National Director, Category Marketing

Job Title:

National Director, Category Marketing

Department:
Field Marketing

Master Department:
Marketing

Reports To:

Chief Marketing Officer

Effective Date:
July 22, 2026

FLSA Exempt Status:
Exempt

Dream Fields is one of the top five cannabis companies in the industry through our leading #1 pre-roll brand, Jeeter. We are passionate about producing world-class marketing, high-quality, innovative products, delivering exceptional customer experiences, operating cutting-edge processes, and fostering an amazing company culture and thriving work environment. With over 1,500 employees, we are proud to be one of the most loved employers in the industry.

Dream Fields continues to experience exponential growth as one of the fastest-growing companies in the cannabis industry, aggressively expanding nationally into all legalized cannabis states.

The National Director, Category Marketing – Vapes serves as the category's demand-generation leader, responsible for understanding the consumer, identifying market opportunities, and translating insights into measurable revenue growth. This role owns the consumer and brand strategy for the vape category, ensuring that marketing initiatives drive demand at the store level and contribute directly to category performance.

The position is accountable for developing activation strategies, forecasting the expected demand impact of marketing programs, establishing clear measurement plans, and validating post-campaign results to determine whether projected demand translated into shelf performance and sales outcomes.

Working in close partnership with the Senior National Director, Category Management, this role helps shape the overall direction of the vape category. While the Senior National Director, Category Management owns the integrated category strategy, P&L performance, portfolio decisions, and final business recommendations, the National Director, Category Marketing owns the demand-creation engine that supports category growth. Together, they provide a unified category vision to the organization.

As the category's marketing leader, this role serves as a critical stakeholder in category decision-making, providing the consumer, brand, activation, and demand-generation perspective required before category recommendations are presented and executed. Success is measured through consumer engagement, demand creation, activation effectiveness, revenue growth, market share gains, marketing ROI, and the ability to deliver measurable business results from marketing investments.

• Lead the development and application of consumer insights, market intelligence, and brand positioning strategies for the vape category.
• Lead the development and execution of the category demand-creation strategy, including campaigns, product launches, promotions, retail activations, and annual activation calendars.
• Translate consumer insights into retailer, field marketing, and sales activation plans.
• Develop demand-lift forecasts and expected impact models for marketing initiatives.
• Develop measurement frameworks and monitor performance across campaigns, promotions, and activations.
• Conduct post-campaign analyses and performance reviews to validate demand creation and return on investment.
• Ensure brand consistency, messaging alignment, and execution within Jeeter's established brand architecture and standards.
• Develop category-specific marketing strategies that drive awareness, trial, loyalty, and repeat purchase behavior.
• Provide marketing leadership and support for innovation launches, product introductions, and category expansion opportunities.
• Deliver category demand-generation reporting, insights, and recommendations to executive leadership.
• Collaborate with the Senior National Director, Category Management to develop integrated category strategies, business recommendations, and growth initiatives that support revenue, market share, and profitability objectives.
• Collaborate with Sales Leadership and Key Account Teams to drive customer activation plans and execute retail programs.
• Partner with Demand Planning to align demand-generation strategies with forecast assumptions, volume…