Job Title: National Director of Product

Department: Product

Reports to: Vice President of Product

Effective Date: 11/18/2024

Company Overview:

DreamFields Brands is one of the top 5 cannabis companies in the industry through our leading #1 pre-roll brand, Jeeter. The company is very passionate about producing world-class marketing, high-quality, innovative products, delivering unprecedented customer experiences, having cutting-edge operations, and curating an amazing company culture & thriving work environment. With over 1500+ employees, we are proud to be one of the most loved employers in the industry. The company continues to experience exponential month-over-month growth as one of the fastest-growing companies in the cannabis industry, and we have begun our aggressive national expansion to all the legalized cannabis states in the USA.

Position Overview:

The National Director of Product at DreamFields Brands will lead the charge in the fast-paced and ever-evolving cannabis industry. This role is responsible for developing and executing innovative product strategies that align with business goals and market trends. Key duties include creating product roadmaps, adapting strategies to market changes, and fostering a culture of strategic thinking and proactive problem-solving.

The National Director of Product will analyze market trends, leverage customer feedback, and identify new opportunities to drive product development. Leading a cross-functional team, this role oversees the entire product lifecycle from concept to launch, ensuring compliance with regulatory standards and maintaining high-quality standards. Responsibilities include mentoring product professionals, optimizing the product portfolio, aligning initiatives with financial goals, and enhancing production efficiency. Collaboration with R&D, QA, manufacturing, marketing, sales, and operations teams is crucial to ensure seamless integration of product strategies across the organization.

By fostering continuous improvement and innovation, driving financial success, and strengthening brand connection and customer engagement, the National Director of Product will help DreamFields Brands remain at the forefront of the cannabis industry. This role plays a pivotal part in transforming the cannabis landscape, creating products that set industry trends and meet market demands.

Key Responsibilities:

Vision Development and Execution:

• Develop and implement product development strategies aligned with business goals and market trends using methodologies like SWOT and PESTLE.
• Lead the creation of product roadmaps and ensure strategic alignment across the organization using Agile and Lean principles.
• Adapt product strategies in response to market changes and competitive pressures, fostering a culture of strategic thinking and proactive problem-solving.

Market Intelligence and Customer Insights:

• Conduct market analysis to identify trends, customer needs, and the competitive landscape using Market Research methodologies.
• Utilize customer feedback to guide product development and make data-driven recommendations for enhancements.
• Monitor emerging market opportunities and integrate customer insights into the product development process.

Leadership and Talent Development:

• Mentor and manage a team of product professionals, fostering a collaborative environment that encourages innovation.
• Implement training and development programs to enhance team capabilities using Learning and Development frameworks.
• Create a positive and inclusive work environment, supporting team growth through Diversity and Inclusion initiatives.

Financial Strategy and Alignment:

• Align product development initiatives with financial goals, conducting ROI analyses for new projects working with FP&A team.
• Monitor and manage budgets, ensuring fiscal responsibility through Budgeting and Forecasting.
• Develop strategies to optimize product costs while maintaining quality and innovation.

Operational Feasibility and Scalability:

• Assess the feasibility of new product concepts from a production perspective through Feasibility Studies working directly with R&D and QA departments.
• Collaborate with manufacturing teams to ensure efficient production processes and address potential bottlenecks.
• Develop strategies to enhance production scalability and flexibility, monitoring performance for continuous improvement.

Product Portfolio Management:

• Evaluate and optimize the product portfolio to align with business objectives and market demands using PPM tools such as Asana or Microsoft Project.
• Balance the portfolio with a mix of high-margin, high-growth, and stable products for sustained revenue growth working directly with FP&A teams.
• Regularly review and adjust the portfolio based on performance metrics, market trends, and customer feedback.

Cross-Functional Team Leadership:

• Work closely with marketing, sales, and operations to align product strategies with business objectives.
• Facilitate effective communication and collaboration across cross-functional teams for successful product launches.
• Provide technical support and training to sales and marketing teams on new products.

Product Ideation and Development:

• Lead the ideation and development of new products, ensuring alignment with market trends and consumer demands.
• Oversee the product lifecycle from concept to launch, including formulation, packaging, and marketing strategies.
• Implement structured processes for capturing and evaluating new product ideas and balancing the product portfolio.

Process & Workflow Standardization:

• Develop and implement standardized workflow processes for product development.
• Utilize project management tools to streamline workflows and improve communication and collaboration.
• Regularly review and refine processes to drive continuous improvement and operational excellence.

Project Management:

• Develop and manage detailed project plans, timelines, and budgets for product development initiatives.
• Ensure projects are delivered on time, within scope, and within budget using a methodology such as Earned Value Management.
• Identify and mitigate risks that could impact project delivery through Risk Management frameworks.

Regulatory Compliance and Quality Assurance:

• Ensure all products comply with relevant regulations governing the cannabis industry through Regulatory Affairs practices.
• Implement rigorous quality assurance processes to guarantee product safety and consistency.
• Stay current with regulatory changes and collaborate with regulatory agencies to ensure compliance.

Sales Collaboration:

• Develop and implement strategies for effective collaboration between product development and sales teams.
• Ensure sales teams are equipped with the knowledge and tools to sell new products effectively.
• Align product launch schedules with sales campaigns to maximize market impact and foster strong communication.

Brand Development and Customer Engagement:

• Strengthen brand connection and consumer loyalty through comprehensive brand management and customer feedback mechanisms.
• Engage with key stakeholders at industry events and maintain strong relationships to support product development and market expansion.
• Use CRM systems and NPS to gather insights and drive continuous improvement in customer engagement and satisfaction.

Continuous Improvement and Innovation:

• Drive continuous improvement initiatives to enhance product development processes and outcomes.
• Foster a culture of innovation, encouraging creative problem-solving and staying abreast of industry trends.
• Implement mechanisms for capturing and evaluating new ideas, aligning improvement efforts with strategic objectives.

Qualifications:

• Bachelor's degree in Business, Marketing, Engineering, or a related field. MBA or advanced degree preferred.
• 10+ years of product management experience, with at least 5 years in a senior leadership role within the cannabis or a similarly regulated industry.
• Proven track record of scaling product revenue from mid-size to large-scale enterprises, preferably achieving or exceeding $500M revenue targets.
• Strong understanding of modern product management tools and platforms such as Jira, Asana, Aha!, and Productboard.
• Expertise in utilizing data analytics tools like Tableau, Power BI, and Google Analytics to drive product decisions.
• Exceptional leadership, communication, and interpersonal skills, with the ability to inspire and motivate teams.
• Deep knowledge of the cannabis industry, including market dynamics, consumer trends, and regulatory environment.

EEOC: DreamFields is proud to be an equal opportunity workplace. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status.