Senior Marketing Manager – Toronto, Ontario
- Innovation pipeline: Lead development of Flower, Vapes & Concentrate categories innovation pipeline in conjunction manage the new product development process for the category including idea generation, project management through full stage gate process, preparation of business plans, P&L management and post launch audits
- Strategic Planning through to Brand Activation: Create, gain alignment on and deliver a three-year brand strategy, analyzing category opportunities, identifying key consumer targets, innovation opportunities and activation strategies. Partner with consumer insights in the development of breakthrough consumer-centric programs. Execute the brand strategy through the line and measure and evaluate impact
- Annual Planning: Drives the planning process for the brands and initiates mid to long term objectives, strategies and plans based on category, brand, consumer, and market dynamics
- Entrepreneurial Mindset: Develop, deliver and iterate plans continuously with a resourceful, obsessive and fearless mindset with a focus on proving the case for brand expansion
- Agile: Results-orientation and ability to operate with agility to run with, test and learn approach
- Collaboration & Integration: Lead a cross functional and agency working team which includes but is not limited to consumer insights, internal creative team, specialty agencies, field marketing, sales, R&D and other business departments fostering and building a strong multi-functional team. Collaboration, alignment, and influence with multiple stakeholders is a key to success
- Analysis and Reporting: Lead the analysis and reporting of pricing, shopper, market segmentation, competitor, below the line (BTL) test market results, sku optimization, channel and portfolio strategy. Identifies salient business issues/opportunities collaborating with cross-functional teams
- Research: Drives the identification of consumer research objectives and consumer person, uses appropriate tools, interprets and ensures marketing programs/expenditures meet KPIs. Assists with re-design and research. Monitor product distribution and consumer reactions
- Incorporates research initiatives into consumer insights, identifying optimal consumer target and positioning
- Financial Management: Oversees budgets across brand
- Media Planning: Supports media plan development, including medium/mix analysis, weight level testing, and associated analysis to include media planning, copy testing, marketing plan optimization, creative briefing initiatives
- Education: Minimum of Bachelor’s degree – preferably in Business Administration with a concentration in Marketing. Master’s in business (MBA) or marketing a plus
- Proficiency in MS-Office with emphasis on Excel, PowerPoint, Word
- Experience / Background: At least +7 years of Marketing experience
- Experience in CPG, alcohol, cannabis, tobacco and/or pharmaceuticals will be an asset
- Solid experience in portfolio strategy/brand development, including brand positioning and brand launch activities
- Embodies Tilray’s values of “Act with Integrity, Be Steadfast, Care, Collaborate, and Pursue Excellence”
- Demonstrates a portfolio mindset to manage different formats & brand identity
- Strong leadership, relationship management and influence skills
- Strong financial / business acumen
- Strong digital acumen with focus on influencer, social media, and eCRM
- Excellent verbal and written communication skills, as well as outstanding aptitude for time management
- Thoroughness, creativity, interpersonal awareness, relationship management and influencing skills as well as proficiencies in problem solving, and the ability to multitask are requirements