Overview
Portland, OR • Widmer Brothers Brewery & Redhook
Tilray Brands, Inc. ("Tilray") (Nasdaq: TLRY; TSX: TLRY) is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy, wellness and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.
Position Summary: The Sr. Brand Manager is a critical role in the marketing function overseeing both Widmer Brothers Brewery and Redhook Brewing. This role reports to the Sr. Marketing Director-West Region, and will play a key role in the Tilray West Region marketing team. The Sr. Brand Manager is responsible for defining yearly brand objectives, developing clear marketing strategies, and leading the tactical x-functional executions designed to align to the overarching regional strategic direction set by the Sr. Marketing Director and ensure adherence to Widmer and Redhook’s brand positioning. The Sr. Brand Manager is responsible for leading the cross-functional team and working closely with the sales team in all priority product campaigns/marketing activations to develop brand objectives, strategies, KPIs, creative execution and reporting/tracking by leveraging consumer trends/research and overall brand strategy.
Essential Duties and Responsibilities
- Brand Strategy: Developing and executing brand strategies across both Widmer and Redhook brands to increase brand awareness, market share, and customer loyalty across both brands.
- Product Development: Collaborating with brewing, sales, and production teams to introduce new products by providing data and analytics that align with consumer preferences and market trends.
- Marketing Campaigns: Planning and implementing marketing campaigns, including advertising, social media, events, and sponsorships, to promote Widmer and Redhook brands and product mix accordingly.
- Market Analysis: Conducting market research and competitive analysis to identify opportunity areas for growth and stay informed about consumer preferences and industry trends.
- Brand Identity: Managing the brand identity from concept to roll out – including packaging, labeling, messaging, to ensure consistency and alignment across both brands
- Budget Management: Managing the marketing budget allocated by the Sr. Director of Marketing, ensuring efficient allocation of resources to achieve marketing objectives.
- Cross-functional Collaboration: Collaborating across multiple department areas such as, but not limited to sales and operations.
- Relationship Management: Building and maintaining relationships with key stakeholders, including distributors, retailers, and industry partners to support overall brand growth and distribution for Widmer and Redhook.
- Regularly analyze brand insights: consumer insights and competitive trends, to guide strategic recommendations for priority brands, innovation launches, activations.
- Creative Briefs: Develop and deliver brand creative briefs that align with brand strategy and value-based brand proposition for all creative projects to Brand Design Manager and manage timelines and deliverables.
- Marketing Plan Leadership: Lead marketing plan development through creation of well researched background (insights, trends, opportunities etc.), creation of clear/measurable objectives, strategies, KPIs, timeline, budget required and tactical plans.
- Cross-Functional Leadership: Lead x-functional marketing team (Social/Digital, Trade, Events, Merch, Pubs, PR) from brand plan kick off, to execution, and final reporting of priority brand campaigns.
- Communication and Compliance: Responsible for consistent communication and review of all marketing plans/executions with West Region leadership team (Sr. Marketing Director, Sales Director, GM) as well as VP Marketing to ensure compliance to overarching brand strategy.
- Strategy Ownership: Own Widmer and Redhook strategy, including pack strategy, and ensure that new products are in line with brand positioning.
- Sales Alignment: Maintain close relationship with sales teams to ensure new product launches, marketing activations and sales activations are supported at a level in accordance with prioritization and are on brand.
Skills and Abilities
- Proficient understanding of key brand principals, and able to apply knowledge to clear strategic brand recommendations.
- Analytically minded, with ability to pull key insights from industry trends, consumer research, internal metrics to inform strategic decision making/recommendations.
- Continuous improvement/collaborative mindset.
- Creative problem solver who can lead a diverse cross-functional team.
- Excellent organization, communication, and project management skills.
- Strong strategic, analytic, financial, and consumer research skills.
- Working knowledge of the craft beer industry.
- Understanding of the selling process, retail environment, and distribution network.
- Strong multi-tasker able to handle multiple competing priorities at once
Education and Experience Requirements
- Bachelor’s Degree in Marketing, Advertising, or related field preferred.
- Solid foundational understanding of brand marketing principals.
- 5+ years of marketing experience in Brand Marketing.
- 3+ years of people management
- Experience in the Craft beer industry preferred but not required
- Proven history of building/growing brands
Physical Requirements
- Conducts work in a sitting position primarily; however, job requires walking, bending, stooping, and lifting.