Senior National Director, Category Management

Job Title:

Senior National Director, Category Management

Department:

Product Development

Master Department:

Product Development

Reports To:

Chief Product Officer

Effective Date:

July 20, 2026

FLSA Exempt Status:

Exempt

Company Overview:

DreamFields is one of the top five cannabis companies in the industry through our leading #1 pre-roll brand, Jeeter. We are passionate about producing world-class marketing, high-quality, innovative products, delivering exceptional customer experiences, operating cutting-edge processes, and fostering an amazing company culture and thriving work environment. With over 1,500 employees, we are proud to be one of the most loved employers in the industry. DreamFields continues to experience exponential growth as one of the fastest-growing companies in the cannabis industry, aggressively expanding nationally into all legalized cannabis states.

Job Summary:

The Senior National Director, Category Management serves as the single point of accountability for the business performance of one or more product categories, owning category strategy and integrated P&L performance across all states and products. This role is responsible for driving revenue growth, gross margin expansion, net pricing optimization, and trade investment decisions while aligning cross-functional teams around a unified category strategy.

Reporting to the Chief Product Officer, the Senior National Director, Category Management leads category planning, forecasting, portfolio optimization, and commercial decision-making in close partnership with Sales, Marketing, Supply Chain, Finance, Revenue Growth Management, and Product Development. This position leverages category analytics, market intelligence, and cross-functional collaboration to deliver profitable growth, improve forecast accuracy, and maximize category performance.

Duties/Responsibilities:

Category P&L Ownership

• Own and defend the category's financial performance against plan, including:
• Revenue
• Gross Margin
• Net Price
• Trade Spend
• Deliver monthly variance analyses and performance commentary.
• Lead quarterly portfolio and business reviews with executive leadership.

Integrated Category Leadership

• Serve as the single accountable owner for all significant category recommendations.
• Integrate input from Sales, Marketing, Finance, Supply & Demand Planning, and Pricing/RGM into one unified recommendation.
• Ensure every recommendation clearly demonstrates the impact on revenue, margin, and profitability.

Forecasting & Business Planning

• Lead the monthly category planning and forecasting process.
• Secure cross-functional alignment and sign-off on category forecasts.
• Present the official category forecast used by leadership for business planning.
• Maintain accountability for forecast accuracy and business performance results.

Growth Strategy & Execution

• Develop growth plans built on clearly defined opportunities, including:
• Specific products
• Target markets
• Key customer accounts
• Timelines
• Accountable owners
• Ensure growth initiatives are measurable, evidence-based, and free of overlap or double-counting.

Business Performance & Recovery Planning

• Identify root causes of revenue, margin, volume, or share variances.
• Develop corrective action plans and recovery recommendations.
• Escalate key decisions through appropriate governance forums.
• Drive issues to resolution, ensuring performance gaps result in actionable decisions.

Portfolio Lifecycle Management

• Partner with Product Development to manage the category portfolio.
• Make launch, expansion, maintenance, and discontinuation recommendations based on:
• Velocity
• Distribution
• Margin performance
• Market opportunity
• Optimize portfolio effectiveness and overall category profitability.

Pricing & Trade Investment Governance

• Partner with Pricing and Revenue Growth Management (RGM) to evaluate pricing and promotional strategies.
• Approve promotions based on financial and P&L impact.
• Maintain pricing integrity and trade-spend guardrails.
• Escalate pricing and investment exceptions through established approval channels.

Required Skills/Abilities:

