Customer Marketing Manager

📌 Core Information

🔹 Job Title: Customer Marketing Manager

🔹 Company: Canopy Growth Corporation

🔹 Location: Toronto, ON (Remote OK)

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: June 19, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Developing and executing impactful marketing programs across multiple categories and brands
• Collaborating with cross-functional teams to drive new product acceptance and velocities on shelf
• Managing marketing agency relationships and overseeing creative development of marketing materials
• Analyzing post-event data to optimize future programming and maximize ROI
• Building and communicating brand scorecards to cross-functional partners and stakeholders

ASSUMPTION: This role requires a high level of autonomy and strategic thinking, with a focus on driving growth through innovative marketing programs.

📋 Key Responsibilities

✅ Partner with national account managers, product teams, PR, supply chain, legal/RA teams, and retailer partners to develop and deliver impactful, innovative marketing programs

✅ Own the development of the high-level guiding strategy as well as the execution of shopper/brand/trade marketing programs

✅ Develop marketing program sell decks and meet with cross-functional commercial teams to sell in programs

✅ Develop annual activation calendar at a brand/format and account level while leveraging insights developed by the consumer & shopper insights teams

✅ Integrate retailer and shopper feedback and insights into national campaigns and brand strategy

✅ Develop national tent pole events, in collaboration with brand and agency partners, that are relevant to retailers and target shoppers

✅ Drive support for new product launches through the commercial planning process and articulating needed information from the brand teams to develop activation plans and point of sale materials

✅ Own the creative development for evergreen and seasonal point-of-sale material, including fixtures and general marketing collateral, in collaboration with the point-of-sale coordinator, category management, and shopper insights

✅ Manage marketing agency relationships for select brands, develop agency briefs, create and own detailed workback schedules for projects to ensure timelines are met

✅ Develop retailer and distributor promotional bundles, in collaboration with sales, to drive new product acceptance and velocities on shelf

✅ Lead post event analysis in collaboration with the media buying and sales teams to optimize future programming, maximize ROI, and determine tactics/channels that will drive the maximum growth

✅ Manage annual budgets, including creation, management, and reconciliation on a monthly, quarterly, and annual cadence

✅ Manage, build, and communicate on-going brand scorecards, their opportunities & risks to cross-functional partners & stakeholders on a monthly, quarterly, and annual cadence

✅ Other duties as assigned

ASSUMPTION: This role requires strong project management skills, cross-functional collaboration, and the ability to work independently in a fast-paced environment.

🎯 Required Qualifications

Education: Bachelor’s Degree preferred

Experience: 5+ years’ experience working in a fast-paced consumer packaged goods company in a brand, trade, shopper marketing or sales role

Required Skills:

• Thorough knowledge and experience developing shopper/brand/trade marketing annual programs
• Experience managing agency relationships, developing creative briefs, and providing creative feedback
• Past experience or desire to work in a fast-paced environment with a significant amount of autonomy to develop strategic plans and lead execution internally and with account partners
• Experience in project managing with cross-functional teams and developing workback schedules
• Budget development and tracking experience

Preferred Skills:

• Experience in the cannabis industry
• Bilingual (English/French) skills

ASSUMPTION: While experience in the cannabis industry is not required, it would be beneficial for understanding the unique aspects of marketing cannabis products.

💰 Compensation & Benefits

Salary Range: $90,000 - $120,000 CAD per year (Based on industry standards for a Marketing Manager with 5-10 years of experience in the consumer packaged goods industry)

Benefits:

• Health, dental, and vision insurance
• Retirement savings plan with company match
• Employee stock purchase plan
• Paid time off (vacation, sick, and holidays)
• Employee assistance program
• Learning and development opportunities

Working Hours: Full-time (40 hours/week), with flexibility for remote work

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Marketing Manager with the required experience level. The actual salary may vary depending on factors such as the candidate's skills, experience, and negotiation.

📌 Applicant Insights

🔍 Company Context

Industry: Pharmaceutical Manufacturing (Cannabis)

Company Size: 1,001-5,000 employees (Large enterprise)

Founded: 2014

Company Description:

• Canopy Growth is a world-leading cannabis company focused on unleashing the power of cannabis to improve lives
• The company is committed to supporting personal wellness, fostering economic opportunity, and striving towards social justice
• Canopy Growth operates through several subsidiaries, including Canopy Growth Corporation, Spectrum Therapeutics, and Tweed Inc.

Company Specialties:

• Cannabis cultivation and production
• Cannabis-based products (medical and recreational)
• Research and development
• Marketing and branding

Company Website: http://www.canopygrowth.com

ASSUMPTION: Canopy Growth is a large, established company with a strong focus on innovation, research, and development, and a commitment to social responsibility.

📊 Role Analysis

Career Level: Mid-level (Manager)

Reporting Structure: Reports directly to the Director, Marketing

Work Arrangement: Remote OK (with occasional travel for events and meetings)

Growth Opportunities:

• Potential to grow into a leadership role within the marketing department
• Opportunities to work on high-impact projects and initiatives
• Chance to gain experience in the emerging cannabis industry

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to take on more responsibility and advance their career within the marketing department.

