Lead Brand Manager

Trulieve - Tallahassee, FL

Full-time - Senior

Remote - Tallahassee, FL

Health and Personal Care Retailers

About the position

Trulieve is seeking a Lead Brand Manager who will play a pivotal role in developing and implementing both long-term and short-term strategies aligned with brand principles and management. This position is crucial for generating volume-building programs for the U.S. market and ensuring that budgeted yearly sales and profit commitments are met. The Brand Manager will conduct thorough research and analysis to guide future brand development and awareness, focusing on strategic brand positioning and communication. As a Subject Matter Expert (SME), the Brand Manager will lead category conversations, manage the Sales and Operations Planning (S&OP) processes, oversee category photography, and develop national strain guidelines and roadmaps. In this role, the Brand Manager will collaborate with cross-functional teams, including marketing, sales, research and development, operations, agencies, and finance, to support the development and execution of the brand plan. They will analyze and interpret market trends, syndicated data, and consumer research to track brand performance and inform better sales and marketing decisions. The Brand Manager will be responsible for building brand loyalty, driving trial, and encouraging repeat purchases for new products. They will develop strategies, project creative briefs, and manage brand social media to ensure that messaging and creative planning are consistent with the overall brand strategy. Additionally, the Brand Manager will leverage consumer and industry insights to create impactful consumer communications, brand programming, and new product initiatives. They will track and manage the marketing budget to ensure that the company meets its annual business plan goals. Engaging with customers to influence their programming, planning, and merchandising during the annual business planning process will also be a key responsibility. The Brand Manager will focus on identifying meaningful programs that will have the most impact on specific target audiences and participate in ongoing education and professional development to stay current in the field.

Responsibilities

• Develop and implement long-term and short-term brand strategies and tactics.
• Generate volume building programs for the U.S. market and deliver budgeted yearly sales and profit commitments.
• Conduct research and analysis to guide future brand development and awareness.
• Develop strategic brand positioning and communication.
• Lead category conversations and S&OP processes.
• Manage category photography and national strain guidelines and roadmaps.
• Collaborate with cross-functional teams to support brand plan execution.
• Analyze market trends, syndicated data, and consumer research to track brand performance.
• Build brand loyalty and drive trial and repeat purchases for new products.
• Develop strategies and manage brand social media to ensure consistent messaging.
• Leverage consumer and industry insights for effective communications and new products.
• Track and manage the marketing budget to meet annual business goals.
• Engage with customers to influence programming and planning during business planning processes.
• Identify impactful programs for specific target audiences.

Requirements

• Bachelor's degree in marketing or business with a concentration in marketing.
• Three years of experience in marketing or related fields.
• Expert knowledge about marketing, advertising, market research, consumer behavior, and marketing analytics.
• Strong research and analytical skills.
• Excellent written and verbal communication skills.
• Ability to multitask and manage multiple projects effectively.
• Budget-management skills and proficiency.
• In-depth understanding of the company's current products and future concepts.
• Comfort with CRM software and familiarity with graphic design and web design trends.
• Professional judgment and discretion from years of experience in the field.

Nice-to-haves

• Familiarity with the latest trends, technologies, and methodologies in graphic design and production.
• Experience in the cannabis industry or related fields.

Benefits

• Paid time off
• Flexible working hours
• Comprehensive benefits package including health insurance