Brand Manager

Village Farms International (Nasdaq: VFF) is one of Canada's largest and most experienced cannabis producers, home to Pure Sunfarms, Super Toast, Pure Laine, Fraser Valley Weed Co., and a growing portfolio of Canadian cannabis brands. We're a fully integrated cannabis producer and multi-brand portfolio, combining the scale, infrastructure, and agricultural expertise of a world-class grower with the speed, creativity, and consumer focus of a modern CPG brand team. It's a rare combination, and it's what sets us apart.
Village Farms and its portfolio of Canadian brands are entering the next stage of growth — expanding brand relevance, deepening consumer loyalty, and strengthening our leadership position in the Canadian cannabis market. This role sits at the center of that evolution, owning how our brands in our portfolio shows up across every consumer touchpoint.
The Opportunity
As a Brand Manager, you’ll play a key role in bringing our portfolio of brands to life through all consumer touchpoints. Blending strategic thinking, brand acumen, and operational rigor, you’ll steward brands from planning through execution—turning big-picture brand vision into impactful work across channels and audiences. You’ll thrive in complexity, balancing strategic priorities with the details that build strong, consistent brands, while collaborating across creative, product innovation, and commercial teams. Your work will directly support the Brand team while contributing to Village Farms’ broader mission of leading a sustainable path forward for global cannabis.
This role can be based in either Delta, BC or Montreal, QC.
What You'll Do
Brand Strategy & Positioning
Contribute to the definition and evolution of brand positioning, audience segmentation, messaging and tone of voice
Analyze and utilize consumer, sales and brand health data to uncover insights and inform brand strategy and decision-making
Identify brand, consumer and market opportunities and translate them into clear strategic brand recommendations and marketing initiatives
Develop annual and ongoing brand plans across consumer programming, digital, events and activations, packaging, and product, aligned with brand and broader business objectives
Establish relevant KPIs, monitor brand and initiative performance, and use results and learnings to continually strengthen plans
Partner with Product Innovation and cross-functional teams to support product development, naming, design, packaging, and commercialization, ensuring alignment with brand strategy
Maintain a strong understanding of consumers, competitors, category dynamics, cultural trends, and emerging marketing practices to identify opportunities for the brands
Brand Management
Manage the day-to-day health and execution of our portfolio of brands, ensuring activities align with brand strategy and business objectives
Manage project priorities, resourcing, trafficking, timelines, and capacity in partnership with internal teams
Collaborate with cross-functional teams to align priorities and drive effective execution of brand initiatives
Monitor brand and portfolio performance to identify opportunities, challenges, and areas for action
Champion the brands internally, building understanding of positioning, priorities, and audience and role within the portfolio
Protect and strengthen brand equity by ensuring consistency and quality across consumer touchpoints, products, communications, and creative
Manage brand budgets, including planning, day-to-day tracking, forecasting, and reconciliation
Campaigns, Activations & Go-to-Market (GTM)
Lead campaign briefing, developing clear and inspiring briefs that define goals, insights, tactics, deliverables, timelines, and budgets
Translate brand and campaign strategy into clear deliverables and integrated execution plans
Oversee campaign execution across creative development, content production, digital, events, activations and other consumer touchpoints
Evaluate creative work and provide clear, construction directions to ensure alignment with briefs, brand strategy and overall identity
Facilitate cross-function collaboration on integrated campaigns and projects, ensuring teams are aligned on objectives, responsibilities and timelines
Develop brand and product messaging, product naming and descriptions
Develop and support with execution of digital paid media programming
Anticipate executional challenges and risks and proactively develop solutions to keep initiatives on track
Analyze campaign and activation results, identifying key learnings, and apply them to strengthen future initiatives
Other Duties
At Village Farms, we’re committed to ensuring we’re bringing the best we have to offer to our consumers. This means other duties may arise since we work together to ensure we support all business activities – seed to sale.
What You Bring
Education & Experience
Post-secondary degree or diploma in marketing, communications, commerce, business or related field
8-10 years of experience in brand management and marketing
Relevant hands-on brand and marketing experience within the cannabis industry, regulated industry, consumer packaged goods (CPG) or beverage-alcohol industry
Relevant hands-on experience in using marketing analytics tools and platforms to measure campaign performance
Experience managing budgets, marketing workflows and brands at scale
Your Approach & Strengths
Strategic, creative and practical with an entrepreneurial spirit that is focused on protecting the brand and the company while driving results
Strong communicator and proven ability to effectively collaborate with various partners and stakeholders
Strong marketing acumen and fluency in foundational marketing and brand principles
Experience managing external vendors, creative partners and cross-functional relationships
Ability to effectively manage time and establish clear objectives and day-to-day priorities in a fast-paced work environment
Experience in managing and purchasing paid media is a plus
An energetic, enthusiastic, motivated, and open-minded attitude
Proactive approach with the ability to anticipate challenges and lead projects from planning through execution
Ability to zoom in on executional detail and zoom out to broader brand vision
Curious mindset; follows brand, industry and marketing trends
Understanding of consumer behavior, market trends, and competitive landscape
Passion for cannabis is a plus
Must have the ability to obtain and pass a RCMP Criminal Record Check and maintain security clearance.
Life at Village Farms
We believe It Takes A Village ® and we mean it.
It shows up in how we support each other, how we innovate, and how we win as a team.
Our Values Guide Every Decision We Make
Versatility | Innovation | Leadership | Loyalty | Accountability | Grit | Entrepreneurship
What you do here matters - to our people, our products, and the customers we serve.
We’ve got you covered with company-paid comprehensive benefits and education assistance to support your growth.
Ready to Grow With Us?
If you want to be part of something that has real impact - we’d love to meet you

Work arrangement
Yes