🌍 Location & Work Environment

Office Type: Hybrid (Remote OK with occasional on-site meetings)

Office Location(s): Toronto, ON (with occasional travel to other locations)

Geographic Context:

• Toronto is the capital city of Ontario and the largest city in Canada
• The city is known for its diverse culture, vibrant arts scene, and numerous job opportunities
• Toronto has a humid continental climate, with warm summers and cold winters

Work Schedule: Full-time (40 hours/week), with flexibility for remote work

ASSUMPTION: The remote work arrangement offers flexibility and work-life balance, while occasional on-site meetings and events provide opportunities for collaboration and networking.

💼 Interview & Application Insights

Typical Process:

• Phone or video screening
• Behavioral and situational interview
• Case study or project presentation
• Final interview with the hiring manager

Key Assessment Areas:

• Problem-solving skills
• Strategic thinking
• Cross-functional collaboration
• Project management skills
• Adaptability and resilience

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral and situational interview questions by reflecting on your past experiences and accomplishments
• Research Canopy Growth and the cannabis industry to demonstrate your knowledge and enthusiasm for the role

ATS Keywords: Marketing Programs, Brand Strategy, Project Management, Agency Management, Budget Management, Consumer Insights, Retail Partnerships, Event Planning, Creative Development, Sales Collaboration, Promotional Bundles, Post Event Analysis, Cross-Functional Collaboration, Trade Marketing, Point of Sale Materials, Activation Plans

ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, problem-solving skills, and ability to work collaboratively in a fast-paced environment.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Project management tools (e.g., Asana, Trello, Jira)
• Marketing automation tools (e.g., Marketo, HubSpot)
• Data analysis tools (e.g., Google Analytics, Tableau)
• Design tools (e.g., Adobe Creative Suite, Sketch)

ASSUMPTION: The required tools and technologies for this role are standard for marketing professionals and can be learned quickly by candidates with relevant experience.

👔 Cultural Fit Considerations

Company Values:

• Patient-focused
• One team, one dream
• Never stop learning
• Act with integrity
• Persevere

Work Style:

• Collaborative and cross-functional
• Fast-paced and dynamic
• Results-driven and innovative

Self-Assessment Questions:

• Do you thrive in a fast-paced, collaborative environment?
• Are you comfortable working independently and managing multiple projects simultaneously?
• Do you have a strong commitment to patient-focused care and social responsibility?

ASSUMPTION: Canopy Growth values candidates who are adaptable, resilient, and committed to their mission of improving lives through cannabis.

⚠️ Potential Challenges

• Working in the emerging cannabis industry, which is subject to regulatory changes and market fluctuations
• Managing multiple projects and stakeholders simultaneously in a fast-paced environment
• Occasional travel for events and meetings
• Working with tight deadlines and budget constraints

ASSUMPTION: These challenges can be overcome by candidates who are adaptable, resilient, and able to thrive in a fast-paced, dynamic environment.

📈 Similar Roles Comparison

• This role is similar to a Brand Manager or Trade Marketing Manager in a consumer packaged goods company, but with a focus on the cannabis industry
• Unlike traditional consumer packaged goods companies, Canopy Growth is focused on improving lives through cannabis and has a strong commitment to social responsibility
• This role offers the opportunity to work on high-impact projects and initiatives, with significant growth potential for the right candidate

ASSUMPTION: While this role shares similarities with other marketing roles, it is unique in its focus on the cannabis industry and Canopy Growth's commitment to improving lives through cannabis.

📝 Sample Projects

• Developing and executing a national tent pole event to launch a new cannabis product
• Managing a marketing agency relationship to create and produce point-of-sale materials for multiple brands
• Analyzing post-event data to optimize future programming and maximize ROI for a retail partner

ASSUMPTION: These sample projects illustrate the range of responsibilities and the cross-functional nature of the Customer Marketing Manager role at Canopy Growth.

❓ Key Questions to Ask During Interview

• Can you describe the company's approach to marketing cannabis products in a responsible and ethical manner?
• How does the marketing department collaborate with other departments, such as sales, product, and legal/RA teams, to drive growth and innovation?
• What opportunities are there for growth and development within the marketing department and the company as a whole?
• How does Canopy Growth support work-life balance for its employees, particularly those working remotely?
• Can you provide an example of a successful marketing campaign that the company has executed, and what made it successful?

ASSUMPTION: These questions demonstrate the candidate's interest in the role, the company, and the industry, while also providing valuable insights into the work environment and company culture.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Canopy Growth careers website
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral and situational interview questions by reflecting on your past experiences and accomplishments
• Research Canopy Growth and the cannabis industry to demonstrate your knowledge and enthusiasm for the role
• Follow up with the hiring manager within one week of submitting your application to express your interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.