Brand Director
Wana Brands
Full-time
Remote
Worldwide
🎨 Brand & Creative Marketing
📌 Core Information
🔹 Job Title: Brand Director
🔹 Company: Wana Brands
🔹 Location: Boulder, CO
🔹 Job Type: Full-Time
🔹 Category: Brand Management
🔹 Date Posted: May 23, 2025
🚀 Job Overview
Key aspects of this role include:
- Developing and executing brand strategies for key product brands within the CUSA portfolio.
- Driving alignment across senior leadership to achieve growth targets and ensure Wana’s overall business and brand success.
- Collaborating with cross-functional teams to ensure brand consistency and impact across all touchpoints.
- Managing a significant marketing budget with financial discipline to maximize ROI and achieve revenue goals.
- Navigating a dynamic, fast-moving environment with a strong bias for action.
ASSUMPTION: This role requires a strategic, commercially-driven, creative, and decisive leader who can thrive in a highly competitive and complex market.
📋 Key Responsibilities
✅ Brand Strategy and Positioning:
- Lead the strategic definition and optimization of the brand, working closely with the Senior Director of Brand Marketing.
- Conduct comprehensive diagnosis (consumer insights, market, competitor, internal capabilities) to define, champion, and drive the execution of a clear, differentiated strategy for the brand’s optimal performance and long-term growth.
ASSUMPTION: This role requires a deep understanding of brand strategy frameworks, segmentation, targeting, and positioning.
✅ Portfolio Integration and Alignment:
- Ensure the brand’s core strategic foundation integrates effectively with the overall CUSA brand portfolio architecture.
- Collaborate with Product Strategy and Executive Leadership to shape the brand’s strategic role and target segments.
ASSUMPTION: This role requires strong portfolio management skills and the ability to balance brand-specific goals with overall portfolio objectives.
✅ Brand Plans and Business Objectives:
- Develop, gain alignment on, and oversee the execution of annual strategic plans and measurable business/marketing objectives for the brand.
- Translate long-term vision into actionable priorities and financial targets.
ASSUMPTION: This role requires strong analytical skills and the ability to translate complex data into actionable insights.
✅ Go To Market Planning and Briefing:
- Set the strategic direction and create integrated GTM plans for the brand, including defining annual/quarterly objectives and channel strategy.
- Ensure creative briefs provide clear, inspiring direction for execution teams and agency partners.
ASSUMPTION: This role requires a deep understanding of the full marketing mix and channel strategy.
✅ Stakeholder Alignment and Influence:
- Act as the primary strategic marketing lead with senior sales leadership and regional teams on the brand’s GTM strategy.
- Proactively drive alignment, influence decisions, and secure resources with senior leaders in Sales, Product Strategy, and Operations for key brand initiatives.
ASSUMPTION: This role requires exceptional cross-functional leadership and senior stakeholder influence skills.
✅ Brand Stewardship and Creative Oversight:
- Serve as the ultimate guardian and decision-maker for the brand identity and expression across all touchpoints.
- Provide decisive strategic brand direction and guidance during creative development and give final brand approval on all major campaigns, marketing assets, and messaging for the brand to ensure quality and effectiveness.
ASSUMPTION: This role requires a strong commitment to brand stewardship and a keen eye for detail.
✅ Marketing Budget Ownership and Optimization:
- Own a P&L mindset for the brand’s marketing budget, developing budget strategy, managing significant investments with financial discipline, and continuously optimizing resource allocation to maximize ROI and achieve revenue goals.
ASSUMPTION: This role requires strong budget management skills and a data-driven approach to resource allocation.
✅ Performance Analysis and Strategic Pivots:
- Drive continuous analysis of brand performance, market trends, and campaign effectiveness.
- Translate insights into actionable strategic recommendations and lead necessary strategic pivots to improve results.
ASSUMPTION: This role requires strong analytical skills and the ability to translate data into actionable insights.
✅ Team Leadership:
- As the team grows, manage, mentor, and contribute to the development of Brand Managers, providing guidance, feedback, and development opportunities.
