Field Marketing Manager - East Region

Job Description

Reporting to the President of the East Region and the Chief Marketing Officer, the Field Marketing Manager will be responsible for providing local market input to help shape marketing strategy and plans, executing and enhancing enterprise-wide marketing programs at the local level, and developing custom retail dispensary and wholesale customer initiatives to drive awareness, customer acquisition and retention and traffic/revenue. The East Region currently includes New York, Massachusetts, Maryland, and Pennsylvania. Other states will be included with the company’s continuous expansion in the east region of the United States.

The Field Marketing Manager will act as a liaison between the East Region business and the headquarters Marketing team to ensure regional business KPIs and marketing objectives are met. The successful candidate will have a diverse background with strong competencies in omnichannel marketing, event marketing/sponsorships and advertising & media. This role will manage a complex marketing effort executed state by state adhering to each state’s industry marketing regulations, meeting the local business’ needs and achieving a level of marketing standardization and consistency across state operations. The Field Marketing Manager will be accountable for achieving customer acquisition and revenue targets among other performance KPIs. It is critical that the candidate have a proven record of producing results in fast-paced, complex, and dynamic environments.

Responsibilities include:

• Serve as liaison between region wholesale/retail operations and marketing and as state expert on government marketing regulations, competitive landscape, business performance, product category performance at market level, local marketing opportunities, etc.
• Work with Director of Marketing to identify and fulfill research/data needs using internal sources, syndicated data and proprietary studies. Assist with execution including contributing insights/hypotheses, questions/methodology, analysis and developing local action plans based on key insights.
• Responsible for implementing enterprise-wide lead/demand generation initiatives and supplementing with state and store-specific activities.
• Execute onsite and offsite event marketing strategy identifying relevant local events and sponsorship opportunities; track and optimize ROI on customer acquisition targets; responsible for dispensary grand opening events.
• Work with dispensary General Managers, retail sales management, wholesale sales, marketing team, and finance to develop and implement a product promotion plan and process.
• Market to local healthcare networks and associations and individual practices in the medicinal marijuana use states through educational events and other channels to increase patients certified for medical cannabis tracking patients sourced through this channel.
• Market to general public in the recreational marijuana use states through various marketing channels and tracking customers sourced through each of the channels.
• Execute advertising and media plans; work with creative/media agencies as needed.
• Work with Social Media Manager to contribute to enterprise-wide content calendar; play a key role in developing state/dispensary-specific content calendars; assist with posts/review responses, help manage non-branded community state pages.
• Participate in cross-functional team on state-specific new products and launches; contribute to enterprise-wide product development and branding road map.
• Partner with sales team to grow wholesale business through effective collateral, promotions, events, etc.
• Work with Director of Communications and PR agency to identify and execute proactive PR opportunities; coordinate local logistics for press releases, media interviews, b-roll, etc. as needed.
• Provide local marketing support as needed for development and maintenance of e-commerce platform.
• Ensure all state and dispensary specific content including menus is accurate across all communication channels including websites, third-party directory sites, collateral, etc.
• Working with cross functional teams to produce/support training programs, literature, signage, merchandise or other materials to support sales objectives.
• Contribute to the development of KPI scorecard to track business and marketing performance.
• Other marketing-related responsibilities as assigned by the President of East Region and/or Chief Marketing Officer.

Qualifications

• 7+ years of related marketing experience; both B2B and B2C experience strongly preferred.
• Bachelor's degree in marketing, communications, public relations or other related fields.
• Field marketing and retail industry experience are required.
• Frequent travel is required.
• Excellent verbal 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

All your information will be kept confidential according to EEO guidelines.