop-ups and music/culture events.
• Identify and negotiate strategic partnerships (collabs) and manage co-op marketing budgets to maximize reach.
• Oversee the creation of high-value content that drives organic traffic and domain authority for our specific brand keywords.
• Lead regional market strategy across Maryland, Arizona, and expansion markets by staying active in local dispensaries, analyzing competitor dynamics, developing challenger strategies, and creating scalable brand playbooks for future market launches.
• Drive portfolio strategy across all tiers by aligning SKU decisions with Operations and Cultivation, executing differentiated launch approaches, and leading packaging and form-factor development that maximizes shelf appeal while meeting state-by-state compliance requirements.
• Own market intelligence and performance analytics by leveraging cannabis data platforms to track real-time share, pricing dynamics, and competitor activity, while managing KPIs, including sales velocity and market share, and assessing how pricing shifts impact tier performance.

Qualifications

• Bachelor’s degree in Marketing, Business, or related field preferred.
• 6+ years of brand management experience, with at least 3+ years specifically in Cannabis or CPG industries.
• Demonstrated experience managing the entire marketing mix, including CRM/Loyalty, SEO/Web, and Retail Merchandising.
• Proven ability to manage a "House of Brands" with multiple price points (Premium vs. Economy) simultaneously.
• Experience with cannabis data platforms or CPG analytics tools (Headset, BDSA, Alpine IQ) is highly preferred.
• Strong understanding of the nuances between mature markets (AZ) and license-capped/high-growth markets (MD).
• The ability to travel frequently in our Arizona and Maryland markets.

Requirements

• This role requires prolonged periods sitting at a desk and working on a computer.
• Occasional lifting, carrying, or transporting of marketing materials, signage, or event supplies (up to 25 pounds) may be required.

Benefits

• Paid time off (PTO) including 8 paid holidays per year*
• Medical, Dental, and Vision Insurance*
• 401k retirement savings plan*
• Company paid Short-Term & Long-Term disability*
• Company paid Life Insurance*
• Employee Assistance Program (EAP)
• Employee referral program
• Commuter benefits*
• Product discounts
• Additional compensation incentives (tips, bonuses, etc.)