The Marketing Director is primarily responsible for elevating the brand identity of Berkshire Roots in the Massachusetts' cannabis market to drive customer loyalty, meet and exceed product sales' forecasts, and build the company’s reputation as a formidable retail and wholesale cannabis cultivator, processor and retailer.
The Marketing Director will evaluate the current Berkshire Roots' marketing programs and market position and, based on those findings, develop a new strategic marketing plan that leverages the company’s unique differentiators, branded product line up, and distribution strategies, including its two current dispensaries and wholesale business.
The Marketing Director will utilize sales' data from the industry and company sales' trends to make recommendations regarding product promotions, new product introductions and discontinuations. As needed, the Marketing Director will create requirements and collaborate with vendors and colleagues to develop additional data reporting to assist in continuous improvement in data-driven decisions.
The Marketing Director will have direct responsibility for current and future staff members to help execute the strategic plan. The company expects the Director and staff to be responsible for sales' and product promotion concepts/calendar, advertising, websites, direct messaging (e.g. SMS texting), email newsletters, social media, in-store content (e.g. menu design, video screen content, signage and décor), product packaging, event planning and webinars.
Develops and manages marketing operating budgets
Operates in a highly collaborative manner with sales and production departments to ensure alignment with overall marketing strategy and tactical execution
Establishes and maintains a consistent corporate image throughout all product lines, promotional materials, and events
Develops and implements strategic marketing plans and forecasts to achieve corporate objectives for products and services
Directs staffing, training, and performance evaluations to develop and control marketing programs
Establishes and maintains relationships with industry influencers and key strategic partners
Analyzes and controls expenditures to conform to budgetary requirements
Guides preparation of marketing activity reports and presents to executive management
Monitors competitor products, sales and marketing activities
Ensures effective control of marketing results and takes corrective action to guarantee that achievement of marketing objectives falls within designated budgets
Contributes to content, voice and tools needed for direct customer responses, e.g. customer support
Plans and oversees advertising and promotion activities including print, online, and electronic media
Develops and recommends product positioning, packaging, and pricing strategy to drive market share and maximize margin opportunity
Oversees and evaluates market research and adjusts marketing strategy to meet changing market and competitive conditions
Must be able to pass a criminal background (CORI) check
This is a full-time position located at our main location in the beautiful Berkshires of Western Massachusetts.
Cannabis industry experience is greatly desired
Proficient with Microsoft Office programs
Exceptional written and verbal communication skills
Comfortable working in a fast-paced environment
Minimum 7-10 years of marketing experience
Experience in digital marketing & traditional marketing methods
Hands-on, with the ability to multi-task
Supervisory experience - Required
Strong interpersonal skills
Must possess a high level of customer service style interaction with colleagues
Bachelors’ degree in marketing, business administration or related field
About Berkshire Roots, Inc.
You’ve found the leading cannabis purveyor in western Massachusetts, home to the largest indoor cannabis grow space in the Berkshires. We’ve been bringing relief, wellness and happiness to our community with medical cannabis since 2018 and are proud to have opened our doors for adult 21+ sales in April, 2019. So whether you prefer cannabis, marijuana, weed, pot, spleef, ganga or herb, we’re super happy you’ve found us in Pittsfield! Berkshire Roots, Inc is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
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