Brand Manager

Standard Wellness; Cleveland (OH); Hybrid; USD 90,000 - 120,000; Full time

Job summary

Standard Wellness seeks a Brand Manager to own brand strategy, portfolio architecture, and cross-functional marketing initiatives across markets. You’ll shape brand roles, positioning, and storytelling, collaborating with sales, retail, operations, and compliance to drive long-term growth.

The role emphasizes brand growth and portfolio clarity, with some travel across the multi-state footprint. A hybrid/remote option may be considered for the right candidate.

Qualifications

• 21+ years old with legal work eligibility.
• Bachelor's degree or equivalent work experience in marketing fields.
• 4–7 years managing brands, categories, or product commercialization.
• Experience owning a brand or portfolio from positioning to in-market execution.
• Experience with product launches, including go-to-market planning and brand maintenance.
• Ability to manage multiple brands, campaigns, and markets simultaneously.
• Strong briefing skills for internal teams or agencies; data-driven with POS insights.
• Proficiency in Microsoft Office and familiarity with marketing platforms.
• Willingness to travel across a multi-state footprint; able to pass background checks.

Responsibilities

• Own brand strategy and long-term marketing planning across the portfolio.
• Define and maintain portfolio architecture, brand roles, and product positioning.
• Set brand guardrails and manage overlap between brands.
• Lead campaign development and cross-market marketing initiatives.
• Partner with field marketing for market-level execution and activations.
• Develop launch strategy and brand storytelling with clear success metrics.
• Coordinate wholesale activations with the sales team.
• Ensure brand consistency across packaging, campaigns, and displays.
• Oversee brand messaging and regulatory alignment.
• Manage marketing calendar and cross-functional prioritization.
• Coordinate initiatives with sales, retail, manufacturing, and compliance.
• Analyze market data and translate findings into portfolio recommendations.
• Develop scalable marketing systems for new brands and markets.
• Report monthly on brand performance against portfolio roles.

Skills

Brand management

Portfolio management

Market research

Campaign development

Cross-functional collaboration

Go-to-market planning

Creative briefing

Education

Bachelor's degree in Marketing, Business, Communications, or related field

Tools

Microsoft Office

Canva

Adobe

WordPress

Leaflink

Dutchie

Alpine IQ

Job description

About The Company

Standard Wellness’s mission is to improve quality of life through safe and easy access to cannabis by providing consistent, high-quality product through innovation, vertical integration and aggressive regulatory reform.

About The Company

Standard Wellness’s mission is to improve quality of life through safe and easy access to cannabis by providing consistent, high-quality product through innovation, vertical integration and aggressive regulatory reform.

We aim to create a new standard in the cannabis industry for quality, care, innovation, and education while still maintaining a focus and conscious understanding of how our decisions within the role effect the social and environmental impact in our community and for our customers.

We’re committed to a research-driven, customer-centric approach in all that we do, and we will work to have a lasting positive impact in our community.

Position Summary

Reporting to the VP of Product and Marketing, the Brand Manager is responsible for brand strategy, portfolio architecture, and the cross-functional marketing initiatives that support long-term business growth.

This role builds brand equity, drives market positioning, and ensures consistency across campaigns, products, and customer touchpoints in every market we operate.

The ideal candidate is a strategic thinker who can hold a portfolio together - defining what each brand stands for, where it plays, and where it does not - while partnering closely with sales, retail, operations, and compliance teams to bring that strategy to market.

This role is centered on brand growth, portfolio clarity, and long-term market development rather than day-to-day campaign execution. Some travel across our multi-state footprint may be required.

While on-site is preferred, a hybrid/remote arrangement may be considered for the right candidate.

Essential Job Functions

• Own brand strategy and long-term marketing planning across the portfolio.
• Define and maintain portfolio architecture, including each brand's role, target consumer, and product positioning.
• Establish and enforce brand guardrails, including the rules governing intentional overlap between brands.
• Lead campaign development and cross-market marketing initiatives from concept through launch.
• Partner with the field marketing team on campaign development and market-level execution.
• Develop product launch strategy and brand storytelling, including positioning, messaging, and success measures set in advance of asset development.
• Plan and support wholesale activations across markets in partnership with the sales team.
• Provide creative direction and maintain brand consistency across packaging, campaigns, retail displays, and wholesale touchpoints.
• Oversee customer-facing brand messaging and ensure alignment with approved positioning and regulatory requirements.
• Manage marketing calendar and strategic prioritization across brands and markets.
• Coordinate cross-departmental marketing initiatives with sales, retail, manufacturing, and compliance.
• Conduct market analysis and competitive positioning work; identify category white space and translate findings into portfolio recommendations.
• Develop scalable marketing systems, templates, and processes that allow new brands and markets to launch without rebuilding the approach each time.
• Report brand performance on a monthly cadence, measuring each brand against its defined portfolio role.
• Maintain Marketing budget and track against campaigns and initiatives.

Required Qualifications

• Must be at least 21 years of age.
• Bachelor's degree in Marketing, Business, Communications, or a related field — or equivalent work experience.
• 4–7 years of brand management, category management, or product commercialization experience; Cannabis, CPG or another regulated category preferred.
• Demonstrated experience owning a brand or portfolio from positioning through in-market execution.
• Experience managing product launches, including positioning, creative development, and go-to-market planning, and brand maintenance.
• Proven ability to manage multiple brands, campaigns, and markets simultaneously.
• Experience briefing and directing internal creative teams, agencies, or vendors.
• Ability to read and act on point-of-sale, wholesale sell-through, and category performance data.
• Proficiency with Microsoft Office; familiarity with project management and marketing platforms.
• Ability to travel across the company's multi-state footprint as needed.
• Must be able to pass all background checks and obtain any state-required agent or badge credentials.

Knowledge, Skills + Attributes:

• Strong understanding of brand architecture, portfolio strategy, and consumer segmentation.
• Excellent creative judgment and the ability to write a clear, actionable creative brief.
• Comfortable operating within a highly regulated advertising environment where paid search and paid social are largely unavailable, and where trade, CRM, listings, earned media, and in-store are the primary channels.
• Effective at influence without authority; able to work through sales, retail, and manufacturing teams that do not report to this role.
• Willingness to hold a line - able to decline a product or campaign that conflicts with a brand's defined role, and to explain why.
• Strong organizational and time management skills; able to manage competing priorities in a fast-paced, high-growth environment.
• Excellent written and verbal communication skills, including the ability to present brand performance to senior leadership.
• Analytical mindset with the ability to connect marketing activity to revenue, margin, and velocity outcomes.
• Ability to work independently while maintaining strong cross-functional collaboration.
• Strong knowledge of other digital work systems such as Microsoft Office, Canva, Adobe, Wordpress, Dutchie, Alipine IQ, Leaflink, etc.
• Commitment to upholding Standard Wellness' values and fostering a positive impact in the communities we serve.