- Foster a collaborative and high-performing team environment.
- Delegate tasks effectively and oversee project assignments.
ASSUMPTION: This role requires strong leadership skills and the ability to develop and motivate team members.
✅ Marketing Compliance:
- Review internal and external sales collateral, marketing materials, product labeling, packaging, and branding materials to ensure they adhere to relevant jurisdictional regulations and company guidelines, through collaboration with compliance staff.
ASSUMPTION: This role requires a strong understanding of marketing compliance regulations and a commitment to ensuring all brand materials are in line with relevant guidelines.
🎯 Required Qualifications
Education & Experience:
- Bachelor’s degree in Marketing, Business, or a closely related field required; MBA is a plus but not mandatory.
- Ten or more years of progressive brand management experience, with demonstrated success leading significant growth initiatives or major repositioning efforts.
- Experience within CPG, cannabis, or other regulated, fast-paced industries preferred.
- Demonstrated success leading significant brand growth initiatives, major repositioning efforts, or navigating highly competitive/complex markets.
Required Skills:
- Excellent strategic/analytical skills with a mastery of brand strategy frameworks (segmentation, targeting, positioning).
- Deep understanding of the full marketing mix/channel strategy.
- Product Marketing skills (ability to quickly learn technical product details and translate them into compelling consumer benefits & sales arguments).
- Exceptional cross-functional leadership and senior stakeholder influence skills to drive alignment.
- Exceptional verbal and written communication, storytelling, presentation, and negotiation skills.
- Demonstrates proactivity, solution-orientation, and takes clear ownership of brand performance.
- Proven ability to lead and drive results in highly dynamic, fast-moving environments with a strong bias for action.
- Management of direct reports, especially brand/marketing managers.
- Strong interest in understanding consumer behavior, cannabis culture, pop culture, and marketing trends.
Preferred Skills:
- Knowledge of the Cannabis industry and cannabis consumer culture is strongly preferred.
- Ability to travel for work as needed (30-40%).
💰 Compensation & Benefits
Salary Range: $120,000 - $150,000 annually, commensurate with experience.
Benefits:
- Full suite of medical, dental, and vision insurance.
- Paid parental leave.
- 401(k) with company match.
- Paid Time Off.
- Long-Term Disability.
- Employee Assistance Program.
- Employee life insurance and supplemental life insurance.
- Spouse and child life and AD&D insurance.
- Pet insurance.
- FSA and HSA available.
Working Hours: This position regularly works normal business hours, Monday - Friday, 40 hours per week. Please confirm with the supervisor regarding the expected working schedule.
📌 Applicant Insights
🔍 Company Context:
- Industry: Food and Beverage Manufacturing.
- Company Size: 51-200 employees.
- Founded: 2010, in Boulder, CO.
- Company Description: Wana Brands is a leading cannabis edibles manufacturer, known for its consistent, high-quality products. They operate in multiple states and countries, with a strong focus on customer satisfaction and brand integrity.
- Company Specialties: WanaCapsXR, Sour Gummies, Vape, Edibles, Infused Products, and Cannabis Products.
📊 Role Analysis:
- Career Level: Executive/Managerial.
- Reporting Structure: This role reports directly to the Senior Director of Brand Marketing and may have direct reports, including Brand Managers.
- Work Arrangement: On-site, with occasional travel required for work-related events and meetings.
- Growth Opportunities: This role offers opportunities to grow within the brand management team, potentially leading to a senior leadership position.
🌍 Location & Work Environment:
- Office Type: On-site, with a modern, collaborative workspace.
- Office Location(s): Wana Brands’ headquarters is located in Boulder, CO, with additional offices in other states and countries.
- Geographic Context: Boulder, CO, is known for its outdoor recreation, cultural attractions, and vibrant food and drink scene. It offers a high quality of life with a mix of urban and rural environments.
- Work Schedule: This role follows a standard Monday - Friday workweek, with the possibility of occasional weekend work for events or projects.
