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Manager, Regional Marketing - Trenton, United States - Green Thumb Industries (GTI)
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Description
The Role The Manager of Regional Marketing is a new position at Green Thumb.It is responsible for developing, managing, and executing the NY/NJ/MD region's trade and retail marketing programming to accelerate our growth in the market.
GTI's sales and retail footprint have rapidly grown and reached a scale that requires additional focus on key local brand-building and revenue-driving activities.
The Manager, Regional Marketing will serve as a critical conduit between the NY/NJ/MD region and the central Trade Marketing team, with close collaboration with Brand Marketing, Wholesale Sales, Retail Marketing, and Retail Operations to translate brand and market objectives into tactical programs that can be executed in each market.
The Manager of Regional Marketing will report directly to the Commercial General Manager, with significant visibility to the Revenue, Marketing, and Sales executive teams.
This position requires an analytically oriented business problem solver, a hands-on brand builder who is not worried about getting their hands dirty, and a people leader with the intellectual flexibility to support a rapidly growing business.
The leader must work with cross-functional partners across Sales, Marketing, and Retail to capture near-term opportunities while building the infrastructure enabling the organization to execute best-in-class programming and achieve long-term aspirations.
ResponsibilitiesBuild and manage a team of local trade and retail marketing professionals to lead and execute:
Development of regional marketing priorities, strategies, and solutions
Management and coordination of local program calendar inclusive of all marketing programs and activities within the market that align to the broader national calendar
Execution of programs including adaptation of local physical and experiential assets for Green Thumb's portfolio of brands across retail and wholesale channels, including:
Point of Sale assets
Value-Added programs
Localized digital/social media assets
Experiential campaigns (e.g., in-store brand education, large-scale consumer event activations)
Trade Education activations and campaigns (e.g., external dispensary pop-ups, Budtender education programs, etc.)
Patient outreach
Management of local social media platforms and assets
Coordination of local digital programming calendar, including prioritization of opportunities, planning and local adaption of assets, trade activation plans, and execution oversight
Ownership of local marketing budgets, including tracking spend and measuring return on investment
Management and recruitment of agency resources, where needed, to support the activation needs of the brand and local market teams
Monitor and understand the local competitive environment, particularly related to promotional activities, to ensure that GTI's local strategies and tactics are market-leading and effective
Develop and improve processes to streamline marketing program development across the central trade marketing team as well as broader CPG marketing, sales, and retail organizations
Coach and lead team to ensure delivery of responsibilities and personal development, including:
Assist in determining the scope of current and future local marketing roles based on local needs and regulatory nuances
Lead recruiting efforts for all new and open local marketing roles
Build development plans for local marketing team members and provide support and coaching to continue the development of all team members
Become the expert in understanding state regulations to inform marketing program opportunities and ensure program and employee compliance with all Green Thumb-based state guidelines
Qualifications
A high-integrity leader who understands that working in the Cannabis industry comes with greater scrutiny and, therefore, requires a higher level of compliance with the rules, regulations, policies, and procedures of Green Thumb
Bachelor's degree preferred
5+ years' experience in a related field marketing role or broader marketing, brand, or commercial sales roles
Track record of managing and developing a team of marketing professionals is preferred
A thorough understanding of consumer and trade marketing strategies and experience developing and adapting programs to fit local needs
Ability to think strategically and connect high-level strategic objectives to tactical program needs and development
Knowledge of local on and off-premise cannabis market, including local laws and statutes
Strong budget management skills with previous budget management and oversight experience
Ability to gain and maintain an in-depth understanding of target consumer and market trends
Compliance with all standard safety requirements and guidelines
Proficient in Microsoft Office Suite (Excel, Word, PowerPoint, etc.)
Strong communication skills – written and verbal
Highly motivated, self-directed, innovative, and able to work independently or among teams with keen judgment, common sense, and resourcefulness
Adapts and thrives in a demanding, fast-paced environment
Possesses a high level of critical thinking
Operates with a high level of professionalism and integrity, including dealing with confidential information
Strong organization planning & project management skills
Must understand and comply with the rules, regulations, policies, and procedures of Green Thumb.
Ability to travel out of the market overnight multiple times throughout the year, up to 30%
Additional Requirements
Must pass any and all required background checks
Must be and remain compliant with all legal or company regulations for working in the industry
Must possess valid driver's license
Must be a minimum of 21 years of age
Must be approved by state badging agency to work in cannabis industry
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Manager, Regional Marketing professionals in Trenton
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Kerry Nulman
Lead generation/business development consultant