Marketing Director

Responsibilities

• Marketing Strategy, Budget & Reporting: Build and run the annual marketing plan and budget for all ECP house brands. Define KPIs, track spend, sell-through, and velocity, and turn results into action on distribution, pricing, and promotions. Report performance and ROI to the CEO and, as appropriate, to brand partners.
• House Brand Management & Launches: Own all ECP house brands, including Highly Casual, Pleasantea, Armada Beverage Co., and any future house brands, covering brand positioning, packaging, social media, and content. Coordinate the product launch calendar with operations, production, and product development, and manage the agencies, freelancers, and vendors behind the brands to deliver on time and on budget.
• Trade & Retail Programs: Develop and run trade and retail programs with key dispensary chains, including promotions, merchandising, planograms, POS materials, in-store displays, and ECP’s branded fridge program. Set the monthly promotional calendar and build the sell-in materials (decks, sell sheets, and account toolkits) used in accounts.
• Budtender & Consumer Education: Create budtender education and incentive programs (such as training, sales contests, and engagement kits) and compliant consumer education materials.
• Brand Partner Marketing Coordination: Serve as ECP’s main point of contact for marketing coordination with all brand partners. Push market insights to partners (sales data, event opportunities, and what is and isn’t working) and pull in what ECP needs from them (assets, resources, marketing funds, and event support), so partners have the information to build strong marketing plans and ECP makes full use of partner budgets and marketing resources to grow the category.
• Field Sales Partner Management: Own the marketing side of ECP’s relationship with our Third Party Field Sales Partner, our boots on the ground in Michigan dispensaries. Equip and task the Third Party Field Sales Partner to carry out marketing plans in market, including promotions, merchandising, fridge and display upkeep, budtender education, and events, and track their execution and results.
• Digital, Social, E-Commerce & Events: Oversee social media and content calendars aligned with in-store promotions and launches, run e-commerce and dispensary digital menu initiatives, and identify events, sponsorships, and sampling opportunities across Michigan, where permitted, with measurable return.
• Regulatory Compliance: Ensure all marketing materials, artwork, packaging, labels, social content, and new product submissions comply with Michigan Cannabis Regulatory Agency (CRA) rules and ECP standards, working with ECP’s compliance team to review materials before release and keep records of approvals

Requirements

• Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent professional experience preferred
• 5+ years of experience in brand, trade, or field marketing in beverage, CPG, or cannabis, including direct work with retailers
• Experience owning a marketing budget and measuring return on trade spend; comfortable with data, including velocity, margin, promotional lift, and ROI
• Experience working with a field sales team, broker, or distributor, and managing agencies, freelancers, or vendors
• Hands-on builder with proven success leading product launches and in-store promotions; able to personally build the deck, sell sheet, planogram, and training materials
• Working knowledge of cannabis marketing and packaging compliance; Michigan CRA experience strongly preferred, and Michigan dispensary retail or POS/e-commerce platform experience a plus
• Clear communicator who is organized, self-directed, and energized by building something from the ground up
• Valid driver’s license and reliable transportation for regular travel to retail accounts across Michigan
• Must be 21 years of age or older, as required by Michigan cannabis regulations

Preferred

• Michigan CRA experience strongly preferred
• Michigan dispensary retail or POS/e-commerce platform experience a plus

Benefits

• Health insurance
• Dental insurance
• Vision insurance
• Company-paid life insurance
• Flexible Spending Account (FSA) and Dependent Care FSA
• Paid time off (PTO) and paid sick time