B2B Marketing Director -Wholesale Channel
Department: Retail
Reports to: TBD
Location:Remote / MUST be in CO, MA, PA, MD, Tampa,FL
ROLE SUMMARY:
The B2B Marketing Director is responsible for building B2B go-to-market strategy, building awareness, creating brand differentiation, and launching programs that drive profitable wholesale channel revenue. They will play a key role on the Trulieve Marketing leadership team, contributing to the marketing strategy and helping to lead the evolution of how Trulieve and its partner brands engage with our B2B Customers. This position will work in close partnership with corporate marketing, sales, and corporate communications, to create both market and customer account plans and execute all demand generation & customer acquisition strategies to ensure a unified and impactful messaging and experience that drives sales, brand loyalty and delights our wholesale customers. The B2B Marketing Director will report to the TBD and will collaborate directly with the wholesale sales team in all aspects of planning, execution, and on-going measurement of account -based objectives. They will execute region specific marketing activities and deliver actionable sales plays to enable account engagement and penetration, effective pipeline generation and faster conversion in target accounts. The Director will ensure the Wholesale sales team has all the necessary tools and information to sell and service our products. They will manage B2B marketing efforts for brand position and awareness as well as managing lead generation, web site development and content curation/creation, and sales collateral. The Director will build and lead a new B2B marketing team, of 3 - 4 marketers, to drive various marketing initiatives to achieve our short and long term B2B goals. They will be responsible for creating a high performing team where individuals can contribute and develop their careers.
KEY DUTIES AND RESPONSIBILITIES:
- Develop and execute strategies to leverage existing assets and produce new content that adds value to customers' experience and supports our sales team in driving accelerated growth and gaining significant market share.
- Plan, execute and measure strategic campaigns focused on engagement and lead generation, targeting specific products and services to specific categories of customers. Present new program ideas, and efficiencies.
- Leverage customer and market insights, buyer profiles, value selling, and competitive differentiation to build category leading B2B brands
- Develop and execute a variety of specific marketing initiatives (brand awareness and lead generation) including website, social media accounts, digital ads, and email
- Support the Wholesale Sales Team to translate sales objectives into market- and account-specific marketing engagement plans. Monitor and measure the impact of the plans
- Identify additional opportunities for marketing content through digital and social media channels (paid and organic)
- Collaborate and coordinate with marketing partners to deliver brand asset content and collateral to the Wholesale Sales Team
- Develop a deep understanding of the business and proactively identify gaps, trends, headwinds/tailwinds that impact the business, and approach with fresh ideas
- Define account-based goals and objectives, and identify appropriate accounts for 1:1 marketing execution in collaboration with sales
- Familiarize yourself with competition and remain apprised of market trends and development within specific product categories, geographic regions, and accounts
- Provide data and insights on target accounts and market, as well as contacts within these accounts
- Manage budget and spend for the B2B marketing department
- Generate productive partnerships with Sales Directors and cross-functional partners across the organization
- Review product mix, selling price and margins
- Manage customer satisfaction through regular direct contact to ensure high levels of customer satisfaction and return business
- Work with the Field Marketing team to identify opportunities for representation at key events and build support materials for B2B event programs we host.
- Develop a feedback loop with sales teams to refine focus and elevate delivery.
- Manage and coach a team of direct reports to create a high performing team
SKILLS AND QUALIFICATIONS:
- Effective interpersonal skills with the ability to establish strong relationships with cross-functional teams at all levels
- Strong knowledge of creative and production workflows for cross-functional projects, including site, email, social media, and photo/video shoots
- Proven experience driving lead generation results in a business-to-business environment
- Social media experience a plus
- Hands on experience with CRM platforms required
- Print or digital publishing experience a plus; video editing or?production experience?a plus
- Established project management skills, with the ability to organize and prioritize efficiently
- Strong understanding of the creative process and ability to drive projects to completion
- Strategic thought leader who can lead, inspire and influence others across the company
- Excellent management and team leadership skills.
- Demonstrated ability to coach and develop people.
- Ability to work off-hours and off-site necessary
- High degree of flexibility and ability to navigate ambiguity.
- Strong work ethic and demonstrated ability to operate in a fast paced, dynamic environment.
- Experience in market research, strategic planning, and implementation preferred.
- Knowledgeable in digital marketing.
- Domain management experience is a plus.
- Bachelors degree.
- 7+ years' B2B marketing/product marketing experience preferred
- Must possess a valid driver's license and a clear driving record
- Must be able to pass a level 1 and level 2 background check and drug screening
ADDITIONAL MINIMUM QUALIFICATIONS:
- Must be able to move intermittently throughout the workday. Must be able to see and hear or use prosthetics that will enable these senses to function adequately to ensure requirements of this position can be fully met. Due to the nature of our business, it is advocated that when representing Trulieve that our professionalism meets the needs of the medical patient base that we respectively serve. To uniformly align with the organization, an individual must be able to provide a level of communication that aligns respectively with the diversification of our patients which may exhibit opportunities to assess the situation and apply meaningful service. In addition, must be able to quickly identify and insert additional support where needed to deescalate situations without compromising Trulieve's objective in serving our patient base with excellent customer service.
- Must be able to push, pull, move, and/or lift a minimum of 25 pounds to a minimum height of 5 feet and be able to push, pull, move, and/or carry such weight a minimum distance of 50 feet, with or without mechanical assistance.
WORK SCHEDULE:
- 45+ hours weekly with flexible hours depending on store needs. Must be available to work occasional evenings, weekends and holidays.
Equal Opportunity Employer l Trulieve Supports a Drug Free Workplace
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