Seeking Brand Content Creator & Ambassador
Detour is not your normal cannabis company.
You can confirm this by spending six to seven seconds on our website.
We do not believe in a sea of the same.
We do not believe you have to wear matching socks.
We do not believe in taking ourselves too seriously.
We currently have four brands.
Plus our parent brand.
Yes, it’s a lot. We are aware.
There is cannabis content.
And then there is Detour cannabis content.
We are looking for a Content Creator / Brand Ambassador to help us build, grow, and show up across Michigan both online and in real life. This role lives at the intersection of content, culture, people, brand, and retail. Possibly the longest title in the history of LinkedIn.If you like being on camera, moving fast, talking to strangers, putting badass content in stores and creating content people actually want to watch, keep reading.
Yes, this Job Description is long.We want you to know what you are getting into before you apply and then ask what you’re getting into.
WHAT YOUR DAYS ACTUALLY LOOK LIKE You will be concepting.
Editing.
Designing a little.(We are good with Canva!)
Driving a lot.
Laughing often.
Talking to a ridiculous number of people.
Texting, calling, creative jam and dance sessions with our Head of Creative Dude.
Fixing signage that is somehow still wrong in a retail store cause you are rep’n our brands.
Dropping off new signage in a store cause they don’t have it.
Checking store websites to make sure our content is actually correct.
Talking to more people.
And somewhere in there, probably learning a thing or two about yourself.
Think
Anthony Bourdain Parts Unknown , but cannabis.
If you do not know what that is, please YouTube it immediately.
COMPENSATION AND REQUIREMENTS
Salary of $75,000.That’s what is approved right now.We don’t have more BUT wish we did.
Comes with a badass Jeep branded with Detour
Includes all equipment needed to do the job right
Unlimited swag and merch
This company is still startup mode so there is no benefits or bonus.Want to be honest about this as it can be a deal breaker.
Can pay increase later? Yes.
Is this a senior level role? No.
We know this salary is not as high as cannabis might make you feel. We are growing too. Grow with us. Learn with us. Take the ride with us.
You must live in Michigan. If you do not currently live in Michigan but want this role, you will need to move to Michigan.
(Yes, really.) This role requires living in Michigan.
WHAT YOU WILL DO Create Content That Moves
Concept, storyboard, film, edit, and publish content for TikTok, Instagram, Pinterest, and maybe Myspace if it makes a comeback
Build Detour’s TikTok and Instagram presence from the ground up
Understand platform best practices including hooks, pacing, sound, captions, and trends
See content opportunities constantly and act on them
If you see it, you shoot it. If it feels right, you post it. Then you move on
Keep content on brand without overthinking it
Understand that content comes and goes and momentum matters
Understand and Protect the Brand
Fully understand Detour and it’s Product’s brand strategy and brand voice
Create content that is unmistakably Detour across all brands
Know when to push creatively and when to pull back
Protect brand integrity while still moving fast
Be On Camera
Appear in content regularly and comfortably
Help launch and star in original Detour content series focused on people, places, education, and cannabis culture
Turn everyday moments into stories people care to watch
Hit the Road Across Michigan
Travel statewide visiting dispensaries and retail partners
Create recurring road-based content highlighting stores, budtenders, and communities
Capture authentic moments without making content feel like an ad
Talk to People in the Real World
Walk up to budtenders, customers, store owners, and everyday people
Ask real questions in a natural and respectful way
Turn conversations into engaging content
You are not a street interviewer. You are a person talking to people with a camera rolling and asking questions people want to answer
Merchandise and Represent the Brand
Act as a Detour brand ambassador in retail locations
Ensure Detour brands are merchandised correctly
Check signage, displays, and in store marketing
Flag issues, fix what you can, and leave stores better than you found them
THE LAB IS YOUR PLAYGROUND Detour operates one of the largest cannabis labs in Michigan with some of the best people in the industry working inside it.
