Description
The people at Puffco don’t just create products — we build a bridge for everyone to experience the best that the plant has to offer through technology. We serve a highly engaged community in the millions unlike any other, with more added everyday.
Puffco has already produced the most awarded devices ever in our space, but for us, this is just the beginning. We’re looking for uniquely excellent people to help shape the future of our industry.
Beyond products, we strive to ensure a driven and unique business culture that respects and honors employees, partners, and customers. Puffco has also been listed by MG Magazine as one of the 50 best companies to work for.
What’s The Role About:
As the Senior Retail Marketing Manager, you will lead Puffco's retail marketing strategy across dispensaries, smoke shops, and key retailer e-commerce environments. You will shape hot the Puffco brand shows up in-store and online - driving consumer awareness, retailer engagement, budtender advocacy, and overall channel growth.
This role blends strategic leadership with hands on execution, working closely with Sales, Creative, Trade Marketing, Product Marketing, Brand, Digital, and Product teams. You 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 that strengthen Puffco’s position in the marketplace. The role requires strong leadership skills, including the ability to guide teams, influence stakeholders, and elevate cross-functional collaboration.
Key Responsibilities:
Store Merchandising & Consumer Experience
- 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.
Salesperson Education & Industry Engagement
- 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.
Incentive Planning & Consumer Promotions
- 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.
Retail Account Partnerships & Expansion
- 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.
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.
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