Director of Marketing – Cannabis

Our client is an adult-use recreational cannabis business led by experienced entrepreneurs from the spirits, cannabis, and marketing industries. They are located in the Berkshires of Western Massachusetts’ southernmost town of Sheffield. They are seeking a full-time Marketing Director to lead the day-to-day strategic marketing and communications operations for our regulated, cannabis campus, which includes cultivation, extraction, retail, and wholesale components in multiple locations.

The role of the Marketing Director is to build brand awareness, visibility, perception, followers, subscribers, and engagement. The person in this hands-on position will oversee, plan, direct, and manage the company’s paid, earned, and owned media strategy to attract and convert target audiences, connect with consumers, drive purchase intent, and build long-term consumer, third-party vendor, and wholesale partner relationships. The Marketing Director is a crucial position that manages people and processes and will build communication channels among multiple departments, wholesale partners, and third-party vendors.

ROLES AND RESPONSIBILITIES WILL INCLUDE:

• Provide strategy and direction to the overall company to support consumer, wholesale, third-party, and B2B growth
• Oversight of the annual marketing budget — prepare and monitor the marketing budget on a quarterly and yearly basis and allocate funds wisely; develop budgets to include R&D appropriations, expenditures, and P&L projections.
• As principal brand manager, monitor and build the company’s brand and style guide; ensure all content, communications, materials, merchandise, signage and packaging visually and accurately represent and communicate corporate strategy.
• Develop and manage evolving corporate voice and communications – consumer, B2B, wholesale, investor, and internal departments.
• Create and maintain clear channels of communication within the company’s departments to support and connect marketing tactics to retail, wholesale, cultivation, production, and overall operations.
• Build strategic relationships and partner with key industry players, agencies, and vendors.
• Oversee third-party vendor/product partner reciprocal marketing strategy and content.
• Direct and manage marketing team (marketing manager, marketing specialist, field marketing manager, content providers, social media engagement, and outside vendors, including web developer, graphic designer, and public relations)
• Direct and supervise public relations communications strategy and media training for staff
• Direct and oversee sponsorship of regional events, planning of cannabis consumption events, cannabis conferences, and cannabis consumer educational initiatives
• Direct company position in the competitive marketplace, identify target audiences, and develop new channels; analyze consumer behavior and adjust campaigns accordingly.
• Champion ongoing data collection and analysis – website, enews, social, retail, wholesale
• Measure and report on marketing campaign performance, gain insight, and assess against goals through oversight, analysis, and recommendations of ongoing data collection to support strategy — social media and subscriber growth, Loyalty Program, survey reporting, digital marketing results, Google Analytics and SEO, product sales.
• With support from the marketing team, deploy successful marketing campaigns and implement valuable and engaging content from ideation to execution; oversee channels and approve marketing materials (website, digital marketing, enews, rack cards, social media) through paid, earned, and owned media.
• Oversee and test experimentation of various organic and paid acquisition channels, including content creation and curation, pay-per-click campaigns, event management, publicity, social media, lead generation campaigns, copywriting, and performance analysis.

QUALIFICATIONS AND EDUCATION

• BA/BS in a related field
• Prior experience building and managing a team of people (preferably a marketing team)
• Entrepreneurial spirit and strong work ethic with strong organizational and execution skills
• Ability to juggle multiple priorities and maintain composure under pressure
• Creative, honest, reliable and professional
• Solid understanding of the latest marketing trends and techniques
• Knowledge of social media content development and engagement
• Research and data organization skills
• Knowledge and understanding of cannabis products preferred
• Prolonged periods of sitting at a desk and working on a computer

Vangst