The *Sr. Manager Brand & Trade Marketing* will manage Glass House Brands’ (GHB) brands and go-to-market strategies. This role requires passion and dedication to the industry, brand building and marketing background, and strong project management experience. The ideal candidate embraces an entrepreneurial spirit, and the ability to perform and thrive in a startup environment. The Sr. Manager Brand & Trade Marketing will know the consumer, our brand voice and brand identity inside and out. They will be a subject matter expert for all brand efforts and will lead the development of brand positioning strategies and related campaigns.
*Essential Duties and Responsibilities:*
*Brand Marketing Support*: Partner with VP Marketing to provide leadership, strategic direction and vision for GHB brand positioning and visual brand identity.
* Continually monitor competitor brand positioning efforts to ensure GHB’s brand positioning is unique and differentiated.
* Develop corporate brand positioning campaigns to continually strengthen brand awareness of GHB in key markets.
* Oversee the development of website content that reflects GHB’s brand identity in a compelling way.
* Cultivate consumer, competitive and market insights through data and information analysis to inform brand, product, and audience strategies across our businesses.
* Establish key brand engagement metrics and track over time to ensure continued brand growth and awareness within GHB’s target market.
* Demonstrate a deep understanding of drivers of performance of assigned brands and categories. Lead business analysis; monitor and report business performance against KPIs. Identify opportunities and issues to drive brand growth and profitability.
* Provide timely monthly brand score cards to all stakeholders. Analyze and report on sales metrics, market trends, competitive activity, consumer insights, program results, and other data to strengthen ongoing brand projects and strategy.
*Sales and distribution support*: Owns the go-to-market calendar for GHB brands.
* Works collaboratively to help develop sales marketing plans that support key selling points throughout the year including product launches, promotions, GWP, giveaways, buyers’ gifts, and VIP programs.
* Develops merchandise, printed assets, and displays to support sales and marketing plans.
* Proactively manages the shared Sales Support assets library.
* Communicates regularly with sales team on all updates around asset development.
* Works hand-in-hand with sales team on quarterly key account plans, build relationship with the accounts, and help drive sell through via custom marketing plans and support.
* Supports our distributor with timely and consistent information and assets flow
* Coordinates trade shows and industry conferences.
*GHG Retail Support: *Leads how GHB brands show up at GHB retail
* Works cross functionally to develop retail marketing programs with GHB retail locations for all GHB brands.
* Manages retail marketing spend opportunities such as shelving and digital marketing opportunities.
* Develops display solutions for all GHB brands in GHB retail locations.
* Develops marketing assets for in-store activations for campaigns throughout the year.
* Ensures our brands show up well at retail.
* Collaborates closely with the Retail team on engagement and loyalty programs for GHB brands
* Devises and manages tests programs at GHB retail for GHB brands
*Commercial assets*: Owns budget for POS, displays and merch
* Works with the creative team to develop art needed for merch, displays, POS materials
* Sources, manages, and coordinates merch for the marketing, sales, and GHB retail departments including vetting vendors, PO creation, budget management.
* Manages proper approval pipeline for all items created including legal, creative, and brand approvals.
* Manage merch and sales support budget.
*Analytics and insights*: Running point for shopper marketing
* Mines for shopper insights and leverage to build best-in-class in-store program activations and promotions.
* Assesses promotion and commercial activation program’ results, ROI, and propose improvements
* Disseminates insights and performance results to larger organization via scorecards etc.
*Trade Marketing Team Support:*
* Leads development and management of trade marketing team toolkit and direction
* Manages retail marketing spend opportunities such as shelving and digital marketing opportunities.
* Ensures our brands show up well at demos and retail events.
* Allocates all training materials, POS assets, merchandising, and swag to the Trade Marketing Team.
* Communicates with the Trade Marketing Team on all product launches, marketing strategies, and campaigns.
*Other Duties and Responsibilities:*
* This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job.
* Duties, responsibilities, and activities may change at any time with or without notice.
*Supervisory Responsibilities*
* The Sr. Manager Brand & Trade Marketing will supervise a team of onsite and hybrid Marketing professionals.
_To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions._
*Qualifications*
* Demonstrated marketing and strategic analysis skills with ability to understand key business drivers and how to execute a robust strategic plan.
* Demonstrated track record of understanding and rapidly incorporating industry trends across media formats and channels.
* Collaborative, passionate, enthusiastic approach grounded in strategy but flexible enough to excel in an evolving industry.
* Strong bias for action. You identify a problem and mobilize to solve it.
* Exceptional organization and presentation skills; high level of executive presence, communication and social skills required.
* Strong leadership skills and people-management experience with a demonstrated track record of building high performing, highly-engaged teams.
* Strong oral and written presentation skills.
* Strong digital fluency.
* Strategic thinker with a creative flair, with the ability to see the big picture and pay attention to detail.
* Team player with the ability to build relationships and organize project teams that bring ideas to life.
* Ability to perform and thrive in a startup environment.
* Proven project management skills.
* Entrepreneurial and team-oriented spirit.
* Genuine interest in and passion for marketing and the cannabis industry is required.
* Solid understanding of a lifestyle brand.
*Education & Experience:*
* Bachelor’s Degree in Marketing, English, Communications or related field
* 6+ years consumer product or brand strategy experience
* Prior experience in licensed cannabis or other regulated industry preferred; CPG a plus
*Technical and Software Skills*
* Demonstrated proficiency with Web-based tools
* Microsoft Office applications
* Adobe Creative Suite
*Travel*
* The Sr. Manager Brand & Trade Marketing may be required to travel between the LA office, corporate office, retail and production sites, as needed
* CA drivers license and clean driving record required
*Work Environment*
_The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions._
This job operates mainly in a clerical, office setting and periodically in a retail, greenhouse, warehouse or manufacturing setting.
* Ability to work in conditions typically found in a greenhouse and warehouse with high humidity and varying temperatures, with a fair amount of moisture present
* Ability to balance, reach grasp while climbing on a step stool and/ or ladder
* Ability to sit/stand for long periods of time as job duties require
* This role routinely uses standard office equipment such as laptops, tablets or computers, phones and photocopiers/scanners
*AAP / EEO Statement*
Glass House Brands provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law.
Job Type: Full-time
Pay: $80,000.00 – $100,000.00 per year
Benefits:
* 401(k)
* Dental insurance
* Health insurance
* Paid time off
* Vision insurance
Schedule:
* Monday to Friday
Work Location: In person