Brand Manager


White Ash Group is currently recruiting a Brand Manager on behalf of a fully licensed producer of Cannabis that operates domestically in Canada and internationally.


The successful hire will be responsible for maintaining and elevating the companies brands from both an operational and strategic standpoint.

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Key Responsibilities:

  • Essential contributor to the development of the brand marketing strategies through opportunity identification, consumer insights, category analysis, cultural and industry trends.
  • Integrating our brands against analysis of business performance to provide recommendations on how to achieve brand and business growth.
  • Combining brand strategies with sales and customer objectives to develop and execute game-changing programs and assets across retail and e-commerce channel’s
  • Accountable to measure and drive key KPIs, socializing results and how learnings will impact the brand strategies and initiatives.
  • Lead the development and execution of integrated marketing campaigns, collaborating with cross-functional partners across the business, including Product Development, Sales, Creative, Operations, Legal and Finance.
  • Develop and execute the annual marketing calendar of campaigns, initiatives, events, sponsorships, and programs.
  • Implement process improvements and areas for efficiency and accuracy of claims across projects
  • Engages with regional territory managers to understand local market needs, deadlines, and potential opportunities.
  • Liaises with partner agencies as required to bring to life new and compelling programming concepts, together with the Marketing Director.
  • Develops the annual trade programming calendar for Decibel brands, with support from Marketing Director.
  • Works closely with suppliers to source and develop best-in-class sales tools, delivered in a timely manner (budtender education and engagement tools, retail displays, sponsored events etc.).
  • Creates and deploys program-specific sales collateral and presentations.
  • Implements post-evaluation processes to ensure optimization of spends and continuous evolution of activities.
  • Partners with sales team to deliver key sales assets, coordinating and distribute trade materials 
  • Provide support on product listings and new product launches with provincial boards
  • Lead the integrated content strategy development across paid, earned, and owned (website, blog, social) channels, providing best practice guidance to the greater Marketing and cross-functional teams on our digital products (in collaboration with our Digital Marketing Specialist and internal Creative Team).
  • Ensure organizational goals, strategies, and priorities are integrated in strategic communications initiatives to develop and deliver content to the right B2B and B2C audiences in the right channels at the right time
  • Leverage data and insights to assess content performance and to accelerate content ideation and testing to reach key customer segments and drive brand awareness.
  • Monitor and measure the success of integrated marketing efforts and content, and leverage data and insights to inform strategy and focus alongside the Digital Marketing Specialist and Marketing Director.
  • Prioritize our efforts and resources through supporting impactful, thematic strategies and storylines that support annual and ongoing brand campaigns and calendars.


  • 4+ years experience working as a Brand Manager
  • Experience managing and launching new brands
  • Experience in the Cannabis industry and a strong understanding of the market
  • Experience managing and working with agencies

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