Responsibilities

• Strategic Leadership & Brand Stewardship: Serve as the senior marketing leader for Florida, developing comprehensive short‑ and long‑term marketing strategies aligned to Trulieve’s business goals.
• Shape and continually refine the Trulieve brand position in partnership with the CMO, ensuring brand consistency across all channels and customer touchpoints.
• Lead the marketing planning process for Florida, aligning strategies across retail, digital, creative, community engagement, and brand partners.
• Manage and optimize the Florida market’s $300M+ P&L, ensuring marketing strategies contribute directly to revenue growth, profitability, and customer loyalty.
• Integrated Marketing & Campaign Development: Develop and execute best‑in‑class integrated marketing campaigns—including product launches, promotions, cannabis holidays, digital/social campaigns, influencer programs, and loyalty initiatives.
• Build marketing programs designed to increase brand awareness, acquire new patients/customers, drive store traffic, and grow customer LTV.
• Oversee the seasonal marketing calendar to support business priorities, category performance, and promotional strategies.
• Ensure all campaigns are localized and personalized based on market dynamics and customer insights.
• Retail Marketing & In‑Store Experience: Partner with retail leadership to enhance the in‑store customer experience, ensuring marketing supports store-level goals, merchandising priorities, and operational readiness.
• Lead promotional planning for all Florida retail locations, ensuring seamless execution across stores and digital channels.

Requirements

• 10+ years of progressive marketing leadership experience; retail, CPG, wellness, or regulated industry experience strongly preferred.
• Proven ability to lead large, diverse marketing teams across multiple functions.
• Deep experience with integrated marketing, brand management, digital marketing, CRM/loyalty, and retail activation.
• Strong financial and business acumen, including experience managing large budgets and P&Ls.
• Exceptional collaboration skills with the ability to influence and align cross-functional stakeholders.
• Entrepreneurial mindset with the ability to thrive in a fast-paced, high-growth environment.
• Strong analytical capabilities with a data-first approach to decision-making.
• Ability to travel 30% throughout the state of Florida.

Preferred

• Retail, CPG, wellness, or regulated industry experience (strongly preferred).

Benefits

• A comprehensive benefits package including paid time off is offered with this position.
• Trulieve provides equal employment opportunities to all employees and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, pregnancy or any other characteristic protected by federal, state or local laws.