Brand Director, RYTHM Beverage

The Role 

As more Americans turn to cannabis for well-being, we are looking to grow our team to help us bring additional safe, trusted products to even more consumers and channels across the country.  The Director, Brand Marketing – RYTHM will be a key player in shaping the identity of the RYTHM THC Beverage brand and expanding consumer awareness and access to its best-in-class products. 

This role will own and drive the development of RYTHM’s brand equity, strategy, and consumer marketing. You will lead the creation of a strong market presence, deepen consumer loyalty, and bring differentiated brand experiences to life. As RYTHM’s brand steward, you will collaborate across GTI’s broader brand, events, and sales teams while owning all RYTHM-specific initiatives. 

This is a rare opportunity to shape the identity and trajectory of RYTHM THC Beverage, a flagship THC beverage brand, in one of the fastest-growing categories in cannabis. If you are a strategic, creative, and consumer-obsessed marketer with a passion for building iconic brands, we want to hear from you. 

This role is based in our Chicago headquarters (River North) and requires a hybrid work schedule. Ability to travel up to 30% is required. 

Responsibilities 

Brand Strategy Development 

• Define and execute RYTHM’s beverage positioning strategy to resonate with target consumers and elevate the brand within the THC & NA beverage category 
• Lead strategic planning for brand initiatives, identifying opportunities to grow visibility and strengthen brand equity 
• Manage the brand’s look, feel, and voice across all RYTHM Beverage consumer touchpoints, ensuring consistency with GTI’s broader brand standards and its core RYTHM cannabis brand  
• Oversee the development of a holistic RYTHM Beverage brand and marketing strategy and asset kit, inclusive of consumer and trade-facing materials 

Campaign & Activation Management 

• Own all RYTHM Beverage consumer communications across paid, owned and earned channels, and emerging platforms 
• Design and manage integrated campaigns, including in-store, digital, trade, and experiential activations (e.g., festivals, concerts, retail partnerships) 
• Partner with GTI’s brand and events teams to bring RYTHM to life at scale through activations that build awareness and loyalty 
• Coordinate with creative agencies, media partners, and internal teams to deliver high-quality campaigns that drive consumer engagement 

Market Research & Insights 

• Conduct in-depth analysis of THC and functional beverage categories to understand emerging consumer preferences, competitor activity, and whitespace opportunities 
• Use insights to inform brand strategy, tailor campaigns, and identify growth opportunities 
• Manage brand performance metrics, reporting on RYTHM Beverage’s health, consumer perception, and campaign effectiveness 

Cross-Functional Collaboration 

• Work closely with innovation, creative, marketing, DTC, sales, and operations teams to ensure launches and campaigns align with brand standards and regulatory guidelines 
• Serve as the internal and external brand ambassador, championing its vision with stakeholders 
• Support training initiatives for sales teams, equipping them with brand knowledge and messaging to engage retail partners effectively 

Budget & Resource Management 

• Build and develop a best-in-class brand team over time 
• Manage the RYTHM brand marketing budget, optimizing spend to maximize ROI and deliver on brand objectives 
• Track resource allocation and financial performance, ensuring alignment with company targets 

Qualifications  

• Bachelor’s degree in Marketing, Business, or a related field preferred; MBA preferred 
• 10+ years of experience in brand management or marketing within the CPG industry (alcohol, functional beverage experience highly desirable) 
• Proven experience building and scaling brand equity strategies 
• Experience managing and developing high-performing teams 
• Ability to balance strategic thinking with hands-on execution in a fast-paced, evolving environment 
• Strong analytical skills with a data-driven approach to decision-making 
• Exceptional communication and collaboration skills, with a proven ability to influence and manage diverse stakeholders 
• Ability to travel up to 30%

Additional Requirements 

• Must pass any and all required background checks  
• Must be and remain compliant with all legal or company regulations for working in the industry  
• Must possess valid driver’s license 
• Must be a minimum of 21 years of age 

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