Marketing Manager, Tap Rooms

About Tilray Brands, Inc. Tilray Brands, Inc. ("Tilray") (Nasdaq: TLRY; TSX: TLRY), is leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy, wellness and create memorable experiences.

Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.

Position Summary:

The Marketing Manager, Tap Rooms leads the marketing strategy and execution for Tilray Beverages’ portfolio of tap rooms and brewpubs. Reporting to Jeff Evans, VP of US Retail, this role is responsible for driving guest traffic, dwell time, repeat visitation, and revenue across our tap room footprint through a compelling calendar of localized programming, digital and social marketing, events, partnerships, and on-brand guest experiences.

The Marketing Manager serves as the connective tissue between the central brand and marketing teams and the on-the-ground tap room teams — translating national brand strategy into locally relevant, high-energy consumer touchpoints that build community and grow the business. The role partners closely with the Digital & Social, Creative, Brand, and Customer Marketing teams, as well as individual tap room managers, to plan, launch, and measure programs that make our tap rooms the destination of choice in every market we operate.

• Develop and own the annual tap room marketing calendar and go-to-market plan across the portfolio, aligned to brand objectives and revenue goals.
• Drive foot traffic, dwell time, and repeat visitation through localized campaigns, promotions, loyalty, and seasonal/tentpole programming — beer releases, live music, and game-day/sports moments (e.g., World Cup tap room activations).
• Partner with the Digital & Social Marketing team on local content, paid media, email/CRM, and online reputation management (Google, Yelp, social sentiment) for each tap room.
• Build scalable programming frameworks and playbooks that individual tap room teams can localize and execute consistently across markets.
• Own in-venue tap room brand standards — menus, signage, merchandise, and on-site creative — in partnership with the Creative team to ensure a premium, on-brand guest experience.
• Lead marketing for new tap room openings, including launch playbooks, grand-opening activations, and local awareness campaigns.
• Develop and manage local community and partnership marketing (food trucks, local vendors, sponsor ships, charity nights, merchant/association partnerships) to embed each tap room in its community.
• Coordinate with Brand Managers to activate national brand moments and product launches at the tap room level.
• Partner with Customer Marketing on branded merchandise, POS, and retail assets tailored to the tap room environment.
• Manage the tap room marketing budget: planning, allocation, PO/invoicing, vendor management, and ROI tracking.
• Analyze performance across traffic, revenue, events, and digital engagement; deliver regular reporting, event recaps, and quarterly business reviews to leadership.
• Serve as the primary marketing liaison between the tap room / retail organization and the central marketing function, sharing best practices across sites.

• Creative programming mindset — able to build and sustain a vibrant, revenue-driving events and promotions calendar.
• Strong grasp of local, field, and experiential marketing; able to translate national brand strategy into locally relevant activations.
• Data-informed: comfortable using traffic, sales, digital engagement, and guest-sentiment data to guide decisions and measure ROI.
• Excellent project management and organization; able to manage multiple sites, programs, and deadlines simultaneously.
• Strong cross-functional collaborator across brand, digital/social,…