The Role
The Director, Brands PR & Communications is responsible for leading the development and implementation of integrated strategic communications & programming that grows the awareness and love for Green Thumb brands (cannabis-derived, hemp-derived, and retail). This role works to establish Green Thumb brands as a part of the culture of THC consumers, and leads the strategy, planning and execution of all our brands’ communications across the PR/media landscape. The Director, Brands PR & Partnerships will collaborate with the VP Marketing, CEO, Chief Commercial Officer, VP Communications, and Brand Leads to create and execute a robust approach to communications while strengthening the brands’ reputation.
This is a remote/hybrid role. Candidates must be located in Chicago, IL or New York, NY.
Responsibilities
STRATEGY, PLANNING & LEADERSHIP
- Serve as a strategic communications partner to the Vice President of Marketing and brand leads, ensuring alignment between Green Thumb’s corporate narrative and the storytelling of its House of Brands – to strengthen awareness, trust, love, and differentiation across consumer and potential partner audiences.
- Lead the development of earned media and PR strategies across Green Thumb brands in concert with agency partners and brand leads
- Handle sensitive or proprietary company information; Proactively plan against and advise leadership during challenges and crises.
PARTNERSHIPS
- Own brand partnerships strategy, acquisition, and execution across the full portfolio of GTI brands in concert with brand leads
- Develop pitch materials and strategies to help secure brand partners in a complicated and changing regulatory environment and overcome partner category concerns
MEDIA & PUBLIC RELATIONS
- Support brand leads ensuring all communication plans are executed on strategy, on time, and on budget
- Oversee and guide the day-to-day proactive pitching and fulfillment of local and national media requests, speaking engagements, appearances, and major news pieces around brand strategies or activities, providing counsel, training, responses, and talking points when appropriate.
- Draft, edit and continuously improve communications strategy and messaging materials, including press releases, briefing documents, FAQs and fact sheets for external audiences (media releases, speeches, bylines, etc.).
- Support corporate communications team including quarterly earnings, updates to investor presentations and the annual report and CEO letter. Act as liason between brand teams and corporate communications team.
- Oversee the monitoring and tracking of media coverage and mentions for stakeholders including senior leadership teams and board directors.
- Serve as a key communications representative; when necessary, act as company spokesperson.
Qualifications
- 10+ years of experience in lifestyle & brand PR/communications
- Beverage alcohol or other regulated lifestyle brand experience preferred
- Bachelor’s degree required; degree in Communications or related field preferred
- Proven track record of building and implementing successful brand communications strategies
- Demonstrated success managing communications for multiple consumer brands within a single organization.
- Demonstrated ability to create B2B brand partnerships that drove brand awareness
- Ability to build cross-functional relationships and interact successfully at all levels of the company
- Experience selecting, directing and managing communication agencies
- Critical thinker with superb storytelling, writing, editing and presentation skills
- Highly motivated, self-directed, innovative and able to work independently or among teams with keen judgement, common sense and resourcefulness
- Possesses a strong sense of urgency and thrives in a demanding, fast-paced environment
- Adaptive problem solver who effectively navigates change and drives towards alignment; decides and acts without having the picture totally defined; appropriately changes strategy in response to new information
- Operates with a high level of professionalism and integrity, including dealing with confidential information
Additional Requirements
- Must pass any and all required background checks
- Must be and remain compliant with all legal or company regulations for working in the industry
- Must possess valid driver’s license
- Must be a minimum of 21 years of age
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The pay range is competitive and based on experience, qualifications, and/or location of the role. Positions may be eligible for a discretionary annual incentive program driven by organization and individual performance.
Green Thumb Pay Range
$140,000—$160,000 USD
