This role can involve up to 50% travel, including nights and weekends.
The Role
The Manager of Regional Marketing is responsible for developing, managing, executing, and analyzing the New York regional marketing programming to accelerate our growth in the markets. GTI’s sales and retail footprint has rapidly grown and reached a scale that requires additional focus on key local brand building and revenue driving activities in New York. The Manager, Regional Marketing will serve as an important role within the market to coordinate and organize initiatives in partnership with regional stakeholders while also serving as the key conduit between the region and central corporate teams 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, Retail and Marketing executive teams. This position requires an individual who has the intellectual flexibility to build strategic programs to support a rapidly growing business while also being a hands-on brand builder who is not worried about getting their hands dirty.
The leader must work with cross-functional partners across Revenue, Retail and Marketing to identify and execute near term opportunities while building the infrastructure that will enable to the organization to execute best-in-class programming and achieve long-term aspirations.
Responsibilities
- Development of regional marketing priorities, strategies, and solutions
- Responsible for the planning, coordination and local execution of all centrally and regionally led marketing programs in market, Including but not limited to event sponsorships, In-store events, national and regional, promotions, strain/product launches, wholesale programs, etc.
- Management and coordination of master regional program calendar that is inclusive of all marketing programs and activities within the region inclusive of strain/product launches, national programs, regional promotions/events and retail operations initiatives. Prioritization of opportunities, especially when communicating through digital channels, will be crucial when managing the master calendar.
- Customizes digital and printed creative templates for various centrally and regionally led Initiatives to fit regional needs
- Development, planning and execution of new product and strain launch strategies. Closely monitors Innovation calendar and stays In constant communication with regional stakeholders to ensure all launches are maximized through digital and printed channels.
- Serves as the "go-to" for central teams to reach out to for any regional marketing Initiatives
- Ownership of local marketing budgets including tracking spend and measuring return on investment
- Monitor and understand 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 teams as well as broader CPG marketing, sales, and retail organizations
- 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 building strong relationships with cross functional and regional partners
- Experience managing and developing junior marketer(s) 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 for events and meetings multiple times throughout the year, in-market and out of market overnight, up to 50%
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
The pay range is competitive and based on experience, qualifications, and/or location of the role. Positions may be eligible for a discretionary annual incentive program driven by organization and individual performance.