Executive Director of Marketing

If you have an interest in being part of one of the fastest growing industries in the nation in you may consider wanting to work for Trulieve! If you have a desire to help others in need through your efforts, this may be the role for you! 

At Trulieve, we strive to bring our patients the relief they need in a product they can trust. Our plants are hand-grown in an environment specially designed to reduce unwanted chemicals and pests, keeping the process as natural as possible at every turn.

Our products are designed to alleviate seizures, severe and persistent muscle spasms, pain, nausea, loss of appetite, and other symptoms associated with serious medical conditions such as cancer.

Our specially trained staff works hand-in-hand with physicians to provide the right products and the correct dosage to ensure patients get the compassionate care they need.

To learn more about our company, please visit our website; 

https://www.trulieve.com

Requisition ID:  18087 

Remote Work Available: No 

Job Title: Executive Director of Marketing

Department: Marketing Operations

Reports to: CMO

Location: Must live in or be willing to relocate to Tallahassee, FL 

Position Summary:

Trulieve is seeking a dynamic, innovative, and strategic Executive Director of Marketing for Florida to lead the full state marketing organization. Reporting directly to the CMO, this senior marketing leader will oversee all marketing efforts across Florida, shaping strategies that elevate the Trulieve brand, accelerate patient acquisition, fuel customer loyalty, and support the company’s aggressive growth objectives. The Executive Director of Marketing (ED) will guide all state-level marketing activities—including brand marketing, retail marketing, digital campaigns, CRM/loyalty programs, promotional planning, creative execution, and agency partnerships. This role requires a blend of analytical rigor, creative leadership, and hands-on execution, with the ability to lead a large team in a fast‑paced, entrepreneurial environment.

As the senior marketer for Trulieve’s largest market, the Executive will serve as a brand champion, role modeling inclusive leadership, collaboration, strategic agility, and an ability to inspire teams and partners.

Key Responsibilities:

Strategic Leadership & Brand Stewardship:

• Serve as the senior marketing leader for Florida, developing comprehensive short‑ and long‑term marketing strategies aligned to Trulieve’s business goals.
• Shape and continually refine the Trulieve brand position in partnership with the CMO, ensuring brand consistency across all channels and customer touchpoints.
• Lead the marketing planning process for Florida, aligning strategies across retail, digital, creative, community engagement, and brand partners.
• Manage and optimize the Florida market’s $300M+ P&L, ensuring marketing strategies contribute directly to revenue growth, profitability, and customer loyalty.

Integrated Marketing & Campaign Development:

• Develop and execute best‑in‑class integrated marketing campaigns—including product launches, promotions, cannabis holidays, digital/social campaigns, influencer programs, and loyalty initiatives.
• Build marketing programs designed to increase brand awareness, acquire new patients/customers, drive store traffic, and grow customer LTV.
• Oversee the seasonal marketing calendar to support business priorities, category performance, and promotional strategies.
• Ensure all campaigns are localized and personalized based on market dynamics and customer insights.

Retail Marketing & In‑Store Experience:

• Partner with retail leadership to enhance the in‑store customer experience, ensuring marketing supports store-level goals, merchandising priorities, and operational readiness.
• Lead promotional planning for all Florida retail locations, ensuring seamless execution across stores and digital channels.
• Create and influence product and promotional opportunities to increase traffic, conversion, and overall sales performance.

Data-Driven Marketing & Performance Optimization:

• Establish rigorous, data-driven processes to measure and optimize campaign performance (ROI, traffic, sales lift, retention, etc.).
• Continuously evaluate and improve all aspects of the marketing lifecycle—from concept to execution, review, and reporting.
• Identify market trends, category insights, targeting opportunities, and customer behaviors to inform growth strategies.

CRM, Loyalty & Customer Lifecycle Management

• Lead CRM and loyalty strategy for Florida, including segmentation, lifecycle marketing, contact strategies, and retention programs.
• Grow and optimize loyalty and rewards programs to increase customer LTV and return on marketing investment.
• Ensure digital and retail touchpoints work together to deliver a seamless patient/customer experience.

Cross-Functional Leadership & Collaboration:

• Partner closely with creative, community engagement, retail management, production, and sales teams to bring unified strategies to market.
• Manage agency and vendor relationships, ensuring alignment with brand strategy, campaign priorities, and performance standards.
• Collaborate with digital marketing and brand partners to ensure consistent messaging and execution online and offline.
• Ensure all marketing activity complies with state and local regulations governing cannabis marketing.

Qualifications:

• 10+ years of progressive marketing leadership experience; retail, CPG, wellness, or regulated industry experience strongly preferred.
• Proven ability to lead large, diverse marketing teams across multiple functions.
• Deep experience with integrated marketing, brand management, digital marketing, CRM/loyalty, and retail activation.
• Strong financial and business acumen, including experience managing large budgets and P&Ls.
• Exceptional collaboration skills with the ability to influence and align cross-functional stakeholders.
• Entrepreneurial mindset with the ability to thrive in a fast-paced, high-growth environment.
• Strong analytical capabilities with a data-first approach to decision-making.
• Ability to travel 30% throughout the state of Florida.

Key Success Measures:

• Growth in patient acquisition, customer retention, and loyalty participation.
• Increased traffic and conversion across Florida retail locations.
• Strong ROI on marketing initiatives and optimized $300M+ P&L performance.
• Enhanced brand perception and consistent message alignment statewide.
• Effective cross-functional collaboration and team leadership.
• Marketing compliance across all Florida operations.

Salary will be commensurate with experience.   A comprehensive benefits package including paid time off is offered with this position. 

Trulieve provides equal employment opportunities to all employees and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, pregnancy or any other characteristic protected by federal, state or local laws.