Senior National Director, Category Management

Overview

DreamFields ranks among the leading cannabis companies nationally, recognized for its top pre-roll brand Jeeter. The company emphasizes impeccable marketing, innovative high-quality products, excellent customer experiences, advanced operations, and a vibrant workplace culture. Employing over 1,500 staff, DreamFields is noted for significant national expansion across legalized cannabis markets.

Role Summary

The Senior National Director, Category Management, holds full accountability for the business performance of one or multiple product categories. This leader manages category strategies and integrated P&L outcomes across states and products, focusing on revenue growth, margin expansion, pricing optimization, and trade investment. The role aligns cross-functional teams on a unified category vision.

Key Responsibilities

• Own category financial results including revenue, gross margin, net pricing, and trade spending, delivering monthly variance analyses and quarterly executive portfolio reviews.
• Act as sole accountable leader for major category decisions, integrating input from sales, marketing, finance, supply and demand planning, and pricing disciplines into cohesive recommendations emphasizing revenue and profitability impacts.
• Lead monthly category forecasting and planning cycles, obtaining cross-unit approval and ensuring forecast accuracy linked to business results.
• Formulate and execute growth strategies outlining products, markets, key accounts, timelines, and responsible parties; ensure initiatives are measurable and non-overlapping.
• Analyze causes behind deviations in revenue, margin, volume, or market share, develop corrective plans, escalate decisions appropriately, and resolve performance gaps.
• Collaborate with product development to oversee portfolio lifecycles, recommending product launches, expansions, maintenance, or discontinuations based on velocity, distribution, margins, and market opportunities.
• Partner with pricing and RGM to manage pricing and promotions, maintaining pricing standards, approving promotions, and managing trade spend within guardrails.

Required Skills and Qualifications

• Experience managing large-scale product/category P&Ls with accountability for financial and commercial performance at a director level or higher.
• Strong background in category management, portfolio strategy, product lifecycle management, new product launches within CPG, cannabis, or regulated consumer sectors.
• Proven success in establishing or improving integrated business processes such as IBP, S&OP, or S&OE.
• Expertise in demand forecasting, balancing supply and demand, and performance analytics.
• Thorough understanding of Revenue Growth Management concepts, pricing strategy, margin optimization, and promotional governance.
• Advanced financial skills, with capability to analyze P&L statements, evaluate investments, and produce actionable business recommendations.
• Robust analytical proficiency utilizing retail/POS data, consumer insights, Excel, and business intelligence tools like Power BI or Tableau.
• Exceptional communication, presentation, negotiation, and influencing skills at the executive level to align cross-functional senior leadership.
• Ability to lead complex initiatives across matrix organizations without significant direct reports.
• Strategic thinker with sound decision-making, change management, continuous improvement focus, and strong execution orientation.
• Capable of setting performance standards, holding stakeholders accountable, and translating business issues into defined, measurable outcomes.

Education and Experience Requirements

• Bachelor's degree in Business Administration, Marketing, Finance, Economics, Supply Chain Management, Operations Management, Data Analytics, or a related discipline.
• Minimum of 10 years increasing responsibility in category management, brand/product management, commercial strategy, or revenue growth leadership within CPG, beverage, alcohol, tobacco, cannabis, or regulated consumer industries.
• Proven leadership in managing P&Ls and cross-functional commercial strategy development.
• Must be aged 21 or over.

Preferred Qualifications

• MBA or advanced degree in business-related field.
• Experience in cannabis, consumer packaged goods, beverage, alcohol, or tobacco sectors.
• Expertise in category management, RGM, product portfolio optimization, commercial strategy, S&OP, demand forecasting, pricing, consumer insights, and business intelligence.
• Relevant certifications including Category Management, RGM, APICS, Lean Six Sigma, or advanced business analytics and strategic planning training.

Physical and Work Environment

• Work involves standard office tasks with extended sitting, standing, computer usage, meetings, and presentations.
• Ability to analyze detailed financial and business data using computer systems.
• Occasional lifting up to 20 pounds.
• Domestic travel up to 25% to various business and market locations; flexible scheduling including extended hours, evenings, weekends, and holidays as business needs demand.

Additional Information

Duties require on-site presence for key meetings and team collaboration. Production areas may expose employees to cannabis plant materials and allergens; appropriate protective gear is provided and mandatory. DreamFields values inclusivity, offering equal employment opportunities without discrimination based on numerous protected characteristics.