Brand & Integrated Marketing Manager

JOB SUMMARY

Reporting to the EVP of Marketing, the Brand & Integrated Marketing Manager is a hands-on operator responsible for day-to-day stewardship of AWH's brand portfolio and translating strategy into high-quality execution. The role owns the integrated marketing calendar, launches, brand training and cross-functional coordination across Marketing, Retail, Wholesale, Loyalty/CRM and Commercialization.

The ideal candidate is a strong executor and relationship builder with cannabis industry knowledge, media fluency, sound commercial judgment and a high bar for quality and follow-through.

PRIMARY RESPONSIBILITIES

• Own day-to-day brand stewardship across the portfolio, translating enterprise brand and portfolio strategy into clear priorities, workplans and execution.
• Build and manage the integrated marketing calendar across campaigns, product launches, retail/wholesale activations, content, media and key cross-functional initiatives.
• Lead product launches and integrated campaigns from brief through execution, including objectives, target, channel plan, asset needs, timing, readiness, activation and measurement.
• Serve as the day-to-day connector across multiple marketing and XF partners, ensuring clear ownership, handoffs and timelines.
• Own launch readiness for NPD/commercialization, proactively identifying risks, resolving gaps and keeping teams aligned through launch and post-launch support.
• Develop and maintain brand training and launch materials for Retail, Wholesale, Trade and partner teams, ensuring consistent understanding and execution of brands and products.
• Act as a quality gate for brand execution, ensuring assets, messaging, campaigns and customer-facing materials meet brand standards before deployment.
• Partner with Performance Marketing and agencies on paid media planning, asset needs, activation and performance, ensuring brand and media plans work as one integrated program.
• Use consumer, category and market insights to identify brand, portfolio and activation opportunities and translate them into action.
• Partner with Trade Marketing and Wholesale/Sales to translate brand strategy into market and account programs, with Trade owning execution and Brand ensuring consistency.
• Manage assigned brand budgets and partner with Performance Marketing to assess campaign performance, ROI and KPIs; translate results into clear next actions.
• Support brand expansion and licensing initiatives by translating brand standards, positioning, training and launch requirements for external partners.
• Communicate priorities, status, risks and performance clearly to leadership and cross-functional stakeholders; use AI-enabled tools to improve speed and scalability while maintaining strong judgment and brand standards.

JOB REQUIREMENTS

• Bachelor’s degree preferred, ideally in Marketing, Business or a related discipline.
• 5+ years of progressive brand, integrated or consumer marketing experience, including direct experience in the cannabis industry.
• Manage multiple concurrent launches, campaigns, deadlines and stakeholders with strong attention to detail and executional quality.
• Excellent cross-functional leadership and relationship skills; able to influence without authority, create clarity and hold teams accountable while remaining collaborative.
• Experience with NPD, commercialization, go-to-market planning and launch management strongly preferred.
• Working knowledge of paid media, CRM, eCommerce and retail marketing, with the ability to connect channels into an integrated plan.
• Strong commercial acumen and analytical skills, with comfort using performance data and consumer/market insights to make decisions.
• Hands-on, self-directed working style with urgency, strong organization, judgment and follow-through.
• High personal bar for quality and consistency; willing to challenge work, identify gaps and drive improvements before execution.
• Strong communication skills; able to simplify complex workstreams and clearly communicate status, risks and decisions.
• Experience managing creative and/or media agency partners; proficiency with AI tools, PowerPoint, Excel and Monday.com.

PHYSICAL REQUIREMENTS

Continuously: Hearing; visual acuity

Frequently: Sitting; standing; walking; talking; repetitive use of hands/arms

Occasionally: Bending over; reaching overhead; pushing or pulling; grasping; subject to noise; lifting and carrying up to 25 lbs.

Not Applicable

Crawling; climbing; crouching; kneeling; balancing; repetitive use of legs; eye/hand coordination; fine manipulation; lifting or carrying over 25 lbs.

EEO STATEMENT

Ascend Wellness Holdings, LLC and its subsidiaries is an equal opportunity employer and celebrate the population of differences and does not discriminate in its hiring / hiring practices, regardless of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, or any other characteristic protected by law.

Nothing in this job specification restricts management’s right to assign or reassign duties and responsibilities to this job at any time. Critical features of this job are described under various headings above. They may be subject to change at any time due to reasonable accommodation or other reasons.

The above statements are strictly intended to describe the general nature and level of the work being performed. They are not intended to be construed as a complete list of all responsibilities, duties, and skills required of employees in this position.

This job description in no way states or implies that these are the only duties to be performed by the employee(s) incumbent in this position. Employees will be required to follow any other job-related instructions and to perform any other job-related duties requested by any person authorized to give instructions or assignments.

All duties and responsibilities are essential functions and requirements and are subject to possible modification to reasonably accommodate individuals with disabilities.

To perform this job successfully, the incumbents will possess the skills, aptitudes, and abilities to perform each duty proficiently. Some requirements may exclude individuals who pose a direct threat or significant risk to the health or safety of themselves or others. The requirements listed in this document are the minimum levels of knowledge, skills, or abilities.

This document does not create an employment contract, implied or otherwise, other than an “at will” relationship.