Regional Field & Trade Marketing Manager- East
Company Description
The CIMA Group LLC doing business as Wana Brands is a subsidiary of Canopy USA, LLC, a leading vertically integrated, multi-state operator in the United States cannabis industry. With the transition of Acreage Holdings to Canopy USA, LLC in December 2024, Canopy USA, LLC is now positioned to consolidate operations across its three business units – Wana, Jetty, and Acreage – realizing synergies, cost savings, and supporting growth in state-legal markets across the U.S. Through coverage of key market segments including flower via Superflux, vape and concentrates via Jetty, edibles and beverages via Wana, and retail through The Botanist, Canopy USA, LLC is well positioned to accelerate growth with an emphasis on the Midwestern and Northeastern U.S. markets. As newly formed Canopy USA, LLC, we are building a stronger, more agile organization that will unlock greater opportunities across the growing US cannabis market.
Summary
The Regional Field and Trade Marketing Manager leads promotion of all company and related subsidiary and affiliate company brands and executes marketing campaigns and promotions that align with our brands goals. This person will manage their regional field marketing team and work cross departmentally with the regional sales team and our distribution partners to build our brands and related company brands in their region. This role will be responsible for overseeing all field marketing activity driving customer acquisition, partnering with our distribution partners on marketing initiatives, brand awareness, and brand loyalty.
Essential Functions & Responsibilities
- Lead collaboration efforts between sales and marketing to develop, implement, and analyze marketing initiatives and strategies specific to the region. This includes collaborating with our distribution partners on field marketing activities and account partnership and management.
- Manage a team of local Field and Trade Marketing Managers.
- Oversee and assist with the execution of local monthly marketing calendar that includes any activations, paid/earned media, and support around any national campaigns.
- Ensure department KPI’s are met.
- Manage regional budget for events, swag, travel, and budtender engagement, accurately estimate costs, and manage execution.
- Manage teams scheduling and management of their team’s field activities including store visits, activations, events, and budtender training.
- Lead, train, and manage store visual execution with their teams and hold them accountable to consistent brand standards.
- Support national and regional initiatives to drive sales performance and build brand loyalty.
- Develop, collect and share monthly regional marketing and sales recaps with key stakeholders.
- Create and manage key brand partnerships with local businesses and non-profit organizations who can foster our goal to build community relations and awareness.
- Work with Sales Director to roll out monthly, quarterly, and annual brand strategy and initiatives.
- Work with Sales Director and team to develop metrics to measure the success of all initiatives with the goal of increasing effectiveness and driving the scale of programs.
- Lead, collaborate, facilitate, and share best practices and lessons with Field and Trade Marketing Managers on a Regional monthly call.
- Create and distribute both quantitative and qualitative analysis on programming with recommendations to management on consumer/account feedback, sales results, program outcomes.
- Monitor industry trends and competitor activities in their region.
- Collaborate with national marketing and cross-functional teams (sales, operations, retail, product) to align on regional priorities, support developing and execute localized campaigns, and drive the success of key initiatives that support business objectives across the region.
- Assist with the national and regional department stretch projects when needed.
Supervisory Responsibility:
This position has supervisory responsibility in the Sales department and has direct report(s). This employee has the authority to hire and fire other employees, or this employee’s suggestions and recommendations as to the hiring, firing, advancement, promotion, or any other change of status of other employees are given particular weight.
Other Duties:
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.
Qualifications
Education & Experience:
- BA Degree in Business, Marketing or related field required.
- Minimum 5-10 years of relevant work experience in field marketing/brand marketing and implementing integrated campaigns across multiple locations.
- Minimum of 3+ years of people management experience, with a proven ability to lead, mentor, and develop high-performing teams.
- Dispensary or related retail experience.
- Knowledge of digital marketing, advertising, event planning, out of home media, and other advertising mediums.
- Excellent knowledge of marketing planning tools and strategies.
Additional Qualifications:
- Passion for company and related company our brands and the industry.
- Must be licensed/badged according to state requirements.
- Ability to give dynamic product and marketing presentations.
- Ability to build relationships and rapport with internal and external partners.
- Excellent writing skills.
- Presentation building skills through Canva, PowerPoint or other visual presentation software.
- Ability to help plan, execute, and analyze an overall marketing strategy.
- Ability to multi-task and work effectively with a variety of tasks and partners (both internal and external); must be able to work cross-functionally with sales and operations teams to effectively generate, execute and report on marketing programs.
- Ability to interact with various levels of stakeholders and make decisions based on data and insights.
- A reliable vehicle or transportation for travel to in-state events, retail locations and any field related work.
- Candidates must live in a priority market within their territory.
- Ability to work occasionally weekends and evenings.
Benefits
- Annual compensation commensurate with experience from $80,000 - $120,000, plus potential bonuses effective January 2025
- Full suite of medical, dental, and vision insurance
- Paid parental leave
- 401(k)
- Paid Time Off
- Long-Term Disability
- Employee Assistance Program
- Employee life insurance and supplemental life
- Spouse and child life and AD&D
- Pet insurance
- FSA and HSA available
Schedule:
- This position regularly works normal business hours, Monday – Friday, 40 hours per week. This position does require evening and weekend work depending on the event schedule. Please confirm with the supervisor regarding the expected working schedule.
- This position is exempt from overtime pay due to administrative employee exemption.
WORK ENVIRONMENT AND PHYSICAL DEMANDS
The work environment characteristics and physical demands described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
This position will frequently work in the field traveling to dispensaries, pop-up events, and other marketing and promotional events. The ability to drive the company sprinter van, sometimes long distances, is required. This position will work 80% in the field traveling to dispensaries, pop-up events, and other marketing and promotional events. Must have access to a secure home office-type environment with use of computers, virtual meetings, internet, email, and phone.
While performing the duties of this job, the employee is regularly required to communicate effectively. The employee frequently is required to set up heavy equipment, move boxes, and other materials as needed. This role routinely uses standard office equipment such as computers, phones, photocopiers, filing cabinets, and fax machines. Ability to lift up to 35 pounds. Lift and carry folding tables, bins of merchandise, tents, and banners. Must be able to stand and talk with others for up to 4 hours at a time. Must have ability to travel using own transportation, occasionally for long distances.
CODE OF CONDUCT
All employees are expected to represent the values and maintain the standards contained in the Company’s Code of Conduct.
CHANGES TO THIS JOB DESCRIPTION
The Company may amend this job description in whole or part, at any time, without notice based on business needs.
E-Verify Participation Notice
This Employer participates in E-Verify and will provide the federal government with your Form I-9 information to confirm that you are authorized to work in the U.S.
What is E-Verify? E-Verify is an internet-based system that compares information from and employee’s Form I-9, Employment Eligibility Verification, to data from the U.S. Department of Homeland Security and Social Security Administration records to confirm employment eligibility.
AAP/EEO Statement
The CIMA Group LLC is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, age, sexual orientation, disability, or protected Veteran status. We appreciate your interest in The CIMA Group LLC. If you need assistance with completing an online application due to a disability, please send a request to [email protected]. Please be sure to include “Accommodation Request” in the subject line.