VP, Strategic Marketing
At High 12 Brands our goal is to build recognizable and successful global cannabis brands. We are creative, we are collaborative, and we are hyper-focused on delivering products that are beloved by cannabis consumers.
We are hiring a VP, Strategic Marketing to partner with the High 12 Leadership Team to define the High 12 vision and strategy. The VP, Strategic Marketing will provide market and competitive insights, while managing portfolio and product lifecycle. This role will play an integral part in defining High 12’s brand identity, positioning, messaging and core creative. The VP, Strategic Marketing must build strong working relationships with regions that facilitate execution of global strategies and campaigns.
In this job you will…
Portfolio and Product Lifecycle Management
Align product portfolio with High 12 vision and strategy by identifying gaps and defining the product roadmap to fill gaps
Market and Competitive Insights
Execute internal and/or external research to generate customer insights regarding unmet needs, identify market and technology trends, uncover significant growth opportunities and inform product portfolio decisions
Conduct research to aid in definition of customer and product requirements
Inform commercial launch strategy by executing internal and/or external research to aid in definition of value proposition, product positioning, branding, messaging, pricing, advertising campaign concepts, and sales tool effectiveness
Conduct research to assess commercial effectiveness, including Voice of the Customer, sales message recall, etc.
Maintain global market forecast by Area/Country and market segment Establish processes to collect and report competitive intelligence on a monthly basis
Brand and Product Management
Define High 12’s brand identity, positioning, messaging and core creative; ensure consistent execution across all regions
Drive definition of product strategy for targeted market segments
Support the development, integration and translation of customer insights to identify product differentiation; partner with Product group to differentiate products with a compelling value proposition
Solicit input from Areas/Countries regarding launch toolkit requirements, and partner with Agency of Record to develop launch toolkit; toolkit to include value proposition, positioning, messaging, advertising campaign, budtender & buyer communication and education, and sales tools
Provide guidance to regions on commercial launch strategies; synthesize best practices and disseminate across commercial sales teams
Serve as a product knowledge expert resource for all regions
Establish and monitor Strategic Marketing KPIs to ensure strategies and programs are executed effectively and timely
Develop and maintain annual budget for Strategic Marketing while ensuring forecast accuracy of +/- 5%
Attract, hire, coach/develop, motivate and retain a high-performing marketing team, ensuring appropriate diversity and market representation
We are looking for someone with…
12+ years of Marketing Experience, preferably in CPG Marketing
Minimum of a Bachelor's Degree in Communications, Marketing or Business
Experience in strategic marketing and thought leadership/content strategy programming
Proven ability to leverage data and analytics to inform strategy
Budget planning and management experience
Self-starter, independent and proactive
Demonstrated project management skills
Strong communication skills, both verbal and written
Experience in Management Consulting considered a plus
We thank all applicants for their interest in our current opportunities but will only be in contact with those we feel meet our hiring needs at this time.
We are an equal opportunity employer and are committed to building a skilled and diverse workforce that is reflective of Canadian society.
Please send cover letter and resumé with subject line Your Name, VP Strategic Marketing Application to firstname.lastname@example.org