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 talent@high12brands.com