Job Description
Reporting to and partnering with the Chief Marketing Officer, the Director of Marketing will be responsible for the organization’s marketing strategy and integrated marketing plans to increase brand awareness, audience engagement/loyalty and revenue for both business-to-business and business-to-consumer channels.
The successful candidate will have a diverse background and a strong marketing generalist skill set with experience across the entire marketing mix spectrum. The Director of Marketing will need to be a “thinker” and a “doer” with deep strategic and tactical competencies. This role will manage a complex marketing effort executed state by state adhering to each state’s marketing regulations. In this environment, the Director of Marketing will need to achieve a level of marketing standardization and consistency across state operations and contribute to meeting aggressive revenue growth targets. It is critical that the candidate have a proven record of producing results in fast-paced, complex, and dynamic environments.
Duties and responsibilities or (Essential Functions)
- Work closely and collaborate with Communications and Creative Services marketing groups and cross-functional teams to develop integrated marketing plans and impactful creative and communications.
- Utilize syndicated and proprietary market/consumer research to identify relevant insights on current industry practices, trends and audience preferences, to guide marketing plan development and track our brand health and performance.
- Manage brand strategy including portfolio architecture, value proposition, positioning, guidelines, customer experience, etc.
- Acquire patient and adult-use customers through multiple channels; reach, educate and engage medical providers on each state’s medical marijuana program; track and optimize acquisition costs and performance.
- Own and optimize the retail customer journey and on-site and off-site experience to increase retention and loyalty.
- Lead digital marketing – website, email marketing, SEO, etc.; work closely with Social Media Manager on integrating efforts through social media.
- Develop advertising campaigns and manage market-level media-buying.
- Manage digital and creative agency relationships.
- Provide strategic direction on patient and medical provider event marketing/outreach efforts and execution support with effective communication materials.
- Partnering with Operations, develop loyalty program value proposition, promotional offers and communications.
- Work with cross-functional team on product marketing including new product development, branding and promotions.
- Partner with sales team to grow wholesale business through effective collateral, promotions, events, etc.
- Provide marketing support for development and maintenance of e-commerce platform.
- Develop strategic partnerships and sponsorships that advance our cause and visibility and achieve business objectives.
- Establish a marketing scorecard of key metrics to track performance.
- Manage, coach and develop a Senior Marketing Manager and an Assistant Marketing Manager.
Qualifications
- 10+ years of related marketing experience; both B2B and B2C experience strongly preferred.
- Must have corporate/client side experience; start-up experience a plus.
- Bachelor's degree in marketing, communications, public relations or other related fields.
- Supervisory management experience required.
- Excellent communication and writing skills.
- Exceptional project management and multi-tasking skills.
- Strong analytical skills and ability to translate insights into actionable plans.
- Team player but can also work well independently.
- Ability to thrive in a dynamic and evolving industry and company.
Additional Information
It is the policy of PharmaCannis to afford equal opportunity in all phases of employment without regard to an individual's age, race, color, religion, creed, gender, national origin, citizenship status, marital status, pregnancy, sexual orientation, gender identity, gender expression, genetic tests and information, physical or mental disability, protected veteran status or any other legally protected status.