Berkshire Roots, Inc.

Marketing Director - Pittsfield, MA

Job Posted
Jun 22, 2020
Employment Type
Time Commitment
Required Licenses
Company & Role Overview


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.


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Company BenefitsBenefits for this job may vary.

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Working Environment

This is a full-time position located at our main location in the beautiful Berkshires of Western Massachusetts.

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.

Role Requirements


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

Physical Requirements

Must be able to pass a criminal background (CORI) check


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