💼 Interview & Application Insights
- Typical Process: The interview process typically includes phone or video screens, followed by on-site interviews with key stakeholders, including the Senior Director of Brand Marketing and other senior leaders.
- Key Assessment Areas: Candidates should be prepared to discuss their brand strategy experience, portfolio management skills, and ability to drive results in a dynamic environment. They should also be ready to present their understanding of the cannabis industry and consumer culture.
- Application Tips:
- Tailor your resume and cover letter to highlight relevant brand management experience, industry-specific skills, and cultural fit.
- Prepare a portfolio or examples of your brand strategy and execution work, if applicable.
- Research the cannabis industry and Wana Brands to demonstrate your understanding and enthusiasm for the role.
- ATS Keywords: Brand Strategy, Portfolio Management, Go To Market, Stakeholder Influence, Brand Stewardship, Budget Optimization, Performance Analysis, Team Leadership, Marketing Compliance, Consumer Behavior, Cannabis Industry, Cannabis Consumer Culture.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint, Outlook).
- Video and chat collaboration tools (Teams, Zoom, Google).
- Brand tracking, marketing analytics tools, and project management platforms.
- Social media tools and platforms.
👔 Cultural Fit Considerations
- Company Values: Wana Brands values innovation, quality, consistency, and customer focus. They seek candidates who embody these values and can contribute to their ongoing success.
- Work Style: Wana Brands fosters a collaborative, high-performing work environment that values creativity, strategic thinking, and a strong work ethic. They look for candidates who can thrive in a fast-paced, dynamic setting and contribute to their team’s success.
- Self-Assessment Questions:
- How do you align with Wana Brands’ core values, and how can you contribute to their ongoing success?
- How do you approach working in a fast-paced, dynamic environment, and what strategies do you use to maintain productivity and effectiveness?
- How do you ensure brand consistency and quality across multiple touchpoints and product lines?
⚠️ Potential Challenges
- Role-Specific Challenges: Navigating a highly competitive and complex market, managing a significant marketing budget, and driving results in a dynamic environment.
- Company-Specific Challenges: Working in a rapidly growing and evolving industry, balancing multiple brand portfolios, and ensuring consistent product quality across various jurisdictions.
- Location-Specific Challenges: Adapting to a new work environment, building relationships with local teams, and understanding regional market dynamics.
📈 Similar Roles Comparison
- How this role differs from related positions: This role focuses on brand strategy and portfolio management, whereas related roles may have a stronger focus on tactical marketing execution, product management, or sales.
- Industry-specific context: The cannabis industry is highly regulated and dynamic, with unique challenges and opportunities compared to other industries.
- Career path comparison: This role offers a clear path to senior leadership within the brand management team, with potential opportunities to expand into other areas of the business, such as product management or general management.
📝 Sample Projects
- Developing and executing a comprehensive brand strategy for a new product line, including market research, segmentation, targeting, positioning, and launch planning.
- Leading a portfolio review and optimization project, resulting in improved brand performance and market share.
- Managing a cross-functional team to execute a major brand rebranding initiative, ensuring consistent brand expression across all touchpoints.
💡 Key Questions to Ask During Interview
- What are the key priorities for this role in the first 30-60-90 days?
- How does this role fit into the overall brand management team structure, and what opportunities are there for growth and development?
- What are the key challenges facing the brand in the next 12-24 months, and how can this role help address them?
- How does Wana Brands support the professional development and growth of its employees?
- What are the key performance indicators (KPIs) used to measure success in this role, and how are they tracked and reported?
📝 Next Steps for Applicants
To apply for this position:
- Submit your application through the provided link: [Application URL](https://wanabrands.applytojob.com/apply/350cvwtRb9/Brand-Director).
- Tailor your resume and cover letter to highlight relevant brand management experience, industry-specific skills, and cultural fit.
- Prepare a portfolio or examples of your brand strategy and execution work, if applicable.
- Research the cannabis industry and Wana Brands to demonstrate your understanding and enthusiasm for the role.
