Marketing Director

Job Description

POSITION SUMMARY

As one of New York’s largest cannabis manufacturers and distributors, Cirona Labs is seeking a Marketing Director .

The Marketing Director leads marketing for Cirona Labs, a cannabis and hemp company that produces and distributes THC products for the regulated cannabis market. Because Cirona Labs is a small team, this is a hands-on leadership role: the Director sets strategy and also personally runs brand, digital and social marketing, retail and trade partnerships, and agency relationships.

The Director owns the marketing budget, approves launch plans and creative, and leads the Marketing Operations Manager, who runs launch coordination, creative traffic, POS and merchandise, and event logistics from headquarters. It is based in the New York City area, close to the retail market, with periodic travel to company headquarters in Rochester, NY.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Strategy & Leadership

• Develop and execute the annual marketing strategy, translating CEO direction into clear priorities, goals, and KPIs across brands and launches.
• Recruit, lead, and develop the marketing team, including the Marketing Operations Manager and the Field Marketing team.
• Set marketing priorities and resolve trade-offs when launches, programs, or budgets compete.
• Deliver a monthly report to the CEO on launches, programs, channel performance, and spending.

Brand & Creative

• Define brand positioning, messaging, and voice in partnership with the Creative Director.
• Write or approve product claims, launch messaging, and key copy for packaging, sales materials, and campaigns.
• Approve creative against business objectives and brand standards, and settle conflicting feedback or priorities with leadership.

Innovation & Launches

• Set innovation priorities with leadership and lead the monthly leadership innovation review.
• Approve the launch tier (Gold, Silver, or Bronze), budget, and plan for each launch, as prepared by the Marketing Operations Manager.
• Use post-launch reviews to shape the product portfolio and future launch decisions.

Packaging

• Own packaging content, including product information, claims, and compliance copy, and give final approval on artwork before production.

Retail, Trade & Sales Enablement

• Build partnerships with licensed cannabis dispensaries and lounges across New York State, as well as traditional beverage retailers and distributors.
• Equip Sales with sell sheets, messaging, and tools to support new and existing products.
• Decide which trade shows and events to attend, set their objectives, and represent Cirona Labs at key events and retail activations.

Digital & Social Marketing

• Own social media publishing and community management across brand accounts, including the rolling content calendar.
• Run digital menu advertising (such as Dutchie and Surfside) and other paid digital campaigns, reporting monthly on spend and return on ad spend (ROAS).
• Build and run influencer partnerships and consumer email and CRM programs.

Budget, Agencies & Research

• Own the marketing budget: build the annual and quarterly plan for CEO approval, and approve spending and reallocations.
• Select and manage agencies and external partners, holding them accountable for quality, timelines, and cost.
• Conduct consumer and competitive research, and evaluate spending against results to redirect funds toward higher-value work.

Regulatory Compliance

• Ensure all advertising, packaging, labeling, and promotional activities comply with federal and state cannabis and hemp regulations, monitoring changes and working with legal and compliance resources as needed.

MINIMUM QUALIFICATIONS (KNOWLEDGE, SKILLS, AND ABILITIES)

• Bachelor’s degree in Marketing, Business, or related field (Master’s preferred).
• Minimum 7 years of marketing experience, including 3+ years in consumer packaged goods (CPG) or the cannabis industry.
• Documented track record of setting marketing strategy and leading product launches across Sales, Operations, and Creative.
• Experience managing and developing direct reports, agencies, and external partners.
• Hands-on experience running social media, paid digital, and email or CRM programs, with performance reporting.
• Experience owning a marketing budget and negotiating with vendors and partners.
• Strong understanding of cannabis compliance and advertising regulations.
• Creative thinker with a strong analytical background.
• Experience with brand ambassador or field programs, Canva, and AI-assisted content tools is a plus.