Marketing Director IN PERSON

Marketing Director – Brand Growth & Market Leadership

Are you a marketing leader who thrives on building brands, driving customer engagement, and creating campaigns that deliver measurable results? Do you have the ability to develop innovative marketing strategies while navigating the complexities of a highly regulated cannabis market? If you're driven by creativity, accountability, and growth, this role is for you.

Mitten Extracts is seeking a strategic and results-driven Marketing Director to lead the company's marketing, brand development, product marketing, and digital marketing initiatives across the organization, including wholesale brands, retail dispensaries, product launches, and consumer-facing campaigns.

This role is responsible for driving brand awareness, customer acquisition, retention, and revenue growth while ensuring all marketing activities align with business objectives, compliance requirements, and evolving consumer trends. The Marketing Director will work closely with the Community Director to ensure alignment between marketing strategies, community engagement efforts, partnerships, and brand messaging. This position will play a critical role in strengthening Mitten Extracts' market position and building scalable marketing strategies to support continued growth throughout Michigan and future markets.

• Develop and execute the company's overall marketing strategy across retail, wholesale, and product categories
• Establish annual marketing plans, budgets, KPIs, and growth initiatives
• Identify opportunities to increase market share, brand awareness, and customer loyalty
• Lead long-term brand strategy while maintaining consistency across all channels

• Oversee all brand positioning, messaging, and visual identity initiatives across the organization.
• Develop and manage the annual marketing budget, ensuring alignment with company growth objectives and approved spending parameters.
• Monitor budget utilization monthly and reallocate resources as needed to maximize marketing effectiveness and ROI.
• Ensure marketing investments deliver measurable business outcomes and remain within approved budget thresholds.
• Ensure consistency across packaging, retail environments, digital channels, social media, and promotional materials.
• Develop consumer engagement programs and loyalty initiatives that strengthen brand awarenes, customer retention, and long-term loyalty.
• Conduct market research, competitive analysis, and consumer insights evaluations to inform brand strategy and business decisions.
• Collaborate closely with the Community Director to align marketing campaigns, community engagement efforts, events, partnerships, and outreach initiatives with the company's vision, values, and strategic objectives.

• Partner with Sales, Production, Compliance, and Product Development teams to execute successful product launches
• Develop go-to-market strategies for new products and categories
• Lead product positioning, messaging, pricing support, and promotional planning
• Analyze product performance and recommend portfolio optimization opportunities
• Oversee digital marketing strategy, including website, SEO, email, SMS, social media, and paid advertising
• Ensure compliance with all cannabis advertising regulations and platform requirements
• Optimize customer acquisition costs and return on marketing investment
• Leverage analytics and performance data to continuously improve campaign effectiveness

• Implement data-driven decision-making across all marketing functions
• Build dashboards and reporting tools to track marketing performance

• Brand awareness
• Customer acquisition
• Retail traffic
• Campaign ROI
• Revenue contribution
• Market share growth
• Marketing spend versus budget
• Customer acquisition cost (CAC)
• Return on advertising spend (ROAS)
• Cost per lead and cost per conversion
• Budget efficiency and campaign profitability

• Present performance results and recommendations to executive leadership

• Sales (trade marketing, wholesale growth, customer engagement)
• Operations & Production (product launches, inventory planning)
• Finance (budget management, ROI analysis)
• HR (employer branding and recruiting support)

• Ensure alignment between marketing strategy and business objectives
• Build, mentor, and lead a high-performing marketing organization
• Manage internal marketing personnel, agencies, designers, and external partners
• Foster a culture of accountability, creativity, innovation, and continuous improvement

Promote company values: #Vision #Iron #Build

• 7+ years of progressive marketing leadership experience
• 3+ years of marketing leadership experience within the cannabis industry
• Proven success building and growing consumer brands
• Experience managing multi-channel marketing campaigns and budgets
• Strong understanding of retail marketing, product launches, customer…