Director, Product Marketing & Strategy

Village Farms International (Nasdaq: VFF) is a vertically integrated global leader in cannabis and plant-based consumer packaged goods, and sustainable innovation. As one of North America’s longest-standing produce operators built on decades of expertise, we’re a company where growers, innovators, and creators come together to shape the future of high performing plant-based brands, globally.

Joining Village Farms means joining a global team built on purpose, integrity, and ambition. Here, we grow people, ideas and possibilities.

The Opportunity
As part of the Brand Team, you will lead product strategy and product marketing across our portfolio of brands, defining what our products mean for the brand and consumer, why they matter, and how they are positioned and brought to life in market. You’ll connect brand strategy, consumer and market insights, and commercial opportunities to shape differentiated product portfolios and compelling consumer propositions, with the brand promise and product experience at the core.

What You’ll Do
Lead Brand Product & Portfolio Strategy

Develop and own the product strategy and vision, product architecture and product guidelines for each brand, defining how each brand participates across categories to meet consumer needs and drive future growth.

Translate brand positioning and target consumer needs into clear product principles for each brand, ensuring products reinforce what each brand stands for and create meaningful differentiation across the portfolio.

Leverage consumer, brand, category, competitive and commercial insights to identify opportunities that strengthen how each brand comes to life through its products, meets consumer needs and delivers on the brand promise.

Develop Consumer-Led Product Propositions & Experiences

Turn consumer needs, market opportunities and product ideas into compelling branded product propositions with a clear target consumer, need state, benefit, reason to believe and value proposition.

Translate new technologies, product formats, packaging solutions and other innovations identified by Product Development & Innovation into relevant consumer-facing propositions that align with the appropriate brand and product strategy.

Develop clear brand-led product briefs that define the desired consumer experience and key brand and commercial requirements to guide cross-functional partners.

Ensure new products solve a meaningful consumer need, deliver the intended brand experience and have a clear point of differentiation and role within each brand.

Shape a Distinct & Disciplined Branded Product Portfolio

Maintain a holistic view across multiple brands and categories, ensuring each brand serves a distinct consumer and strategic role through its product portfolio while minimizing overlap.

Establish clear product territories and guardrails for each brand, defining where and how brands can credibly stretch into new product lines and categories while protecting brand meaning and distinctiveness.

Define the architecture across product lines within each brand, ensuring clear distinction between offerings while maintaining a cohesive brand family through consistent brand coding and visual cues.

Partner with the Brand Director to ensure product strategy and brand strategy remain tightly connected, with product lines delivering a tangible expression of each brand's positioning.

Evaluate new product opportunities through a consumer, brand and business lens, balancing market potential, brand fit, differentiation, scalability and profitability.

Lead Product Positioning & Story in Market

Translate product strategy into clear, differentiated product propositions that connect consumer needs, product benefits and the brand promise.

Define the product story, key…