Product Marketing Specialist – All Star Brands

Jars Cannabis-posted 1 day ago
Full-time • Mid Level
Troy, MI
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The Product Marketing Specialist will be responsible for driving go-to-market strategy, product positioning, and market insights across All Star Brands' portfolio. This role will bridge the gap between product development, sales, and marketing to ensure successful product launches, strong in-market performance, and consistent communication of product value. The ideal candidate understands how to translate product features into customer benefits while supporting sales enablement and operational execution.

  • Support the development and execution of go-to-market plans for new and existing products within the All Star Brands portfolio.
  • Assist in product lifecycle management, including market research, competitive analysis, pricing insights, and product performance tracking.
  • Collaborate with creative teams to produce product-focused assets such as sell sheets, product guides, launch materials, and digital content.
  • Work with third-party vendors to develop and maintain product merchandising, educational collateral, and sales enablement tools.
  • Conduct regular field visits to retail partners to assess product placement, gather consumer and budtender feedback, and identify opportunities for improvement.
  • Develop and deliver product education and budtender training to ensure retail staff understands key product differentiators and brand value propositions.
  • Coordinate and optimize in-store product merchandising, ensuring strong visibility, compliance, and alignment with product positioning.
  • Ensure all product marketing initiatives adhere to cannabis industry regulations and compliance standards.
  • Track, analyze, and report on key product performance and marketing metrics to measure effectiveness and identify areas for optimization.
  • Provide administrative support for new product development and R&D processes, including documentation, data organization, and project coordination.
  • Help maintain product and innovation roadmaps on asana, ensuring accuracy and cross-functional alignment.
  • Work closely with sales, operations, product development, and creative teams to ensure timely execution of product initiatives and marketing deliverables.
  • Partner with leadership to support key account programming, including product presentations, retailer-specific marketing assets, and sell-in support.
  • Assist with administrative duties including maintaining Asana boards, creating powerpoint decks, updating product roadmaps, and managing internal documentation.
  • Minimum 3 years of experience in marketing, product marketing, or related roles, preferably in the cannabis or CPG industry.
  • Strong understanding of product positioning, competitive analysis, and go-to-market strategy.
  • Ability to translate product features into clear, compelling value propositions for consumers and retail partners.
  • Experience collaborating with cross-functional teams including product development, sales, creative, and operations.
  • Strong communication, presentation, and organizational skills.
  • Ability to manage multiple projects in a fast-paced environment.
  • Ability to travel up to 25%.
  • Must be 21 years of age or older.
  • Must be willing to submit to a background check.
  • Health, Dental & Vision Insurance (full-time employees only).
  • Voluntary Life Insurance
  • FSA/PCMP Program
  • 401(k) Plan
  • Free Employee Assistance Program
  • Paid Sick Leave
  • Paid Holidays
  • Employee Discount.
  • Internal Growth Opportunities.
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