Brand Manager

Kanva Botanicals, headquartered in Boise, Idaho, is a growing botanical company known for its kratom, kava, and products, sold through convenience, grocery, and specialty retailers. In 2027, Kanva will expand its portfolio with the launch of a sparkling kava and kanna beverage, taking the brand into the sparkling beverage category. The Brand Manager will play a key role in bringing this new line to market.

The Brand Manager is responsible for the strategy, planning, and commercial performance of the company's products. Reporting to the VP of Marketing, this position owns brand positioning, product marketing and launches, integrated marketing campaigns, retail and trade marketing programs, consumer insights, and brand performance reporting.

The Brand Manager translates the brand strategy into annual plans and executes them through the creative team, external agencies, and cross-functional partners. Working closely with Sales, Operations, QA/Regulatory, and Finance, the Brand Manager ensures every product, campaign, and retail program builds brand equity and drives profitable growth.

Because the company operates in the regulated kratom and kava category, the role is also responsible for ensuring that all marketing activity follows approved compliance requirements. The position is accountable for launch execution, marketing return on investment, brand consistency, and management of the brand budget.

NOTE

This job description in no way implies that these are the only requirements and/or job duties/responsibilities to be performed by the incumbent. At all times, employees will be required to follow any instructions and to perform any duties as seen necessary by the requesting supervisor, manager or member of the executive management team.

JOB DUTIES & RESPONSIBILITIES

1. Develop and maintain the positioning, messaging architecture, and value proposition for each brand, aligned with the brand platform set by the VP of Marketing.

2. Define and maintain target consumer profiles and personas using consumer research, sales data, and market insights.

3. Develop annual brand plans that include objectives, key initiatives, budgets, timelines, and success metrics.

4. Monitor the competitive landscape across the kratom, kava, functional beverage, and energy categories, and report on competitor pricing, launches, distribution, and positioning.

5. Serve as the internal voice of the brand, ensuring that all teams understand and apply the brand positioning and standards.

6. Support brand architecture and portfolio decisions, including new brands, line extensions, and SKU rationalization.

Product Marketing & Launches

1. Lead go-to-market planning for new products, line extensions, and packaging changes from concept through launch and post-launch review.

2. Develop product briefs covering target consumer, positioning, approved claims, pricing recommendations, and launch timing.

3. Partner with Operations, Production, and QA/Regulatory on product development timelines, flavor and format decisions, and packaging requirements.

4. Write creative briefs and develop and approve marketing copy and product content for packaging, website, e-commerce, and sales materials.

5. Develop pricing and promotional strategies in partnership with Sales and Finance.

6. Conduct post-launch analysis and recommend adjustments to marketing, distribution, or product strategy.

Integrated Marketing & Campaigns

1. Plan and execute integrated marketing campaigns across digital, social, email, influencer, experiential, and in-store channels.

2. Own and maintain the annual marketing calendar, coordinating launches, campaigns, promotions, and events.

3. Brief and direct the Graphic Designer and external agencies, ensuring all work is delivered on time, on budget, and on brand.

4.Manage the creator, ambassador, and influencer programs, including partner selection, agreements, content approvals, and disclosure compliance.

5. Oversee social media and content strategy, including content planning, community engagement, and performance optimization.

6. Plan and manage sampling programs, events, and experiential activations.

Retail & Trade Marketing

1. Develop retail marketing programs, including point-of-sale, merchandising, and in-store promotions, for convenience, grocery, and specialty channels.

Build sell-in stories, line review presentations, and category insights that help Sales secure and grow distribution with retailers and distributors.

Plan trade promotions with Sales and evaluate the return on trade spend.

Coordinate the company's trade show presence, including booth planning, materials, and follow-up programs.

Monitor retail execution through field reports and store audits, and work with Sales to close execution gaps.

Consumer Insights & Performance Reporting

1. Track brand performance, including sales, velocity, distribution, market share, awareness, social engagement, and campaign results, using syndicated data (e.g., SPINS, Circana, NielsenIQ) where available, distributor and retailer data, and digital analytics.

