The posting
About Tilray Brands, Inc.
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy, wellness and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.
Role Overview:
We are looking for a Senior Brand Manager to own marketing plans for Carlsberg and Kronenbourg 1664, two globally recognized European beer brands. Based on-site in New York and reporting to the VP, Brand, you will build and deliver the US-specific brand plans that turn a global brand vision into growth in American markets.
This role sits at the intersection of global brand stewardship and local market execution. You will be the primary day-to-day partner to the global Carlsberg brand team, translating global positioning, creative, and campaign platforms into plans that fit US consumers, distributors, and retailers. You will also be the voice of the US market back to the global team, making the case for where local adaptation will drive the business.
Key Responsibilities:
US Brand Strategy and Planning
- Develop and own the annual US brand plans for Carlsberg and 1664 Blanc, including positioning, consumer targeting, portfolio and innovation priorities, and volume and revenue goals.
- Translate global brand strategy, brand books and campaign platforms into US-relevant plans, adapting messaging, pack, price and channel strategy where the market requires it.
- Build tactical plans that support priority geographies, channels and consumer occasions.
- Lead the brands through the annual planning cycle, including long-range planning, budget submissions and quarterly business reviews.
Execution and Activation
- Deliver integrated marketing programs across media, digital and social, experiential, sponsorships, shopper and trade marketing.
- Partner with Creative, Digital & Social, Customer Marketing, and Events & Activation teams to bring plans to life on time and on budget.
- Build point-of-sale, promotional and sell-in tools that equip Sales and distributor partners to win in both on-premise and off-premise accounts.
- Manage US agency partners and briefs, ensuring work is on strategy, on brand and aligned with global brand guidelines.
Global Partnership
- Serve as the primary US point of contact for the global Carlsberg brand team, maintaining a regular cadence of planning, approvals and performance reviews.
- Secure global alignment and approvals for US plans, creative adaptations and local initiatives.
- Share US consumer insights, market performance and competitive learnings with the global team, and advocate for local needs in global planning.
- Adopt and adapt global assets and best practices from other markets to accelerate US execution.
Performance, Budget and Insights
- Own the brand A&P budget, tracking spend, forecasting and return on investment across programs.
- Monitor brand health, depletions, share and distribution data, and use syndicated and consumer insights to guide decisions.
- Report on brand performance to the VP, Brand, senior leadership and the global Carlsberg team, with clear recommendations and next steps.
Qualifications:
Required:
- Bachelor's degree in Marketing, Business or a related field.
- Seven or more years of brand management or marketing experience, with a track record of building and executing annual brand plans.
- Experience in the alcoholic beverage category, with beer strongly preferred.
- Experience working on global brands and translating global strategy into localized market plans.
- Working knowledge of the US three-tier system and how to partner with distributors, chain retail and on-premise accounts.
- Strong financial acumen, including budget ownership and ROI analysis.
- Excellent communication and stakeholder management skills, with the ability to influence across a matrixed, global organization.
Preferred:
- Hands-on marketing experience in the Miami or Los Angeles markets, including knowledge of local consumers, on-premise culture and key accounts.
- Experience with imported or premium European beer brands.
- Experience managing brands for an international brand owner in an importer, licensee or partnership model.
- Experience engaging multicultural consumers, including Hispanic consumers.
- MBA or equivalent advanced degree.
What Success Looks Like:
In the first year, success means a clear, globally aligned US plan for each brand that the organization has rallied behind, a strong working rhythm with the global Carlsberg team, and measurable progress on distribution, depletions and brand health in priority markets. The right person will be known internally as the owner of these brands and externally as a trusted partner to distributors, accounts and agencies.
Compensation:
The expected annual base salary range for this role is $115,000 - 140,000. Please note that the actual offer will be determined based on your skills, experience, education, market benchmarks, and internal equity.
Total Rewards:
At Tilray Brands, we recognize the importance of comprehensive total rewards. We provide:
- PTO & Paid Personal Time Off
- 401K
- Performance Based Incentives
- Medical, Dental, Vision and Supplemental Insurances
- Employee & Family Assistance Program
- Growth and Internal Mobility Opportunities
Tilray welcomes applications from all qualified individuals and is committed to employment equity and diversity in the workplace.
Accommodations are available for applicants with disabilities throughout the recruitment process. If you require accommodations for interviews or other meetings, please advise when submitting your application.
Please note that Tilray does not authorize, engage, or sponsor any consultants, agencies or organizations that seek certain personal or financial information from you (e.g. passwords, login ids, credit card information). Tilray does not charge any application, processing or onboarding fee at any stage of the recruitment or hiring process.
Tilray does not accept unsolicited resumes from any source other than directly from a candidate. Any unsolicited resumes sent to Tilray or any of its subsidiaries, directly or indirectly, will be considered Tilray Brands, Inc. property. Tilray will not pay a fee for any placement resulting from the receipt of an unsolicited resume. A recruiting agency must first have a valid, written and fully executed agency agreement contract for engaged services to submit resumes.
