Brand Manager

The Company

At Canopy Growth, our mission is clear: improve lives, end cannabis prohibition, and strengthen communities. We believe that cannabis can be a force for good. We’re building a consumer-centric organization that is focused on sharing the transformational potential of cannabis with the world. We will achieve this through an innovative and disruptive portfolio of cannabis and hemp-derived products.

Canopy Growth is the world's leading cannabis and hemp company. We recognize that employees are at the core of our success, and we take pride in a corporate culture that emphasizes inclusiveness, collaboration, and diversity.

Our employees come from a wide range of backgrounds, each bringing their own unique skills and talents to the table, working together to continue our incredible momentum of growth.  If you are interested in building global challenger brands, scaling a business, and working in a values-driven environment, we want to hear from you!

The Opportunity

The Brand Manager will lead the development and execution of brand strategies that drive awareness, consumer engagement, market share growth, and profitability. This individual will act as the general manager of their assigned brand portfolio, partnering cross-functionally with innovation, sales, insights, finance, regulatory, and operations teams to bring compelling consumer experiences to market.

The ideal candidate combines strong analytical skills with creative thinking, possesses a deep understanding of consumer behavior, and has experience building brands within a fast-paced consumer goods environment.

Key Responsibilities

Brand Strategy & Planning

• Develop and execute annual brand plans aligned with company growth objectives.

• Define brand positioning, value propositions, and consumer targeting strategies.

• Identify growth opportunities through consumer insights, market trends, and competitive analysis.

• Manage brand performance against key business and marketing objectives.

Innovation & Product Development

• Collaborate with insights and innovation teams to design the product pipeline from concept through commercialization.

• Partner with Product Development, Regulatory, and Operations teams to launch new products and line extensions.

• Develop business cases and forecasts for innovation initiatives.

• Monitor product performance and identify opportunities for optimization.

Consumer & Market Insights

• Leverage quantitative and qualitative research to understand consumer needs and behaviors.

• Translate insights into actionable strategies and marketing initiatives.

• Track category trends, competitive activities, and emerging consumer preferences.

Integrated Marketing Execution

• Develop and execute integrated marketing campaigns across retail, digital, experiential, and trade channels.

• Collaborate with agency partners and internal creative teams to ensure brand consistency and effectiveness.

• Manage campaign performance and optimize based on data-driven insights.

• Ensure all marketing initiatives comply with applicable cannabis regulations and company policies.

Commercial & Cross-Functional Leadership

• Partner closely with Sales and Trade Marketing teams to develop programs that drive retail visibility and sell-through.

• Support customer presentations and retailer engagement efforts.

• Influence cross-functional stakeholders to deliver business objectives.

• Lead brand planning processes and facilitate alignment across teams.

Financial Management

• Manage brand budgets and investments effectively.

• Monitor revenue, profitability, market share, and return on marketing investment.

• Develop forecasts and contribute to annual business planning processes.

Qualifications

Required

• Bachelor's degree in Marketing, Business, Commerce, or related field.

• 5+ years of progressive brand management experience, preferably within cannabis, CPG, beverage alcohol, tobacco or  consumer wellness.

• Demonstrated success leading brand strategy and marketing programs.

• Strong business acumen and analytical capabilities.

• Experience managing multiple projects in a fast-paced environment.

• Excellent communication, presentation, and stakeholder management skills.

• Proficiency in Microsoft Office Suite, particularly Excel and PowerPoint.

Preferred

• MBA or advanced business degree.

• Experience working in highly regulated industries.

• Consumer insights and innovation experience.

• Familiarity with syndicated data sources and market analytics tools.

• Experience managing external agencies and creative partners.

Core Competencies

• Strong drive to win

• Strategic Thinking

• Consumer Obsession

• Innovation Mindset

• Commercial Acumen

• Data-Driven Decision Making

• Collaboration & Influencing

• Project Management

• Adaptability & Resilience

Other Details

This is a full-time, remote-first position based out of Ontario.

Salary range - $80,000 - $105,000

Benefits – extended health and dental coverage, paid vacation, and participation in our employer-supported retirement savings program

#LI-Remote

We appreciate your interest, and promise to review all applications, but we will only be contacting those who best fit the requirements.

We welcome and encourage applications from people with disabilities. Accommodations are available upon request for candidates taking part in all aspects of the selection process. If you require accommodation, please notify your Talent Acquisition Partner. Please note, the chosen applicant will be required to successfully complete background and reference checks.

Recruitment Process: All applications for this role are reviewed manually; no AI-based screening or ranking tools are used.

This post is for an existing vacancy.