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 Brand Manager - Adult Use
Job Posting Category: Experienced Professionals (1+ years)
Career Level: Experienced (Non-Manager)
Industry: Packaged Goods
Job Category: Marketing
Years Experience: 4-6 Years
Job Type: Full-time
Posting Date: October 09, 2018
Job Location:
Vancouver, BC
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Job Description

ABOUT US

Emerald Health Therapeutics is a Health Canada Licensed Producer of medical cannabis. A vertically integrated, seed-to-sale enterprise, Emerald has combined core competencies from decades of experience in pharmaceutical innovation with large-scale agriculture expertise. Our ambition is to be at the forefront of developing knowledge and products that provide wellness and health benefits from cannabis.

ABOUT THE ROLE

The Brand Manager – Adult Use will drive the development and optimization of full range of both medicinal and adult use of new products while analyzing and growing existing brands and marketing efforts for trends, impact and return on investment. Package and label design, retail point of sale material, educational elements for the trade, pricing strategies, market research oversight, and innovative communication strategies within the federal and provincial regulations all fall within the scope of this crucial role.

Building a team with the potential to support dramatic growth of the company and product range is a key attribute of success. Products will be offered through government retail outlets, private outlets, varying by provincial rules and encompass both medicinal and adult use.The role will identify and execute on traditional and digital strategies to drive consumer demand in a B2B and B2C capacity. Working in hand with E-commerce, directing website development and enhancement efforts is an area for high potential sales.

With time and growth, the Brand Manager will be able to develop a marketing infrastructure to drive strategic thinking, innovation and creativity. We’re a lean team; this role requires a hands-on builder, someone to work hand in hand with our agency and cross functional teams to drive growth throughout the organization.

KEY RESPONSIBILITIES

BRAND MANAGEMENT

  • Develop and execute annual plans to meet short- & long-term business objectives for the Emerald Health Therapeutics retail brands in Canada
  • Lead and support the development of aligned Marketing strategy and plans for the Emerald Health Therapeutics brands in Canada in line with topline strategy.
  • Leverage key consumer/customers insights to develop strategies that build competitive advantage across the 4Ps (Product, Price, Place, Promotion) across multiple segments and channels.
  • Leverage EHT Agency to build great brands through translation of insights to action. Responsible for creating compelling communication and effective media strategies.

PLANNING

  • Lead the Integrated Communication Plan process with greater interaction with Sales, Category Sales Development and Finance teams.
  • Manage a robust budget that allows the brand to be communicated & promoted across multiple media channels, including TV. Accountable for improving the Return of Investment year over year and spent accuracy.
  • Develop & execute solid launching plans to successfully bring new products to the market.
  • Lead the development and evaluation of desired consumer/competitive claims and local adaptation of claims in partnership with the regulatory team.
  • Develop and foster a collaborative working relationship with traditional cross-functional teams.

INNOVATION

  • Responsible for the development and implementation of a five-year Innovation & Renovation plan that is consumer & customer centric base; support the brand profitable growth objectives, including the brand expansion into new categories within the cannabis space.

TRACKING

  • Track Emerald Health Therapeutics brand performance across multiple channels, implementing the necessarily corrective actions in partnership with the Category Sales Development team.

OTHER

  • Demonstrate critical thinking and initiative to drive change within the organization.
  • Become a resident expert on cannabis plant, product, regulatory and other related matters;
  • Perform other duties as required.

RECOMMENDED QUALIFICATIONS

  • University Degree in Marketing, Business Management and/or Health Science. MBA preferred.
  • Minimum 4 years of successful marketing experience at the brand manager level
  • Experience with developing and executing Marketing Plans (minimum 2 complete planning cycles on a brand).
  • Demonstrated ability to manage high priority and complex projects across multiple stakeholders both locally and globally. Must be able to lead effectively and collaboratively across various functions and teams.
  • Visionary, curious, decisive and analytical nature with the ability to drive business results at the strategic and executional levels.
  • Experience in making recommendations based on financial analysis.
  • Entrepreneurial spirit with the ability to leverage processes, resources and environment.
  • Solid understanding of P&L drivers.
  • Excellent communication, interpersonal, and organizational skills.
  • Proficient in Excel, Word, as well as PowerPoint advanced presentations

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