Brand Manager

Job Description: Theory Brand Manager

Reports to: VP of Marketing

Location:

Medford, MA (hybrid, 4 days per week in office)

Status: Full-Time, Exempt

Travel: Approximately 20% to owned retail and wholesale accounts, primarily in-state with occasional travel throughout New England

Salary: $90,000

Summary

Theory Wellness is a vertically integrated, employee-owned cannabis company building a true house of brands. As Portfolio Brand Manager, you will own the growth of our full owned-brand portfolio, including Theory, Exo, Tempo, Amida, Bushel, Hi5, and Five Islands, and any future Brands. You are the person who turns each brand's strategy into performance, using data to decide where to invest, what to launch, and how to win at shelf across both our own dispensaries and third-party wholesale accounts.

This is a traditional, strategy-driven brand management modeled on how the best CPG brands are run. Your focus is strategy, product innovation, multi-outlet growth and in-market awareness driving tactics. You will work across sales, retail, creative, production, and compliance, with direct reporting to marketing leadership.

Responsibilities

Brand Strategy & Portfolio Management

• Portfolio Ownership: Own the positioning, architecture, and growth strategy for Theory's owned brands and any future brand development.
• Brand Planning: Build annual and quarterly brand plans with clear objectives, positioning, target consumers, and priorities for each brand.
• Brand Standards: Maintain brand guidelines and ensure a consistent, on-brand expression across every product, outlet, and touchpoint.

Data & Performance Analysis

• Performance Tracking: Own each brand's KPIs, including sell-through, market share, velocity, distribution, and average order value, using internal reporting and syndicated market data.
• Market & Competitive Insight: Monitor category trends, competitor activity, pricing, and assortment across our markets to inform brand decisions.
• Insight to Action: Translate data into clear recommendations on pricing, assortment, promotion, and investment.

Product Innovation & Launches

• Innovation Pipeline: Identify portfolio whitespace and partner with production and leadership to develop new products and line extensions.
• Launch Management: Lead go-to-market for new products, coordinating creative, packaging, pricing, sales enablement, and the launch calendar.
• Lifecycle Management: Manage SKU performance and rationalization, and track per-SKU, per-state compliance requirements with brand and compliance partners.

Retail & Wholesale Growth

• Owned Retail: Drive brand presence and velocity across Theory's owned dispensaries through merchandising, promotions, and menu placement, in partnership with retail marketing and store teams.
• Wholesale Accounts: Grow distribution and sell-through at third-party wholesale accounts, partnering with the sales team on account-level programming, promotions, and execution.
• Field Execution: Visit owned and wholesale accounts to evaluate displays, merchandising, and in-market execution, and to identify optimization opportunities.

Marketing Execution & Collaboration

• Campaigns & Activations: Develop brand campaigns and in-store and field activations that build awareness and drive trial and repeat purchase.
• Creative Partnership: Brief and collaborate with the creative team and any agency or freelance partners to produce on-brand assets, packaging, and POS.
• Social & Content Direction: Guide social and content direction for the portfolio to maintain a consistent brand voice.
• Cross-Functional Alignment: Partner with sales, retail operations, creative, production, and compliance to align brand plans with company priorities.

Compensation

• Salary based on experience
• Medical / Dental / Vision / 401k / Life Insurance
• Paid time off

Requirements — Required

1. 4 to 6 years in brand management, brand marketing, or a similar role, ideally within a multi-brand portfolio.
2. Demonstrated ownership of a brand or portfolio, with accountability for growth, positioning, and performance.
3. Strong analytical skills and comfort using sales and market data to drive decisions.
4. Experience managing products across multiple outlets or channels, including owned retail and third-party wholesale accounts.
5. Experience taking new products from concept through launch.
6. Strong project management and cross-functional collaboration skills.
7. Excellent written and verbal communication, including presenting recommendations to leadership.
8. Willing to work from the Medford, MA office 4 days per week.
9. Able to travel approximately 20% to owned and wholesale accounts.
10. At least 21 years of age.
11. No drug-related felony; ability to pass a comprehensive background check.

Requirements — Preferred

1. CPG Brand management.
2. Cannabis knowledge preferred but not required.
3. Familiarity with market data platforms such as BDSA, Headset, Nielsen, IRI, Spins, etc.
4. Experience with new product development and SKU or portfolio rationalization.
5. Experience managing agency, freelance, or wholesale brand partners.