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.

Job Summary:

The Trade Marketing Director is responsible for leading the execution of commercial marketing initiatives that drive revenue growth, increase market share, strengthen retail partnerships, and maximize return on commercial investments across core markets.

This role serves as the primary commercial marketing partner to the Sales organization, translating business objectives into actionable market strategies and execution plans. The Trade Marketing Director oversees State Field Marketing Managers and leads Trade Marketing, Field Marketing, Retail Marketing, Strategic Account Marketing, B2B CRM initiatives, Brand Ambassador programs, and retail activation efforts.

Working cross-functionally across Sales, Marketing, Finance, Operations, and Business Intelligence, this leader ensures commercial programs are executed consistently and deliver measurable business results.

Essential Duties/Responsibilities:

Commercial Marketing

• Execute commercial marketing initiatives that support company revenue, market share, and growth objectives.
• Partner with Sales and Marketing leadership to develop and execute annual commercial marketing plans.
• Translate business priorities into effective market-level execution strategies.
• Identify opportunities to increase revenue, distribution, retail performance, and brand visibility.
• Lead go-to-market execution for new product launches, seasonal campaigns, and strategic initiatives.
• Monitor market performance and recommend improvements based on key business metrics and market insights.

Field Marketing Leadership

• Lead, coach, and develop State Field Marketing Managers across multiple markets.
• Oversee the national Brand Ambassador program, ensuring activities align with sales priorities and commercial objectives.
• Establish execution standards, productivity metrics, and performance expectations for Field Marketing and Brand Ambassador teams.
• Manage retail activations, experiential programs, community events, product launches, and local partnerships.
• Drive accountability through performance management, KPI reporting, business reviews, and execution scorecards.
• Identify and share best practices to improve consistency, effectiveness, and operational efficiency across markets.

Retail Marketing & Strategic Accounts

• Develop commercial marketing strategies for key retail partners and strategic accounts.
• Partner with Sales and National Accounts teams to support customer-specific growth strategies and annual business planning.
• Execute retailer-exclusive promotional programs and co-marketing initiatives.
• Build and maintain strong relationships with strategic retail partners through Joint Business Planning (JBP).
• Identify opportunities to improve merchandising, customer engagement, retail visibility, and conversion rates.

Trade Marketing

• Develop and execute trade marketing strategies that drive distribution growth, retail visibility, and product sell-through.
• Manage trade marketing investments and promotional budgets to maximize ROI.
• Partner with Sales teams to execute retailer-specific promotions and Joint Business Plans.
• Oversee merchandising strategies, point-of-sale materials, and in-store activation programs.
• Evaluate promotional effectiveness and recommend future investment opportunities.

B2B CRM & Commercial Communications

• Partner with Digital Marketing to execute B2B CRM strategies that support retailers, buyers, and budtenders.
• Lead retailer communication strategies related to product launches, promotions, educational initiatives, and commercial programs.
• Utilize CRM data and customer insights to improve engagement, retention, and campaign effectiveness.
• Support Sales with product education, retailer communications, and commercial marketing materials.
• Measure campaign performance and optimize programs based on business outcomes.

Budget Management & Commercial Analytics

• Manage commercial marketing budgets across assigned markets.
• Allocate investments based on business priorities, market opportunities, and expected returns.
• Monitor promotional spending and trade investments to ensure financial accountability.
• Analyze trade marketing performance, retail execution, and marketing ROI.
• Develop executive-level reporting and dashboards that communicate business impact and investment effectiveness.

Cross-Functional Leadership

• Partner closely with Sales leadership to support commercial growth initiatives.
• Collaborate with Brand Marketing to ensure retail execution aligns with national campaigns and brand objectives.
• Partner with Digital Marketing to support CRM, retailer engagement, and customer lifecycle initiatives.
• Work with Finance, Revenue Management, and Business Intelligence teams to evaluate performance and optimize investments.
• Collaborate with Operations to support successful product launches and market expansion efforts.
• Foster collaboration and best-practice sharing across all operating markets.

Key Performance Indicators (KPIs)

• Revenue growth across assigned markets
• Market share growth
• Distribution growth
• Product sell-through performance
• Trade marketing ROI
• Commercial marketing ROI
• Retail execution compliance
• Strategic account growth
• Promotional effectiveness
• Product launch execution
• B2B CRM engagement and campaign performance
• Brand Ambassador productivity
• Budget management and efficiency
• Team performance and retention

Qualifications:

Education

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field required.

Required Experience:

• 8+ years of progressive experience in Trade Marketing, Commercial Marketing, Field Marketing, Sales Marketing, or Customer Marketing.
• 5+ years of experience leading multi-state field or commercial marketing teams.
• Demonstrated success partnering with Sales organizations to drive revenue growth.
• Experience managing commercial marketing budgets and measuring return on investment.
• Strong understanding of trade marketing, retail marketing, promotional planning, customer development, and sales enablement.
• Proven ability to lead cross-functional initiatives and deliver measurable business results.
• Strong leadership, analytical, financial management, communication, and project management skills.

Preferred Experience

• Experience within cannabis, CPG, beverage, alcohol, tobacco, or other highly regulated consumer industries.
• Experience with retailer marketing, B2B CRM platforms, marketing automation, and lifecycle marketing.
• Experience managing strategic retail partnerships and Joint Business Planning (JBP).
• Experience supporting multi-state product launches and commercial organizations.

Physical Requirements: Must be able to work flexible hours, including occasional evenings and weekends, to support business initiatives and event execution.

Travel Requirements:

• Ability to travel up to 40% as business needs require.
• Ability to attend trade shows, retailer meetings, field events, and market visits.
• A valid driver's license and the ability to travel by air and automobile are required.

Work Schedule (Exempt):

This is a full-time, exempt position. The role requires the flexibility to work the hours necessary to meet business needs, which may include extended hours, evenings, weekends, and holidays. Work schedules and expectations may be adjusted based on operational priorities and organizational demands. On-site presence may be required for team meetings, cross-functional initiatives, business reviews, and other collaborative activities.

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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