The Role 

At Green Thumb, continuous innovation is a key focus area as we seek to create the best product experiences for cannabis consumers.  As an Innovation – Brand Manager, you will be critical in executing our innovation strategy across one or more key product categories (flower, pre-rolls, vape, concentrates, edibles), through both the expansion of existing product lines and the commercialization of new-to-world products. 

As an Innovation - Brand Manager, you will work collaboratively & cross-functionally with operations, consumer insights, brand & commercial marketing, quality, compliance, and R&D to turn innovation concepts into revenue-generating products that grow our business and delight both our trade partners and our consumers. You will also support our VP, Innovation & Commercial Strategy and our Innovation – Brand Director in the development of our portfolio strategy. 

This is a hybrid position and requires onsite work 2 days a week (Tuesdays and Thursdays) at our office in downtown Chicago (River North).  



  • Support the development of a multi-year innovation pipeline, grounded in category and consumer insights, industry trends, and local market needs. 
  • Support the continued optimization of our overall innovation processes and systems. 
  • Own the life cycle of the existing product portfolio, evaluating and recommending cost savings opportunities, formulation/packaging optimizations, and/or SKU rationalizations.  
  • Maintain intelligence on the market dynamics, including competitive landscape, market share, and environmental factors impacting GTI’s optimal product portfolio. 


  • Lead the cross-functional development of business cases to validate new product ideas. 
  • Lead the cross-functional development of new formulations, including the briefing process, internal and consumer sampling, and approvals with key stakeholders. 
  • Lead the cross-functional development of new packaging structures, including the briefing process, partnership with the packaging team, and approvals with key stakeholders. 
  • Partner with Project Management to ensure a seamless connection to Operations throughout the new product development process. 
  • Partner with Brand Marketing to ensure seamless transitions of creative deliverables throughout the new product development process. 
  • Partner with Consumer Insights to identify research opportunities and/or custom data resources to inform product strategy and features. 
  • Lead the packaging artwork development process for all market expansion projects. 
  • Understand all state-specific regulations impacting both formulations and packaging. 

People Management: 

  • Coach, develop, and manage a team of one or more Assistant Brand Managers. 


  • 5+ years of progressive business experience; cannabis or CPG experience is a plus. 
  • Experience partnering with internal stakeholders to drive complex, cross-functional projects. 
  • Ability to synthesize consumer and business insights into clear recommendations. 
  • Strong analytical, commercial, and financial acumen; experience managing a P&L is a plus. 
  • Exceptional organization and project management skills; strong attention to detail is a must. 
  • Strong writing, presentation, and verbal communication skills 
  • Bachelor’s degree in marketing, operations, or a related field preferred
  • Comfortable with ambiguity and able to effectively prioritize and pivot in a fast-paced environment. 
  • Strong product acumen and cannabis knowledge. 

Additional Requirements 

  • Must pass any and all required background checks  
  • Must be and remain compliant with all legal or company regulations for working in the industry  
  • Must be a minimum of 21 years of age 


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For government reporting purposes, we ask candidates to respond to the below race and gender self-identification survey. Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiring process or thereafter. Any information that you do provide will be recorded and maintained in a confidential file.

As set forth in Green Thumb’s Equal Employment Opportunity policy, we do not discriminate on the basis of any protected group status under any applicable law.

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