Brand Manager

Farmer Group | Florist Farms | Head & Heal | Blotter | Tune; City of Cortland (NY); On-site; USD 90,000 - 120,000; Full time

Job summary

Farmer Group, a fast-growing cannabis company, is seeking a Brand Manager to drive our in-house brands from brief to delivery. You’ll partner with Sales, Creative, Product Development, and Production to execute brand priorities and campaigns across retail channels.

You’ll own the marketing calendar, coordinate launches, manage multiple projects, and ensure approvals on time while maintaining brand integrity across Florist Farms, Head & Heal, Blotter, Tune, and Hudson brands.

Qualifications

• 5 to 7+ years of progressive brand marketing experience in CPG or similar consumer products.
• At least 3 years directly managing a brand or portfolio of brands.
• Experience owning brand strategy, annual plans, and marketing budgets.
• Experience leading product launches from positioning through creative, sales coordination, and post-launch evaluation.
• Experience with retail channels, including packaging development, merchandising, and trade marketing.
• Experience writing creative briefs and directing creative teams with brand alignment.
• Strong organization and follow-through across multiple brands, deadlines, and partners.
• Clear written and verbal communication.
• Proficiency with Asana or similar tools, email platforms, website/ecommerce content, spreadsheets, and digital asset libraries.
• Familiarity with AI tools for content or workflow support, used with careful review.
• Cannabis experience welcomed but not required.

Responsibilities

• Lead brand initiatives and product launches, turning business needs into clear briefs, timelines, and deliverables
• Own the shared marketing calendar for launches, promotions, events, and merchandising, and plan around creative and production lead times
• Run multiple projects across teams. Keep owners, deadlines, and priorities visible, and flag blockers early
• Partner with Sales to develop marketing materials and sales tools that support our retail accounts
• Coordinate label copy and product information between the Print Shop and Creative so labels are approved on time
• Support Product Development as new products move toward launch
• Coordinate brand materials and logistics for trade shows, retail activations, and events
• Keep tasks, approvals, and handoffs current in Asana

Skills

Brand marketing experience

CPG experience

Brand strategy

Product launches

Retail merchandising

Budget management

Asana

AI tools familiarity

Written & verbal communication

Team collaboration

Tools

Asana

Email platforms

CMS / ecommerce content tools

Job description

Farmer Group is a fast-growing cannabis company and the home of five in-house brands: Florist

Farms, Head & Heal, Blotter, Tune, and Hudson. We take pride in being a legitimate, well-run

company in an industry where that's often missing, and we're looking for people who want to grow with us.

The Role

We're looking for an organized, collaborative Brand Manager to bring our brands to life.

Reporting to the Brand Director, you'll turn brand priorities into well-run projects. You'll work closely with Sales, Creative, Product Development, and Production to deliver the materials and support our teams need.

The role combines marketing project management, brand content, retail merchandising, and and see projects through from first brief to final delivery, we'd like to hear from you.

What You'll Do

Brand Execution & Project Management

• Lead brand initiatives and product launches, turning business needs into clear briefs, timelines, and deliverables
• Own the shared marketing calendar for launches, promotions, events, and merchandising, and plan around creative and production lead times
• Run multiple projects across teams. Keep owners, deadlines, and priorities visible, and flag blockers early
• Partner with Sales to develop marketing materials and sales tools that support our retail accounts
• Coordinate label copy and product information between the Print Shop and Creative so labels are approved on time
• Support Product Development as new products move toward launch
• Coordinate brand materials and logistics for trade shows, retail activations, and events
• Keep tasks, approvals, and handoffs current in Asana

Content & Brand Assets

• Write and coordinate product copy, strain descriptions, promotional emails, catalogs, and educational materials in each brand's voice
• Route creative, product information, and claims to the right reviewers before release
• Maintain an organized library of approved brand assets and media kits

Retail Merchandising, Swag & Vendors

• Write briefs for packaging updates, retail merchandising, swag, and staff merchandise
• Manage vendor relationships, balancing quality, cost, and timelines
• Oversee sourcing, samples, purchase orders, and delivery with Accounting and Warehouse
• Track merchandising inventory and keep retail guidance current for the Sales team

Budget & Process

• Track marketing spend against plan, report regularly, and recommend priorities to the Brand Director
• Build and improve the workflows, SOPs, templates, and checklists that keep execution consistent

What You Bring

• 5 to 7+ years of progressive brand marketing experience in CPG or a similar consumer products industry, including at least 3 years directly managing a brand or portfolio of brands
• Experience owning brand strategy, annual plans, and marketing budgets
• A track record of building or growing brands, with specific examples of your decisions and their business impact
• Experience leading product launches from positioning through creative, sales coordination, and post-launch evaluation
• Experience with retail channels, including packaging development, merchandising, and trade marketing
• Experience writing creative briefs and directing creative teams, with good judgment about whether work meets brand goals
• Strong organization and follow-through across multiple brands, deadlines, and partners
• Clear written and verbal communication
• Proficiency with Asana or similar tools, email platforms, website and ecommerce content, spreadsheets, and digital asset libraries
• Familiarity with AI tools for content or workflow support, used with careful review
• Cannabis experience is welcome but not required.

What We Value

• Selfless Collaboration: We work as one team and step up for one another.
• Data-Driven, Nimble Problem Solvers: We're curious and flexible, and we let data guide
• Real Integrity: We build trust through honesty and consistency.
• Driven, Passionate Innovators: We love what we do and keep looking for ways to improve.
• Positive Mindset: We bring energy, humor, and resilience.
• We Are a Real Company: Structure keeps us accountable and helps us succeed.

Farmer Group is an equal opportunity employer. We welcome applicants of all backgrounds and do not discriminate on the basis of any protected characteristic. Applicants must be 21 or older.