- Follow up with the hiring manager or HR representative within 7-10 business days after submitting your application to confirm receipt and inquire about next steps.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
🔹 Job Title: Brand Director
🔹 Company: Wana Brands
🔹 Location: Boulder, CO
🔹 Job Type: Full-Time
🔹 Category: Brand Management
🔹 Date Posted: May 23, 2025
🚀 Job Overview
Key aspects of this role include:
- Developing and executing brand strategies for key product brands within the CUSA portfolio.
- Driving alignment across senior leadership to achieve growth targets and ensure Wana’s overall business and brand success.
- Collaborating with cross-functional teams to ensure brand consistency and impact across all touchpoints.
- Managing a significant marketing budget with financial discipline to maximize ROI and achieve revenue goals.
- Navigating a dynamic, fast-moving environment with a strong bias for action.
ASSUMPTION: This role requires a strategic, commercially-driven, creative, and decisive leader who can thrive in a highly competitive and complex market.
📋 Key Responsibilities
✅ Brand Strategy and Positioning:
- Lead the strategic definition and optimization of the brand, working closely with the Senior Director of Brand Marketing.
- Conduct comprehensive diagnosis (consumer insights, market, competitor, internal capabilities) to define, champion, and drive the execution of a clear, differentiated strategy for the brand’s optimal performance and long-term growth.
ASSUMPTION: This role requires a deep understanding of brand strategy frameworks, segmentation, targeting, and positioning.
✅ Portfolio Integration and Alignment:
- Ensure the brand’s core strategic foundation integrates effectively with the overall CUSA brand portfolio architecture.
- Collaborate with Product Strategy and Executive Leadership to shape the brand’s strategic role and target segments.
ASSUMPTION: This role requires strong portfolio management skills and the ability to balance brand-specific goals with overall portfolio objectives.
✅ Brand Plans and Business Objectives:
- Develop, gain alignment on, and oversee the execution of annual strategic plans and measurable business/marketing objectives for the brand.
- Translate long-term vision into actionable priorities and financial targets.
ASSUMPTION: This role requires strong analytical skills and the ability to translate complex data into actionable insights.
✅ Go To Market Planning and Briefing:
- Set the strategic direction and create integrated GTM plans for the brand, including defining annual/quarterly objectives and channel strategy.
- Ensure creative briefs provide clear, inspiring direction for execution teams and agency partners.
ASSUMPTION: This role requires a deep understanding of the full marketing mix and channel strategy.
✅ Stakeholder Alignment and Influence:
- Act as the primary strategic marketing lead with senior sales leadership and regional teams on the brand’s GTM strategy.
- Proactively drive alignment, influence decisions, and secure resources with senior leaders in Sales, Product Strategy, and Operations for key brand initiatives.
ASSUMPTION: This role requires exceptional cross-functional leadership and senior stakeholder influence skills.
✅ Brand Stewardship and Creative Oversight:
- Serve as the ultimate guardian and decision-maker for the brand identity and expression across all touchpoints.
- Provide decisive strategic brand direction and guidance during creative development and give final brand approval on all major campaigns, marketing assets, and messaging for the brand to ensure quality and effectiveness.
ASSUMPTION: This role requires a strong commitment to brand stewardship and a keen eye for detail.
✅ Marketing Budget Ownership and Optimization:
- Own a P&L mindset for the brand’s marketing budget, developing budget strategy, managing significant investments with financial discipline, and continuously optimizing resource allocation to maximize ROI and achieve revenue goals.
ASSUMPTION: This role requires strong budget management skills and a data-driven approach to resource allocation.
✅ Performance Analysis and Strategic Pivots:
- Drive continuous analysis of brand performance, market trends, and campaign effectiveness.
- Translate insights into actionable strategic recommendations and lead necessary strategic pivots to improve results.
ASSUMPTION: This role requires strong analytical skills and the ability to translate data into actionable insights.
✅ Team Leadership:
- As the team grows, manage, mentor, and contribute to the development of Brand Managers, providing guidance, feedback, and development opportunities.
- Foster a collaborative and high-performing team environment.
