Marketing Director IN PERSON

Job Description

Marketing Director – Brand Growth & Market Leadership

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Are you a marketing leader who thrives on building brands, driving customer engagement, and creating campaigns that deliver measurable results? Do you have the ability to develop innovative marketing strategies while navigating the complexities of a highly regulated cannabis market? If you're driven by creativity, accountability, and growth, this role is for you.

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Mitten Extracts is seeking a strategic and results-driven Marketing Director to lead the company's marketing, brand development, product marketing, and digital marketing initiatives across the organization, including wholesale brands, retail dispensaries, product launches, and consumer-facing campaigns.

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This role is responsible for driving brand awareness, customer acquisition, retention, and revenue growth while ensuring all marketing activities align with business objectives, compliance requirements, and evolving consumer trends. The Marketing Director will work closely with the Community Director to ensure alignment between marketing strategies, community engagement efforts, partnerships, and brand messaging. This position will play a critical role in strengthening Mitten Extracts' market position and building scalable marketing strategies to support continued growth throughout Michigan and future markets.

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Key Responsibilities

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1. Marketing Strategy & Brand Leadership

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• Develop and execute the company's overall marketing strategy across retail, wholesale, and product categories

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• Establish annual marketing plans, budgets, KPIs, and growth initiatives

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• Identify opportunities to increase market share, brand awareness, and customer loyalty

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• Lead long-term brand strategy while maintaining consistency across all channels

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2. Brand Management & Consumer Engagement

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• Oversee all brand positioning, messaging, and visual identity initiatives across the organization.

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• Develop and manage the annual marketing budget, ensuring alignment with company growth objectives and approved spending parameters.

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• Monitor budget utilization monthly and reallocate resources as needed to maximize marketing effectiveness and ROI.

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• Ensure marketing investments deliver measurable business outcomes and remain within approved budget thresholds.

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• Ensure consistency across packaging, retail environments, digital channels, social media, and promotional materials.

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• Develop consumer engagement programs and loyalty initiatives that strengthen brand awarenes, customer retention, and long-term loyalty.

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• Conduct market research, competitive analysis, and consumer insights evaluations to inform brand strategy and business decisions.

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• Collaborate closely with the Community Director to align marketing campaigns, community engagement efforts, events, partnerships, and outreach initiatives with the company's vision, values, and strategic objectives.

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3. Product Marketing & Launch Execution

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• Partner with Sales, Production, Compliance, and Product Development teams to execute successful product launches

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• Develop go-to-market strategies for new products and categories

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• Lead product positioning, messaging, pricing support, and promotional planning

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• Analyze product performance and recommend portfolio optimization opportunities

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4. Digital Marketing & Customer Acquisition

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• Oversee digital marketing strategy, including website, SEO, email, SMS, social media, and paid advertising

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• Ensure compliance with all cannabis advertising regulations and platform requirements

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• Optimize customer acquisition costs and return on marketing investment

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• Leverage analytics and performance data to continuously improve campaign effectiveness

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5. Data, Analytics & Performance Measurement

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• Implement data-driven decision-making across all marketing functions

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• Build dashboards and reporting tools to track marketing performance

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• Monitor KPIs including:

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• Brand awareness
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• Customer acquisition
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• Customer retention
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• Retail traffic
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• Campaign ROI
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• Revenue contribution
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• Market share growth
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• Marketing spend versus budget
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• Customer acquisition cost (CAC)
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• Return on advertising spend (ROAS)
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• Cost per lead and cost per conversion
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• Budget efficiency and campaign profitability
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• Present performance results and recommendations to executive leadership

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6. Cross-Functional Leadership

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• Partner with:

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• Sales (trade marketing, wholesale growth, customer engagement)
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• Operations & Production (product launches, inventory planning)
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• Finance (budget management, ROI analysis)
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• HR (employer branding and recruiting support)
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• Ensure alignment between marketing strategy and business objectives

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7. Team Leadership & Culture

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• Build, mentor, and lead a high-performing marketing organization

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• Manage internal marketing personnel, agencies, designers, and external partners

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• Foster a culture of accountability, creativity, innovation, and continuous improvement

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• Promote company values: #Vision #Iron #Build

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Qualifications

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Required

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• 7+ years of progressive marketing leadership experience

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• 3+ years of marketing leadership experience within the cannabis industry

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• Proven success building and growing consumer brands

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• Experience managing multi-channel marketing campaigns and budgets

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• Strong understanding of retail marketing, product launches, customer acquisition, and brand strategy

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• Experience analyzing marketing performance and translating data into actionable business decisions

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• Executive presence with the ability to influence leadership and cross-functional teams

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Preferred (Highly Desired)

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• Experience in cannabis, CPG, beverage, alcohol, or other highly regulated industries

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• Deep understanding of:

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• Cannabis compliance and advertising restrictions
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• Retail dispensary operations
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• Wholesale cannabis sales channels
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• Consumer packaged goods (CPG) marketing
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• Experience with loyalty platforms, CRM systems, digital advertising, SEO, and marketing automation tools

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• Experience launching and scaling multiple cannabis brands

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Key Competencies

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• Strategic Thinking & Execution

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• Brand Building & Consumer Engagement

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• Marketing Analytics & ROI Management

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• Digital Marketing Expertise

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• Product & Market Insight

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• Leadership & Team Development

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• Cross-Functional Influence

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• Adaptability in a Regulated Environment

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Success Metrics (First 12 Months)

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• Increase brand awareness and customer engagement across all channels.

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• Improve customer acquisition and retention metrics.

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• Successfully launch and scale new product initiatives.

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• Increase retail traffic and loyalty program participation.

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• Improve marketing ROI and campaign effectiveness.

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• Strengthen wholesale and retail brand presence throughout Michigan.

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• Build a scalable and accountable marketing organization.

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• Maintain annual marketing spend within ±5% of approved budget.

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• Achieve target ROAS and customer acquisition cost goals established by executive leadership.

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• Deliver quarterly marketing ROI and budget performance reviews to executive leadership.

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• Demonstrate measurable revenue impact from major marketing campaigns and product launches.

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Reports to: CRO

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Location: In Person – Dimondale, MI (Greater Lansing Area)

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Compensation: Salary/Exempt: $145k - $160k

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Note: Upper end of the salary range reserved for candidates with national or large-scale single-state experience in cannabis industry.

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***Willing to pay for relocation

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Physical Demands

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The physical demands described here are representative of those that must be met by a team member to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

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While performing the duties of this Job, the team member is regularly required to stand; walk; sit and talk or hear.

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Work Environment

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The work environment characteristics described here are representative of those a team member encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

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The noise level in the work environment is usually quiet.

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