Brand and Product Manager

A little about us:

We’re MedReleaf Australia – a leading provider of alternative medicine in Australia, dedicated to improving the lives of others. We’re paving the way for the industry with a talented team of professionals who help introduce holistic healthcare solutions across Australia. Together, we’ve defined what we call the MedReleaf Way - a secret recipe for success that allows us to be a trusted provider, educator, and leader in the industry for our community - and this is what makes us a special place to work.

We’re in an exciting period of growth and are on a mission to expand our team across Australia with a range of dynamic opportunities. We’re now part of a global network of Aurora Cannabis, a world-leading integrated medical cannabis company with a strong reputation for setting the global standard in alternative medicine care. With a strong presence in markets including Canada, Europe, Australia, and New Zealand, Aurora brings invaluable expertise that will support our growth and continue to enable us to deliver exceptional patient care within our community.

About you:

Plant your roots with us as our next Brand and Product Manager where you will be responsible for playing a critical role in enhancing Aurora’s competitive edge in the rapidly evolving medical cannabis market. As consumer demands shift, regulations evolve, and market complexity increases, this position will lead efforts to identify and communicate our brand's unique value proposition, positioning Aurora as a game-changer with innovative product solutions. This role will drive targeted product and brand strategies, ensuring our brand resonates with healthcare professionals and patients, while differentiating us in a crowded marketplace. By fostering collaboration across product development, sales, and marketing teams, this role will ensure all efforts are cohesive, strategically aligned, and positioned for growth, strengthening our market presence across ANZ and meeting the dynamic needs of customers and stakeholders.

As the Brand and Product Manager you will oversee…Market Trend Identification & Strategic Alignment:

• Continuously monitor and analyse market trends, consumer behaviours, and competitor activity to identify emerging opportunities and threats
• Collaborate with the Sales, Marketing, and Product Development teams across Aurora to ensure our product offerings are aligned with the needs of healthcare professionals, Pharmacies and patients.
• Gain a deep understanding of consumer and market data, identify, and work to fulfil product gaps and generate new ideas and business cases that grow market share and improve customer experience.
• Use insights from market data, patient feedback, and regulatory developments to inform strategic decisions around product portfolio and positioning and submit business cases to support expansion or retention of categories.
• Leverage data analytics to track product performance, sales metrics, and customer feedback, using this information to optimize strategies and drive growth

Product Strategy and Brand Development:

• Liaise with Global Product and Business Development teams to support the end-to-end lifecycle of medical cannabis products, ensuring our ANZ portfolio evolves to meet and exceed market demands and regulatory changes.
• Support new product innovation initiatives and collaborate with Aurora teams to ensure timely and successful product launches across ANZ
• Manage existing ANZ product lines, optimize product offerings, and ensure the product portfolio remains competitive and compliant with Country regulations.
• Work closely with the Regulatory and Compliance Global Teams to navigate the complexities of the regulatory landscape and ensure product compliance.
• Support the import license process across ANZ for new product launches and entries in collaboration with Compliance

Marketing Execution:

• Assist in building diverse product ranges across premium, core, and value categories, while segmenting the patient base to define clear targeting, positioning, and brand differentiation strategies. Ensure brand offerings are aligned with patient needs, market demands, and regulatory requirements, driving competitive growth and strengthening market position.
• Mange targeted campaigns, leveraging both digital and traditional marketing channels
• Drive key messaging and positioning for all products in the portfolio, ensuring alignment with market needs and compliance standards
• Define and champion the brand's unique value proposition, ensuring its consistent and impactful application across internal and external channels.
• Work with leadership to define product and branding scorecard with KPIs to measure success in market and leverage data to recommend areas of improvement to ensure continuous evolvement in the industry
• Identify and attend event and conference opportunities to support category growth
• Act as the subject matter expert of brand portfolios and products in ANZ and liaise with cross-functional units to develop educational, marketing and sales materials to communicate and train on product benefits and health information to healthcare professionals and patients.

Product Pricing and Forecasting:

• Liaise with Global Finance and cross-functional teams to develop and implement product pricing strategies, focusing on defining our competitive edge in the market and increasing brand equity
• Develop business cases to support product expansions and innovations for the ANZ market
• Collaborate with Sales and Finance to build custom solutions and offerings for acquire and retain customers with exclusive pricing strategies
• Assist with demand planning and forecasting to ensure product inventory levels can meet market expectations across ANZ
• Work with cross-functional teams to develop accurate demand forecasts, ensuring optimal inventory levels while balancing supply and demand

Cross-Functional Collaboration & Alignment:

• Facilitate close collaboration between Marketing, Sales, Product and or Business Development, and Regulatory teams to ensure a unified approach to product strategy and execution
• Liaise with ANZ Sales leaders to ensure their teams are equipped with the necessary tools, product knowledge, and support to drive product adoption and sales
• Travel into market with Commercial, Sales and Marketing Teams to conduct field research and leverage insights to refine and execute solutions that drive brand growth and resonate with all key stakeholders
• Collaborate with external stakeholders, such as pharmacies and cannabis clinics, to enhance brand credibility and foster trust within the medical community
• Liaise with Marketing Head (ANZ) to develop and manage product budgets, ensuring optimal resource allocation

Regulatory & Compliance Management:

• Stay informed of regulatory updates from the Therapeutic Goods Administration (TGA) and other relevant bodies, ensuring all brand and product activities and strategies are compliant
• Guide local teams in understanding regulatory requirements, particularly in relation to medical cannabis advertising and promotion

You’ll be set up for success if you have…

• Post-secondary education, such as a Bachelor’s Degree, in Marketing, Business or a related field
• Strong understanding of the ANZ medical cannabis landscape, including key regulatory frameworks, consumer trends, and market dynamic
• In-depth knowledge of regulatory requirements related to medical cannabis products (e.g., TGA guidelines)
• 3-5 years experience in brand management, product management, or marketing, in medical cannabis
• Experience in driving product innovation and lifecycle management in regulated environments, with a proven track record of successful product launches
• Proven experience working in public and global organizations, adept at navigating complex matrix structures within highly regulated industries
• Previous experience navigating complex, resource-constrained environments, managing ambiguity, and adapting to continuous change while maintaining focus on organizational goals
• Demonstrated ability to develop and execute integrated marketing campaigns across various channels, with a focus on patient and healthcare professional engagement

We can’t wait to meet you if you have…

• Transformational leader with a proven ability to drive impactful change and innovation, leveraging creative, out-of-the-box solutions to disrupt the market and deliver exceptional results
• Agile and adaptable, able to quickly adjust to changes in the market, regulations, and consumer behaviour
• Patient-centric approach, with a deep understanding of the challenges faced by patients in the medical cannabis space, skilled at developing tailored solutions to address these needs effectively
• Highly organized and adaptable with exceptional project management skills and attention to detail, able to pivot quickly and navigate ambiguous situations to deliver results while maintaining focus on strategic goals
• Global collaborator with experience navigating matrix environments, capable of working with cross-functional teams and influencing decision-making to satisfy agendas
• Strategic enabler with a strong ability to identify emerging trends and leverage creative problem-solving to develop groundbreaking solutions that drive business growth and competitive advantages
• Demonstrated ability to lead with courage and integrity, speak truth to power, and foster collaboration to drive success, while embodying our values of Winning Together, Courage, Accountability, and Compassion in all actions

We’re committed to your success and dedicated to helping you #GrowWithAurora and #GrowWithMedReleaf every step of the way.Next steps:

Submit your resume through LinkedIn by clicking “Apply Now”. Your application will be sent to our Human Resources Team and if we think you’re a fit, we will contact you via email.