National Director of Category Marketing

Jeeter•Desert Hot Springs, CA

About The Position

The National Director, Category Marketing - Vapes is the vape category’s demand-generation leader. This role owns consumer and brand strategy for the category, translating consumer insights and market opportunities into marketing initiatives that drive store-level demand, category performance, and measurable revenue growth. The position develops activation strategies, forecasts expected demand impact, establishes measurement plans, and evaluates post-campaign results against shelf performance and sales outcomes. Working closely with the Senior National Director, Category Management, the role contributes the consumer, brand, activation, and demand-generation perspective to category decisions and integrated growth strategies. The Senior National Director, Category Management owns integrated category strategy, P&L performance, portfolio decisions, and final business recommendations; the National Director, Category Marketing owns the demand-creation engine supporting category growth. The role reports category demand-generation results and recommendations to executive leadership. Success is measured by consumer engagement, demand creation, activation effectiveness, revenue growth, market-share gains, marketing ROI, and measurable business results from marketing investments. The role works across Sales, Key Accounts, Demand Planning, Pricing and Revenue Growth Management, Product Development, Innovation, Field Marketing, Finance, and FP&A. It supports campaigns, product launches, promotions, retail activations, and category expansion, while aligning marketing plans with forecast assumptions, financial performance, and established brand standards. The position requires work across professional office, retail, field, and manufacturing environments; travel of up to 30–40% of the time; and occasional overnight and weekend travel. Employees may need to work beyond standard business hours, including evenings, weekends, and holidays, as business needs require. On-site presence may be required for meetings, training, audits, leadership activities, or collaboration. Production-facility roles may involve exposure to cannabis plant material, dust, and other potential allergens; appropriate PPE is provided and required.

Requirements

Bachelor’s degree in marketing, Business Administration, Economics, Communications, Consumer Insights, or a related field.
At least 8 years of relevant experience in brand management, category management support, shopper marketing, trade marketing, or integrated demand-creation leadership roles.
Progressive experience in brand management, category marketing, shopper marketing, trade marketing, or integrated demand-creation roles within CPG, beverage, tobacco, alcohol, cannabis, or similarly regulated consumer products industries.
Proven track record developing and executing marketing campaigns, promotions, and activation programs that delivered measurable revenue growth, consumer acquisition, and retail sales lift.
Experience owning or influencing campaign, promotional, or commercial performance outcomes, including accountability for marketing investment effectiveness and return on spend.
Strong understanding of consumer insights, shopper behavior, category trends, and brand strategy, with the ability to translate data into actionable growth opportunities.
Advanced proficiency using syndicated, retail, and market intelligence sources such as BDSA, Headset, Nielsen, IRI, POS reporting, consumer segmentation, and occasion-based demand analysis.
Deep knowledge of retail activation, field marketing, trade marketing, and go-to-market execution across multiple channels and customer segments.
Strong understanding of promotion economics, including demand-lift analysis, promotional ROI, gross-to-net impacts, payback calculations, and incremental sales measurement.
Experience partnering cross-functionally with Sales, RGM, Demand Planning, Product Development, Finance, and Operations teams to align commercial objectives and business outcomes.
Expertise developing marketing measurement frameworks, campaign scorecards, post-event analysis, and demand-creation performance evaluations.
Experience operating within structured commercial planning environments, including S&OP, demand reviews, forecast alignment meetings, and plan-versus-actual performance management processes.
Ability to distinguish preliminary business results from finance-validated results and communicate performance accurately to senior leadership.
Strong executive communication, presentation, and influencing skills, including the ability to gain alignment across diverse stakeholder groups without relying on extensive direct-report structures.
Demonstrated ability to lead complex cross-functional initiatives, influence stakeholders, manage multiple priorities, and drive execution in fast-paced, high-growth environments.
Strong analytical, strategic-thinking, project-management, and decision-making capabilities.
Ability to work in professional office, retail, field, and manufacturing environments.
Frequent use of a computer, phone, and standard office equipment.
Ability to sit, stand, walk, and move through office, event, production, and retail environments for extended periods.
Occasionally lift and carry marketing materials, trade-show supplies, and product displays weighing up to 25 pounds.
Ability to travel up to 30–40% of the time, including regular travel across multiple states and occasional overnight and weekend travel.
Willingness to work beyond standard business hours, including evenings, weekends, and holidays, as necessary to support organizational goals and business needs.
Willingness to submit to a background check.

Nice To Haves

Experience within highly competitive, innovation-driven consumer product categories.
10 or more years of progressive experience in category marketing, brand management, shopper marketing, trade marketing, or integrated demand-creation leadership in CPG, beverage, tobacco, alcohol, cannabis, or similarly regulated consumer products industries.
Experience in vape, cannabis, tobacco, beverage, alcohol, or other highly regulated product categories.
Leadership experience supporting new product, hardware, device, or format launches.
MBA or advanced degree in Business, Marketing, Analytics, or a related discipline.
Experience leading multi-state, multi-market, or multi-banner retail activation programs.
Expertise in marketing effectiveness measurement methodologies, including Marketing Mix Modeling (MMM), incrementality testing, test-and-learn frameworks, attribution modeling, and consumer analytics.
Experience supporting large-scale category growth initiatives, innovation pipelines, and commercialization programs.
Formal training or certifications in consumer insights, category management, revenue growth management, advanced analytics, or digital marketing.

Responsibilities

Lead the development and application of consumer insights, market intelligence, and brand positioning strategies for the vape category.
Develop and execute the category demand-creation strategy, including campaigns, product launches, promotions, retail activations, and annual activation calendars.
Translate consumer insights into retailer, field marketing, and sales activation plans.
Develop demand-lift forecasts and expected-impact models for marketing initiatives.
Develop measurement frameworks and monitor performance across campaigns, promotions, and activations.
Conduct post-campaign analyses and performance reviews to validate demand creation and return on investment.
Ensure brand consistency, messaging alignment, and execution within Jeeter’s established brand architecture and standards.
Develop category-specific marketing strategies that drive awareness, trial, loyalty, and repeat purchase behavior.
Provide marketing leadership and support for innovation launches, product introductions, and category expansion opportunities.
Deliver category demand-generation reporting, insights, and recommendations to executive leadership.
Collaborate with the Senior National Director, Category Management on integrated category strategies, business recommendations, and growth initiatives supporting revenue, market share, and profitability objectives.
Collaborate with Sales Leadership and Key Account Teams to develop customer activation plans and execute retail programs.
Partner with Demand Planning to align demand-generation strategies with forecast assumptions, volume projections, and marketplace expectations.
Partner with Pricing and Revenue Growth Management (RGM) to develop promotional strategies, evaluate pricing initiatives, and assess promotion economics and demand impact.
Partner with Product Development and Innovation Teams on new hardware, product, and format launches.
Partner with Field Marketing Teams to execute retail activations, events, and consumer engagement initiatives.
Partner with Finance and FP&A to evaluate the business impact and financial performance of marketing investments.
Serve as the vape category’s marketing leader and primary subject matter expert, influencing cross-functional stakeholders across Marketing, Sales, Category Management, Product Development, Demand Planning, and Revenue Growth Management.
Travel to retail accounts, field activations, trade shows, industry events, and company facilities as needed, including occasional overnight and weekend travel.
Submit to a background check as a condition of consideration for the position.