Head of Portfolio & Brand Strategy

About this role

The Company At Canopy Growth, our mission is clear: improve lives, end cannabis prohibition, and strengthen communities. We believe that cannabis can be a force for good. We’re building a consumer-centric organization that is focused on sharing the transformational potential of cannabis with the world. We will achieve this through an innovative and disruptive portfolio of cannabis and hemp-derived products. Canopy Growth is the world's leading cannabis and hemp company. We recognize that employees are at the core of our success, and we take pride in a corporate culture that emphasizes inclusiveness, collaboration, and diversity. Our employees come from a wide range of backgrounds, each bringing their own unique skills and talents to the table, working together to continue our incredible momentum of growth. If you are interested in building global challenger brands, scaling a business, and working in a values-driven environment, we want to hear from you! The Opportunity The Head of Portfolio & Brand Strategy is responsible for defining and driving the long-term portfolio and brand agenda for Canopy Growth's Adult Use business. As a key member of the leadership team, this role oversees portfolio strategy, brand architecture, annual business planning, brand investment decisions, and enterprise-wide resource allocation across the marketing organization. The role serves as the steward of the company's brand portfolio, ensuring that each brand has a clear strategic role, differentiated positioning, and an optimized level of investment to deliver sustainable growth. Reporting directly to the President, Canada Adult Use, the Head of Portfolio & Brand Strategy leads a team comprised of Brand Managers, a creative lead, and Digital Marketing Manager while partnering closely with the Head of Innovation, VP Sales, and Director of Trade Marketing to develop integrated commercial plans that drive market share, revenue growth, and profitability. Key Responsibilities Leadership Responsibilities Lead, coach, and develop a high-performing marketing team. Build a culture of strategic thinking, accountability, creativity, and consumer-centric decision-making while ensuring organizational resources are aligned with business priorities. Portfolio Strategy & Management Own the overall portfolio strategy across all adult use brands and product categories. Define the role, purpose, and growth mandate for each brand within the portfolio. Identify opportunities for portfolio expansion, rationalization, premiumization, and innovation. Monitor portfolio performance and recommend strategic shifts to maximize growth and profitability. Lead category, competitive, and consumer analyses to inform strategic decisions. Brand Architecture & Strategy Develop and maintain a clear and scalable brand architecture framework. Define positioning, target consumer segments, and value propositions across the portfolio. Ensure differentiated brand strategies that minimize overlap and maximize consumer relevance. Maintain consistency and discipline across all brand expressions and touchpoints. Oversee development of brand equity frameworks and long-term brand growth plans. Annual Planning & Commercial Alignment Lead the annual brand planning process across all portfolio brands. Translate corporate growth objectives into actionable brand and marketing strategies. Partner with Commercial, Sales, Innovation, and Trade Marketing teams to align annual priorities and growth initiatives. Establish portfolio and brand KPIs and track performance against objectives. Resource Allocation & Investment Management Own marketing resource allocation across brands, channels, and strategic initiatives. Evaluate investment opportunities and prioritize spending to maximize return. Manage annual budget planning and resource deployment. Establish processes to monitor marketing effectiveness and return on investment. Ensure resources are aligned to the highest-value growth opportunities across the p

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