Marketing Manager

Description:

The Marketing Manager must have a strong passion for brand management, content building, analytics, and communication. This role is an integral part of the marketing department and will be responsible for overseeing all brand marketing efforts as well as managing a team of Marketing Coordinators. This individual’s responsibilities include a wide range of marketing deliverables, including but not limited to brand strategy, planning, production, project management, managing brand portfolio of assets, strong integration with the retail and wholesale team for effective in-store presence, as well as the tracking/analyses/reporting of sales and additional KPIs. They will need to be agile with the ability to embrace change, foster new opportunities to grow the business, and drive the success of products by building market share in multiple cannabis categories and increasing consumer engagement. They will be responsible for reviewing incoming correspondence and can make independent decisions regarding levels of priority. They will need to be a self-starter who excels in a fast pace, dynamic, and at-times ambiguous, start-up atmosphere, managing multiple complex projects, and fostering collaboration with and amongst internal teammates while being a team player.

Core Responsibilities:

Duties of this job include, but are not limited to:

Develop and execute 360-degree marketing campaigns across multiple retail locations using brand strategy and consumer insights to target key audiences, drive retail traffic, and increase brand awareness; alignment of the planning process inclusive of marketing key initiatives related to seasonal events, category, and sales promotions to attract target customers and enhance brand position.
Manage KPI metrics across all marketing channels such as digital, social, campaign, etc and define multi-variant testing strategy and analysis, interpret changes in shopping behavior, and quantify the impact of various technology, product initiatives, and partner with affiliated departments to define, track, deliver data and findings.
Define and oversee development of strategic briefs to elevate OOH, print and digital assets utilizing market trends, consumer/shopper insights, commercial feedback, aligned with the brand identity to develop creative and engaging consumer campaigns that support product launches, drive brand strategy, and leverage consumer engagement opportunities online and in-store.
Lead the strategy and content development for our brands in the digital space (for example, Instagram, Facebook, Tik Tok, Website, etc.), analyze KPI’s and ensure that all digital content is current and functioning while maximizing performance for websites, marketplaces, SEO, geofence, GA4/Analytics, programmatic in order to drive traffic and increase retail conversions.
Analyze competitive and internal data on a weekly, monthly and YoY basis to understand trends, pricing, and promotions to react quickly to market dynamics and enable Sol Flower to maintain a competitive edge with brand development, promotions, and marketing plans.
Provide the MP&A team with support through marketing analytics that enables the implementation of optimal allocation, pricing, mix, and channel strategies, to maximize profit and traffic growth.
Manage the development of monthly content calendars to determine the photography and video assets needed to support launches, brand growth/development and corporate sales goals.
Develop product expertise and obtain a strong sense of market dynamics through training, market visits, and frequent customer interactions.
Serve as a cannabis consumer expert, understanding what drives consumer behavior based on different cultural and demographic segments to develop and leverage new and existing network of key influencers, media personnel as well as industry movers and shakers.
Build and manage relationships with vendors and agencies in order to act as key point of contact and also serve as the primary marketing liaison to the retail teams and affiliated departments.
Participate in the development of annual, quarterly, monthly planning, reporting, and recaps/create and execute plans that support overall brand and company goals.
Develop and oversee the distribution plan for all assets necessary for paid ad, email, and text communications that message daily deals, campaigns, partnerships, etc.
Establish growth strategies for key email and text KPIs such as sign-up count, click-through rate, open rate, and ROI, and generate reports to assess the effectiveness of efforts.
In partnership with MP&A, develop a visual merchandising plan for:
Key accounts to coordinate brand visual displays and product placement to ensure visibility; and
Product and promotional placement and engaging visual displays within our Sol Flower dispensaries
Ensure you remain current on communication + activation trends as well as consumer + market trends and oversee the management and development of promotional materials, including re-ordering of current education materials, swag such as t-shirts, lanyards, etc.
Oversee all activation logistics from in-store trainings, off-site and on-site events as well as post-event recaps.
You will be responsible for managing various marketing activities, ensuring timely execution, and monitoring campaign performance.
Other duties as delegated by leadership from time to time.