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