Company Overview:

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

Job Summary:

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.

Duties/Responsibilities:

• 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 projections, and marketplace expectations.
• Partner with Pricing and Revenue Growth Management (RGM) to develop promotional strategies, evaluate pricing initiatives, and assess promotion economics and demand impact.
• Partner with Product Development and Innovation Teams to support new hardware, product, and format launches.
• Partner with Field Marketing Teams to execute retail activations, events, and consumer engagement initiatives.
• Partner with Finance and FP&A to evaluate the business impact and financial performance of marketing investments.
• Serve as the category marketing leader and primary subject matter expert for the vape category, influencing cross-functional stakeholders across Marketing, Sales, Category Management, Product Development, Demand Planning, and Revenue Growth Management.

Required Skills/Abilities:

• 8+ years of progressive experience in brand management, category marketing, shopper marketing, trade marketing, or integrated demand-creation roles within CPG, beverage, tobacco, alcohol, cannabis, or similarly regulated consumer products industries.
• Proven track record of developing and executing marketing campaigns, promotions, and activation programs that delivered measurable revenue growth, consumer acquisition, and retail sales lift.
• Demonstrated experience owning or influencing campaign, promotional, or commercial performance outcomes, including accountability for marketing investment effectiveness and return on spend.
• Strong understanding of consumer insights, shopper behavior, category trends, and brand strategy, with the ability to translate data into actionable growth opportunities.
• Advanced proficiency utilizing syndicated, retail, and market intelligence sources such as BDSA, Headset, Nielsen, IRI, POS reporting, consumer segmentation, and occasion-based demand analysis.
• Deep knowledge of retail activation, field marketing, trade marketing, and go-to-market execution across multiple channels and customer segments.
• Strong understanding of promotion economics, including demand lift analysis, promotional ROI, gross-to-net impacts, payback calculations, and incremental sales measurement.
• Experience partnering cross-functionally with Sales, Revenue Growth Management (RGM), Demand Planning, Product Development, Finance, and Operations teams to align commercial objectives and business outcomes.
• Expertise in developing marketing measurement frameworks, campaign scorecards, post-event analysis, and demand creation performance evaluations.
• Experience operating within structured commercial planning environments, including S&OP, demand reviews, forecast alignment meetings, and plan-versus-actual performance management processes.
• Ability to distinguish preliminary business results from finance-validated results and communicate performance accurately to senior leadership.
• Strong executive communication, presentation, and influencing skills with the ability to gain alignment across diverse stakeholder groups without relying on extensive direct-report structures.
• Demonstrated ability to lead complex cross-functional initiatives, influence stakeholders, manage multiple priorities, and drive execution in fast-paced, high-growth environments.
• Strong analytical, strategic thinking, project management, and decision-making capabilities.

Education & Experience Requirements:

• Bachelor's degree in Marketing, Business Administration, Economics, Communications, Consumer Insights, or a related field required.
• Minimum of 8 years of relevant experience in brand management, category management support, shopper marketing, trade marketing, or integrated demand-creation leadership roles.
• Experience within highly competitive, innovation-driven consumer product categories strongly preferred.

Preferred Qualifications:

• 10+ years of progressive experience in category marketing, brand management, shopper marketing, trade marketing, or integrated demand-creation leadership roles within CPG, beverage, tobacco, alcohol, cannabis, or similarly regulated consumer products industries.
• Experience in vape, cannabis, tobacco, beverage, alcohol, or other highly regulated product categories.
• Leadership experience supporting new product, hardware, device, or format launches.
• MBA or advanced degree in Business, Marketing, Analytics, or a related discipline.
• Experience leading multi-state, multi-market, or multi-banner retail activation programs.
• Expertise in marketing effectiveness measurement methodologies, including Marketing Mix Modeling (MMM), incrementality testing, test-and-learn frameworks, attribution modeling, and consumer analytics.
• Experience supporting large-scale category growth initiatives, innovation pipelines, and commercialization programs.
• Formal training or certifications in consumer insights, category management, revenue growth management, advanced analytics, or digital marketing preferred.

Physical Requirements:

• Ability to work in a professional office, retail, field, and manufacturing environment.
• Frequent use of a computer, phone, and standard office equipment.
• Ability to sit, stand, walk, and move throughout office, event, production, and retail environments for extended periods.
• Occasional lifting and carrying of marketing materials, trade show supplies, and product displays up to 25 pounds.
• Ability to travel between company locations, customer sites, trade events, and field activations as needed.
• Must be 21 years of age or older.

Travel Requirements:

• Ability to travel up to 30–40% of the time.
• Regular travel to retail accounts, field activations, trade shows, industry events, and company facilities across multiple states.
• Occasional overnight and weekend travel required to support product launches, customer meetings, and strategic business initiatives.

Work Schedule (Exempt):

Employees in this role may be required to work beyond standard business hours, including evenings, weekends, and holidays, as necessary to support organizational goals, critical business initiatives, audits, deadlines, or operational requirements.

This position is classified as exempt and is expected to work the hours necessary to effectively fulfill job responsibilities and meet business objectives. While a general work schedule may be established, work hours and days may vary based on operational needs, departmental priorities, and business demands.

Work location and scheduling expectations may include on-site presence for meetings, training, audits, leadership activities, or cross-functional collaboration. Occasional travel may be required for business meetings, audits, regulatory activities, or coordination with internal and external stakeholders.

Work schedules, reporting locations, and business needs are subject to change. Whenever practicable, advance notice of significant schedule or travel changes will be provided.

Allergen Info:

Positions in our production facilities may lead to regular exposure to cannabis plant material, dust, and other potential allergens. Individuals with sensitivity to pollen, molds, or strong odors may experience discomfort. Appropriate personal protective equipment (PPE) is provided and required.

EEOC:

DreamFields is proud to be an equal opportunity workplace. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status.

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