Senior Brand Manager

About this role

T.H.C. — Tend.Harvest.Cultivate. — is a multi-state cannabis portfolio company operating in Michigan and Nevada. We build and grow consumer cannabis brands across regulated markets, with a portfolio that includes 2 ODD, Newfrend, and Söze — each with distinct positioning, different consumers, and real shelf presence. We’re looking for a Senior Brand Manager to own the strategy, GTM execution, and brand management across our brand portfolio. This is not a support role. This is the person who holds the brand in one hand and retail reality in the other — and makes them work together.

Position Summary:

This position is ideally based in Grand Rapids, Michigan; however, qualified remote applicants will be considered.

Reporting to the VP of Marketing, the Senior Brand Manager is the day-to-day steward of T.H.C.'s brand portfolio — responsible for translating brand strategy into consistent, compelling execution across every consumer and trade touchpoint. This role owns the full brand lifecycle: from maintaining positioning, voice, and visual identity standards, to building and leading a repeatable go-to-market process that moves new SKUs from concept to shelf with cross-functional precision. The Senior Brand Manager serves as the connective tissue between creative partners, the field team, and retail channels — briefing creative work, directing marketing deliverables, and ensuring every launch shows up with clarity and impact.

Beyond launch execution, this role is a strategic intelligence engine for the portfolio. The Senior Brand Manager synthesizes competitive data, retail field signals, and consumer insights from platforms like BDSA, LeafLink, and SparkPlug into actionable positioning reads that inform leadership decisions. They design trade programming and budtender education tools that drive rate of sale at the shelf level and develop brand communication strategies that build awareness and loyalty with both consumers and retail partners....