What are the responsibilities and job description for the Brand Director position at CULTA?
Position Summary
The Brand Director leads CULTA's brand portfolio from concept through launch and ongoing execution, overseeing brand strategy, packaging, product launches, creative development, and wholesale marketing. This role drives a consistent and compelling brand presence across retail and wholesale channels while partnering cross-functionally with Product Development, Retail, Sales, Marketing, and Compliance teams. The Brand Director also oversees the creative function, ensuring all brand, packaging, and marketing assets align with CULTA's standards and business objectives, and plays a key role in shaping the brand portfolio and driving revenue growth.
Key Responsibilities
Brand Strategy
Optional qualifications that are beneficial but not required.
CULTA is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
The Brand Director leads CULTA's brand portfolio from concept through launch and ongoing execution, overseeing brand strategy, packaging, product launches, creative development, and wholesale marketing. This role drives a consistent and compelling brand presence across retail and wholesale channels while partnering cross-functionally with Product Development, Retail, Sales, Marketing, and Compliance teams. The Brand Director also oversees the creative function, ensuring all brand, packaging, and marketing assets align with CULTA's standards and business objectives, and plays a key role in shaping the brand portfolio and driving revenue growth.
Key Responsibilities
Brand Strategy
- Lead the development and positioning of new CULTA brands, including brand story, voice, visual identity, and market differentiation.
- Manage the evolution and consistency of existing brands across all consumer touchpoints.
- Conduct competitive analysis and market research to inform brand positioning, product innovation, and portfolio strategy.
- Establish and maintain brand guidelines to ensure consistency across packaging, retail, wholesale, and digital channels.
- Oversee packaging strategy and design for new and existing products, ensuring alignment with brand positioning and market needs.
- Ensure all packaging meets regulatory requirements while maintaining strong brand expression and shelf impact.
- Manage packaging timelines, revisions, and approvals to ensure readiness for product launches.
- Partner with Product Development and Operations to manage the product development process from concept through commercialization.
- Lead cross-functional coordination across production, marketing, compliance, and supply chain teams
- Lead the planning and execution of brand and product launches across retail and wholesale channels.
- Develop and maintain brand assets including packaging files, creative templates, photography, product descriptions, and brand documentation.
- Ensure all brand materials are organized and accessible across internal teams and external partners.
- Maintain alignment between brand standards and execution across all channels.
- Oversee all creative output across brand, packaging, retail marketing, and wholesale marketing.
- Manage and guide internal designers and external creative partners to ensure high-quality, on-brand execution.
- Provide creative direction for brand identity, packaging systems, campaigns, and product storytelling.
- Ensure creative assets are developed efficiently and aligned with business priorities, timelines, and brand standards.
- Develop and execute strategies to support CULTA brands within wholesale partner dispensaries.
- Partner with Sales and Wholesale teams to ensure effective brand presence, merchandising, and promotional support at partner locations.
- Identify opportunities to strengthen brand visibility and performance within the wholesale channel.
- 6–10 years of experience in brand management, product marketing, or brand development.
- Experience leading brand strategy and managing product launches in a cross-functional environment.
- Experience overseeing creative development and working with designers or creative teams.
- Strong understanding of packaging development and brand systems.
- Proven ability to lead cross-functional initiatives and influence across teams.
- Strong project management skills with the ability to manage multiple initiatives simultaneously.
- Excellent communication, organization, and leadership skills.
- Ability to operate effectively in a fast-paced, evolving environment.
Optional qualifications that are beneficial but not required.
- Experience in the cannabis industry, including knowledge of product categories and regulatory considerations.
- Experience in consumer-packaged goods (CPG), lifestyle, or regulated industries.
- Familiarity with cannabis compliance requirements related to packaging, labeling, and marketing.
- Hands-on design experience, including proficiency in tools such as Adobe Creative Suite, Canva, or similar platforms.
CULTA is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.