Brand Manager
Description
Cronos is an innovative global cannabinoid company committed to building disruptive intellectual property by advancing cannabis research, technology, and product development. With a passion to responsibly elevate the consumer experience, Cronos is building an iconic brand portfolio. Cronos’ diverse international brand portfolio includes Spinach®, PEACE NATURALS® and Lord Jones®. For more information about Cronos and its brands, please visit: https://thecronosgroup.com/.
Cronos Group is seeking a Brand Manager. This role reports to the Head Of Marketing Israel, but works closely with global & local cross-functional partners including Operations, Design, Procurement, Quality Assurance, Sales, Legal/Regulatory, and R&D.
Key Responsibilities:
• Responsible for the commercialization process for new product launches managing projects from inception through launch, securing new vendors, equipment, and packaging
• Assess the market sizing of potential new categories leveraging a consumer, company, and competitive analysis while considering price, product, promotions, and placement
• Create a strategic 1-year innovation pipeline including buy or build decisions
• Develop integrated new product launch campaigns with a focus on building awareness
• Drive break-through creative work from agency partners with a focus on building brand equity and establishing key points of differentiation
• Develop POS and online resources for product launches with a focused attention to detail
• Partner with sales to develop customer sell-in presentations and new marketing materials for launches
• Collaborate with sales and retail partners to effectively execute commercial plans and to develop programing for key customers
• Develop activation initiatives and promotions while overseeing execution
• Assist with trade/consumer publications
• Perform consumer market segmentations and facilitate new category/IP development while considering both top and bottom-line growth
• Build cost estimates while working with R&D and Operations to build P&Ls for new products/line extensions
• Manage, develop and coach your team, fostering a learning environment to grow their capabilities with an emphasis on innovation, collaboration, and accountability
• Act as a player and coach, digging in and helping your team reach their end results, while developing your team to operate at peak performance
• Communicate trends and consumer insights while assessing the competitive landscape both domestically and internationally
• Facilitate pricing suggestions and establishing payback periods based on CapEx investments
• Collaborate with cross functional teams (R&D, Supply Chain, Finance, QA, Operations, Design, etc.) to ensure strong business plans and execution
• Assist with building new vendor relationships
• Create launch plan revenue projections, on-going forecasting, and consumption reports based on POS data
• Manage and track A&P budgets
Qualifications:
• Bachelor’s degree, preferably in Business, Marketing or related subject matter, advanced degree is a plus
• 7+ years’ relevant experience; consumer goods/alcohol experience
• Prior experience in the commercialization process involving new product launches
• Experience with digital marketing tools and techniques
• Proficient in Microsoft Word, Excel, PowerPoint, and Outlook
• Experience analyzing consumer research and syndicated data/trends
• Familiarity with distribution channels and media marketing campaigns
• Self-starter and endlessly curious to explore new ways to drive the business forward as if it were your own
• Eager to research and create new business relationships independently
• Team orientated with a successful track record based on executing cross-functional projects
• Excellent communication skills and adept at managing multiple stakeholders in a matrix environment
• Set an agenda and chart course forward in a lean team environment
• Fearless in your aptitude to quickly assess a situation, using data and logic to make tactical decisions
• Think out-of-the box and drive creative solutions
• Adept at interpreting and applying understanding of key financial indicators to make better business decisions and manage budgets
• Experience involving product pricing, packaging and brand positioning
• Passion for the consumer with creative thinking and problem-solving skills
• Highly organized, with the ability to manage multiple priorities, work threads, team members, and stakeholders
• B2B as well as B2C marketing experience – Strong advantage
• Strong project management skills with the ability to manage multiple priorities simultaneously.
• Travel 15% of the time
Job Specific Skills (Languages, S/W, systems, etc.'):
Excellent verbal and written communication skills in Hebrew and English - must
We are committed to fostering a diverse and inclusive work environment, and we welcome and encourage applications from people with disabilities and people with diverse backgrounds, identities, and cultures. For candidates with disabilities, accommodations are available upon request in all phases of the selection process.