Sr. Retail Marketing Manager

Puffco•Los Angeles, CA

13h•$140,000 - $150,000•Hybrid

About The Position

The Senior Retail Marketing Manager will lead Puffco's retail marketing strategy across dispensaries, smoke shops, and key retailer e-commerce environments. This role will shape how the Puffco brand is presented in-store and online, aiming to drive consumer awareness, retailer engagement, budtender advocacy, and overall channel growth. The position combines strategic leadership with hands-on execution, requiring close collaboration with Sales, Creative, Trade Marketing, Product Marketing, Brand, Digital, and Product teams. The manager will guide Puffco’s merchandising ecosystem, build a national budtender/industry community program, drive impactful consumer promotions through retail, and develop scalable retail marketing initiatives to strengthen Puffco’s market position. Strong leadership skills are essential, including the ability to guide teams, influence stakeholders, and enhance cross-functional collaboration.

Requirements

7–10 years of experience in retail marketing, trade marketing, or channel marketing, with relevant experience in consumer tech, lifestyle, smoke/vape, or cannabis industries.
Strong strategic leadership combined with hands-on execution across retail merchandising, online merchandising, and retail marketing initiatives.
Experience developing retail education programs or community-building efforts for sales associates or similar audiences.
Proven ability to manage consumer retail promotions and separate sales incentives with clear ownership and cross-functional alignment.
Demonstrated leadership and team-building skills, with the ability to mentor others and foster alignment across cross-functional teams.
Social fluency and ability to leverage social as a channel for communication and retail staff activation.
People management experience or demonstrated readiness to manage and develop direct reports.
Skilled in working across Sales, Creative, Product Marketing, Product, and Trade Marketing teams.
Strong communicator capable of presenting insights and strategy to leadership-level audiences.
Data-driven approach to evaluating program performance and informing future strategy.
Passionate about creating exceptional retail experiences and elevating engagement across retail channels.

Responsibilities

Develop and oversee Puffco’s merchandising guidelines, toolkits, and best practices for dispensaries, smoke shops, and retail partners.
Lead merchandising and marketing execution on retailer-owned e-commerce pages, including PDP optimization, banner placements, and retailer digital merchandising.
Improve in-store and online displays and consumer experiences by collaborating with Creative, Sales, Product, Trade Marketing, and Product Marketing.
Oversee retailer compliance auditing, identifying opportunities to enhance brand consistency and expand visibility across retail environments.
Build and manage a national budtender and retail staff community program that drives long-term advocacy and product understanding.
Partner with Social/Community to activate retail staff and budtender communities through social-first communication, content toolkits, and engagement programs that drive advocacy, education, and sell-through.
Lead the creation of training programs, educational content, and engagement strategies for budtenders and in-store teams.
Develop strategy for industry events such as demos, trainings, sponsored experiences, and retail-facing activations, partnering with Events and Sales teams to support execution.
Own CRM lists and engagement strategies for budtenders and field reps, while partnering with the Trade Marketing Specialist on buyer-facing communications.
Lead the retail-channel strategy for consumer-facing promotional offers (420, Black Friday) pushed through dispensaries, smoke shops, and retailer e-commerce environments.
Partner with Trade Marketing, Sales, and Creative to develop and distribute in-store and online promotional assets, toolkits, and guidelines for retail execution.
Ensure alignment of consumer offers across merchandising, retail marketing, and account-level activation.
Develop and manage sales associate incentives including contests, spiffs, and account-specific engagement programs outside of major consumer promotion windows.
Partner with Sales Managers to identify incentive opportunities that strengthen brand advocacy and accelerate sell-through.
Strengthen relationships with key retail accounts, focusing on marketing opportunities, merchandising support, digital visibility, and strategic program amplification.
Support international expansion by adapting domestic retail marketing strategies for emerging markets, with sensitivity to local environments and needs.
Provide insights and recommendations that inform account planning and retail marketing initiatives.