Cannabis Brand Marketing Manager – Portfolio Builder

Shangrila Dispensaries; Waterbury (CT); On-site; USD 90,000 - 130,000; Full time

Job summary

Shangri-La is seeking a Brand Marketing Manager to own the day-to-day stewardship and growth of our owned brand portfolio across Connecticut and other markets. You will translate brand strategy into campaigns, product launches, packaging, and in-market activation, serving as the single point of accountability for brand consistency across retail, wholesale, and digital channels.

This builder role requires hands-on writing, briefing designers, and walking a shelf to verify impact.

Qualifications

• 5–7+ years of graphic design, brand management or brand marketing experience, including direct ownership of a brand or brand portfolio.
• Ownership of the full campaign lifecycle - from brief and budget through in-market execution and performance read.
• Experience managing multi-brand or multi-tier portfolios, with a track record of holding meaningful differentiation between brands.
• Hands-on product launch and packaging development experience, including working directly with designers and printers.
• Experience briefing and managing creative resources - internal designers, agencies, or freelancers.
• Comfort working with sell-through, velocity, and market share data, and turning it into a recommendation rather than a report.
• Excellent writing and presentation skills; able to present to and defend a point of view with executive leadership.
• Bachelor's degree in Marketing, Business, Communications, or related field.
• Must be 21 years of age or older and able to pass all state-required background checks and obtain any required agent registration.

Responsibilities

• Own brand positioning across Shangri-La dispensaries and product brands.
• Maintain brand guidelines across packaging, retail, wholesale collateral, digital, social, and in-store merchandising.
• Build and manage the annual brand campaign calendar with budgets.
• Translate consumer insights into leadership-ready recommendations.
• Develop campaign platforms from concept to in-market execution.
• Design core creative and write brand and product copy.
• Brief internal design resources and manage timelines.
• Partner with the digital team for paid, owned, email, SMS, and social executions.
• Own go-to-market plans for new SKU launches.
• Collaborate on the innovation roadmap with cultivation, production, and wholesale.
• Create repeatable launch playbooks.
• Manage packaging development end-to-end.
• Audit materials for brand standards.
• Partner with Retail Marketing and Sales on narratives and campaigns.
• Ensure owned brands are represented consistently on shelves.
• Represent brand voice in joint ventures and white-label conversations.
• Own brand health reporting and translate metrics into actions.
• Monitor competitive activity and adjust strategy.
• Ensure compliance with state cannabis advertising regulations.
• Route materials through compliance review.
• Stay current on regulatory changes.

Skills

Brand management

Graphic design

Campaign management

Product launches

Writing & presentation

Education

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

Tools

Adobe Creative Suite

Canva

Pistil

Headset

BDSA

Dutchie

Job description

Shangri-La is seeking a Brand Marketing Manager to own the day-to-day stewardship and growth of our owned brand portfolio across Connecticut and other markets. You will translate brand strategy into campaigns, product launches, packaging, and in-market activation, serving as the single point of accountability for brand consistency across retail, wholesale, and digital channels.

This builder role requires hands-on writing, briefing designers, and walking a shelf to verify impact.