Brand Development & Portfolio Manager

Position Summary

The Brand Development & Portfolio Manager is responsible for the strategic development, management, and execution of the company's brand portfolio across all markets and product categories. This individual serves as the central point of ownership for all company brands, ensuring consistency, profitability, regulatory compliance, and successful execution from concept through commercialization.

This role combines brand management, product development, project management, vendor coordination, packaging development, and portfolio strategy. The ideal candidate understands both the creative and operational sides of consumer packaged goods and can successfully guide products and brands from inception to launch.

The Brand Development & Portfolio Manager will work cross-functionally with cultivation, manufacturing, retail, compliance, marketing, procurement, and executive leadership to ensure brands are positioned effectively and supported by strong operational execution.

Essential Responsibilities

Brand Ownership & Portfolio Management

• Serve as the subject matter expert for all company-owned, licensed, and white-label brands.


• Develop and maintain comprehensive brand standards, positioning documents, and product roadmaps.


• Oversee the entire product portfolio, including identifying opportunities for expansion, optimization, and consolidation.


• Evaluate product performance and recommend additions, discontinuations, or repositioning strategies.


• Monitor market trends, competitor activity, and consumer insights to identify opportunities for innovation.

Product Development & Commercialization

• Lead the development of new brands and products from concept through launch.


• Coordinate product ideation, naming, positioning, pricing, and go-to-market strategies.


• Identify and source packaging solutions, hardware platforms, ingredients, and product components.


• Evaluate potential white-label and licensing opportunities.


• Partner with cultivation and manufacturing teams to ensure product concepts can be executed operationally.


• Develop launch timelines and oversee execution across departments.

Packaging & Vendor Management

• Manage all packaging development projects.


• Identify packaging, hardware, and ancillary vendors.


• Negotiate timelines, specifications, and project deliverables with suppliers.


• Ensure packaging aligns with brand standards, regulatory requirements, and operational realities.


• Maintain packaging inventories, forecasting plans, and product transition schedules.

Cross-Functional Project Management

• Serve as project lead for major brand initiatives and product launches.


• Coordinate activities between marketing, compliance, manufacturing, cultivation, procurement, and retail teams.


• Build project plans and timelines while tracking deliverables and deadlines.


• Identify project risks and develop solutions to maintain launch schedules.


• Ensure all stakeholders remain informed throughout project lifecycles.

Brand Performance & Analytics

• Analyze sales trends, margin performance, product velocity, and market share.


• Develop KPI dashboards and reporting for executive leadership.


• Evaluate ROI of product launches and brand initiatives.


• Recommend strategies to improve profitability and market penetration.

Training & Internal Brand Education

• Become the internal expert on all company brands and product offerings.


• Develop educational materials for retail teams, managers, and leadership.


• Ensure consistent brand messaging across all locations and departments.


• Support training initiatives related to product launches and portfolio changes.

Compliance & Regulatory Oversight

• Partner with compliance teams to ensure all packaging, labeling, and marketing materials meet regulatory requirements.


• Monitor state-specific requirements affecting product launches and packaging.


• Ensure product development processes remain compliant throughout all phases.

Qualifications

Required

• Bachelor's degree in Marketing, Business Administration, Product Development, Project Management, or related field.


• 3+ years of experience in brand management, product development, portfolio management, project management, or a related field.


• Experience managing multiple projects and deadlines simultaneously.


• Strong understanding of product lifecycle management.


• Excellent organizational and communication skills.


• Advanced proficiency with spreadsheets, project management platforms, and reporting tools.


• Experience working cross-functionally with multiple departments.

Preferred

• Cannabis industry experience.


• Consumer packaged goods (CPG) experience.


• Experience managing white-label, licensing, or co-branded products.


• Experience with packaging development and vendor management.


• Knowledge of manufacturing, supply chain, or procurement processes.


• Experience launching new products from concept to market.

Core Competencies

• Strategic Thinking


• Project Management


• Product Development


• Portfolio Management


• Vendor Relations


• Brand Strategy


• Analytical Decision Making


• Process Improvement


• Communication & Influence


• Cross-Functional Leadership


• Execution & Accountability

Success Measures

Success in this role will be measured by:

• Successful execution of product and brand launches.


• Portfolio growth and profitability.


• Timely completion of packaging and product development projects.


• Brand consistency across all markets.


• Product availability and inventory readiness.


• Vendor performance and cost management.


• Retail adoption and sales performance of new products.


• Internal brand knowledge and training effectiveness.

This role is ideal for someone who enjoys building brands from the ground up, managing complex projects, and serving as the bridge between creative vision and operational execution. The Brand Development & Portfolio Manager will play a critical role in shaping the future of the company's national brand portfolio.