- Delegate tasks effectively and oversee project assignments.
ASSUMPTION: This role requires strong leadership skills and the ability to develop and motivate team members.
✅ Marketing Compliance:
- Review internal and external sales collateral, marketing materials, product labeling, packaging, and branding materials to ensure they adhere to relevant jurisdictional regulations and company guidelines, through collaboration with compliance staff.
ASSUMPTION: This role requires a strong understanding of marketing compliance regulations and a commitment to ensuring all brand materials are in line with relevant guidelines.
🎯 Required Qualifications
Education & Experience:
- Bachelor’s degree in Marketing, Business, or a closely related field required; MBA is a plus but not mandatory.
- Ten or more years of progressive brand management experience, with demonstrated success leading significant growth initiatives or major repositioning efforts.
- Experience within CPG, cannabis, or other regulated, fast-paced industries preferred.
- Demonstrated success leading significant brand growth initiatives, major repositioning efforts, or navigating highly competitive/complex markets.
Required Skills:
- Excellent strategic/analytical skills with a mastery of brand strategy frameworks (segmentation, targeting, positioning).
- Deep understanding of the full marketing mix/channel strategy.
- Product Marketing skills (ability to quickly learn technical product details and translate them into compelling consumer benefits & sales arguments).
- Exceptional cross-functional leadership and senior stakeholder influence skills to drive alignment.
- Exceptional verbal and written communication, storytelling, presentation, and negotiation skills.
- Demonstrates proactivity, solution-orientation, and takes clear ownership of brand performance.
- Proven ability to lead and drive results in highly dynamic, fast-moving environments with a strong bias for action.
- Management of direct reports, especially brand/marketing managers.
- Strong interest in understanding consumer behavior, cannabis culture, pop culture, and marketing trends.
Preferred Skills:
- Knowledge of the Cannabis industry and cannabis consumer culture is strongly preferred.
- Ability to travel for work as needed (30-40%).
💰 Compensation & Benefits
Salary Range: $120,000 - $150,000 annually, commensurate with experience.
Benefits:
- Full suite of medical, dental, and vision insurance.
- Paid parental leave.
- 401(k) with company match.
- Paid Time Off.
- Long-Term Disability.
- Employee Assistance Program.
- Employee life insurance and supplemental life insurance.
- Spouse and child life and AD&D insurance.
- Pet insurance.
- FSA and HSA available.
Working Hours: This position regularly works normal business hours, Monday - Friday, 40 hours per week. Please confirm with the supervisor regarding the expected working schedule.
📌 Applicant Insights
🔍 Company Context:
- Industry: Food and Beverage Manufacturing.
- Company Size: 51-200 employees.
- Founded: 2010, in Boulder, CO.
- Company Description: Wana Brands is a leading cannabis edibles manufacturer, known for its consistent, high-quality products. They operate in multiple states and countries, with a strong focus on customer satisfaction and brand integrity.
- Company Specialties: WanaCapsXR, Sour Gummies, Vape, Edibles, Infused Products, and Cannabis Products.
📊 Role Analysis:
- Career Level: Executive/Managerial.
- Reporting Structure: This role reports directly to the Senior Director of Brand Marketing and may have direct reports, including Brand Managers.
- Work Arrangement: On-site, with occasional travel required for work-related events and meetings.
- Growth Opportunities: This role offers opportunities to grow within the brand management team, potentially leading to a senior leadership position.
🌍 Location & Work Environment:
- Office Type: On-site, with a modern, collaborative workspace.
- Office Location(s): Wana Brands’ headquarters is located in Boulder, CO, with additional offices in other states and countries.
- Geographic Context: Boulder, CO, is known for its outdoor recreation, cultural attractions, and vibrant food and drink scene. It offers a high quality of life with a mix of urban and rural environments.
- Work Schedule: This role follows a standard Monday - Friday workweek, with the possibility of occasional weekend work for events or projects.
💼 Interview & Application Insights
- Typical Process: The interview process typically includes phone or video screens, followed by on-site interviews with key stakeholders, including the Senior Director of Brand Marketing and other senior leaders.
