Director of Marketing

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.

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.

Supervisory Responsibilities
Manages up to 5 employees in the Marketing Departments. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.
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

Competencies
To perform the job successfully, an individual should demonstrate the following competencies:
Analytical - Synthesizes complex or diverse information; collects and researches data; uses intuition and experience to complement data; designs workflows and procedures.
Continuous Learning - Assesses own strengths and weaknesses; seeks feedback to improve performance; pursues training and development opportunities; strives to continuously build knowledge and skills; shares expertise with others.
Job Knowledge - Competent in required job skills and knowledge; exhibits ability to learn and apply new skills; keeps abreast of current developments; requires minimal supervision; displays understanding of how job relates to others; uses resources effectively.
Use of Technology - Demonstrates required skills; adapts to new technologies; troubleshoots technological problems; uses technology to increase productivity; keeps technical skills up to date.
Design - Generates creative solutions; translates concepts and information into images; uses feedback to modify designs; applies design principles; demonstrates attention to detail.
Problem Solving - Identifies and resolves problems in a timely manner; gathers and analyzes information skillfully; develops alternative solutions; works well in group problem solving situations; uses reason even when dealing with emotional topics.
Customer Service - Manages difficult or emotional customer situations; responds promptly to customer needs; solicits customer feedback to improve service; responds to requests for service and assistance; meets commitments.
Communications - Expresses ideas and thoughts verbally; expresses ideas and thoughts in written form; exhibits good listening and comprehension; keeps others adequately informed; selects and uses appropriate communication methods.
Cooperation - Establishes and maintains effective relations; exhibits tact and consideration; offers assistance and support to co-workers; works cooperatively in group situations; works actively to resolve conflicts.
Oral Communication - Speaks clearly and persuasively in positive or negative situations; listens and gets clarification; responds well to questions; demonstrates group presentation skills; participates in meetings.
Teamwork - Balances team and individual responsibilities; exhibits objectivity and openness to others' views; gives and welcomes feedback; contributes to building a positive team spirit; puts success of team above own interests; able to build morale and group commitments to goals and objectives; supports everyone's efforts to succeed.
Written Communication - Writes clearly and informatively; edits work for spelling and grammar; varies writing style to meet needs; presents numerical data effectively; able to read and interpret written information.
Change Management - Develops workable implementation plans; communicates changes effectively; builds commitment and overcomes resistance; prepares and supports those affected by change; monitors transition and evaluates results.
Delegation - Delegates work assignments; matches the responsibility to the person; gives authority to work independently; sets expectations and monitors delegated activities; provides recognition for results.
Leadership - Exhibits confidence in self and others; inspires and motivates others to perform well; effectively influences actions and opinions of others; accepts feedback from others; gives appropriate recognition to others.
Managing People - Includes staff in planning, decision-making, facilitating and process improvement; takes responsibility for subordinates' activities; makes self-available to staff; provides regular performance feedback; develops subordinates' skills and encourages growth; solicits and applies customer feedback (internal and external); fosters quality focus in others; improves processes, products and services.; continually works to improve supervisory skills.
Quality Management - Looks for ways to improve and promote quality; demonstrates accuracy and thoroughness.
Business Acumen - Understands business implications of decisions; displays orientation to profitability; demonstrates knowledge of market and competition; aligns work with strategic goals.
Conflict Resolution - Encourages open communications; confronts difficult situations; maintains objectivity; keeps emotions under control; uses negotiation skills to resolve conflicts.
Impact & Influence - Pursues and wins support for ideas; displays ability to influence key decision-makers; achieves win-win outcomes; uses authority appropriately to accomplish goals; addresses divergent opinions.
Recruitment & Staffing - Utilizes recruitment sources; exhibits sound interviewing skills; presents positive, realistic view of the organization; analyzes and forecasts staffing needs; makes quality hiring decisions.
Cost Consciousness - Works within approved budget; develops and implements cost saving measures; contributes to profits and revenue; conserves organizational resources.
Ethics - Treats people with respect; promotes a harassment-free environment; keeps commitments; inspires the trust of others; works with integrity and principles; upholds organizational values.
Strategic Thinking - Develops strategies to achieve organizational goals; understands organization's strengths & weaknesses; analyzes market and competition; identifies external threats and opportunities; adapts strategy to changing conditions.
Adaptability - Adapts to changes in the work environment; manages competing demands; changes approach or method to best fit the situation; able to deal with frequent change, delays, or unexpected events.
Achievement Focus - Sets and achieves challenging goals; demonstrates persistence and overcomes obstacles; measures self against standard of excellence; recognizes and acts on opportunities; takes calculated risks to accomplish goals.
Dependability - Follows instructions, responds to management direction; takes responsibility for own actions; keeps commitments; commits to long hours of work when necessary to reach goals.; completes tasks on time or notifies appropriate person with an alternate plan.
Initiative - Volunteers readily; undertakes self-development activities; seeks increased responsibilities; takes independent actions and calculated risks; looks for and takes advantage of opportunities; asks for and offers help when needed.
Innovation - Displays original thinking and creativity; meets challenges with resourcefulness; generates suggestions for improving work; develops innovative approaches and ideas; presents ideas and information in a manner that gets others' attention.
Judgement - Displays willingness to make decisions; exhibits sound and accurate judgment; supports and explains reasoning for decisions; includes appropriate people in decision-making process; makes timely decisions.
Planning/Organizing - Prioritizes and plans work activities; uses time efficiently; plans for additional resources; sets goals and objectives; organizes or schedules other people and their tasks; develops realistic action plans.
Safety and Security - Observes safety and security procedures; determines appropriate action beyond guidelines; reports potentially unsafe conditions; uses equipment and materials properly.
Qualifications To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education and/or Experience
Bachelor’s degree in Business Administration, Marketing, or a related field required; Master’s degree preferred. At least five years or experience in marketing and long-range planning required.
Language Skills
Ability to read, analyze, and interpret common scientific and technical journals, financial reports, and legal documents. Ability to respond to common inquiries or complaints from customers, regulatory agencies, or members of the business community. 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.
Mathematical Skills
Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.
Reasoning Ability
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.
Computer Skills
To perform this job successfuly, an individual should be proficient in Microsoft Office applications, including Outlook, Word, Excel, PowerPoint, and industry-specific software.

Certificates, Licenses, Registrations
Must be 21 years of age or older.

Physical Demands The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this Job, the employee is regularly required to use hands to finger, handle, or feel and talk or hear. The employee is frequently required to stand, walk, sit, reach with hands and arms and stoop, kneel, crouch, or crawl. The employee is occasionally required to climb or balance and taste or smell. The employee must occasionally lift and/or move up to 50 pounds. Specific vision abilities required by this job include close vision, distance vision, peripheral vision, depth perception and ability to adjust focus

Work Environment The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. this job position may involve exposure to cannabis, cannabis odors, and cannabis smoke, which is a Schedule I controlled substance under federal law.

Disclaimer: Responsibilities and tasks outlined in this document are not exhaustive and may change as determined by the needs of the company.
All qualified applicants will receive consideration for employment without regard to race, religion, color, age, sex, national origin, gender identity, disability status, or protected veteran status. The Company will consider for employment all qualified applicants, including those with criminal histories, in a manner consistent with the requirements of applicable federal, state, and local laws.
Acknowledgements The above job description is not intended to be an all-inclusive list of duties and standards of the position. Incumbents will follow any other instructions, and perform any other related duties, as assigned by their supervisor.