2. Prepare monthly brand performance reports with insights and recommendations for the VP of Marketing and the executive team.

3. Conduct consumer research, including surveys, product reviews, and social listening, to inform brand and product decisions.

4. Measure campaign and promotion results, and reallocate spend toward the highest-performing programs.

Regulatory & Category Compliance

1. Ensure all marketing copy, packaging content, and promotional claims are reviewed and approved by QA/Regulatory

before release, and that no unapproved health, medical, or therapeutic claims are made.

2. Apply age restrictions (e.g., 21+ where required) to marketing, events, sampling, and influencer partnerships, and use age-appropriate talent and imagery.

3. Work with QA/Regulatory to stay current on state requirements, including state Kratom Consumer Protection Acts, and adjust marketing and distribution plans as needed.

4. Plan digital and social activity within the advertising policies of platforms that restrict kratom and kava products.

5. Escalate regulatory questions to QA/Regulatory. This role implements approved compliance requirements; it does not interpret regulations or approve compliance content.

Budget, Vendor & Project Management

1. Manage the brand marketing budget, tracking spend against plan and reconciling monthly with Finance.

2. Manage agencies, vendors, and creative partners, including scopes of work, contracts, purchase orders, and invoices.

3. Manage multiple concurrent projects, documenting all active work in the company's project tracking system with status, owners, and deadlines.

4. Use generative AI and marketing automation tools within company guidelines to increase output and efficiency, ensuring all results meet brand, legal, and compliance standards.

Compensation and Benefits

• At Kanva Botanicals, we offer a industry competitive salary, bonus programs and an excellent benefit package.
• Our benefits include: 1.

Medical, dental and vision insurance

CWL pays 100% of the premiums for employees on our base plan.

2. Free dependent coverage: at the first open enrollment after your two-year work anniversary, you can add your dependents at no cost to you.

3. Premium plan upgrade: at that same open enrollment, you can also move to our premium medical plan, with premiums fully covered for you and your family.

4. 401(k) retirement plan with a company match.

5. Two weeks of paid time off each year.

Most of all, we offer a great place to work. At CWL, Kanva Botanicals, we treat each other like family. We support one another, celebrate wins together, and make sure every team member feels valued.

Qualification Requirements

1. 4–6 years of brand or product marketing experience, including at least 2 years in brand management at a consumer packaged goods company.

2. Experience in beverage, functional beverage, energy, supplement, or another regulated category strongly preferred; experience with kratom, kava, hemp, or alcohol brands a plus.

3. Proven track record of launching new products and managing a brand budget.

4. Experience marketing through convenience store, grocery, or specialty retail channels, including distributor and broker sales models.

5. Proficiency with syndicated data (SPINS, Circana, or NielsenIQ), sales analytics, and Excel; ability to turn data into clear recommendations.

6. Experience with digital, social, and influencer marketing, including work within platform advertising restrictions.

7. Experience managing agencies, creative teams, and vendors.

8. Excellent written and verbal communication skills, including writing creative briefs, marketing copy, and executive presentations.

9. Strong project management skills and the ability to manage multiple priorities and deadlines.

10. Strategic thinker who is also a hands-on executor.

11. Demonstrated ownership, accountability, and independent problem-solving.

12. Commitment to accuracy, quality, confidentiality, and brand integrity.

13. Ability to travel occasionally to trade shows, retail markets, events, and company headquarters.

Equal Opportunity

Employer

CWL Brands is an equal opportunity employer. We are committed to a workplace where everyone is treated with dignity and respect.

All qualified applicants will receive consideration for employment without regard to race, color, religion, creed, sex, pregnancy, sexual orientation, gender identity, gender expression, marital status, national origin, ancestry, age, disability, genetic information, military or veteran status, hairstyle or hair texture, lawful off-duty activity, or any other characteristic protected by federal, state, or local law.