Wana Brands Hiring for Brand Director at Boulder, CO Full Time

The CIMA Group LLC doing business as Wana Brands is a subsidiary of Canopy USA, LLC, a leading vertically integrated, multi-state operator in the United States cannabis industry. With the transition of Acreage Holdings to Canopy USA, LLC in December 2024, Canopy USA, LLC is now positioned to consolidate operations across its three business units – Wana, Jetty, and Acreage – realizing synergies, cost savings, and supporting growth in state-legal markets across the U.S. Through coverage of key market segments including flower via Superflux, vape and concentrates via Jetty, edibles and beverages via Wana, and retail through The Botanist, Canopy USA, LLC is well positioned to accelerate growth with an emphasis on the Midwestern and Northeastern U.S. markets. As newly formed Canopy USA, LLC, we are building a stronger, more agile organization that will unlock greater opportunities across the growing US cannabis market.

Summary

Canopy USA (CUSA) is seeking a strategic, commercially-driven, creative, and decisive Brand Director to lead the development, execution, and management of brand initiatives for key product brands within the CUSA brand portfolio. This brand leadership role will work closely under the strategic guidance and final approval of the Senior Director, Brand Marketing, to lead the strategic brand evolution of Wana, and act as the strategic point person for the brand to ensure consistency, creativity and impact across all touchpoints. The Brand Director will oversee the national strategy for brand positioning, brand development, packaging innovation, product enhancements, and marketing activations / communications. This role requires driving alignment across senior leadership to achieve growth targets and ensure Wana’s overall business and brand success.

Essential Functions & Responsibilities

• BRAND STRATEGY AND POSITIONING: Work closely with the Senior Director of Brand Marketing to lead the strategic definition and optimization of the brand. Conduct comprehensive diagnosis (consumer insights, market, competitor, internal capabilities) to define, champion, and drive the execution of a clear, differentiated strategy for the brand’s optimal performance and long-term growth.
• PORTFOLIO INTEGRATION AND ALIGNMENT: Ensure the brand’s core strategic foundation integrates effectively with the overall CUSA brand portfolio architecture, actively collaborating with Product Strategy and Executive Leadership to shape the brand’s strategic role and target segments.
• BRAND PLANS AND BUSINESS OBJECTIVES: Develop, gain alignment on, and oversee the execution of annual strategic plans and measurable business/marketing objectives for the brand, translating long term vision into actionable priorities and financial targets.
• GO TO MARKET PLANNING AND BRIEFING: Set the strategic direction and create integrated GTM plans for the brand (e.g. define annual/quarterly objectives and channel strategy, prioritize key messages). Ensure creative briefs provide clear, inspiring direction for execution teams and agency partners
• STAKEHOLDER ALIGNMENT AND INFLUENCE: Act as primary strategic marketing lead with senior sales leadership and regional teams on the brand’s GTM strategy. Proactively drive alignment, influence decisions, and secure resources with senior leaders in Sales, Product Strategy, and Operations for key brand initiatives
• BRAND STEWARDSHIP AND CREATIVE OVERSIGHT: Serve as the ultimate guardian and decision-maker for the brand identity and expression across all touchpoints. Provide decisive strategic brand direction and guidance during creative development and give final brand approval on all major campaigns, marketing assets and messaging for the brand to ensure quality and effectiveness
• MARKETING BUDGET OWNERSHIP AND OPTIMIZATION: Own a P&L mindset for the brand’s marketing budget, developing budget strategy, managing significant investments with financial discipline, and continuously optimize resource allocation to maximize ROI and achieve revenue goals.
• PERFORMANCE ANALYSIS AND STRATEGIC PIVOTS: Drive continuous analysis of brand performance, market trends, and campaign effectiveness. Translate insights into actionable strategic recommendations and lead necessary strategic pivots to improve results
• TEAM LEADERSHIP: As the team grows, manage, mentor and contribute to the development of Brand Managers, providing guidance, feedback, and development opportunities. Foster a collaborative and high-performing team environment. Delegate tasks effectively and oversee project assignments
• MARKETING COMPLIANCE: Review internal and external sales collateral, marketing materials, product labeling, packaging, and branding materials to ensure that these assets adhere to relevant jurisdictional regulations and company guidelines, through collaboration with compliance staff.
• OTHER: Perform other related duties as assigned

Supervisory Responsibility:

• This position may have direct report(s) and supervisory responsibility. This employee may have the authority to hire and fire other employees, or this employee’s suggestions and recommendations as to the hiring, firing, advancement, promotion, or any other change of status of other employees may be given particular weight

Other Duties:

Please note 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.

