Eric Williams

Vice President | Senior Director | Director of Marketing @ Organigram Global

About

Commercial executive with a track record of scaling brands, transforming portfolios, and unlocking growth through brand, capital, and strategic alignment. At Organigram, I helped lead the company’s rise from #8 to #1 in Canada’s cannabis market — scaling SHRED into a $225M brand, delivering a 35% CAGR, and leading the integration of two acquisitions. I’ve also represented the business in board-level discussions with BAT, helping shape commercialization strategy for joint innovation. Earlier in my career, I held senior roles at PepsiCo in Canada and the UK, managing a $260M P&L, launching 20+ innovations, and developing cross-portfolio strategies adopted internationally. At Canopy Growth, I helped position Tweed as Canada’s #1 brand at legalization and led the development of scalable systems during early-stage category expansion. I bring a mix of tier-one commercial discipline and entrepreneurial agility — and thrive in organizations navigating scale, transformation, or inflection points.

Country

Canada

City

Collingwood

Industry

Marketing & Advertising

Skill

growth strategy, commercial strategy, Brand Development, innovation strategy, P&L Management, Marketing Strategy, Strategic Planning, Brand Management, Business Strategy, Marketing, Product Innovation, Consumer Products, Sports Marketing, Social Media, Competitive Analysis, FMCG, Product Marketing, Digital Marketing, Customer Insight, Strategy

Experience

Vice President | Senior Director | Director of Marketing

Organigram Global

2020-8 - Present · 6 yrs 2 mos

Collingwood, Ontario, Canada

Promoted across three roles to lead Brand, Trade Marketing, Creative Studio, Commercialization, and Analytics during a period of M&A and organizational transformation. Played a central role in helping Organigram rise from the #8 to the #1 ranked licensed cannabis producer in Canada, scaling SHRED into a $225M brand and delivering a 35% CAGR in adult-use revenue. - Led integration of commercial teams and portfolios following the Motif Labs acquisition, ensuring brand and sales continuity - Represented the business in board-level strategy discussions with British American Tobacco, shaping go-to-market execution for co-developed products - Introduced tiered innovation architecture and commercialization stage gate cadence to improve launch clarity and revenue per SKU - Championed the development of a marketing analytics function to support capital prioritization and executive reporting - Oversaw the harmonization of structure, systems, and culture across newly integrated teams during rapid organizational change

Senior Global Marketing Manager, Tweed

Canopy Growth Corporation

2018-5 - 2020-5 · 2 yrs 1 mo

Toronto, Canada Area

Hired to help lead the launch and scale of Canada’s most recognized cannabis brand at legalization. - Positioned Tweed as Canada’s #1 brand through full-funnel go-to-market strategy, digital targeting, and experience-led campaigns - Introduced scalable marketing and planning systems during early-stage category formation - Collaborated cross-functionally with Legal, Product, and Retail to enable execution in a highly regulated and ambiguous market

Senior Marketing Manager | Progressive Brand & Trade Marketing Roles

PepsiCo

2009-6 - 2018-5 · 9 yrs

United Kingdom & Canada

Progressively promoted across global brand management, innovation, and commercial leadership roles in Canada and the UK. - Managed a $260M P&L, launched 20+ innovations, and delivered performance across Quaker’s UK portfolio - Led PepsiCo’s “Better Together” cross-portfolio platform uniting snacks and beverages — foundational strategies and programming that scaled globally - Activated global partnerships (NHL, NFL, NBA, CHL) across Canada’s top retail banners, including Loblaws and 7-Eleven - Championed Amazon UK e-commerce strategy and digital content standardization across brands - Received PepsiCo UK Marketer of the Year and shortlisted at Cannes Lions for breakthrough creative and execution