Sr. Manager, Marketing - Brand Strategy

📌 Core Information

🔹 Job Title: Sr. Manager, Marketing - Brand Strategy

🔹 Company: Verano

🔹 Location: Chicago, Illinois, United States

🔹 Job Type: Full-time, Hybrid (4 days on-site)

🔹 Category: Marketing

🔹 Date Posted: April 7, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site (Hybrid)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing product marketing strategy for Verano’s core brands
• Managing the strategic plan for the product portfolio
• Leading commercialization processes for new initiatives
• Collaborating with cross-functional teams to drive growth and profitability
• Building and managing a team, including one direct report

ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to work effectively with various teams to achieve business objectives.

📋 Key Responsibilities

✅ Build and manage the long-term strategic plan for the product portfolio

✅ Develop annual marketing plans in collaboration with cross-functional teams

✅ Leverage consumer insights and market trends to inform strategic initiatives

✅ Spearhead product strategy and executional direction for new product launches and brand launches

✅ Manage the product pipeline throughout the commercialization process

✅ Hold regular meetings with sales and production teams to review portfolio trends and progress

✅ Collaborate with the commercial team to develop and implement marketing and branding strategies

✅ Identify short-term and long-term planning and resource needs, including budget management

ASSUMPTION: This role involves a high degree of strategic thinking, data analysis, and cross-functional collaboration to drive brand growth and market share.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing or applicable field, MBA preferred but not required

Experience: 7+ years in CPG Brand Management, Wholesale Marketing, or other relevant Brand/Product Marketing roles

Required Skills:

• Strategic planning and execution
• Data analysis and interpretation
• Project management
• Cross-functional team collaboration
• Budget management
• Strong communication and presentation skills
• Knowledge of CPG pricing strategy

Preferred Skills:

• Experience in highly regulated industries or high-growth/emerging markets
• Fluency in Spanish

ASSUMPTION: Candidates should have a strong background in brand management, with a proven track record of driving brand growth and market share.

💰 Compensation & Benefits

Salary Range: $120,000 - $160,000 per year (based on industry standards for the role, experience level, and location)

Benefits:

• Health, dental, and vision insurance
• 401(k) retirement plan with company match
• Paid time off (vacation, sick, and holidays)
• Employee discounts on Verano products
• Growth opportunities within the company

Working Hours: Full-time, 40 hours per week, with flexible hours and the ability to work remotely one day per week

ASSUMPTION: The salary range is estimated based on industry standards for a senior marketing manager role in the Chicago area. Benefits may vary based on the company's current offerings.

📌 Applicant Insights

🔍 Company Context

Industry: Alternative Medicine, specifically Cannabis

Company Size: 1,001-5,000 employees (Mid-sized)

Founded: 2014

Company Description:

• Verano is a vertically integrated, multi-state operator in the cannabis industry
• Offers a superior cannabis shopping experience through Zen Leaf™ and MÜV™ dispensaries
• Produces a comprehensive suite of high-quality, regulated cannabis products under various brands
• Spans 13 U.S. states with 15 production facilities and over 1.1 million square feet of cultivation capacity

Company Specialties:

• Alternative Medicine
• Vertical Integration
• Cultivation
• Manufacturing
• Retail
• Health
• Medical cannabis
• Recreational cannabis

Company Website: www.verano.com

ASSUMPTION: Verano is a leading cannabis company with a strong focus on brand performance and market growth.

📊 Role Analysis

Career Level: Senior Manager

Reporting Structure: Reports directly to the Vice President of Marketing

Work Arrangement: Hybrid, with 4 days on-site at Verano HQ in Chicago, IL

Growth Opportunities:

• Potential advancement to a Director or Vice President role within the marketing department
• Expansion of responsibilities as the company grows and enters new markets

ASSUMPTION: This role offers opportunities for career growth and development within the marketing department and the broader organization.

🌍 Location & Work Environment

Office Type: Corporate headquarters with a modern, collaborative work environment

Office Location(s): 224 W Hill St, Chicago, IL 60610

Geographic Context:

• Chicago, IL is a major metropolitan area with a diverse population and a thriving business ecosystem
• The city offers a wide range of cultural, entertainment, and recreational opportunities
• Chicago has a humid continental climate, with warm summers and cold, snowy winters

Work Schedule: Monday - Thursday, 9:00 AM - 5:00 PM, with flexibility for remote work on Fridays

ASSUMPTION: The work environment at Verano's headquarters is collaborative, professional, and focused on driving business growth and innovation.

