This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a Head of Portfolio & Brand Strategy based in Canada. The Head of Portfolio & Brand Strategy will define and lead the long-term portfolio and brand strategy for a large adult-use consumer business.

This senior leadership role will shape portfolio architecture, brand positioning, annual planning, investment priorities, and resource allocation. You will steward a diverse portfolio of brands, ensuring each has a clear role, differentiated positioning, and a compelling growth strategy. Working closely with Innovation, Sales, Trade Marketing, Creative, and Digital teams, you will translate strategic priorities into integrated commercial plans.

You will also lead and develop a high-performing marketing team while fostering a culture of accountability, creativity, and consumer-centric decision-making. The role offers significant influence over market share, revenue growth, profitability, and long-term brand equity.

Accountabilities

- Lead, coach, and develop a high-performing marketing team, fostering strategic thinking, accountability, creativity, collaboration, and consumer-focused decision-making.
- Own the overall portfolio strategy across brands and product categories, defining each brand's role, purpose, growth mandate, and strategic contribution.
- Identify opportunities for portfolio expansion, rationalization, premiumization, innovation, and optimization based on consumer, category, competitive, and financial insights.
- Develop and maintain a scalable brand architecture, including positioning, target audiences, value propositions, brand equity frameworks, and long-term growth plans.
- Lead annual brand planning and translate broader business objectives into actionable portfolio and marketing strategies.
- Partner with Sales, Commercial, Innovation, and Trade Marketing teams to align priorities, innovation pipelines, customer strategies, and in-market execution.
- Own marketing resource allocation and investment decisions across brands, channels, and strategic initiatives, prioritizing opportunities that maximize return and sustainable growth.




- Manage annual marketing budgets and establish processes to measure investment effectiveness, ROI, and resource deployment.
- Establish portfolio, brand, campaign, and investment performance frameworks and lead regular business reviews with senior leadership.
- Use market share, consumer, financial, retail, and other performance data to guide strategic decisions and continuously improve planning and governance processes.
- Provide strategic direction to Creative and Digital teams, ensuring integrated and consistent execution across content, social, digital, brand, and retail channels.
- Champion modern marketing capabilities, digital engagement, creative excellence, and consistent brand expression across consumer touchpoints.
- Act as a strategic marketing partner to Innovation, Sales, and Trade Marketing, ensuring strong alignment between brand strategy, product development, commercial priorities, and customer activation.

Requirements

- Bachelor's degree in Business, Marketing, Commerce, or a related field.
- 10+ years of progressive experience in brand, portfolio, or marketing leadership.
- Demonstrated experience managing multiple brands in consumer packaged goods, tobacco, beverage alcohol, consumer wellness, retail, cannabis, or another comparable consumer environment.
- Proven expertise in portfolio management, brand architecture, strategic planning, and commercial growth strategy.
- Strong people leadership experience, with a track record of building, developing, and inspiring high-performing teams.
- Strong analytical, financial, and commercial acumen, with the ability to translate data and insights into strategic decisions.
- Exceptional executive communication, influencing, stakeholder management, and cross-functional collaboration skills.
- Strong consumer insight, innovation, omnichannel marketing, and data-driven decision-making capabilities.




- Experience managing significant marketing budgets and allocating investments across competing priorities.
- Experience operating in a highly regulated industry is an asset.
- An MBA or equivalent advanced degree is preferred.
- Demonstrated executive presence, organizational effectiveness, strategic thinking, and the ability to influence across functions.

Benefits

- Full-time, remote-first position based in Ontario, Canada.
- Extended health and dental coverage.
- Paid vacation.
- Participation in an employer-supported retirement savings program.
- Opportunity to lead a high-impact portfolio and influence long-term brand and business growth.
- Collaborative, inclusive, and diverse working environment.
- Significant exposure to senior leadership and cross-functional commercial teams.
- Opportunity to shape cutting-edge consumer brands and modern marketing capabilities.

How Jobgether Works We use an AI-powered matching process to ensure your application is reviewed quickly, objectively, and fairly against the role's core requirements. Our system identifies the top-fitting candidates, and this shortlist is then shared directly with the hiring company. The final decision and next steps (interviews, assessments) are managed by their internal team. We appreciate your interest and wish you the best!

Why Apply Through Jobgether?

Data Privacy Notice: By submitting your application, you acknowledge that Jobgether will process your personal data to evaluate your candidacy and share relevant information with the hiring employer. This processing is based on legitimate interest and pre-contractual measures under applicable data protection laws (including GDPR). You may exercise your rights (access, rectification, erasure, objection) at any time.

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.

📌 Head of Portfolio & Brand Strategy (Canada)
🏢 Jobgether
📍 Canada