Position Overview
We are seeking a Director of Brand Marketing to lead the development and execution of brand strategy across a growing portfolio of cannabis, hemp, and wellness products.
This role is designed for a hands-on CPG brand builder who can translate product truth into clear, scalable consumer positioning. The Director will play a critical role in evolving edible and wellness brands, supporting a growing smokable portfolio, and helping the company expand beyond California into national hemp and CBD markets.
This is not a pure strategy role. This person will own brand development end-to-end and work closely with insights, sales, and product teams to drive measurable business impact.
Key Responsibilities
Brand Strategy & Development
• Own brand positioning, architecture, and long-term strategy across key brands including our company and emerging hemp/CBD platforms
• Build and evolve distinct, defensible brand identities rooted in consumer insight
• Lead brand storytelling and messaging that translates product quality into consumer relevance
Portfolio & Innovation Alignment
• Partner closely with R&D and product teams to shape innovation pipelines based on consumer demand
• Support development of edible, wellness, and smokable portfolios with clear brand roles and differentiation
• Drive SKU rationalization and portfolio clarity to improve velocity and margin
Consumer Insights & Data Utilization
• Leverage retail audits, shopper data, and market insights to inform brand strategy and decision-making
• Partner with business insights and sales teams to identify growth opportunities and white space
• Develop a deep understanding of consumer personas and purchasing behavior
Go-to-Market Execution
• Lead development and execution of integrated marketing campaigns across digital, retail, and experiential channels
• Partner with social and digital teams to ensure brand consistency and effectiveness across platforms
• Support retail and distribution partners with brand-building initiatives that drive sell-through
Cross-Functional Leadership
• Collaborate closely with sales, operations, insights, and executive leadership
• Serve as a key connector between brand, product, and commercial teams
• Influence without authority and drive alignment across functions
What Success Looks Like
• Strong, differentiated brand positioning across core and emerging portfolios
• Improved retail velocity and brand pull-through
• Clear, insight-driven portfolio strategy
• Scalable brand platforms supporting national hemp/CBD expansion
• Effective integration of product innovation and consumer demand
Candidate Profile
Required Experience
• 8–12+ years in brand marketing within consumer packaged goods
• Experience at leading brands such as PepsiCo, Red Bull, or similar high-performance CPG environments
• Proven ability to build and scale brands, not just manage them
• Strong command of integrated marketing campaigns across channels
Core Capabilities
• Deep understanding of consumer behavior, retail dynamics, and brand building
• Highly analytical with the ability to translate data into action
• Hands-on operator who can execute as well as strategize
• Comfortable working in a fast-moving, evolving category
Critical Mindset
• Does not rely on AI to create strategy; uses it as a tool, not a crutch
• Strong point of view on brand building and marketing effectiveness
• Comfortable with ambiguity and building structure where it does not exist
Preferred
• Experience in regulated or emerging categories (cannabis, alcohol, functional beverages, wellness)
• Exposure to multi-brand portfolio environments