Senior Brand Manager, Beverage

2 weeks ago

Chicago, United States Green Thumb Industries Full time
The Role

As more Americans turn to cannabis for well-being, we are looking to grow our team to help us bring additional safe, trusted products to even more consumers and channels across the country. The Senior Brand Manager, Beverage will be a key player in expanding our THC-infused beverage business and growing consumer access to our best-in-class products.

The Senior Brand Manager, Beverage will lead the charge of building and strengthening the brand equity and strategy for our THC-infused beverage brand(s). This role will work to establish a strong market presence and drive consumer loyalty, aligning with our broader mission to create memorable, differentiated brand experiences. You will partner closely with our existing brand teams as you develop and execute beverage-specific brand strategies, manage marketing campaigns, and work closely with cross-functional teams to enhance consumer perception, brand value, and market penetration.

Responsibilities
  1. Brand Strategy Development
    1. Build on GTI's industry-leading brands to define and execute a beverage positioning strategy that brings our brands to life in a way that resonates with our target market.
    2. Lead strategic planning for brand initiatives, identifying opportunities to increase brand visibility and strengthen brand equity.
    3. Oversee the brand's look, feel, and voice across all beverage consumer touchpoints, ensuring consistency with our broader brand standards and messaging.
  2. Campaign & Activation Management
    1. Own brand communications across all owned channels, including social, web, email, text, POS/merch, or other developed platforms. Create and manage brand communication grids to ensure the right message is hitting consumers in the right places.
    2. Design and manage consumer-facing marketing campaigns, including in-store, digital, and non-premise activations (e.g., festivals, concerts).
    3. Partner with existing Brand and Events teams to bring beverage to life with consumers through integrated activations at events, retail settings, and other experiential marketing opportunities.
    4. Coordinate with creative agencies, media partners, and internal teams to deliver high-quality, impactful campaigns that enhance brand loyalty and drive engagement.
  3. Market Research & Insights
    1. Conduct in-depth market analysis to understand emerging consumer preferences, competitor positioning, and trends in both the THC and broader beverage categories.
    2. Use data-driven insights to inform strategic decisions, identify white space opportunities, and tailor marketing initiatives to align with evolving consumer needs.
    3. Manage brand performance metrics, reporting on brand health, consumer perception, and campaign effectiveness.
  4. Cross-Functional Collaboration
    1. Work closely with Trade Marketing, Sales, and Compliance teams to ensure product launches and campaigns are aligned with brand standards and regulatory guidelines.
    2. Serve as a brand ambassador, collaborating with internal and external stakeholders to champion the brand vision and create cohesive, impactful consumer experiences.
    3. Support training initiatives for the sales team, ensuring they are equipped with brand knowledge and key messaging to communicate effectively with retail partners.
  5. Budget & Resource Management
    1. Manage the brand marketing budget, optimizing resources to maximize campaign ROI and meet brand goals.
    2. Track spending and resource allocation, ensuring alignment with overall marketing objectives and company financial targets.
Qualifications
  1. Bachelor's degree in Marketing, Business, or a related field preferred; MBA preferred.
  2. 6+ years of experience in brand management or marketing within the CPG industry
    1. (alcohol beverage and/or canned beverage experience highly desirable).
  3. Proven experience in building and implementing brand equity strategies, with a strong understanding of the Illinois market.
  4. Ability to balance strategic thinking with hands-on execution, delivering high-quality work in a fast-paced environment.
  5. Comfort operating in a fluid and rapidly developing team and market landscape.
  6. Strong analytical and problem-solving skills, with a data-driven approach to decision-making.
  7. Exceptional communication and collaboration skills, with a proven ability to influence and manage relationships with a variety of stakeholders.
Additional Requirements
  1. Must pass any and all required background checks.
  2. Must be and remain compliant with all legal or company regulations for working in the industry.
  3. Must be a minimum of 21 years of age.

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