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Role Description

The Director of Marketing oversees all Florida marketing for Planet 13, designing and executing omnichannel strategies that drive customer acquisition, retention, and brand growth. This role leads a high-performing regional team and partners closely with the national marketing group in Las Vegas. The Director owns the marketing budget and ROI, uses data to guide decisions, and delivers standout consumer experiences that differentiate Planet 13 in competitive markets.

• Own the Florida marketing strategy and integrated calendar across paid, owned, and in-store channels to drive traffic, engagement, and sales.
• Plan and execute market-specific campaigns (loyalty, digital, social, email/SMS, in-store merchandising, POS promotions, community events) aligned to regional goals.
• Lead digital & CRM programs, including lifecycle journeys and content plans that attract new customers and deepen loyalty.
• Launch and support products & brand initiatives, building retail and brand assets, coordinating cross-functional timelines, and ensuring regional readiness.
• Translate consumer insights and analytics into actionable recommendations that align with retail priorities and market conditions.
• Establish a test-and-learn culture with clear hypotheses, A/B tests, and rapid iteration to improve performance.
• Oversee regional communications & PR, highlighting brand stories and social responsibility to increase local media impact.
• Partner with Florida retail leadership to create and execute a new-store-openings playbook (messaging, merchandising, GTM).
• Develop event marketing strategies that elevate the customer experience and build community engagement.
• Manage the regional brand position, monitoring trends, competitors, and customer experience metrics to refine strategy.
• Deliver compliant content marketing (blog, social, email) that meets state regulations while supporting retail sales and brand awareness.
• Build strategic partnerships (organizations, influencers) that extend reach and align with local culture.
• Own budget, forecasting, and ROI, and implement a regional analytics framework to measure and optimize performance.
• Ensure compliance with company policies and state/local regulations (security, access, dress code, scheduling, confidentiality, and non-disclosure).
• Perform other duties as assigned.

Qualifications

• Bachelor’s degree in Business Administration, Marketing, or a related field required; Master’s degree preferred.
• At least five years of experience in marketing and long-range planning required.
• Ability to read, analyze, and interpret common scientific and technical journals, financial reports, and legal documents.
• Ability to write speeches and articles for publication that conform to prescribed style and format.
• Ability to effectively present information to top management, public groups, and/or boards of directors.
• Proficient in Microsoft Office applications, including Outlook, Word, Excel, PowerPoint, and industry-specific software.
• Must be 21 years of age or older.

Requirements

• Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume.
• Ability to define problems, collect data, establish facts, and draw valid conclusions.
• Ability to interpret an extensive variety of technical instructions in mathematical or diagram form and deal with several abstract and concrete variables.

Benefits

• Health, dental, and vision insurance
• Paid time off (PTO)
• Sick time
• 401(k) retirement plan
• Employee discount
• Early access to earned wages before payday
• Cancer and Critical Illness insurance
• Life insurance

Company Description

Planet 13 is proud to be one of the largest, most advanced, and sustainable providers of medical cannabis in Florida. Our mission is to help our Florida friends and neighbors live their healthiest lives with our all-natural, sun-grown cannabis products.