Director of Brand Marketing
Strategic brand planning, creative development, commercial strategy, and brand media


Relevant Skills

Executing cannabis product launch, Overseeing brand identity , Developing impactful marketing strategies

Expertise Summary
  • Arnold is currently Director of Brand Marketing at a premier cannabis company, where he oversees the brand identity, go-to-market strategy, and brand innovation of 4 of its portfolio brands.
    • His responsibilities include strategic brand planning, business analysis, new product ideation, commercial strategy, compliance, brand media (digital, social, print), creative development, packaging, trade and point-of-sale materials development, budget management, and consumer insights.
    • He also manages a team of 3 direct reports.
  • Arnold oversaw the launch of a vape lineup.
    • Having identified a developing opportunity in the market, he executed this launch (including packaging development, collateral and trade materials, and digital support) in record time for the organization, from project approval to in-market date.
    • Launch sales outpaced planned estimates with the first month of production selling through in less than 2 weeks.
    • Product sales continue to outperform initial plan targets, over-delivering by 21%.
  • In 2021, Arnold led the launch of a gummies line with a comprehensive consumer and trade marketing program inclusive of paid media, trade engagement, social media, retail visual and interactive programming, e-com integration, and public relations.
    • He incorporated a market-wide budtender sampling program to drive trade support–the first time a program was executed by the organization.
    • This comprehensive launch program helped drive the most visible edibles launch for the company to date.
  • Arnold has led the growth of numerous brands across different stages as a consumer-packaged goods brand builder.
    • He’s passionate about building marketing platforms that create meaningful and enduring connections between brands and their consumers.
    • His experience in both large organizations with diverse portfolios and small entrepreneurial companies with high growth potential provided him with the agility to excel in multiple environments.
  • Outside of the cannabis industry, Arnold successfully developed impactful marketing strategies for many other brands.
    • He was the brand lead for a prominent brand in the beer industry, where his leadership helped return the brand to growth, driving a sales trend improvement of +7% after 2 successive years of decline.
    • The focal point for this work was Arnold acting as the brand champion for a new creative vision, leading the development of an iconic marketing campaign.

2022 Cannabis Industry Salary Guide

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