Senior Brand Manager

Senior Brand Manager Tend.

Harvest.

Cultivate. Grand Rapids, MI Job Details Full-time $85,000 - $100,000 a year 21 hours ago Qualifications Marketing design Market research within retail industry Competitive pricing New product launch strategy Marketing campaign leadership Sales collateral development Product marketing Startup experience Product positioning strategy Competitive analysis Content writing Digital brand management Project marketing collateral management Visual design Graphic design software Intelligence analysis Leading team collaboration initiatives Market research within consumer goods industry Strategic communications Social media brand management Retail brand promotion Lean management Senior level Brand identity design Go-to-market strategy Marketing positioning Cross-functional team management Process management Leadership Content review Full Job Description T.H.C. — Tend.

Harvest.

Cultivate. — is a multi-state cannabis portfolio company operating in Michigan and Nevada. We build and grow consumer cannabis brands across regulated markets, with a portfolio that includes 2 ODD, Newfrend, and Söze — each with distinct positioning, different consumers, and real shelf presence. We're looking for a Senior Brand Manager to own the strategy, GTM execution, and brand management across our brand portfolio. This is not a support role. This is the person who holds the brand in one hand and retail reality in the other — and makes them work together.

Position Summary:

This position is ideally based in Grand Rapids, Michigan; however, qualified remote applicants will be considered. Reporting to the VP of Marketing, the Senior Brand Manager is the day-to-day steward of T.H.C.'s brand portfolio — responsible for translating brand strategy into consistent, compelling execution across every consumer and trade touchpoint. This role owns the full brand lifecycle: from maintaining positioning, voice, and visual identity standards, to building and leading a repeatable go-to-market process that moves new SKUs from concept to shelf with cross-functional precision. The Senior Brand Manager serves as the connective tissue between creative partners, the field team, and retail channels — briefing creative work, directing marketing deliverables, and ensuring every launch shows up with clarity and impact. Beyond launch execution, this role is a strategic intelligence engine for the portfolio. The Senior Brand Manager synthesizes competitive data, retail field signals, and consumer insights from platforms like BDSA, LeafLink, and SparkPlug into actionable positioning reads that inform leadership decisions. They design trade programming and budtender education tools that drive rate of sale at the shelf level and develop brand communication strategies that build awareness and loyalty with both consumers and retail partners. This is a high-ownership role for a builder — someone who thrives in a fast-moving environment and holds/defends the brand standard in all consumer-facing communications.

Essential Duties and Responsibilities:

Brand Strategy o Steward positioning, voice, and visual identity across the full portfolio o Maintain brand standards across formats, markets, and retail touchpoints GTM and Launch Process o Build and own the launch process — documented, repeatable, and socialized cross-functionally o Coordinate/lead cross-functional team through packaging production, creative approvals, retailer sell-in, and field briefing for every new SKU o Develop and execute a brand communication strategy for both consumers (e.g. social media, sponsorships, paid media, PR) and the trade (retail engagement programming). Creative Direction o Own briefing and management of contracted creative/marketing partners o Brief and direct the VP of Marketing on all brand deliverables o Own review and feedback communication on creative output against brand standards o Write functional copy when needed — sell sheets, retailer pitches, budtender tools Retail Programming Strategy o Design trade programs and activation mechanics for the field team that drive rate of sale o Build budtender education content that lands at the shelf level Brand Tracking & Competitive Intelligence o Synthesize field intel from relevant data systems (BDSA, LeafLink, SparkPlug, MS Business Central) into quarterly positioning reads o Track competitive pricing, packaging, and shelf shifts across key markets o Analyzes insights to develop actionable steps and recommendations for cross-functional & leadership teams 5+ years in brand management, marketing, or a closely related role Experience working on a brand or brand portfolio end to end Experience working in cannabis or other highly regulated consumer-targeted industry preferred Proven ability to work and lead cross-functionally Strong creative sensibility —can evaluate work, give direction, and protect brand standards Experience writing/composing marketing collateral and guidance documents - e.g. creative briefs, sales materials, pitch decks Experience / comfort working with consumer data and data systems Comfortable in a regulated or compliance-heavy marketing environment Experience in copywriting, social media management, and/or design tools (e.g. Adobe Creative Suite) is a plus, but not required. Startup or lean-team experience is strongly preferred It's our privilege at THC to do what we love, and we take our mission to deliver the highest-quality cannabis products seriously. We believe in being incredible partners to everyone around us.

This requires:

Follow-through and responsiveness Resourcefulness Team player Good listener and learner Flexible Respectful Can-do, positive attitude A keen sense of personal responsibility THC is an equal opportunity employer.