Brand Manager

This role is open across Canada. While based in Vancouver, BC, we’re open to candidates from other provinces who are willing to relocate, with relocation support available.

At Rubicon Organics, our vision is to be the most trusted house of premium cannabis brands – creating elevated experiences for people everywhere. Our mission is to build brands people believe in by delivering elevated experiences in all we do. Through uncompromising quality, purposeful innovation, and trusted partnerships, we create products and relationships that enrich lives and help shape the future of cannabis.

The Brand Manager is responsible for stewarding and growing the health of our brands through insight-led strategy, disciplined planning, and strong cross-functional execution. Acting as the custodian of the brand, this role ensures brand positioning continues to evolve in line with consumer and shopper insights, while delivering commercial impact across channels. As a core member of the Marketing team, the Brand Manager champions Rubicon Organics’ mission, vision, and values, inspiring passion for our brands across the organization.

This role is based in our Downtown Vancouver office and reports to the Senior Brand Manager.

Key Responsibilities

Brand Strategy & Leadership

• Serve as the custodian of the brand, ensuring continued progression of brand health through an evolving brand positioning grounded in consumer and shopper insights.
• Lead the annual brand planning cycle, developing clear, executable strategies embedded across the organization.
• Champion Rubicon Organics’ mission, vision, and values, fostering passion for the brands across the business.
  
  

CPG-Style Portfolio Management (experience Required)

• Prior portfolio management and CPG experience is required for this role.
• Own and evolve the brand portfolio strategy by leveraging consumer, competitive, and market insights to ensure relevance in an ever-changing cannabis landscape
• Continuously assess portfolio performance across all product formats (flower, vapes, edibles, etc.) and identify opportunities for optimization, expansion, or rationalization
• Lead SKU lifecycle management, including new product launches, renovations, and discontinuations based on performance data and strategic priorities
• Partner cross-functionally with sales, product development, and operations to ensure portfolio decisions are commercially viable and aligned with supply chain realities
• Identify whitespace opportunities across categories, formats, and price tiers to drive incremental growth and capture emerging consumer needs
• Establish clear portfolio roles and guardrails (e.g., hero SKUs, innovation drivers, margin builders) to ensure a cohesive and strategic assortment

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• Monitor and analyze competitive activity and market trends to inform proactive portfolio adjustments
• Utilize data-driven frameworks to evaluate product performance, including velocity, distribution, market share, and profitability
• Develop and maintain product roadmaps aligned with brand strategy, seasonal demand, and innovation pipelines
• Drive pricing and pack architecture strategies to optimize margin, accessibility, and consumer appeal
• Ensure consistency in brand experience across all product formats while tailoring offerings to specific consumer use cases
  
  

Brand Development & Activation

• Develop and execute through-the-line (TTL) activation briefs aligned with the annual brand plan to drive awareness, conversion, and brand equity.
• Collaborate with innovation and cross-functional partners on new product development, product improvements, value engineering initiatives, and launch strategies.
• Define and communicate clear, compelling product unique selling propositions to ensure strong market differentiation.
• Own and protect the brand’s visual and verbal identity, ensuring consistency across packaging, logos, messaging, and all consumer touchpoints.
  
  

Data-Driven Insights & Performance

• Own brand health tracking and performance measurement across key metrics including awareness, trial, penetration, brand equity, value and volume share, distribution, rate of sale (ROS), forecasting accuracy, and price compliance.
• Monitor market trends, consumer research, and competitive activity to inform strategy and proactively mitigate risks or capitalize on opportunities.
  
  

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Commercial & Sales Partnership

• Maintain ownership of the full brand P&L, with a focus on driving gross margin through COGS optimization and sales efficiencies.
• Partner with the sales team and senior commercial strategist to develop channel strategies, including assortment planning, merchandising, pricing, pack sizing, and new business opportunities.
• Track new product distribution, execution, and performance to ensure commercial objectives are met.
  
  

Marketing Communications

• Develop and oversee execution of data-informed marketing strategies with a strong focus on digital channels.
• Measure, analyze, and report on campaign performance, assessing KPIs and ROI to optimize effectiveness.
  
  

Budget Management

• Develop and manage the brand marketing budget, allocating resources to maximize return on investment.
  
  

People Management

• Lead, mentor, and inspire marketing team members and cross-functional contributors involved in brand execution.

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• Set clear goals, conduct regular performance reviews, and provide constructive feedback to support development and performance.
• Recognize and celebrate team achievements, fostering a positive, motivated, and collaborative culture.
  
  

Why Rubicon?

• Salary of $80,000–$95,000 with 15% bonus potential and a monthly phone stipend.
• Relocation budget of up to $10,000.
• Flexible hybrid schedule (3 days in the office) and unlimited vacation.
• Dog-friendly office – because great teams include four-legged coworkers too.
• Medical and dental benefits after 3 months.
• Opportunities for learning, growth, and career development as the company continues to expand.
• Be part of a team that values quality, compliance, and doing things the right way.
• Join a publicly listed, mission-led company focused on sustainability and product excellence.
• Work in a collaborative environment with smart people who value initiative and curiosity.
  
  

We believe hiring should be a human process. Every application is reviewed by our team, and we do not use artificial intelligence or automated tools to screen, rank, or make decisions about candidates.

We take a deliberate approach to evaluating each applicant based on their experience, skills, and potential, ensuring every candidate is considered thoughtfully and fairly.