Qualifications

Education & Experience

• Bachelor’s degree in Marketing, Business, or closely related field required; MBA is a plus (but not mandatory)
• Ten or more years of progressive brand management experience preferred, with demonstrated success leading significant growth initiatives or major repositioning efforts
• Experience within CPG, cannabis, or other regulated, fast-paced industries preferred
• Demonstrated success leading significant brand growth initiatives, major repositioning efforts, or navigating highly competitive / complex markets
• Proven track record of independently developing and leading execution of complex strategies and plans driving significant results
• Experience owning and managing a marketing budget with direct accountability for achieving financial targets and maximizing profitability
• Experience working with creative agencies

Core Skills and Competencies

• Excellent strategic / analytical skills with a mastery of brand strategy frameworks (segmentation, targeting, positioning)
• Deep understanding of full marketing mix / channel strategy
• Product Marketing (ability to quickly learn technical product details and translate them into compelling consumer benefits & sales arguments)
• Exceptional cross-functional leadership and senior stakeholder influence skills to drive alignment
• Exceptional verbal and written communication, storytelling, presentation, and negotiation skills
• Demonstrates proactivity, solution-orientation, and takes clear ownership of brand performance
• Proven ability to lead and drive results in highly dynamic, fast-moving environments with a strong bias for action
• Management of direct reports, especially brand/marketing managers
• Strong interest in understanding consumer behavior, cannabis culture, pop culture and marketing trends

Other requirements

• Knowledge of the Cannabis industry and cannabis consumer culture is strongly preferred
• Ability to travel for work as needed (30-40%)

Computers and Technology

• Highly proficient in Microsoft Word, Excel, PowerPoint and Outlook
• Highly proficient in video and chat collaboration tools (Teams, Zoom, Google, etc.)
• Proficiency in brand tracking, marketing analytics tools, and project management platforms
• Knowledge of social media tools and platforms

Benefits

• Annual compensation commensurate with experience from $120,000 – $150,000
• Full suite of medical, dental, and vision insurance
• Paid parental leave
• 401(k)
• Paid Time Off
• Long-Term Disability
• Employee Assistance Program
• Employee life insurance and supplemental life
• Spouse and child life and AD&D
• Pet insurance
• FSA and HSA available

Schedule:

• This position regularly works normal business hours, Monday – Friday, 40 hours per week. Please confirm with the supervisor regarding the expected working schedule

WORK ENVIRONMENT AND PHYSICAL DEMANDS

The work environment characteristics and physical demands 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.

Office environment that requires extended time sitting, walking, and standing. The noise level in the work environment is usually low to moderate. While performing the duties of this job, the employee is regularly required to communicate effectively. Ability to carry up to 50lbs for up to a distance of 100ft may be required. The employee must occasionally lift and/or move up to 25 pounds (or more with assistance) to facilitate event setup and teardown for pop-up and other marketing events. This role may also be required to stand for long periods of time to facilitate tradeshow and event participation.

CODE OF CONDUCT

All employees are expected to represent the values and maintain the standards contained in the Company’s Code of Conduct.

Changes To This Job Description

The Company may amend this job description in whole or part, at any time, without notice based on business needs.

E-Verify Participation Notice

This Employer participates in E-Verify and will provide the federal government with your Form I-9 information to confirm that you are authorized to work in the U.S.

What is E-Verify? E-Verify is an internet-based system that compares information from and employee’s Form I-9, Employment Eligibility Verification, to data from the U.S. Department of Homeland Security and Social Security Administration records to confirm employment eligibility.

AAP/EEO Statement

The CIMA Group LLC is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, age, sexual orientation, disability, or protected Veteran status. We appreciate your interest in The CIMA Group LLC. If you need assistance with completing an online application due to a disability, please send a request to [email protected]. Please be sure to include “Accommodation Request” in the subject line.

We anticipate filling this position by June 30th, 2025.

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