Executive Director of Marketing

Overview

Trulieve is seeking a dynamic, innovative, and strategic Executive Director of Marketing for Florida to lead the full state marketing organization. Reporting directly to the CMO, this senior marketing leader will oversee all marketing efforts across Florida, shaping strategies that elevate the Trulieve brand, accelerate patient acquisition, fuel customer loyalty, and support the company’s aggressive growth objectives. The Executive Director of Marketing (ED) will guide all state-level marketing activities—including brand marketing, retail marketing, digital campaigns, CRM/loyalty programs, promotional planning, creative execution, and agency partnerships.

This role requires a blend of analytical rigor, creative leadership, and hands-on execution, with the ability to lead a large team in a fast-paced, entrepreneurial environment. As the senior marketer for Trulieve’s largest market, the Executive will serve as a brand champion, role modeling inclusive leadership, collaboration, strategic agility, and an ability to inspire teams and partners.

Location: Must live in or be willing to relocate to Tallahassee, FL

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.
• Create and influence product and promotional opportunities to increase traffic, conversion, and overall sales performance.

Data-Driven Marketing & Performance Optimization:

• Establish rigorous, data-driven processes to measure and optimize campaign performance (ROI, traffic, sales lift, retention, etc.).
• Continuously evaluate and improve all aspects of the marketing lifecycle—from concept to execution, review, and reporting.
• Identify market trends, category insights, targeting opportunities, and customer behaviors to inform growth strategies.

CRM, Loyalty & Customer Lifecycle Management

• Lead CRM and loyalty strategy for Florida, including segmentation, lifecycle marketing, contact strategies, and retention programs.
• Grow and optimize loyalty and rewards programs to increase customer LTV and return on marketing investment.
• Ensure digital and retail touchpoints work together to deliver a seamless patient/customer experience.

Cross-Functional Leadership &

Collaboration:

• Partner closely with creative, community engagement, retail management, production, and sales teams to bring unified strategies to market.
• Manage agency and vendor relationships, ensuring alignment with brand strategy, campaign priorities, and performance standards.
• Collaborate with digital marketing and brand partners to ensure consistent messaging and execution online and offline.
• Ensure all marketing activity complies with state and local regulations…