Job Title: Marketing Director
Department: Marketing
Reports to: Chief Executive Officer
FSLA Status: Exempt
About Us
Common Citizen is proud to be a Michigan-based cannabis company committed to changing the social stigma that prevents people from enjoying the greater quality of life that cannabis can provide. Our company is founded on two principles: ‘cannabis for humanity’ and ‘change for the better’. ‘Cannabis for humanity’ meaning we put people first in everything we do – from our safe, high quality cannabis plants to our world-class customer experience to our caring workplace environment. ‘Change for the better’ meaning that we have an insatiable desire to make ourselves, our product and our team experience better each and every day. In fact, we are working hard to become and be recognized as a Great Place to Work Best Workplaces in the USA.
About This Role
Every position at Common Citizen from seed to sale, is contributing to our mission to serve our fellow citizens of Michigan with the highest quality, safest cannabis product through our highly individualized and education-oriented provisioning centers.
The Marketing Director will work closely with the executive leadership team to set strategies and oversee all marketing activities for the organization — setting a long-term vision to help the company continue to improve lives by helping people see better.
This successful candidate will be a self-starter with initiative and drive, capable of executing rapidly while understanding changing customer needs concurrent to optimizing the marketing budget. They will have an exceptional ability to understand brand relevance and strength and an unwillingness to compromise on high standards for both messaging and design. This leader must be both creative and analytical, bring strong leadership experience and must be comfortable rolling up their sleeves and actively participating, not just managing. They will bring a strong analytical “test and learn” set of practices and actively manage marketing investment with a strong measurement and continuous improvement lens.
The Marketing Director will have a successful track record developing marketing strategies through advanced digital methods, ideally within a complex services environment. They will have contributed to the development and implementation of best-in-class approaches to customer engagement and experience design in order to drive greater customer growth and value. They may, or may not, come from sports, hospitality and entertainment background with consumer brands and marketing expertise/experience a positive attribute for potential candidates.
It will be important that this leader work in a collaborative fashion, have great interpersonal skills, and possess the ability to jump in and immediately make a positive impact in a dynamic, growing environment.
Responsibilities
Outlined below is what we see you doing at this point in time. We are a fast-growing company looking for people that are excited to grow along with us.
Responsibilities include but not limited to:
- Execute marketing programs that create demand for Common Citizen products and services and drive both new and existing customers to our stores.
- Develop and execute a multi-channel media plan that includes digital, search, social, PR, and email.
- Develop competitive positioning with high-performing brand awareness efforts, seasonal campaigns and corporate messaging strategies.
- Bring strong analytical and measurement skills to develop marketing campaigns aimed at increasing loyalty, customer retention and the lifetime value of the customer. These programs must be delivered to the customer through the right channels, at the right time, with the best message to gain the desired results. The programs and campaigns should be tested and measured at critical stages to ensure maximum results.
- Partner closely with the store expansion team on the identification of new or underserved markets and develops targeted advertising channels, campaigns or events and promotions for successful new store/market openings.
- Review and approve all forms of marketing collateral.
- Set campaign performance standards and measurement protocols to test and learn and drive continuous improvement in campaign execution.
- Lead the entire marketing team and function. Guide, develop and mentor the team of professionals, including individual development, team progression and organizational improvement initiatives.
- Collaborate with members of the executive leadership team to align departmental strategy or direction with the overall goals of the organization.
- Develop policies, practices and procedures that have a significant impact on the organization.
- Ability to establish processes in a fast-growing company with a focus on execution, quality and attention to detail.
- Develop key relationships with industry professionals and influencers and serve as a face of the company in interviews and press pieces.
- Continue building the integration of both digital and physical capabilities and establish a comprehensive omni-channel strategy.
- Be accountable for brand growth, store and web traffic, and overall brand health.
- This role requires a leader who can stretch up and down (tons of strategic leadership height with the executive team, but also required to be in the details with a small and growing team)
- Build a world class marketing team in order to build a world class Cannabis brand.
- Key priorities- building the team, building the CRM program, putting a lot of fundamentals in place connected to annual planning and execution, commercialization/ product innovation
- This is a very entrepreneurial role. The successful candidate has an immense amount of agency over the role, development of the team and where the company takes the brand in the future. This is a highly unique opportunity!
The Experience You Bring and the Skills we Need:
· BS/BA in Marketing; MBA highly desired.
· Minimum of 10 years’ marketing experience with proven ability to lead strategy development and mentor marketing teams.
· Multi-site retail experience strongly preferred.
· Demonstrated success in using data and analytics to drive change, reach customers and deliver on ROI.
· Digitally savvy
· Strong business / financial acumen.
· Demonstrated experience using test and learn to move the needle.
· Ability to provide timely analysis and insights to senior leaders and ownership.
· Proven leadership skills with an ability to motivate, coach and hold teams accountable to produce high-quality results.
· Will bring creativity and originality to the organization’s marketing playbook.
· Outstanding time management skills and ability to coordinate multiple priorities and deadlines.
· Highly proficient communication skills, both oral and written.
· This is a dynamic team, and as such daily tasks may vary, resulting in a fast paced and lively work environment.
Physical Requirements
- Regularly required to sit for long periods of time
- Use hands to handle, control, or feel objects, tools, or controls.
- Reach with hands and arms; and talk or hear.
• Must be able to stand for the duration of the shift
- Frequently lift and/or move up to 50 pounds.
- Comfortable working in a greenhouse environment (tolerance of heat & humidity)
Why You’d Love This Role
You have:
- A high level of professionalism and believe in our founding principles: “Cannabis for humanity” and “Change for the better”. As such, you enjoy being involved in the community and being a steward for the company and the positive change that we believe in.
- A passion for providing the residents and visitors of Michigan with the highest quality and safest cannabis products in the state.
- A desire to change the social perception of cannabis and a passion for humanity.
- A constant desire to learn new skills and believe in continuous improvement, both personally and professionally.
- Value integrity and honesty and want to bring those values to the cannabis industry.
- Enjoy being part of a team and sharing your skills with your fellow citizens.
- An appreciation for all stages of the production cycle of cannabis, including harvesting, trimming and processing.
- An awareness of the contamination risk between a commercial and home grow, and thus can commit to not operating a home grow while working with us in the greenhouse.
We offer:
- Medical, Dental, Vision benefits active your first day of employment
- Paid time off
- Employee discount
- Employee sponsored life insurance
- Employee assistance program
- 401K & 401K matching
Common Citizen is an equal opportunity employer. We celebrate diversity and are committed to creating an environment of mutual respect for all people. If you are a member of an equity group, you are encouraged to self-identify, on your application, cover letter or resume.
***Must be at least 21 years of age as required by the Cannabis Regulatory Association**
Common Citizen
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