• Demonstrated ownership of a large-scale product or category P&L, including accountability for revenue growth, gross margin, net pricing, trade investment, promotional strategy, and overall profitability at the Director level or above.
• Strong expertise in category management, portfolio strategy, product lifecycle management, new product launch strategy, and portfolio optimization within consumer packaged goods, cannabis, or similarly regulated consumer industries.
• Proven experience designing, implementing, or significantly enhancing commercial operating cadences, Integrated Business Planning (IBP), Sales & Operations Planning (S&OP), or Sales & Operations Execution (S&OE) processes.
• Advanced knowledge of demand forecasting, supply-demand balancing, forecast accuracy management, and plan-versus-actual-versus-forecast performance analysis.
• Deep understanding of Revenue Growth Management (RGM) principles, including pricing strategy and governance, promotion planning, ROI analysis, gross-to-net management, trade spend optimization, and margin enhancement initiatives.
• Strong financial acumen with the ability to interpret P&L performance, identify business drivers, evaluate investment decisions, and translate analysis into actionable commercial recommendations.
• Advanced analytical capabilities with experience leveraging retail and POS data platforms, consumer insights, Microsoft Excel, financial modeling, and business intelligence tools such as Power BI or Tableau.
• Ability to distinguish between preliminary commercial reporting and finance-validated performance results when evaluating category performance and communicating business outcomes.
• Excellent executive-level communication, presentation, negotiation, and influence skills, including the ability to drive alignment across senior leaders and cross-functional stakeholders.
• Demonstrated success influencing and aligning Sales, Marketing, Finance, Supply Chain, Product Development, Revenue Growth Management, and other cross-functional stakeholders without reliance on a large direct-report structure.
• Strong strategic thinking, decision-making under ambiguity, change management, continuous improvement, and execution discipline.
• Ability to establish performance expectations, drive accountability, and ensure business issues are translated into clear decisions, ownership, and measurable outcomes.
• Demonstrated ability to influence stakeholders, drive alignment, and lead complex business initiatives across multiple functions in a matrixed environment.

Education and Experience:

Required Education

• Bachelor's degree in Business Administration, Marketing, Finance, Economics, Supply Chain Management, Operations Management, Data Analytics, or a related field required.

Required Experience

• 10+ years of progressive experience in Category Management, Brand Management, Product Management, Commercial Strategy, Revenue Growth Management, or related commercial leadership functions.
• Experience within consumer packaged goods (CPG), beverage, alcohol, tobacco, cannabis, or other highly regulated consumer product industries.
• Demonstrated ownership of a product category, portfolio, business unit, or commercial P&L with accountability for revenue growth, profitability, pricing, and investment decisions.
• Experience leading cross-functional business planning, forecasting, portfolio optimization, and commercial strategy initiatives.
• Proven ability to influence senior leadership and drive alignment across Sales, Marketing, Finance, Supply Chain, Product Development, and other cross-functional stakeholders.
• Experience utilizing data, analytics, market intelligence, and consumer insights to support strategic business decisions.
• Must be at least 21 years of age.

Preferred Qualifications:

Preferred Education

• Master of Business Administration (MBA) or other advanced business-related degree.

Preferred Industry Experience

• Cannabis
• Consumer Packaged Goods (CPG)
• Beverage
• Alcohol
• Tobacco
• Other highly regulated consumer products industries

Preferred Areas of Expertise

• Category Management
• Revenue Growth Management (RGM)
• Product Management and Portfolio Optimization
• Commercial Strategy Development
• Sales & Operations Planning (S&OP)
• Integrated Business Planning (IBP)
• Demand Forecasting and Forecast Accuracy Management
• Pricing Strategy and Trade Promotion Management
• Consumer Insights and Retail Analytics
• Data Analytics and Business Intelligence

Preferred Certifications

• Category Management Certification
• Revenue Growth Management (RGM) Certification
• APICS Certifications
• Lean Six Sigma Green Belt or Black Belt
• Advanced training in Business Analytics, Strategic Planning, or Commercial Leadership

Physical Requirements:

• Ability to work in a standard office and business environment, including extended periods of sitting, standing, computer use, and participation in meetings and presentations.
• Ability to review detailed data, financial reports, forecasts, and business plans using computer-based systems and standard office equipment.
• Occasional lifting and transport of materials up to 20 pounds may be required.
• Ability to travel domestically up to 25% of the time to support category reviews, business planning sessions, customer meetings, product launches, market visits, manufacturing facilities, and leadership meetings.
• Ability to travel by air and ground transportation and maintain a flexible schedule as business needs require.

Work Schedule (Exempt):

This is a full-time, exempt position. The role requires the flexibility to work the hours necessary to meet business needs, which may include extended hours, evenings, weekends, and holidays. Work schedules and expectations may be adjusted based on operational priorities and organizational demands. On-site presence may be required for team meetings, cross-functional initiatives, business reviews, and other collaborative activities.

Allergen Info:

Positions in our production facilities may lead to regular exposure to cannabis plant material, dust, and other potential allergens. Individuals with sensitivity to pollen, molds, or strong odors may experience discomfort. Appropriate personal protective equipment (PPE) is provided and required.

EEOC:

DreamFields is proud to be an equal opportunity workplace. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status.

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