The Opportunity

The Head of Portfolio & Brand Strategy is responsible for defining and driving the long-term portfolio and brand agenda for Canopy Growth's Adult Use business.

As a key member of the leadership team, this role oversees portfolio strategy, brand architecture, annual business planning, brand investment decisions, and enterprise-wide resource allocation across the marketing organization.

The role serves as the steward of the company's brand portfolio, ensuring that each brand has a clear strategic role, differentiated positioning, and an optimized level of investment to deliver sustainable growth.

Reporting directly to the President, Canada Adult Use, the Head of Portfolio & Brand Strategy leads a team comprised of Brand Managers, a creative lead, and Digital Marketing Manager while partnering closely with the Head of Innovation, VP Sales, and Director of Trade Marketing to develop integrated commercial plans that drive market share, revenue growth, and profitability.

Key Responsibilities

Leadership Responsibilities

• Lead, coach, and develop a high-performing marketing team.

• Build a culture of strategic thinking, accountability, creativity, and consumer-centric decision-making while ensuring organizational resources are aligned with business priorities.

Portfolio Strategy & Management

• Own the overall portfolio strategy across all adult use brands and product categories.

• Define the role, purpose, and growth mandate for each brand within the portfolio.

• Identify opportunities for portfolio expansion, rationalization, premiumization, and innovation.

• Monitor portfolio performance and recommend strategic shifts to maximize growth and profitability.

• Lead category, competitive, and consumer analyses to inform strategic decisions.

Brand Architecture & Strategy

• Develop and maintain a clear and scalable brand architecture framework.

• Define positioning, target consumer segments, and value propositions across the portfolio.

• Ensure differentiated brand strategies that minimize overlap and maximize consumer relevance.

• Maintain consistency and discipline across all brand expressions and touchpoints.

• Oversee development of brand equity frameworks and long-term brand growth plans.

Annual Planning & Commercial Alignment

• Lead the annual brand planning process across all portfolio brands.

• Translate corporate growth objectives into actionable brand and marketing strategies.

• Partner with Commercial, Sales, Innovation, and Trade Marketing teams to align annual priorities and growth initiatives.

• Establish portfolio and brand KPIs and track performance against objectives.

Resource Allocation & Investment Management

• Own marketing resource allocation across brands, channels, and strategic initiatives.

• Evaluate investment opportunities and prioritize spending to maximize return.

• Manage annual budget planning and resource deployment.

• Establish processes to monitor marketing effectiveness and return on investment.

• Ensure resources are aligned to the highest-value growth opportunities across the portfolio.

Marketing Performance & Governance

• Develop reporting frameworks to measure portfolio, brand, campaign, and investment performance.

• Lead monthly, quarterly, and annual business reviews for executive leadership.

• Use market share, consumer, financial, and retail performance data to inform decision-making.

• Ensure brand teams operate within approved budgets and strategic priorities.

• Drive continuous improvement in planning, reporting, and resource management processes.

Creative & Digital Leadership

• Provide strategic direction to Creative and Digital team members to ensure all consumer-facing programs support brand objectives.

• Ensure integrated execution across brand, content, social, digital, and retail channels.

• Champion modern marketing capabilities and digital engagement strategies.

• Maintain a high standard of creative excellence and brand consistency.

Cross-Functional Collaboration

Serve as the primary marketing partner to:

Head of Innovation

• Align innovation pipeline priorities with portfolio and brand growth opportunities.

• Ensure new product development supports long-term strategic objectives.

• Participate in stage-gate and innovation commercialization processes.

VP Sales

• Align portfolio priorities with customer and provincial market strategies.

• Support revenue, distribution, and market share objectives through brand-led growth strategies.

• Ensure strong commercial integration between marketing and sales plans.

Director of Trade Marketing

• Translate brand strategies into effective customer and retail activation plans.

• Align national brand priorities with in-market execution opportunities.

• Optimize investment across trade and consumer-facing initiatives.

Qualifications

Required

• Bachelor's degree in Business, Marketing, Commerce, or related field.

• 10+ years of progressive brand, portfolio, or marketing leadership experience.

• Experience leading multiple brands within a consumer packaged goods, tobacco, beverage alcohol, consumer wellness, retail, or cannabis environment.

• Demonstrated success in portfolio management, brand architecture, and strategic planning.

• Proven people leadership experience managing and developing high-performing teams.

• Strong analytical, financial, and commercial acumen.

• Exceptional executive communication and stakeholder management skills.

Preferred

• MBA or equivalent advanced degree.

• Experience leading marketing organizations within highly regulated industries.

• Strong understanding of consumer insights, innovation, and omnichannel marketing.

• Experience managing multi-million dollar marketing budgets and investment portfolios.

Critical Competencies

• Portfolio Strategy

• Brand Architecture

• Strategic Planning

• Resource Allocation

• Commercial Acumen

• Consumer Insights

• Leadership & Talent Development

• Organizational Effectiveness

• Innovation Strategy

• Executive Presence

• Cross-Functional Influence

• Data-Driven Decision Making

• Success Measures

Other Details

This is a full-time, remote-first position based out of Ontario.

Benefits – extended health and dental coverage, paid vacation, and participation in our employer-supported retirement savings program

#LI-Remote

We appreciate your interest, and promise to review all applications, but we will only be contacting those who best fit the requirements.

Recruitment Process: All applications for this role are reviewed manually; no AI-based screening or ranking tools are used.

This post is for an existing vacancy.