Brand Director, East Brands (Tilray Beverages)

Tilray•Atlanta, GA

2d•Onsite

About The Position

Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a 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. Ready to make waves in the craft beer world? We're looking for a dynamic and experienced Brand Director who will spearhead the development and execution of long-term brand and commercial strategies for a portfolio of iconic regional craft breweries—including SweetWater Brewing, Montauk Brewing, Terrapin Brewing, Breckenridge Brewery, Blue Point Brewing, Atwater Brewery and Revolver Brewing. This role will manage a team of brand managers regional events/activation managers and collaborate closely with cross-functional teams—including centralized marketing functions, finance, operations, and sales. This role demands a strategic thinker with deep expertise in the 3-tier system and a proven track record in brand management. You'll be responsible for driving P&L performance, crafting bold brand strategies, and executing initiatives that accelerate high-growth brands while revitalizing iconic legacy names and keeping the craft spirit alive while evolving marketing efforts in a changing market. The ideal candidate combines visionary leadership with hands-on execution, blending creativity and analytical rigor to deliver measurable results. If you thrive on building brands that inspire while delivering to the bottom line, we want to hear from you. This role is open to candidates in Atlanta, GA or New York, NY (with travel to regional brewery locations).

Requirements

10+ years of progressive experience in brand marketing, preferably in beverage, CPG, or lifestyle brands. Experience with the three-tier system strongly preferred.
Proven success managing multiple brands within a portfolio structure.
Excellent analytical and organizational skills
Self-starter with an ability to take brand objectives and strategic direction and develop a comprehensive strategic approach to achieve brand goals.
Ability to convey brand messages in an exciting and interactive manner, outgoing, organized, professional, with strong attention to detail, flexible and able to adapt well to challenging and ever-changing situations, high energy level and a “get it done” attitude.
Strong leadership and team development chops. Experience leading cross-functional teams to deliver integrated campaigns.
Expertise in integrated marketing, digital strategy, and experiential activations.
Exceptional problem-solving ability.
Proficient with MS Office Suite (Word, Excel, PPT).
Experience working with a budget and P&L.

Responsibilities

Brand Strategy & Positioning
Brand Plan Execution: Align marketing initiatives with strategic objectives, ensuring consistent brand growth and profitability.
Define brand architecture and keep messaging consistent across every pint, post, and party.
Marketing Leadership
Lead a team of passionate marketers to deliver campaigns and programs that are high quality and consistent across every channel.
Oversee creative development, media planning, and activations across digital, social, experiential, and retail.
Portfolio Management
Balance the unique personalities and various business lifecycles of our regional craft brands while finding smart ways to share resources and amplify impact.
Spot opportunities for seasonal brews, collaborations, and limited releases that keep our brands engaged in the craft community.
Consumer Insights & Analytics
Tap into data (pun intended) to guide strategy, optimize spend, and measure ROI.
Stay ahead of trends, consumer behaviors, and where the industry is heading.
Cross-Functional Collaboration
Partner with Sales, Operations, Tap Rooms and Finance to make sure marketing drives distribution and revenue.
Work closely with brewery teams to keep things authentic and local—because craft is all about community.