- Key Assessment Areas: Candidates should be prepared to discuss their brand strategy experience, portfolio management skills, and ability to drive results in a dynamic environment. They should also be ready to present their understanding of the cannabis industry and consumer culture.
- Application Tips:
- Tailor your resume and cover letter to highlight relevant brand management experience, industry-specific skills, and cultural fit.
- Prepare a portfolio or examples of your brand strategy and execution work, if applicable.
- Research the cannabis industry and Wana Brands to demonstrate your understanding and enthusiasm for the role.
- ATS Keywords: Brand Strategy, Portfolio Management, Go To Market, Stakeholder Influence, Brand Stewardship, Budget Optimization, Performance Analysis, Team Leadership, Marketing Compliance, Consumer Behavior, Cannabis Industry, Cannabis Consumer Culture.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint, Outlook).
- Video and chat collaboration tools (Teams, Zoom, Google).
- Brand tracking, marketing analytics tools, and project management platforms.
- Social media tools and platforms.
👔 Cultural Fit Considerations
- Company Values: Wana Brands values innovation, quality, consistency, and customer focus. They seek candidates who embody these values and can contribute to their ongoing success.
- Work Style: Wana Brands fosters a collaborative, high-performing work environment that values creativity, strategic thinking, and a strong work ethic. They look for candidates who can thrive in a fast-paced, dynamic setting and contribute to their team’s success.
- Self-Assessment Questions:
- How do you align with Wana Brands’ core values, and how can you contribute to their ongoing success?
- How do you approach working in a fast-paced, dynamic environment, and what strategies do you use to maintain productivity and effectiveness?
- How do you ensure brand consistency and quality across multiple touchpoints and product lines?
⚠️ Potential Challenges
- Role-Specific Challenges: Navigating a highly competitive and complex market, managing a significant marketing budget, and driving results in a dynamic environment.
- Company-Specific Challenges: Working in a rapidly growing and evolving industry, balancing multiple brand portfolios, and ensuring consistent product quality across various jurisdictions.
- Location-Specific Challenges: Adapting to a new work environment, building relationships with local teams, and understanding regional market dynamics.
📈 Similar Roles Comparison
- How this role differs from related positions: This role focuses on brand strategy and portfolio management, whereas related roles may have a stronger focus on tactical marketing execution, product management, or sales.
- Industry-specific context: The cannabis industry is highly regulated and dynamic, with unique challenges and opportunities compared to other industries.
- Career path comparison: This role offers a clear path to senior leadership within the brand management team, with potential opportunities to expand into other areas of the business, such as product management or general management.
📝 Sample Projects
- Developing and executing a comprehensive brand strategy for a new product line, including market research, segmentation, targeting, positioning, and launch planning.
- Leading a portfolio review and optimization project, resulting in improved brand performance and market share.
- Managing a cross-functional team to execute a major brand rebranding initiative, ensuring consistent brand expression across all touchpoints.
💡 Key Questions to Ask During Interview
- What are the key priorities for this role in the first 30-60-90 days?
- How does this role fit into the overall brand management team structure, and what opportunities are there for growth and development?
- What are the key challenges facing the brand in the next 12-24 months, and how can this role help address them?
- How does Wana Brands support the professional development and growth of its employees?
- What are the key performance indicators (KPIs) used to measure success in this role, and how are they tracked and reported?
📝 Next Steps for Applicants
To apply for this position:
- Submit your application through the provided link: [Application URL](https://wanabrands.applytojob.com/apply/350cvwtRb9/Brand-Director).
- Tailor your resume and cover letter to highlight relevant brand management experience, industry-specific skills, and cultural fit.
- Prepare a portfolio or examples of your brand strategy and execution work, if applicable.
- Research the cannabis industry and Wana Brands to demonstrate your understanding and enthusiasm for the role.
- Follow up with the hiring manager or HR representative within 7-10 business days after submitting your application to confirm receipt and inquire about next steps.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.