Senior Director of Marketing

At TILT Holdings, marketing is about understanding the cannabis industry and building awareness about how our products/services can satisfy the industry needs. The Senior Director of Marketing is responsible for developing and executing a comprehensive marketing strategy that builds upon our brand awareness, increases customer acquisition, and enhances customer engagement.  They will be comfortable with marketing strategy, day-to-day marketing activities, and execution.  Our ideal candidate is a dynamic, inspiring commercial leader with a successful track record of building high-performing teams and creating a culture of accountability and engagement.    This role will collaborate with cross functional teams (not limited to) Sales, Operations and Procurement.  This role is highly visible and critical to the success of TILT. 

RESPONSIBILITIES:

• Define brand strategies and execution plans to achieve business goals.
• Establish positioning, identify target audiences, and develop marketing plans with specific objectives across different channels and segments.
• Lead the execution of marketing programs from start to finish, leveraging internal support and driving collaboration.
• Analyze customer insights, consumer trends, market analysis, and marketing best practices to build successful strategies.
• Create, maintain, and conduct analytics reporting across multiple platforms and extract key insights for future campaign development and go-to-market strategies, complete with formal proposals and recommendations on tactics.
• Develop email, and digital marketing campaigns to test and evolve lead nurturing tactics.
• Develop and manage marketing budgets

• Working in partnership with the creative team, develop creative briefs and guide creative direction to meet objectives for all marketing campaigns, communications, including trade marketing, digital, and video assets.
• Conceptualize and execute on multi-channel campaigns, ensuring the alignment of communications and messaging across all channels.
• Manage content and updates for customer and internal touch points, establishing budget guidelines, participating in events, documenting business processes, and providing additional sales support.
• Supervise & manage a team and provide guidance and feedback.
• Produce ideas for promotional events or activities and organize them efficiently.
• Plan and execute campaigns for corporate promotion, launching of new product lines, etc.
• Identify effectiveness and impact of current marketing initiatives with KPI tracking and analysis and optimize accordingly.
• Present ideas and final deliverables to internal and external teams, and communicate with senior leaders about marketing programs, strategies, and budgets.
• Produce ideas for promotional events or activities and organize them efficiently.
• Plan and execute campaigns for corporate promotion, launching of new product lines, etc.
• Conduct general market research to keep abreast of trends and competitor’s marketing movements.
• Work closely with regulations on the ever-changing cannabis state laws.
• This position will be focused on 2 cannabis business models-Standard Farms & Commonwealth Alternative Care and working closely with the local teams.
• Other projects/tasks, as requested by the direct manager.

KEY COMPETENCIES:

• Functional Acumen – Consistently shows comprehensive knowledge, skills, and abilities in the functional area(s) for which they are responsible and understands the fit with overall business goals.
• Emotional Intelligence - Consistently executes the four (4) principles of EQ (i.e., self-awareness, social awareness, self-management, relationship management)
• Intellectual Agility:  Consistently evaluates challenges and opportunities from a variety of angles, taking in multiple inputs, and arrives at reasonable business decisions.
• Leadership -
  • Lead - Able to inspire others through words and actions to achieve a common goal and meets or exceeds targeted business results.
  • Manage - Able to get specific tasks done through others and meets or exceeds targeted business results.
  • Coach & Develop - Able to observe the job performance and conduct of an employee, identify the employee’s strengths and areas for improvement, and formulate approaches to enhance the employee’s output, job satisfaction, and commitment to the company. 

• Collaborate - Consistently maintains effective teaming relationships with internal parties, and as applicable, external parties.
• Dependable - Can be consistently trusted to execute their job responsibilities on-time and within scope and meets or exceeds targeted business
• Upholds Company Values - Consistently role-models and supports execution of the Company core values.

QUALIFICIATIONS:

• Bachelor’s degree in marketing, business, or related field.
• Marketing & social media experience in the CPG or Cannabis industries of at least 5-8 years (including B2B experience).
• Experienced professional with a passion for the cannabis industry, able to employ creative marketing techniques.
• Comfortable working in a collaborative, and fast-paced environment.
• Data driven with a strong analytical mind.
• Experience managing & developing a junior team.
• Excellent interpersonal, written and verbal communication skills.
• Proficiency with online marketing and social media strategy.
• Proven experience developing marketing plans and campaigns.
• Strong project management, multitasking, and decision-making skills.
• Metrics-driven marketing mind with eye for creativity.
• You have an entrepreneurial spirit; guided by an authentic understanding of cannabis and cannabis culture; and committed to social justice.

• All candidates must be ready, willing, and able to work a fully flexible work schedule to include nights and weekends to meet fluctuating business demands.
• Every job applicant must pass a comprehensive background check, including the mandates of the Massachusetts Cannabis Control Commission. A job offer issued before the completion of a background check shall be contingent upon a positive result. A negative background check result may lead to the withdrawal of the job offer. 

WORKING CONDITIONS/PHYSICAL DEMANDS

• Frequently required to sit or stand at a computer for long periods.
• Willingness and ability to travel up to 25%.
• Ability to set, conduct and manage virtual meetings.

 The above statements are intended to describe the general nature and level of work being performed by people assigned to do this job.  The above is not intended to be an exhaustive list of all responsibilities and duties required and includes all other duties as assigned by management.

TILT is an Equal Opportunity Employer Committed to DEI.  All qualified job applicants receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. We are committed to fostering diversity and leveraging the value of diversity with equity and inclusion. 

Salary

$118000 - $140000 USD per year