The Company We are a leading global company committed to bettering lives through cannabis.

At Canopy

Growth, quality, consistency and trust guide everything we grow, make and deliver. From cultivation to consumer, we take a long-term view, with the ambition to help set the standard for the industry. We're looking for principled, driven people who want to do meaningful work and help shape what comes next. This individual will act as the general manager of their assigned brand portfolio, partnering cross-functionally with innovation, sales, insights, finance, regulatory, and operations teams to bring compelling consumer experiences to market.The ideal candidate combines strong analytical skills with creative thinking, possesses a deep understanding of consumer behavior, and has experience building brands within a fast-paced consumer goods environment.

Responsibilities Brand Strategy & Planning* Own the development and execution of annual brand plans aligned with company growth objectives.

Serve as the internal brand owner and primary steward of the brand, ensuring all product, communications and commercial activities strengthen it’s long-term equity.

Identify growth opportunities through consumer insights, market trends, and competitive analysis.

Manage brand performance against key business and marketing objectives. Innovation & Product Development Own the brand’s new product development roadmap and multi-year innovation pipeline, ensuring the product priorities directly support the brand strategy and serves the target consumer* Establish the brand/product guardrails that guide product formats, consumer occasions, price positioning, product claims and quality standards.





Partner with Product Development, Regulatory, Operations, Insights, Sales, Demand Planning and Finance teams to translate brand objectives into commercially viable products.

Monitor product performance and identify opportunities for optimization. Leverage quantitative and qualitative research to shape brand strategy, product roadmaps and commercial priorities.

Translate consumer and market insights into actionable strategies for internal Trade Marketing team to deliver on.

Champion the voice of the consumer throughout brand, product and commercial decision-making Integrated Marketing Execution* Own the strategic objectives of integrated marketing campaigns across retail, digital, experiential, and trade channels.

Collaborate with internal Creative and Trade Marketing teams to ensure brand consistency and that deliverables are met with clear measures of success.

Evaluate campaign performance and lead ongoing optimization based on data-driven insights.

Ensure all marketing initiatives comply with applicable cannabis regulations and company policies.



Commercial & Cross-Functional Leadership Provide clear brand leadership and communicate rationale behind key decisions to senior leadership and cross-functional stakeholders* Partner closely with Sales and Trade Marketing teams to develop programs that drive retail distribution, visibility and sell-through.

Lead the development of brand narratives, innovation stories and strategic content for customer presentations and retailer engagement efforts.

Act as the primary point of accountability for the brand, proactively identifying and addressing risks, opportunities and executional gaps.

Lead brand planning processes and facilitate alignment across teams. Monitor revenue, profitability, market share, distribution and return on marketing investment.

Support Demand Planning in developing forecasts and contribution to annual business planning processes.

Other duties as assigned Experience Bachelor's degree in Marketing, Business, Commerce, or related field.

5+ years of progressive brand management experience, preferably within cannabis, CPG, beverage alcohol, tobacco or consumer wellness.

Demonstrated success leading brand strategy and marketing programs.

Strong Drive to win, strategic thinking, consumer obsession and innovation mindset Data driven decision making* Experience managing multiple projects in a fast-paced setting.

Proficiency in Microsoft Office Suite, particularly Excel and PowerPoint.

Preferred

Experience

MBA or advanced business degree an asset.

Familiarity with syndicated data sources and market analytics tools.

Experience managing external agencies and creative partners. Other Details** This is a full-time, remote-first position based out of Ontario.

Salary range - $80,000 - $105,000 Benefits - extended health and dental coverage, paid vacation, and participation in our employer-supported retirement savings program

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📌 Brand Specialist - Full Time (Toronto)
🏢 MTL Cannabis
📍 Toronto