Marketing Manager - West

Tilray | Denver, CO, United States

Posted Date 6/22/2022

Marketing Manager - Denver or Fort Collins, CO

About SweetWater Brewing Co.

SweetWater brewery has been makin’ tasty brews in the heart of the south since 1997. What started as a pipe dream of two college buddies has turned into a dream job full of great adventures and lip-smackin’ beers. What would you expect from a couple of boys with more of a hankering for beers than for books.

At SweetWater we like to say we’re not here for a long time, we’re here for a good time. It’s not just something that we say though, it’s how we live.

SweetWater Brewing Company is seeking a personable, reliable and driven lover of the good life, who embraces our 420-lifestyle. If you are a self-starter who knows how to work and play hard, and you have an unwavering passion for independent, craft beer; grab your kayak and hop in the river with us!

You will have the time of your life sharing our delicious SweetWater brews with like-minded, adventurous types. Hard chargers with an entrepreneurial spirit who approach business, music and all aspects of life with the same vigor are welcome.

Job Summary:

The purpose of the Marketing Manager is to manage and execute specified key elements of SweetWater’s marketing plan, inclusive of recommending general strategies, developing and executing plans and programs and general brand/marketing management to drive and support the overall brewery marketing agenda. This role will report directly to the CMO, and manage one or more direct reports relevant to the key responsibility areas.

This role will Proactively analyze the business and identify and capitalize on industry trends, new product and promotional opportunities – and support the day to day marketing operations in these areas including where relevant, mainly including commercial marketing operations and communications, promotions, our point-of sale operation, market launches, budget management, agency relations, brewery relations and new product commercialization.

Commercial acumen from marketing standpoint is critical to the position; this role will work collaboratively with the field sales organization as a conduit between brewery marketing and sales team members, including national accounts. Also critical in this role is an ability to build strong relationships and drive constructive outcomes with internal cross-functional stakeholders, as well as agency partners through a combination of a collaborative approach, great follow-through and an ability to articulate and influence.

Key Focus Areas:

  • General Brand Management/Marketing support across functions
  • Below the Line 360-degree programming (retail, consumer promotions, POS, chain, on-premise)
  • Promotional and Trade Marketing and related Activation, Assets, and Tools
  • New Markets Launch planning and execution, driving and supporting brewery’s expansion agenda
  • Partnership Marketing (inclusive of Corporate Alliances, Cause Marketing initiatives, and relevant Influencer/Ambassador Marketing)

Key Responsibilities:

  • Support development and execution of national marketing and sales strategies and tactics designed to grow the brand’s market share, volume and profitability
  • Direct general Below the Line / promotional marketing management across key elements of the marketing activity wheel, including (working x-functionally with specialized marketing functions across the department)
  • Support development and manage/maintain national and local promotional programs; management of promotions and promotional programming, including leveraging all elements of the marketing mix as well as channel-specific tactics – as needed per x-functional team and marketing org support roles
  • Drive partners programming and relationships for the benefit of SW brand and activation, promo hooks logistics, and other programming-related activation logistics
  • Sales Org support and consultation of marketing initiatives in support of driving our marketing agenda related to initiative at hand
  • Field & Chain Sales marketing support – planning, communications, programming/activation & enforcing brand strategy as conduit from brewery marketing to sales org team;
  • Includes vetting and enforcement of higher-level Co-op Marketing Activity opportunities (ie Sponsorships, Events, Media, etc) & requests, validating spend, activation, and ROI
  • Providing support and consultation to sales team for maximizing activation opportunities, ROI, and brand essence
  • Elements tied to rollout and support of Innovation and Programming (per above)
  • Commercial Marketing Operations - Liaise with sales force to deliver key communications, drive marketing planning with sales organization and local markets
  • Develop and deliver critical selling tools, assets, and materials – driving timeliness, format, cadence, and garnering support of x-functions as needed
  • Support and drive rollout of programs, innovation/product launches, brand/marketing news and other key brewery initiatives
  • Sales Org support and consultation of marketing initiatives in support of driving our marketing agenda related to initiative at hand
  • Manage and drive new markets launch marketing plans and execution, in tandem with new markets launch team on sales side
  • Work with x-functional marketing team to pull together information, plans and activities related to relevant programs/initiatives, to package up as the internal marketing plan, and also particularly for commercial (sales) delivery
  • Participate in development of advertising, media and creative, as a support role
  • Support/management of agency/supplier partnerships relevant to marketing plans/operations, such as advertising, media & social media
  • Track, analyze, and report performance and trends / ROI; share performance accountability
  • Budget Management, including brewery and co-op


  • Approximately 6-8 years of marketing experience preferably on supplier/manufacturer side with beer, bev alc, or consumer packaged goods.
  • Partnership Marketing Experience (may include some form of Brand Partnership, Corporate Alliance, Cause/Charity partner management, and/or Influencer/Ambassador Marketing)
  • General brand/marketing management
  • Promotional/Below the line programming
  • Must possess a four-year degree in Marketing or Management, or relevant field

Technical competencies:

  • Thorough knowledge of brand positioning and communication strategies.
  • Thorough understanding of the commercial operations aspect of the business and the importance of marketing’s relationship to field sales from manufacturer/supplier standpoint – knowledge of three-tiered system in beer/bev alc a plus
  • Have a strong understanding of promotional marketing program development process & execution, as well as tactics, tools, and activties
  • Excellent Project Management Skills
  • Excellent Relationship Skills
  • Creativity and Ability to think outside the box
  • Desire to seek, find, uncover and develop new opportunities in this area
  • Thorough knowledge of brand positioning and communication strategies.
  • Thorough understanding of the commercial operations aspect of the business and the importance of marketing’s relationship to field sales from manufacturer/supplier standpoint – knowledge of three-tiered system in beer/bev alc a plus
  • Candidate must possess excellent communication skills both verbal, written and presentation.
  • Strong relationship skills and a team player
  • Strong organizational and administrative skills
  • Resourceful, creative, proactive, opportunistic
  • Positive outlook and demeanor; ability to embrace challenge and support company objectives
  • Team player

About Tilray Brands Inc.

Tilray Brands is a leading global cannabis-lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is changing people's lives for the better – one person at a time – by inspiring and empowering the worldwide community to live their very best life by providing them with products that meet the needs of their mind, body, and soul and invoke a sense of wellbeing. Tilray’s mission is to be the trusted partner for its patients and consumers by providing them with a cultivated experience and health and wellbeing through high-quality, differentiated brands and innovative products. A pioneer in cannabis research, cultivation, and distribution, Tilray’s unprecedented production platform supports over 20 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and alcoholic beverages.

Tilray Brands welcomes applications from all qualified individuals and is committed to employment equity and diversity in the workplace.

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