Our Company
BellRock Brands is a multi-state house of brands and intellectual property focused CPG company operating one of the industry’s broadest branded product portfolios. BellRock is anchored by two iconic cannabis brands, Mary’s Medicinals (a pioneer in the Health & Wellness segment since 2013) and Dixie (a market-leading cannabis-infused edibles brand since 2010). BellRock’s CBD portfolio includes the brands Mary’s Nutritionals and Mary’s Tails. From adult-use confections and beverages to tinctures, transdermal patches and pet-focused balms, the BellRock family of brands is diverse and comprehensive.
BellRock is deeply committed to leading our industry towards a bright and prosperous future, and introducing brands and products beloved by consumers. Our premium house of brands is built on a foundation of trust, efficacy, and higher standards, and our quality products provide a consistent and safe experience. With more than 17 years of combined experience in cannabis, and a portfolio of more than 200 products, we have something for every need, every occasion, and every person.
Job Description
The Marketing Director is responsible for leading and building the Mary’s and Dixie brands. As first and foremost the business and P&L leader, the Marketing Director will set the objectives, strategies and tactics for the Mary’s and Dixie businesses, driving annual revenue by bringing the brand visions to life via regional and trade marketing, establishing BellRock Brands as the retail partner of choice while being a storyteller, a creative problem solver and a champion of the shopper. Naturally curious and a collaborative leader, a true partner to both sales and marketing, the Marketing Director understands the power of consumer driven brands and how critical the retail channel is to the commercial health of those brands. They run their business by the numbers, using data to drive decisions that balance short-term needs with long-term aspirations.
Key Responsibilities
Annual Business Planning and Execution
- Build and gain alignment to annual business plan including objectives, strategies and tactics
- Build and gain alignment to annual brand revenue forecast and budget recommendations
- Build and gain alignment to national promotional plans by brand with clear revenue targets and KPIs
Define the Tasks to be Done
- Utilize commercial and consumer data to develop a comprehensive understanding of market, category, and segment dynamics
- Understand portfolio strategy and brand profitability as the basis for rational resource allocation decisions
- Develop a deep understanding of the competitive landscape in each state, becoming the go-to source for competitor insight
- Develop a deep understanding of the retail landscape in each state to identify priority / lighthouse accounts and commercial opportunities
- Develop a deep understanding of the company’s product portfolio, features and benefits, how they differ from direct competitors, and why retail partners should care
Craft the Stories
- Utilize comprehensive market and product knowledge to craft differentiated and compelling selling stories across the company’s portfolio
- Develop and deploy a seasonal activation calendar and related programs to capitalize on key holidays and selling windows
- Own the company’s Partnership program, ensuring selection criteria, partnership tools, and tactics are optimized for an evolving retail market
- Collaborate with the Digital Marketing Manager to build and deploy a robust trade email calendar and content plan (national / state / local)
Build the Toolkits
- Translate selling stories into highly effective sales presenters (traditional and digital) with a focus on continuous improvement
- Develop and maintain POP marketing catalogs and toolkits including POSM, display material, merchandise, digital assets and partnership tools
- Work with relevant internal and external partners to develop retail promotional programs and related tools
- Lead the development and maintenance of the company’s digital shelf with key retail and delivery service partners
- Manage and optimize relationships with relevant external vendors and agency partners including promotional staffing, retail display, digital asset and POD, etc.
Communicate and Collaborate
- Be the point of contact (and filter) for all sales support requirements and requests
- Support sales team training and induction programs
- Work with Brand Marketing and Consumer Insights to provide market intelligence that drives evolution on a brand, communication and NPD level
- Marketing lead for trade and consumer event creation, planning and execution
- Work with R&D, commercialization and sales to launch new innovation into the marketplace
- Drive and support geographic expansion of successful “single market” products
Supervisory Responsibilities
- Manages, recruits, interviews, hires, and trains marketing staff
- Sets the vision and goals/objectives for the brands
- Direct daily workflow of the marketing department
- Provides constructive and timely performance evaluations
Required Skills
- Strong P&L management experience
- Experience working within a high growth, fast moving startup environment
- Agency and partner management
- Engaging, charismatic, and able to conduct difficult conversations
- Analytic and creative, balancing short and long term commercial and brand needs
- Demonstrated ability to analyze, synthesize and formulate data-based recommendations and presentations
- Exceptional interpersonal and communication skills
- Ability to balance multiple priorities, projects and workstreams
- Excellent organizational and project management skills with a high attention to detail and follow through
- Basic Adobe Suite skills a plus
Physical Demands
- Prolonged periods of sitting at a desk and working on a computer
- Must be able to lift up to 15 pounds at times
Travel Required
- Up to 15% travel
Education and Experience
- BA/BS degree marketing
- 8+ years of experience in marketing
- Cannabis industry experience
Other Responsibilities
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.
BellRock Brands Inc. is proud to be an equal opportunity workplace. All aspects of employment decisions will be based on merit, competence, performance, and business needs. We do not discriminate on the basis of any status protected under federal, state, or local law. We celebrate diversity and are committed to creating an inclusive environment for our colleagues.
BellRock Brands
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