💼 Interview & Application Insights

Typical Process:

• Phone or video screen with the HR department
• In-depth interview with the hiring manager and/or other members of the marketing team
• Final interview with the Vice President of Marketing
• Background check and reference check

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Data analysis and interpretation
• Cross-functional team collaboration
• Communication and presentation skills
• Cultural fit and alignment with Verano's mission and values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Demonstrate your understanding of the cannabis industry and Verano's business model
• Prepare examples of your strategic planning and execution experience
• Showcase your ability to work effectively with cross-functional teams

ATS Keywords: Brand Management, Marketing Strategy, Consumer Insights, Competitive Analysis, Data Analysis, Project Management, Collaboration, Budget Management, Product Launches, Market Trends, Communication, Time Management, Organizational Skills, Presentation Skills, Regulatory Knowledge, Team Leadership

ASSUMPTION: The application process at Verano is thorough and designed to assess candidates' strategic thinking, data analysis skills, and cultural fit.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Data analysis tools (e.g., Tableau, Power BI)
• Project management tools (e.g., Asana, Trello)
• Marketing automation tools (e.g., HubSpot, Marketo)

ASSUMPTION: Candidates should be proficient in using Microsoft Office Suite and relevant marketing and project management tools.

👔 Cultural Fit Considerations

Company Values:

• Say Yes: Embrace a positive, can-do attitude and approach challenges with an open mind
• Plant Progress: Drive innovation and continuous improvement
• Community Focus: Foster a culture of inclusion, diversity, and social responsibility
• Customer Obsessed: Prioritize the needs and preferences of our customers

Work Style:

• Collaborative and team-oriented
• Data-driven and analytical
• Adaptable and responsive to change
• Results-focused and action-oriented

Self-Assessment Questions:

• Do you embrace a positive, can-do attitude and approach challenges with an open mind?
• Are you comfortable working in a fast-paced, dynamic environment?
• Do you thrive in a collaborative, team-oriented work environment?
• Are you results-focused and action-oriented, with a strong commitment to driving business growth?

ASSUMPTION: Verano values candidates who align with their mission and values, demonstrating a strong work ethic, positive attitude, and commitment to driving business growth.

⚠️ Potential Challenges

• Working in a highly regulated industry with strict compliance requirements
• Managing a team and balancing multiple priorities and deadlines
• Adapting to a fast-paced, dynamic work environment
• Collaborating effectively with cross-functional teams

ASSUMPTION: This role presents unique challenges and opportunities for growth and development in the cannabis industry.

📈 Similar Roles Comparison

• Unlike traditional CPG roles, this position requires a strong understanding of the cannabis industry and its unique regulatory environment
• Compared to other senior marketing roles, this position offers a unique opportunity to drive brand growth and market share in a rapidly evolving industry
• Career progression may involve moving into a Director or Vice President role within the marketing department or exploring opportunities in other areas of the business

ASSUMPTION: This role offers a unique blend of strategic thinking, data analysis, and cross-functional collaboration, with a focus on driving brand growth and market share in the cannabis industry.

📝 Sample Projects

• Developing a strategic plan for a new product launch, including market research, competitive analysis, and go-to-market strategy
• Conducting a portfolio review and optimization analysis, identifying opportunities for SKU rationalization and brand evolution
• Leading a cross-functional team to execute a national marketing campaign, including advertising, promotions, and event planning

ASSUMPTION: These sample projects illustrate the strategic, analytical, and collaborative nature of the Sr. Manager, Marketing - Brand Strategy role at Verano.

❓ Key Questions to Ask During Interview

• Can you describe the company's long-term growth strategy and how this role contributes to that vision?
• How does the marketing team collaborate with other departments, such as sales, production, and retail, to drive brand growth and market share?
• What are the key priorities for this role in the first 90 days?
• How does Verano support the professional development and growth of its employees?
• What are the biggest challenges facing the cannabis industry, and how does Verano plan to address them?

ASSUMPTION: Asking thoughtful, insightful questions demonstrates your interest in the role and commitment to driving business growth and success.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare examples of your strategic planning and execution experience
• Showcase your ability to work effectively with cross-functional teams
• Follow up with the HR department one week 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.