Job Description

Job Description

Job Description

Pure Sunfarms is one of Canada’s largest licensed producers of high-quality, greenhouse-grown cannabis based in BC’s Fraser Valley (Delta). We are proud to bring together individuals from a wide breadth of industries, backgrounds, and experiences, with a diverse team committed to excellence. Our diversity drives our uncompromising approach to quality and success within the Canadian recreational cannabis market.

The Director of Product Innovation is responsible for driving product strategy and leading the development of a consumer-focused, insight-driven innovation pipeline across a portfolio of brands. From early concept through commercialization, the Director of Product Innovation brings bold ideas to life—rooted in consumer needs, brand strategy, and market opportunity. Success in this role requires a strong entrepreneurial spirit, critical thinking, and the ability to navigate complexity with agility and confidence. You thrive in fast-paced environments, solve problems proactively, and collaborate seamlessly with cross-functional partners to deliver products that resonate with consumers and strengthen brand performance.

ESSENTIAL FUNCTIONS

• Trends & Market Intelligence:

• Cultivate deep knowledge of industry trends, the competitive landscape, and emerging categories to identify consumer insights that unlock white space opportunities and drive growth.
• Ongoing identification of consumer insights – including consumer behaviors, preferences, and needs—leveraging research and cross-industry inspiration to inform innovation strategy.
• Product Ideation & Development:
• Lead product strategy and product pipeline development across the brand portfolio, ensuring alignment with brand vision and overall business objectives.
• Champion and manage new product opportunities across multiple categories—from concept ideation through design, development, and commercialization—to maximize in-market performance.
• Oversee packaging design and development in close collaboration with brand, creative, and regulatory teams.
• Lead post-launch product evaluations, gathering insights and performance data to inform future innovation planning.
• Strategic Cross-Functional Collaboration:
• Partner with cross-functional teams—including regulatory, marketing, product development, and commercial teams—to bring consumer-centric innovation to market in a highly regulated environment.
• Ensure consistent stakeholder alignment and clear communication throughout the innovation process and launch cycle.
• Manage team output related to innovation milestones, ensuring timely execution, accountability, and cross-functional coordination.

OTHER DUTIES

At Pure Sunfarms, we’re committed to ensuring we’re bringing the best we have to offer to our consumers. This means other duties may arise since we work together to ensure we support all business activities – seed to sale.

WORK STATUS

This is an on-site role, working in or supporting operations and working collaboratively with cross-functional teams across the business.

YOUR STORY

We already know you love working in product innovation, but we want to know more about your strengths. You’re good at the following:

Your Experience

• University Degree. Preference Bachelor of Business Administration/Commerce ; Marketing an asset

• 8+ years of experience a related brand or product innovation role

Your Approach & Strengths

• Strong strategic thinker with a passion for leveraging consumer trends and insights into brand-lead product innovation from concept development to positioning
• Critical thinker and able to solve complex problems independently
• Strong business acumen, and has experience working with cross-functional teams
• Strong understanding of when to bring in cross-functional teams
• Strong leader of people and teams
• Solutions oriented and results driven
• Ability to move from strategic thinking to execution seamlessly
• Strong entrepreneurial mindset, self-starter and self-motivated to deliver and adapt in a dynamic and fast-paced environment
• Exceptional attention to detail and ability to find solutions for complex issues
• Strong prioritization skills and can manage multiple projects at any given time and at various stages of development
• Proven ability to clearly and concisely communicate complex information to a variety of stakeholders and effectively lead cross-functional teams through multiple projects
• Strong analytical skills and financial acumen to develop and/or support business cases, including P&L analysis, pricing and category analysis
• Cannabis industry experience. Legal cannabis industry experience is an asset
• Familiarity with Health Canada Cannabis Regulations and CFIA is an asset
• Experience working in a start-up environment an asset

• Must have the ability to obtain and pass a RCMP Criminal Record Check and maintain security clearance.

At Pure Sunfarms, we grow our team with the same care and commitment that we devote to our quality. We strive to be the best in everything that we do and are excited to learn more about your experiences and how you can contribute to Pure Sunfarms.

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