Brand Manager-Dee Thai & ICED

Natura Life + Science•Sacramento, CA

10d

About The Position

Natura Life + Science is hiring a Brand Manager to drive growth for Dee Thai and ICED, two cannabis brands with distinct audiences and positioning. The role owns brand growth at the SKU and store level, including placements, merchandising, marketing materials, promotions, and field and budtender engagement. The Brand Manager works with sales, design, field teams, and creators, while taking direct responsibility for ensuring opportunities are implemented in stores. This is a hands-on role involving store visits, shelf resets, and installation of vinyl and displays. The team is AI-first, and the Brand Manager will use Claude daily for work such as brand playbooks, store visit reports, competitive analysis, and campaign briefs. The employee will build a scorecard with leadership during the first 30 days and then own weekly results. The position reports to the VP of Product & Sales. The role requires regular travel to stores across California, particularly in priority markets, and work in field, retail, and office environments. Occasional evening and weekend work is required for launches and events. The job regularly involves exposure to raw cannabis flower and other cannabis-derived materials and products. Compensation is a base salary of $80,000–$110,000, depending on experience, plus a performance bonus tied to the employee's scorecard and mileage reimbursement. Benefits include medical, dental, vision, life insurance, and a 401(k) with matching. Visa or H-1B sponsorship is not available.

Requirements

At least 3 years of experience in brand management, trade marketing, or brand-side field marketing.
Previous experience growing a brand and ability to explain how that growth was achieved.
Deep, genuine passion for cannabis products, the plant, and the culture; familiarity with cannabis brands, retail shelves, and dispensary conversations.
Ability to articulate brand identity, target audience, and competitive advantage and translate positioning into shelf execution, materials, and talking points.
Strong awareness of relevant trends and judgment about which trends fit each brand.
Hands-on store experience, including resetting shelves, installing vinyl and displays, and speaking with budtenders.
Initiative and ability to independently pursue and implement opportunities.
Bachelor's degree in Marketing or a relevant field, or equivalent brand-building experience.
Comfort using Odoo and Monday.com or similar tools, and consistently logging work the same day.
Willingness to use AI tools daily; training on the company's tools will be provided.
Must be at least 21 years old.
Valid California driver's license and reliable vehicle; mileage is reimbursed.
Ability to travel regularly to stores across California.
Ability to install displays and vinyl, reset shelves, and transport marketing materials.
Ability to walk and stand for sustained periods and lift and carry at least 50 pounds.
Ability to use hands, fingers, and arms to grasp, pull, twist, reach, and push; operate basic tools such as wrenches, screwdrivers, and torque wrenches; and push, pull, and stop carts and trolleys.
Ability to see, hear, and communicate basic operational and safety instructions; may need to lie on the floor or climb stairs and wear hearing, eye, respiratory, hot/cold, or fall protection.

Nice To Haves

Cannabis industry experience is strongly preferred.
Experience in culture-driven consumer packaged goods, such as beverages, snacks, or streetwear, is valued.

Responsibilities

Know each Dee Thai and ICED SKU, including its placement, pricing, sales movement, and needs; build and work an opportunity list door by door.
Sharpen and maintain distinct positioning and brand stories for Dee Thai and ICED across packaging, shelves, social posts, and budtender pitches.
Track cannabis, flavor, and street-culture trends and translate relevant developments into brand actions.
Identify and pursue store placement and merchandising opportunities, including displays, vinyl, and signage; install materials and reset shelves during store visits.
Ensure brand marketing materials—including shelf talkers, displays, sell sheets, training content, and playbooks—are created, current, delivered, and present in stores, working with Brand & Design as needed.
Plan both brands into major sale days, maintain their marketing-calendar slots, and own promotional mechanics by account.
Support field teams and budtender training with brand and product information; conduct ride-alongs and in-person training.
Log every store visit in Odoo on the same day with photos, notes, and actions, and track brand status in Monday.com.
Build a scorecard with leadership during the first 30 days and own the brand results weekly.
Use AI tools, including Claude, for brand playbooks, store visit reports, competitive analysis, and campaign briefs.