Director, Retail Marketing

PAX Labs

2h•$160,000 - $200,000•Remote

About The Position

PAX is seeking a Director of Retail Marketing to transform how the brand shows up and performs at retail across U.S. cannabis dispensaries and global wholesale channels. The role defines retail marketing strategy, builds a distinctive and scalable visual merchandising experience, and develops shopper marketing programs that drive awareness, conversion, and repeat purchase. The successful candidate combines creative judgment and commercial expertise, with deep knowledge of physical retail and shopper behavior and a record of translating brand strategy into measurable sales growth. This leader manages a team and collaborates closely with Sales, Creative, Product Marketing, and external partners. The position is remote within the U.S., with approximately 30% national travel and occasional international travel. It is a full-time, exempt position reporting to the VP, Marketing.

Requirements

10+ years of progressive experience in retail, shopper, trade, or channel marketing, including significant leadership responsibility.
Deep expertise in visual merchandising and physical retail brand development, with hands-on experience creating fixtures, displays, POS materials, and scalable merchandising systems.
Proven success developing shopper marketing, promotional, and retail activation programs that drive measurable sales growth and return on investment.
Experience building retail education, advocacy, and sales enablement programs that influence shopper conversion and retail associate recommendations.
Exceptional creative judgment and ability to translate brand strategy into compelling, commercially effective retail experiences.
Strong analytical and financial acumen, including experience managing budgets, evaluating promotional effectiveness, and optimizing marketing investments.
Demonstrated ability to lead teams, agencies, and complex cross-functional initiatives in fast-paced, multi-market environments.
Willingness to travel approximately 30%, with occasional international travel.

Nice To Haves

Background in premium consumer brands with third-party retail distribution, ideally in consumer electronics, beauty, beverage, lifestyle, CPG, or cannabis.

Responsibilities

Develop and lead retail marketing strategy across U.S. dispensaries and global wholesale channels, aligning brand priorities, product launches, distribution growth, and revenue objectives.
Establish channel and retailer segmentation strategies, with differentiated merchandising, marketing investment, and activation based on commercial opportunity and performance.
Partner with Sales leadership on programs to accelerate sell-through, improve productivity per door, strengthen retail relationships, and drive profitable growth.
Own retail marketing planning, budgets, resource allocation, and performance measurement to ensure measurable commercial returns.
Lead visual merchandising strategy and create a distinctive, premium, consistent brand experience across dispensaries, smoke shops, and specialty retail environments.
Develop scalable merchandising systems, including fixtures, displays, product glorifiers, signage, POS materials, and planograms tailored to channels, store formats, and retailer tiers.
Partner with Creative, Product Marketing, and external agencies to translate brand strategy and product innovation into physical retail experiences that drive shopper engagement and conversion.
Oversee merchandising development, production, deployment, and optimization, balancing creative quality with cost efficiency, scalability, and measurable impact.
Develop national retail promotional strategies for seasonal campaigns, product launches, evergreen offers, and strategic account programs.
Establish promotional frameworks and guardrails with Sales and Finance, balancing incremental sales growth, profitability, and brand positioning.
Lead retail education and advocacy, including product training, sales enablement, budtender engagement, and retailer-facing content.
Direct field marketing, brand ambassador, and retail activation programs, ensuring consistent execution, strategic deployment, and measurable results.
Partner with eCommerce, CRM, and Brand Marketing on retail-driven consumer engagement and retention initiatives that encourage trial, repeat purchase, and loyalty.
Lead and develop the retail marketing team and external partners, setting priorities, accountability, and execution standards.
Build a retail marketing performance framework that measures merchandising penetration, promotional effectiveness, retail execution, sell-through, and return on investment.
Use sales data, shopper insights, field feedback, and competitive intelligence to optimize programs and investment decisions.
Establish scalable processes and cross-functional workflows for consistent execution across markets while ensuring compliance with applicable regulations.