Brand Marketing Manager-Cannabis Industry

Shangri-La is a vertically integrated, multi-state cannabis operator with retail dispensaries across Connecticut, Ohio, and Missouri, and licenses in development in Delaware. Alongside our retail footprint, we build and market our own portfolio of consumer brands:
Borealis, our premium solventless and concentrate-forward brand;
Asteroid, our broadest portfolio brand spanning flower, vape, and edibles; and Loud, our vape-led value brand.

Connecticut is our brand launchpad. New brands, new SKUs, and new campaigns prove out in CT before rolling into Missouri, Ohio, and Delaware. This is a company in an active build phase, and the Marketing team is building the brand infrastructure that will carry the portfolio through multi-state expansion.

The Brand Marketing Manager owns the day-to-day stewardship and growth of Shangri-La's owned brand portfolio. This role translates brand strategy into campaigns, product launches, packaging, and in-market activation - and serves as the single point of accountability for brand consistency across retail, wholesale, and digital channels.

This is a builder's role, not a caretaker's. The portfolio is young, the brand standards are still being codified, and the campaign calendar is being written for the first time. The right person is equally comfortable presenting a positioning framework to executive leadership and personally writing the product copy, briefing the designer, and walking a dispensary shelf to see whether the work landed.

• Own and evolve brand positioning, architecture, and tier differentiation across Shangri-La dispensaries and product brands:
  Borealis, Asteroid, and Loud, including clear delineation of where each brand competes and who it is for.
• Maintain and enforce brand guidelines across every touchpoint: packaging, retail, wholesale collateral, digital, social, and in-store merchandising.
• Build and manage the annual brand campaign calendar against key demand windows (4/20, summer, fall, Green Wednesday, holiday), including budget allocation by brand and window.
• Translate consumer, category, and competitive insight into positioning recommendations that leadership can act on.

• Develop campaign platforms from concept through in-market execution - creative brief, messaging hierarchy, asset requirements, channel plan, and post-campaign read.
• Design core concept creative, write and edit brand and product copy, including brand guides, product one-pagers, budtender education materials, and packaging copy.
• Brief and direct internal design resource and outside freelancers; manage creative timelines and rounds of review to on-time delivery. Complete graphic design and production work as needed.
• Partner with the digital team to adapt campaign platforms into paid, owned, email, SMS, and social executions.

• Own the go-to-market plan for every new SKU and cultivar launch: naming, positioning, packaging, launch assets, sell-in materials, and education.
• Partner with cultivation, production, and wholesale leadership on the innovation roadmap, including format and formulation decisions that need to lock ahead of procurement deadlines.
• Build repeatable launch playbooks so each market launch gets faster and more consistent than the last.

• Manage packaging development and revisions end to end - dielines, artwork, state-required panel elements, and printer coordination.
• Maintain the brand asset library and the distribution workflow that gets approved assets to retail, wholesale, and partner teams without chasing.
• Audit in-market materials on a recurring basis and correct drift from brand standards.

• Partner daily with Retail Marketing, Wholesale Marketing and the Director of Sales & Retail Operations on sell-in narratives, retail + trade programs, and dispensary merchandising.
• Partner with Retail Marketing and Retail Operations to ensure owned brands are represented consistently and compellingly on our own shelves.
• Serve as the brand voice in joint-venture and white-label conversations, protecting brand standards regardless of who is producing the product.

• Own brand health reporting - distribution quality, velocity, advocacy, brand pull, and social - and translate the numbers into a clear point of view on what to do next.
• Track campaign and launch performance against defined objectives; present results…