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Product Marketing Manager

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The Product Marketing Manager is responsible for the go-to-market strategies, activities, and content for new and existing Substance products. You will help craft the messaging and positioning for products and you will conceive and develop innovative marketing programs and assets that drive demand and better enable sales teams. Attention to detail and an eye for quality, along with the ability to grasp and translate technical capabilities into benefits, is crucial.

In your role as a Product Marketing Manager you will be the expert in buyers, how they buy, and their buying criteria, then will transfer that knowledge to the sales channel.

This leader must build, cultivate, and maintain a strong working dialogue with Substance Purchasing and Sales teams. Specific areas of focus include the development and alignment of product roadmaps, marketing, messaging, pricing, content assets, delivery expectations, and related sales support for seamless delivery and execution of products in local and regional markets.

Additional responsibilities significant to this role include, but are not limited to, prioritizing product and client requirements with the Purchasing Team, executing on messaging in the market, as well as identifying and ensuring content plans that are aligned with product launch and sales strategies.

This role reports to the CEO directly, and the entire staff indirectly. The Product Marketing Manager will have critical leadership and contributor roles within the broader Substance organization.

The life of a Product Marketing Manager at Substance:

  • Product Positioning: lead the development of the positioning and messaging that differentiates our products in the market.

  • Sales Enablement: communicate the value proposition of the products to the sales team and develop the sales tools that support the selling process of new and existing products.

  • Product Launches: plan the launch of new products and releases and manage the cross-functional implementation of the plan.

  • Vendor Relations: act as brand ambassador for 3rd party vendors in-store and online, coordinating the acquisition and dissemination of brands’ creative assets and product features. Organize events with influencers, partner brands and the community at large.

  • Market Intelligence: do the research to be the expert on our buyers and our competition to drive all the outbound product assets, packaging, and pricing. Analyze data and trends to identify obstacles and opportunities and create action items to overcome or take advantage of these to increase market share.

  • Demand Generation: help develop the strategy and manage the marketing programs that drive demand for products.

To be successful you’ll need:

  • A combination of strong analytical and strategic thinking for insight with excellent verbal, written and interpersonal skills.

  • Demonstrated success defining, launching, and growing excellent products.

  • A team mindset with a proven ability to influence and lead collaboration between cross-functional groups.

  • To act as the critical architect of the interlock between Product, Marketing and Sales.

Minimum Educational and Experience Requirements

  • Bachelor’s Degree in Marketing, Communications, Business or related field.

  • Minimum of four years’ experience in product marketing with consumer products or services.

  • Multi-unit retail merchandising in-store and online.


    • Cannabis knowledge and passion to learn more

    • Ability to maintain composure in stressful situations

    • Strong ethics and integrity

    • Ability to perform repetitive tasks

    • Strong attention to detail

    • Impeccable customer service skills

    • Ability to comprehend evolving state laws

    • Ability to deal with ambiguity

    • Strong sales and relationship building skills

    • Ability to multitask

    • Ability to set goals and achieve them

    • Strong ability to prioritize

    • Excellent organizational skills

    • Ability to use a scale

    • Knowledge of weights and measures and the capacity to learn them

    • Ability to run pre-roll production and packaging equipment

    Special Demands:

    • Lifting of heavy objects

    • Prolonged standing

    • Prolonged sitting

    • Walking up and down multiple flights of stairs

    The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed.

    This job description may be changed to include new responsibilities and tasks or change existing ones as management deems necessary.

    Substance aims to be an equal opportunity employer and is committed to promoting equal opportunities regardless of religious belief, age, colour, race, creed, marital status, gender, sexual orientation, political affiliation, ethnic origin, family status or any disability you may have (subject to the exceptions contained in the Human rights Act 1993). This commitment applies to all areas of the work environment, all employment activities, resource allocation and all employment terms and conditions. Selection criteria and procedures aim to ensure that employees are selected, promoted, and treated on the basis of their relevant merits and abilities.