Brand Manager (m/f/d)

The Brand Manager Germany is responsible for developing and executing the local brand and marketing activities for our Brands in the German medical cannabis market.

The role focuses on brand communication, online marketing, campaign execution, launch support, customer-facing materials, telemedicine e-commerce execution and structured market feedback for product development. The Brand Manager ensures that Tweed is positioned as a modern, recognizable and differentiated medical cannabis brand while staying fully aligned with regulatory and compliance requirements.

Key Responsibilities

• Develop and execute local Canopy Medical, Spectrum Therapeutics and Tweed, brand activities in Germany.
• Manage online marketing, newsletters, website content and digital campaigns.
• Support telemedicine and e-commerce execution for our Brands, in alignment with the country head’s strategy and commercial direction.
• Coordinate operational execution with telemedicine and e-commerce partners, including content, campaign assets, product visibility, launch communication and customer journey improvements.
• Coordinate social media content and digital assets within compliance boundaries.
• Support product launches with brand communication, campaign materials and sales tools.
• Create and coordinate customer-facing materials for pharmacies, physicians, telemedicine partners, e-commerce platforms and sales teams.
• Ensure consistent brand messaging, tone of voice and visual identity across all channels.
• Work closely with Product Management, Sales, Regulatory, Medical, Customer Service, Operations, telemedicine/e-commerce partners and Global Brand teams.
• Collaborate with Operations to align brand and launch activities with availability, timelines, packaging, supply topics and operational feasibility.
• Collect and structure feedback from Sales, customers, pharmacies, physicians, telemedicine partners, e-commerce channels , events and market observations.
• Provide regular feedback and input for product development, portfolio improvement and future launch planning.
• Support trade fairs, events and customer activations.
• Monitor competitor communication, market trends and customer feedback.
• Track basic campaign performance and identify optimization opportunities.

Role Scope

Product Management, portfolio strategy, product selection, lifecycle management, telemedicine strategy and commercial direction remain part of the existing leadership and Product Management structure. The Brand Manager supports these areas from a brand, communication, market feedback and execution perspective but does not replace product ownership or commercial strategy ownership.

Candidate Profile

• Solid experience and degree in brand management, online marketing, product marketing, e-commerce, telemedicine execution or campaign management.
• Strong communication and copywriting skills in German and English.
• Good understanding of digital marketing, newsletters, website content, e-commerce content and campaign execution.
• Ability to coordinate cross-functional execution with internal teams and external partners.
• Ability to collect, interpret and translate market feedback into actionable input for product and brand development.
• Structured, hands‑on and commercially driven working style.
• Ability to work cross-functionally in a regulated environment.
• Experience working with operations, supply chain, e-commerce, telemedicine or product development teams is a plus.
• Experience in healthcare, pharmaceuticals, cannabis, FMCG or another regulated industry is a plus.

Purpose of the Role

The role strengthens our brand presence, improves online marketing, telemedicine and e-commerce execution , supports successful product launches, connects market feedback with product development and reduces operational pressure on Product Management by taking ownership of dedicated brand and marketing execution.