Job Description

Brand Innovation Manager

Our client, a medicinal cannabis company downtown Toronto, is looking for a Brand Innovation Manager to join their Marketing team! Excellent opportunity to work and grow within a flourishing industry.

Key responsibilities:

  • Responsible for the commercialization process for new product launches managing projects from inception through launch, securing new vendors, equipment, and packaging
  • Assessing the market sizing of potential new categories leveraging a consumer, company, and competitive analysis while considering price, product, promotions, and placement
  • Creating a strategic 2-year innovation pipeline including buy or build decisions
  • Developing integrated new product launch campaigns with a focus on building awareness
  • Driving break-through creative work from agency partners with a focus on building brand equity and establishing key points of differentiation
  • Developing POS and online resources for product launches with a strong attention to detail
  • Partnering with sales to develop customer sell-in presentations and new marketing materials for launches
  • Collaborating with sales and retail partners to effectively execute commercial plans and to develop programming for key customers
  • Working to develop activation initiatives and promotions while overseeing event execution
  • Assisting with trade/consumer publications on editorial coverage
  • Performing consumer market segmentation and facilitating new category/IP development while considering both top and bottom line growth
  • Developing cost estimates while working with R&D and Operations to build P&Ls for new products
  • Communicating trends and consumer insights while assessing the competitive landscape both domestically and internationally
  • Facilitating pricing suggestions and establishing payback periods based on CapEx investments
  • Collaborating with cross functional teams (R&D, Supply Chain, Finance, QA, Operations, Design, etc.) to ensure strong business plans and execution
  • Assisting with building new vendor relationships
  • Creating launch plan revenue projections and on-going forecasting for new product categories
  • Managing and tracking A&P and innovation budgets


  • Valid Ontario drivers license required
  • Car preferred
  • MBA preferred
  • Start up environment – need to be able to work independently
  • Entrepreneurial mentality
  • Consumer packaged goods experience; alcohol is strongly preferred
  • A minimum of 3-5 years prior relevant experience (if Undergrad degree only, preferred) OR at least 1-3 years of prior experience (if Advanced degree)
  • Eager to research and create new business relationships independently
  • Ability to think out-of-the box and drive creative solutions
  • Ability to read/analyze consumer research and syndicated data and trends
  • Experience with understanding/interpreting financials and in managing a budget
  • Experience involving product pricing, packaging and brand positioning
  • Passion for the consumer with creative thinking and problem-solving skills
  • Experience with digital marketing tools and techniques
  • Familiarity with distribution channels and media marketing campaigns, tobacco or alcohol a plus
  • Experience with managing social media accounts and event/activation activities
  • Comfortable travelling 30% of the time if needed

If this sounds like you, apply now!