Brand Manager

Job Description

About the Company

Standard Wellness’s mission is to improve quality of life through safe and easy access to cannabis by providing consistent, high-quality product through innovation, vertical integration and aggressive regulatory reform.

We aim to create a new standard in the cannabis industry for quality, care, innovation, and education while still maintaining a focus and conscious understanding of how our decisions within the role effect the social and environmental impact in our community and for our customers.

We’re committed to a research-driven, customer-centric approach in all that we do, and we will work to have a lasting positive impact in our community.

Position Summary:

Reporting to the VP of Product and Marketing, the Brand Manager is responsible for brand strategy, portfolio architecture, and the cross-functional marketing initiatives that support long-term business growth.

This role builds brand equity, drives market positioning, and ensures consistency across campaigns, products, and customer touchpoints in every market we operate.

The ideal candidate is a strategic thinker who can hold a portfolio together - defining what each brand stands for, where it plays, and where it does not - while partnering closely with sales, retail, operations, and compliance teams to bring that strategy to market.

This role is centered on brand growth, portfolio clarity, and long-term market development rather than day-to-day campaign execution. Some travel across our multi-state footprint may be required.

While on-site is preferred, a hybrid/remote arrangement may be considered for the right candidate.

Essential Job Functions:

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• Own brand strategy and long-term marketing planning across the portfolio.
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• Define and maintain portfolio architecture, including each brand's role, target consumer, and product positioning.
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• Establish and enforce brand guardrails, including the rules governing intentional overlap between brands.
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• Lead campaign development and cross-market marketing initiatives from concept through launch.
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• Partner with the field marketing team on campaign development and market-level execution.
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• Develop product launch strategy and brand storytelling, including positioning, messaging, and success measures set in advance of asset development.
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• Plan and support wholesale activations across markets in partnership with the sales team.
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• Provide creative direction and maintain brand consistency across packaging, campaigns, retail displays, and wholesale touchpoints.
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• Oversee customer-facing brand messaging and ensure alignment with approved positioning and regulatory requirements.
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• Manage marketing calendar and strategic prioritization across brands and markets.
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• Coordinate cross-departmental marketing initiatives with sales, retail, manufacturing, and compliance.
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• Conduct market analysis and competitive positioning work; identify category white space and translate findings into portfolio recommendations.
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• Develop scalable marketing systems, templates, and processes that allow new brands and markets to launch without rebuilding the approach each time.
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• Report brand performance on a monthly cadence, measuring each brand against its defined portfolio role.
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• Maintain Marketing budget and track against campaigns and initiatives.
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Required Qualifications:

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• Must be at least 21 years of age.
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• Bachelor's degree in Marketing, Business, Communications, or a related field — or equivalent work experience.
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• 4–7 years of brand management, category management, or product commercialization experience; Cannabis, CPG or another regulated category preferred.
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• Demonstrated experience owning a brand or portfolio from positioning through in-market execution.
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• Experience managing product launches, including positioning, creative development, and go-to-market planning, and brand maintenance.
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• Proven ability to manage multiple brands, campaigns, and markets simultaneously.
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• Experience briefing and directing internal creative teams, agencies, or vendors.
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• Ability to read and act on point-of-sale, wholesale sell-through, and category performance data.
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• Proficiency with Microsoft Office; familiarity with project management and marketing platforms.
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• Ability to travel across the company's multi-state footprint as needed.
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• Must be able to pass all background checks and obtain any state-required agent or badge credentials.
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Knowledge, Skills + Attributes:

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• Strong understanding of brand architecture, portfolio strategy, and consumer segmentation.
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• Excellent creative judgment and the ability to write a clear, actionable creative brief.
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• Comfortable operating within a highly regulated advertising environment where paid search and paid social are largely unavailable, and where trade, CRM, listings, earned media, and in-store are the primary channels.
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• Effective at influence without authority; able to work through sales, retail, and manufacturing teams that do not report to this role.
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• Willingness to hold a line - able to decline a product or campaign that conflicts with a brand's defined role, and to explain why.
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• Strong organizational and time management skills; able to manage competing priorities in a fast-paced, high-growth environment.
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• Excellent written and verbal communication skills, including the ability to present brand performance to senior leadership.
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• Analytical mindset with the ability to connect marketing activity to revenue, margin, and velocity outcomes.
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• Ability to work independently while maintaining strong cross-functional collaboration.
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• Strong knowledge of other digital work systems such as Microsoft Office, Canva, Adobe, Wordpress, Dutchie, Alipine IQ, Leaflink, etc.
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• Commitment to upholding Standard Wellness' values and fostering a positive impact in the communities we serve.
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