VP, Beverage Marketing

The Role 

As more Americans turn to cannabis for well-being, we are looking to grow our team to help us bring additional safe, trusted products to even more consumers and channels across the country. This is an exciting opportunity to shape the identity of new brands in the emerging THC beverage space. If you are a strategic thinker with a passion for building brands and delivering exceptional consumer experiences, we want to hear from you! 

We are seeking a highly motivated and strategic VP of Beverage Marketing to join our team and lead the development and execution of our marketing strategy. The ideal candidate will have a proven track record in building brands, developing high-performing marketing teams, and driving revenue growth, particularly in the beverage sector. You’ll be responsible for positioning our brands in a developing yet competitive market, driving customer acquisition, and fostering deep brand loyalty across multiple channels. While this role will need to zoom out and provide the big picture strategic direction, the right candidate has an entrepreneurial mindset and is not afraid of rolling up their sleeves to build out and develop the plan. 

The VP, Beverage Marketing will provide strategic brand management oversight and direction of Green Thumb’s Beverage portfolio, and will be hands-on in building out our strategies and capabilities. This position requires an exceptional, dynamic and high energy leader who believes in the power of brands to deliver transformative products, services and experiences to consumers. With strong communication, creative and analytical skills, the right candidate will leverage data-driven consumer insights to build and execute strategies for brand and product development, multi-channel distribution, and break through communications to deliver sustainable growth. The VP, Beverage Marketing will be a team player and leader who works collaboratively across functions to ensure organizational and operational alignment to deliver authentic brand experiences in this fast-paced and growing organization.  

Responsibilities 

• Build Develop and execute a comprehensive, data-driven marketing strategy to support company growth and brand positioning. 
• Lead and inspire a growing marketing team, setting clear objectives and ensuring alignment with overall business goals. 
• Act as a key strategic partner to the executive leadership, sales, and product teams in driving company growth through innovative marketing initiatives. 
• Develop, implement and manage annual brand plan, including brand positioning, product strategy, consumer and trade promotions, and new product development 
• Lead ongoing consumer research & analysis to develop a customer segmentation and identify brand/product opportunities. 
• Oversee the development and refinement of brand identities, ensuring consistency across all touchpoints (digital, print, packaging, etc.). 
• Lead brand positioning, creative direction, and the execution of all marketing campaigns to strengthen brand equity and drive velocity 
• Develop unique and engaging trade programs that drive excitement and focus on our brands across value chain resulting in distribution and volume growth 
• Design and implement high impact, innovative, and effective consumer marketing programs to drive velocity  
• Establish and track KPIs to measure the success of all marketing initiatives, using data to optimize strategies and maximize ROI. 
• Ensure campaigns are delivering strong customer engagement and significant revenue growth, with a particular focus on growing velocity expanding into new markets. 
• Establish and maintain key performance indicators that ensure brand health and growth targets are achieved effectively and efficiently. 
• Manage brand P&L, including development of volume and spending forecasts  
• Establish Green Thumb’s beverage marketing infrastructure and build and lead a world class consumer-first marketing team  
• Ensure compliance with policies, safety procedures, and fair employment practices. 

Qualifications  

• Bachelor’s degree required; MBA preferred 
• 12+ years of progressive experience in Marketing 
• 7+ years of team management preferably within the beverage, food, or CPG industries 
• Experience working cross-functionally to translate strategies into action 
• Experience leading a growing brand business inclusive of bringing new products to market and building out a team 
• Ability to work cross-functionally with sales, operations, and other stakeholders 
• Strong commercial and financial acumen, with experience working with P&L 
• Ability to identify and apply critical consumer insights to new product development, with experience applying varying research methodologies (qualitative and quantitative) to the process 
• Experience directing and collaborating with external partners (e.g., brand strategy, package design, research and promotion agencies) for brand development and execution 
• Demonstrated skill in building and leading strong cross-functional teams 
• Demonstrated success in an early stage and or rapidly growing business 
• Highly motivated, self-directed, innovative and able to work independently or among teams with keen judgement, common sense and resourcefulness 
• Adapts and thrives in a demanding, start up, fast paced environment 
• Possesses a high level of critical thinking 

Additional Requirements 

• Must pass any and all required background checks  
• Must be and remain compliant with all legal or company regulations for working in the industry  
• Must possess valid driver’s license 
• Must be a minimum of 21 years of age 

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