Brand & Product Marketing Manager

JOB SUMMARY:

The Brand and Product Marketing Manager is responsible for the overall development and management of marketing strategy, tactics, and materials to support C3’s vertically produced cannabis products.

This role involves identifying potential brand and/or product campaigns for both retail and wholesale channels, generating briefs for creative teams, working cross-functionally with production and cultivation, determining campaign specifications and talking points, tracking production timetables for go-to-market planning, and developing time-integrated plans for product introduction over both retail and wholesale.

This role will help develop and lead marketing strategies to ensure successful product launches, market penetration, and ongoing awareness.

JOB DUTIES:

Core duties and responsibilities include the following. Other duties may be assigned.

• Brand Management: Ensure a cohesive and consistent brand voice and image across all channels. Maintain and enforce brand guidelines in all marketing materials and communications to strengthen C3's brand identity.
• Consumer Insights & Data-Driven Strategy: Gather and analyze consumer and wholesale buyer insights to inform product positioning and messaging. Use data analytics to monitor campaign performance and optimize strategies for better customer engagement and brand loyalty.
• Competitive Analysis: Continuously assess market competition by comparing C3’s brands and products with those of competitors and identifying areas for improvement and/or opportunity.
• Marketing Communications: Help define product marketing communication objectives and provide source data to ensure consistent and effective messaging across both retail and wholesale channels.
• Retail & Sales Strategy: Collaborate with retail and wholesale operations teams, budtenders, sales managers and field teams to develop and implement product marketing strategies aimed at increasing market share.
• New Product Introduction: Manage the marketing-side processes of bringing new products to market, including launch materials and requirements, retail and wholesale channel training materials and coordinating with retail operations and sales directors to establish time schedules.
• Ongoing Support: Leverage all parts of the marketing mix to create effective ongoing brand and product marketing programs, including advertising, trade, digital, promotional, and events with the goal of building strong, long-term brand loyalty, not just through initial campaigns but also through continuous engagement, community-building activities, and tailored content for retail and wholesale partners
• Budget Management: Manage and allocate brand marketing budgets effectively to ensure maximum ROI across campaigns and product launches.
• Performance Metrics and Reporting: Develop KPIs and performance metrics to evaluate the success of marketing initiatives. Create and present regular reports on campaign effectiveness, market trends, and customer insights.

SUPERVISORY RESPONSIBILITIES:

No direct supervision. This team member will set performance standards and monitor the progress of product and brand marketing.

JOB REQUIREMENTS:

• Minimum 5 years of marketing experience in a similar role.
• Proven track record of successfully managing product lines from conception through market launch.
• Demonstrated ability to partner to develop and execute product marketing strategies with a marketing team.
• Exceptional knowledge of the cannabis industry including state-level compliance and marketing restrictions.
• Past success in collaborative and innovative environments.
• Ability to travel up to 25%.
• Must be 21 years of age or older and have reliable transportation
• Must be willing to submit to a background check.

COMPETENCIES:

• Creativity & Innovation: Ability to generate new and unique ideas for product marketing that drive differentiation and consumer interest.
• Adaptability: Comfort with the fast-paced, ever-evolving cannabis industry, and ability to pivot strategies as needed based on shifting market conditions or internal priorities.
• Analytical Skills: Strong ability to analyze market data, customer feedback, and sales trends.
• Communication Skills: Excellent verbal and written communication skills, with the ability to present complex information clearly and persuasively.
• Project Management: Proven ability to manage multiple projects simultaneously, ensuring timely and successful completion.
• Problem-Solving: Strong problem-solving and decision-making skills, with a proactive approach to identifying and addressing issues.
• Team Collaboration: Ability to work collaboratively with cross-functional teams, including sales, retail, production, and cultivation.
• Technical Proficiency: Proficiency in product management software and tools.