Wholesale Marketing Manager

Position Summary

The Wholesale Marketing Manager is responsible for executing CULTA's brand presence within wholesale partner dispensaries, ensuring strong in-market performance through effective activations, merchandising, and partner support. This role focuses on bringing brands to life at the retail level by supporting wholesale partners with the tools, assets, and programs needed to drive sell-through. The Wholesale Marketing Manager partners closely with Wholesale Sales, Marketing and Production teams to ensure consistent, high-impact brand execution across all wholesale channels.

Key Responsibilities:

Wholesale Marketing Execution:

• Execute CULTA brand strategy across wholesale partner dispensaries, ensuring consistent and effective in-store brand presence.

• Partner with Sales and Wholesale teams to align on priorities, key accounts, and opportunities to drive revenue.

• Monitor brand performance within wholesale accounts and identify opportunities to improve visibility and sell-through.

• Conduct competitive analysis at the store level to inform execution and positioning

• Support digital and menu-based marketing efforts for wholesale partners, ensuring accurate and optimized product listings, promotional visibility, and alignment with brand priorities across partner platforms (e.g., Dutchie, Weedmaps).

Wholesale Launches & Activations:

• Lead execution of product and brand launches within wholesale partner locations.

• Coordinate with internal teams to ensure wholesale partners are equipped for successful launches, including timing, merchandising, and promotional support.

• Manage in-store activations, events, and promotional programs to drive brand awareness and sales.

• Track performance of launches and activations to inform future improvements.

Brand Asset & Partner Support:

• Ensure wholesale partners have all necessary assets to support CULTA brands, including sell sheets, product education materials, merchandising tools, and promotional assets.

• Develop customer-specific assets and programs tailored to key wholesale accounts.

• Maintain organization and accessibility of wholesale marketing materials across internal and external stakeholders.

• Partner with internal teams to ensure alignment between brand standards and execution in the field

Brand Ambassador Program Support:

• Provide direction for brand ambassador (BA) activities across wholesale accounts.

• Oversee development and distribution of activation materials, including swag, giveaways, and event support assets.

• Ensure BA efforts are aligned with brand priorities and effectively support wholesale sales initiatives.

Cross-functional Collaboration:

• Partner closely with Sales, Retail, and Marketing teams to align on priorities, promotions, and execution strategies.

• Communicate field insights, customer feedback, and competitive trends back to internal teams.

• Support ongoing optimization of wholesale marketing programs based on performance and feedback.

Required Qualifications

• 35 years of experience in marketing, retail marketing, or field/wholesale marketing.

• Experience executing marketing programs in retail or multi-location environments.

• Strong understanding of brand execution, merchandising, and promotional strategy.

• Proven ability to manage multiple projects and stakeholders simultaneously..

• Strong communication, organization, and problem-solving skills.

• Ability to operate effectively in a fast-paced, evolving environment.

• Experience in the cannabis industry, including knowledge of dispensary operations and product categories.

Preferred Qualifications

Optional qualifications that are beneficial but not required.

• Experience supporting field marketing programs.

• Experience coordinating brand ambassadors or field teams.

• Background in consumer packaged goods (CPG), lifestyle, or regulated industries.

• Familiarity with cannabis compliance requirements related to marketing and promotions.

Equal Opportunity Statement

CULTA is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.

Must be able to pass all background checks and drug screenings as required by the state.

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