Responsibilities

• Build and own the annual marketing plan with clear goals, channel priorities, and performance metrics tied to revenue and customer growth.
• Manage the marketing budget. Determine where to invest, what to outsource, and what to handle internally. Evaluate vendors and hold them accountable to results.
• Track and report on campaign performance regularly with honest, data-driven analysis.
• Stay up to date on Massachusetts cannabis marketing regulations and ensure all activity remains compliant.
• Own the full digital presence including the website, SEO, email and SMS marketing, and online dispensary listings on Weedmaps, Dutchie, and Google.
• Evaluate whether digital channels are best managed through an agency, a freelancer, a software platform, or in-house, and make decisions based on budget and ROI.
• Drive foot traffic and online order volume through targeted digital strategy. You should know enough about SEO, paid search, and email marketing to evaluate vendors and identify underperformance.
• Own the social media strategy and content direction for Instagram and Facebook.
• Decide how content gets produced and by whom, whether that means managing it yourself, working with a freelancer, or coordinating with a vendor.
• Maintain a consistent brand voice and visual identity that reflects who Seaside is: local, knowledgeable, approachable, and proud of what we have built.

Requirements

• 4 or more years in marketing, with real experience owning a budget and managing multiple channels or vendor relationships at once.
• Broad enough background across digital, social, email, events, and PR to evaluate outside partners, ask the right questions, and recognize when something is not working.
• Experience making resource decisions, not just executing against them. You have determined whether to hire, outsource, or use a tool, and you can articulate why.
• Background in retail, hospitality, food and beverage, or consumer-facing brands is a strong plus. Cannabis knowledge is a bonus. Genuine curiosity about the industry is a must.
• Familiarity with Cape Cod or a comparable seasonal, tourism-driven market is a meaningful advantage. Summer and off-season require very different strategies.
• Comfortable working on a small, ownership-led team with real autonomy and real accountability.
• Strong communicator. You can present a plan, justify a budget decision, and write copy that sounds like a real person.