Director, Product Marketing & Strategy

Village Farms; Delta; On-site; CAD 120,000 - 170,000; Full time

Benefits offered by this job

Company-paid benefits

Education assistance

Career growth across brands

Job summary

Village Farms International seeks a senior Brand Product leader to drive strategy across multiple brands and categories. You will shape product architectures, translate brand positioning into concrete briefs, and guide cross-functional teams from development to market.

You will leverage consumer and market insights to identify opportunities, balance brand integrity with growth, and ensure the portfolio delivers compelling consumer benefits.

Qualifications

• Bachelor’s degree required; relevant combinations will be considered.
• 8+ years in brand management, product strategy or related roles.
• Experience developing multi-brand product portfolios and consumer propositions.
• Proven cross-functional leadership across Brand, Sales, Product, Insights and Finance.

Responsibilities

• Lead brand product and portfolio strategy across multiple brands.
• Translate brand positioning into differentiated product principles.
• Develop consumer-led propositions and brand-led briefs for cross-functional teams.
• Shape a distinct, disciplined branded portfolio and guardrails.
• Define product storytelling, messaging and market positioning with sales enablement.
• Partner with Brand Director to align product and brand strategy.

Skills

Brand strategy

Product strategy

Cross-functional leadership

Market insights

Portfolio management

Brand positioning

Financial acumen

Strategic thinking

Education

Bachelor’s degree in Business, Marketing or related field

Job description

Village Farms International (Nasdaq: VFF) is a vertically integrated global leader in cannabis and plant-based consumer packaged goods, and sustainable innovation. As one of North America’s longest-standing produce operators built on decades of expertise, we’re a company where growers, innovators, and creators come together to shape the future of high performing plant-based brands, globally.

Joining Village Farms means joining a global team built on purpose, integrity, and ambition. Here, we grow people, ideas and possibilities.

The Opportunity

As part of the Brand Team, you will lead product strategy and product marketing across our portfolio of brands, defining what our products mean for the brand and consumer, why they matter, and how they are positioned and brought to life in market. You’ll connect brand strategy, consumer and market insights, and commercial opportunities to shape differentiated product portfolios and compelling consumer propositions, with the brand promise and product experience at the core.

Working closely with Brand, Sales, Insights and Product Development & Innovation, you’ll define the brand and consumer lens for our products—from product strategy and proposition through to product experience, key messaging and selling features—and equip teams across the organization to bring that story to life in market.

What You’ll Do

Lead Brand Product & Portfolio Strategy

• Develop and own the product strategy and vision, product architecture and product guidelines for each brand, defining how each brand participates across categories to meet consumer needs and drive future growth.
• Translate brand positioning and target consumer needs into clear product principles for each brand, ensuring products reinforce what each brand stands for and create meaningful differentiation across the portfolio.
• Leverage consumer, brand, category, competitive and commercial insights to identify opportunities that strengthen how each brand comes to life through its products, meets consumer needs and delivers on the brand promise.

Develop Consumer-Led Product Propositions & Experiences

• Turn consumer needs, market opportunities and product ideas into compelling branded product propositions with a clear target consumer, need state, benefit, reason to believe and value proposition.
• Translate new technologies, product formats, packaging solutions and other innovations identified by Product Development & Innovation into relevant consumer-facing propositions that align with the appropriate brand and product strategy.
• Develop clear brand-led product briefs that define the desired consumer experience and key brand and commercial requirements to guide cross-functional partners.
• Ensure new products solve a meaningful consumer need, deliver the intended brand experience and have a clear point of differentiation and role within each brand.

Shape a Distinct & Disciplined Branded Product Portfolio

• Maintain a holistic view across multiple brands and categories, ensuring each brand serves a distinct consumer and strategic role through its product portfolio while minimizing overlap.
• Establish clear product territories and guardrails for each brand, defining where and how brands can credibly stretch into new product lines and categories while protecting brand meaning and distinctiveness.
• Define the architecture across product lines within each brand, ensuring clear distinction between offerings while maintaining a cohesive brand family through consistent brand coding and visual cues.
• Partner with the Brand Director to ensure product strategy and brand strategy remain tightly connected, with product lines delivering a tangible expression of each brand's positioning.
• Evaluate new product opportunities through a consumer, brand and business lens, balancing market potential, brand fit, differentiation, scalability and profitability.

Lead Product Positioning & Story in Market

• Translate product strategy into clear, differentiated product propositions that connect consumer needs, product benefits and the brand promise.
• Define the product story, key selling features and core messaging, grounded in the brand and consumer, to guide how products are positioned and communicated in market.
• Partner with Brand and Sales to bring the product story to life through compelling consumer and customer tools, content, training and sales enablement, equipping customer-facing teams to effectively communicate the product proposition.
• Bring the brand and consumer perspective throughout product development and launch, partnering cross-functionally to ensure the intended product proposition and brand experience carry through to market.
• Apply a brand lens to consumer, shopper, sales, category and competitive insights to inform product strategy and make disciplined portfolio decisions.
• Bring strong brand and commercial thinking to product decisions, understanding how products can strengthen brand relevance and differentiation while driving key performance metrics.
• Monitor branded product and portfolio performance following launch, translating results and market learnings into recommendations for future product and portfolio optimization.

What You Bring

Education

• Bachelor’s degree in Business, Marketing or a related field; equivalent combinations of education and relevant experience will also be considered.

Experience

• 8+ years of progressive experience in brand management, product strategy, innovation, category management or related commercial roles, ideally within CPG, beverage alcohol, cannabis or another consumer-led industry.
• Experience developing product strategies, product portfolios and consumer-facing product propositions across multiple brands, categories or consumer segments.
• Experience leading teams and working cross-functionally across Brand, Sales, Product Development, Operations, Insights, Finance and Creative.
• Experience in cannabis or another highly regulated industry is an asset.

Knowledge & Skills

• Strong understanding of brand and marketing strategy, with the ability to translate brand positioning and consumer insights into differentiated products and experiences.
• Strong commercial and financial acumen, with an understanding of the key levers that drive revenue, margin, pricing, distribution, velocity and portfolio performance.
• Highly insights-driven, with the ability to synthesize consumer, shopper, market, competitive and sales information into clear strategic choices and actionable product opportunities.
• Strong strategic thinking and business judgment, with the ability to balance consumer desirability, brand fit and commercial opportunity with technical and operational realities.
• Strong cross-functional leadership and collaboration skills, with the ability to align stakeholders across the organization.
• Curiosity and passion for brands, products, consumer behaviour and emerging trends, with the ability to quickly develop deep knowledge across multiple product categories.
• Must have the ability to obtain and pass a RCMP Criminal Record Check and maintain security clearance.

Life at Village Farms

• At Village Farms International, you’re part of something bigger — a global organization where you can grow your career across brands, functions, and countries.
• We believe It Takes A Village, and we mean it.
• Our values guide every decision we make: Versatility | Innovation | Leadership | Loyalty | Accountability | Grit | Entrepreneurship
• What you do here matters — to our people, our products, and the customers we serve.
• We’ve got you covered with company-paid comprehensive benefits and education assistance to support your growth.

Ready to Grow With Us?

If you want to be part of something that has real impact - we’d love to meet you.