Brand Manager (Hybrid)

Reporting to the Marketing Director, the Brand Manager role is a career opportunity to grow within the industry and Motif Labs’ powerhouse of brands. This role is accountable for developing the annual brand plan and implementing the necessary brand and marketing strategies and initiatives with the cross functional teams.    

Company
Motif Labs is a leading cannabis brand house in Canada, proudly holding top market share positions in vapes and infused pre-rolls. As the largest private cannabis business in Canada, our diverse portfolio of winning brands (BOXHOT, DEBUNK, Boondocks, and Rizzlers) are each thoughtfully curated to meet the dynamic and evolving needs of today's consumer market. Motif Labs is dedicated to maintaining the highest standards of quality, ensuring that our products not only meet but exceed the expectations of our clients and consumers alike.

Role and Responsibilities: 

Brand Strategy  

• Leads assigned brands from P&L ownership, innovation strategy, product lifecycle management & brand health (share of market, product profitability, pricing & provincial assortment strategy & brand innovation pipeline) 

• Support Marketing Director in the strategic development and execution of annual Brand & Marketing plans including new products, advertising, consumer promotions, distribution, merchandising, digital and social media strategies. 

• Responsible for developing business cases to support launch of new products / line extensions – presenting recommendations to leadership to obtain buy-in and alignment.   

• Owns the planning, timing and execution of product launch go to market strategies. This includes the development of campaigns for new launches that drive awareness, distribution and sell through.   

• Defines brand product quality strategy, packaging, pack architecture, pricing strategy and other qualitative attributes.  

• Actively participates in commercial planning, developing and execution on action plans to course correct strategies when customer, competitive or external environment changes.  

• Manages product lifecycle across assigned brands.  Works with operations, commercialization, and sales to make & action recommendations on price changes, rationalizations or renovations to improved SKU & portfolio productivity.   

• Develops & maintains Brand Guidelines. Works with Creative & external to ensure brand tone & imagery are applied correctly via all touchpoints; product, packaging, assets, social, TM communication with consumers & retailers.  

Brand Equity & Execution 

• Translates Brand and Marketing plans into best-in-class trade strategy, programming and support tools that align with marketing objectives to help drive sales in the Retail, E-commerce, and KA channel.   

• In partnership with Key Account leadership identifies all marketing + promotional opportunities with KA retailers.  Brand Manager is responsible for managing promotional calendar, capitalizing on all in-kind opportunities and critically evaluating and actioning highest ROI programs.   

• Deepens partnership with Sales Finance, Marketing Director, and Field Sales leadership, develops product specific messaging & strategies to support sell-in, distribution gains and assortment listing retention with heightened focus on monthly SKU priorities.   

• Manages Brand’s Marketing budget, ensuring all commercial activities have been accounted for.  Reports actuals & forecasts monthly, identifying opportunities for savings or deeper investment based on past performance.   

• Work with the internal creative team and resources to brief, develop and execute new products, packaging, advertising, promotional materials point of sale and sales collateral materials that support key marketing initiatives. 

• Develop & execute best-in-class trade strategy, programming and support tools that align with marketing objectives to help drive sales in the Retail, E-commerce and KA channel. 

• Build & develop holistic Omni-marketing strategies for retailers across Canada that find a win-win strategy to achieve retailers’ goals and business goals. 

• Critically evaluates effectiveness of trade tools and assets, pushing for development of high impact, low complexity tools that maximize investment.  

• Monitors competitive activity in market through in-store visits, digital and social listening.  

Product Knowledge 

• Develops + Executes PK strategy for all brands including identification of technology needs + builds recommendations on how to implement best in class strategy.  

• Act as SME to internal and external partners to support business needs and drive distribution and sell through.   

Skills: 

Entrepreneurial Mindset: Develop, deliver, and iterate plans continuously with a resourceful, obsessive and fearless mindset with a focus on revenue, market share and productivity.  

Performance Oriented: Results obsessed with strong understanding of P&L ownerships, mix management & translating market trends into actions that drive brand revenue.   

Agile: Results-orientation and ability to operate with agility to run with, test and learn approach 

Collaboration & Integration: Lead cross-functional and partner working teams which include but are not limited to the internal creative team, specialty agencies, sales, R&D and other business departments fostering and building a strong multi-functional team. Collaboration, alignment, and influence with multiple stakeholders are key to success 

Requirements: 

• Post-secondary Degree in Business or Marketing 

• Minimum 3-5 years' experience as Assistant Brand Manager or Brand Manager in a consumer-packaged goods environment 

• Experience in managing & developing direct reports 

• Demonstrable ability to multi-task and adhere to deadlines. 

• Excellent verbal and written communication skills, as well as an outstanding aptitude for time management 

• Proficiency in MS Office with emphasis on Excel, PowerPoint, and Word 

• Desire and ability to work in a fast-paced, high-pressure environment. 
• Be available to come onsite to Aylmer for training and meetings on occasion