Senior Brand Manager

Position Summary:

Trulieve is seeking a Senior Brand Manager who will be responsible for developing and implementing both long-term and short-term strategies and tactics as agreed with the brand principles and management. They will generate volume-building programs for the U.S. market and deliver budgeted yearly sales and profit commitments. The Senior Brand Manager will perform research and analysis to guide future brand development and awareness and work on developing strategic brand positioning and communication. This role involves overseeing the brand's positioning, messaging, and integrated marketing campaigns across multiple channels to drive growth, market share, and brand equity.

Senior Brand Manager Roles & Responsibilities (SOW)

• Develop and execute comprehensive brand strategies to increase brand awareness and market share. Ensure brand consistency across all marketing and communication channels.
• Work with cross-functional teams (marketing, sales, research and development, operations, agencies, cultivation, production) to support product launches, promotional activities, and the execution of the brand plan.
• Analyze and interpret market trends, syndicated data, and consumer research to track brand performance and inform better sales and marketing decisions.
• Build brand loyalty, drive trials, and encourage repeat purchases for new products.
• Develop strategies, creative briefs, and manage brand social media to ensure messaging and creative planning are consistent with brand strategy.
• Leverage consumer and industry insights to develop more powerful consumer communications, brand programming, and new products.
• Track and manage the marketing budget to ensure the company meets its annual business plan goals.
• Develop new insights into solutions that result in organizational improvements.
• Focus on critical objectives that add the most value and consistently deliver results that meet or exceed expectations.
• Identify meaningful and relevant programs that will have the most impact on specific target audiences.
• Participate in ongoing education and professional development opportunities.
• Perform additional duties as assigned by management.
• Develop long-term brand plans and short-term tactical plans.
• Plan and execute integrated marketing campaigns, including digital, social, print, and broadcast media.
• Manage campaign budgets and ensure all marketing materials and communications align with brand guidelines.
• Provide guidance and support to internal teams and external partners on brand-related matters.
• Conduct regular audits of brand touchpoints to ensure consistency and quality.
• Track and analyze brand performance metrics and KPIs.
• Prepare regular reports on brand health and campaign effectiveness.
• Lead the development and execution of brand strategies.
• Assist in the oversight of Brand Managers and the Senior Marketing Portfolio Manager.

Education Requirements

• Bachelor’s degree programs in marketing or in business with a concentration in marketing
• Expert knowledge about marketing and related subjects (advertising, market research, consumer behavior, marketing analytics) culled from years of hands-on experience in the industry and in the marketing field
• Five year’s experience required

Essential Skills

• A Proven experience in brand management, preferably in a senior role.
• Strong understanding of marketing principles and brand strategy.
• Excellent communication and leadership skills.
• Ability to analyze data and derive actionable insights.
• Proficiency in using marketing tools and software.
• Ability to multitask.
• Attention to detail.
• Excellent written and verbal communication skills.
• Strong research and analytical skills.
• Comfort with CRM software.
• In-depth understanding of the company’s current products and future concepts.
• A willingness to listen.
• Ability to think creatively and innovatively.
• Budget-management skills and proficiency.
• Professional judgment and discretion from years of experience in the field.
• Analytical skills to forecast and identify trends and challenges.
• Familiarity with the latest trends, technologies, and methodologies in graphic design, web design, production, etc.