Senior National Director, Category Management

Senior National Director, Category Management

Department:
Product Development

Master Department:
Product Development

Reports To:

Chief Product Officer

Effective Date:
July 20, 2026

FLSA Exempt Status:
Exempt

Dream Fields is one of the top five cannabis companies in the industry through our leading #1 pre-roll brand, Jeeter. We are passionate about producing world-class marketing, high-quality, innovative products, delivering exceptional customer experiences, operating cutting-edge processes, and fostering an amazing company culture and thriving work environment. With over 1,500 employees, we are proud to be one of the most loved employers in the industry.

Dream Fields continues to experience exponential growth as one of the fastest-growing companies in the cannabis industry, aggressively expanding nationally into all legalized cannabis states.

The Senior National Director, Category Management serves as the single point of accountability for the business performance of one or more product categories, owning category strategy and integrated P&L performance across all states and products. This role is responsible for driving revenue growth, gross margin expansion, net pricing optimization, and trade investment decisions while aligning cross-functional teams around a unified category strategy.

Reporting to the Chief Product Officer, the Senior National Director, Category Management leads category planning, forecasting, portfolio optimization, and commercial decision-making in close partnership with Sales, Marketing, Supply Chain, Finance, Revenue Growth Management, and Product Development. This position leverages category analytics, market intelligence, and cross-functional collaboration to deliver profitable growth, improve forecast accuracy, and maximize category performance.

Category P&L Ownership

• Own and defend the category's financial performance against plan, including:
  • Revenue
  • Gross Margin
  • Net Price
  • Trade Spend
• Deliver monthly variance analyses and performance commentary.
• Lead quarterly portfolio and business reviews with executive leadership.

Integrated Category Leadership

• Serve as the single accountable owner for all significant category recommendations.
• Integrate input from Sales, Marketing, Finance, Supply & Demand Planning, and Pricing/RGM into one unified recommendation.
• Ensure every recommendation clearly demonstrates the impact on revenue, margin, and profitability.

Forecasting & Business Planning

• Lead the monthly category planning and forecasting process.
• Secure cross-functional alignment and sign-off on category forecasts.
• Present the official category forecast used by leadership for business planning.
• Maintain accountability for forecast accuracy and business performance results.

Growth Strategy & Execution

• Develop growth plans built on clearly defined opportunities, including:
  • Specific products
  • Target markets
  • Key customer accounts
  • Timelines
  • Accountable owners
• Ensure growth initiatives are measurable, evidence-based, and free of overlap or double-counting.

Business Performance & Recovery Planning

• Identify root causes of revenue, margin, volume, or share variances.
• Develop corrective action plans and recovery recommendations.
• Escalate key decisions through appropriate governance forums.
• Drive issues to resolution, ensuring performance gaps result in actionable decisions.

Portfolio Lifecycle Management

• Partner with Product Development to manage the category portfolio.
• Make launch, expansion, maintenance, and discontinuation recommendations based on:
  • Velocity
  • Distribution
  • Margin performance
  • Market opportunity
• Optimize portfolio effectiveness and overall category profitability.

Pricing & Trade Investment Governance

• Partner with Pricing and Revenue Growth Management (RGM) to evaluate pricing and promotional strategies.
• Approve promotions based on financial and P&L impact.
• Maintain pricing integrity and trade-spend guardrails.
• Escalate pricing and investment exceptions through established approval channels.

• Demonstrated ownership of a large-scale product or category P&L, including accountability for revenue growth, gross margin, net pricing, trade…