You will be expected to:
Spend at least one day a week at the lab
Treat the lab as a creative playground
Capture content around people, process, culture, and craftsmanship
Experiment, have fun, and create content that makes people care about what happens behind the scenes
This is not a sterile environment.
It is a place to play, learn, and create.
YOU DO NOT NEED CANNABIS EXPERIENCE We are open to candidates from outside the cannabis industry.
What you do need to understand:
Cannabis has platform, legal, and regulatory constraints
There are things you can and cannot show online
We respect those guardrails and use them creatively
The opportunity is much bigger than product shots
This role is about people, culture, education, and storytelling
If you think cannabis content is limited, this role will change your mind.
WHO THIS ROLE IS FOR You will thrive here if you:
Can shoot, edit, and post content without constant direction
Have real experience doing this and can prove it with your work
Understand TikTok and Instagram deeply, not just how to post but why content works
Are comfortable being on camera and behind it
Are curious about people, culture, and storytelling
Can walk up to strangers and start conversations without making it awkward
Respect brand strategy and brand voice as essential to great creative
Move fast and do not get precious about content
See opportunity everywhere and act on it
BONUS POINTS
Experience in lifestyle, retail, culture, or entertainment brands
Content you have made that people actually share
Strong storytelling instincts and creative taste
Comfort working independently and on the road
WHY THIS ROLE IS DIFFERENT
You are trusted to create
You are not stuck behind a desk
You help shape how a growing brand shows up in culture
You work with talented people who care deeply about what they are building
Your work will be seen, shared, and remembered
This is a role for someone who wants momentum, stories, and creative ownership.
READY TO TAKE THE DETOUR Apply with resume and examples of your work including video, social, reels, TikToks, or anything that shows how you think and create.
Tell us in a video why you want to work here.
#J-18808-Ljbffr
You can confirm this by spending six to seven seconds on our website.
We do not believe in a sea of the same.
We do not believe you have to wear matching socks.
We do not believe in taking ourselves too seriously.
We currently have four brands.
Plus our parent brand.
Yes, it’s a lot. We are aware.
There is cannabis content.
And then there is Detour cannabis content.
We are looking for a Content Creator / Brand Ambassador to help us build, grow, and show up across Michigan both online and in real life. This role lives at the intersection of content, culture, people, brand, and retail. Possibly the longest title in the history of LinkedIn.If you like being on camera, moving fast, talking to strangers, putting badass content in stores and creating content people actually want to watch, keep reading.
Yes, this Job Description is long.We want you to know what you are getting into before you apply and then ask what you’re getting into.
WHAT YOUR DAYS ACTUALLY LOOK LIKE You will be concepting.
Editing.
Designing a little.(We are good with Canva!)
Driving a lot.
Laughing often.
Talking to a ridiculous number of people.
Texting, calling, creative jam and dance sessions with our Head of Creative Dude.
Fixing signage that is somehow still wrong in a retail store cause you are rep’n our brands.
Dropping off new signage in a store cause they don’t have it.
Checking store websites to make sure our content is actually correct.
Talking to more people.
And somewhere in there, probably learning a thing or two about yourself.
Think
Anthony Bourdain Parts Unknown , but cannabis.
If you do not know what that is, please YouTube it immediately.
COMPENSATION AND REQUIREMENTS
Salary of $75,000.That’s what is approved right now.We don’t have more BUT wish we did.
Comes with a badass Jeep branded with Detour
Includes all equipment needed to do the job right
Unlimited swag and merch
This company is still startup mode so there is no benefits or bonus.Want to be honest about this as it can be a deal breaker.
Can pay increase later? Yes.
Is this a senior level role? No.
We know this salary is not as high as cannabis might make you feel. We are growing too. Grow with us. Learn with us. Take the ride with us.
You must live in Michigan. If you do not currently live in Michigan but want this role, you will need to move to Michigan.
(Yes, really.) This role requires living in Michigan.
WHAT YOU WILL DO Create Content That Moves
Concept, storyboard, film, edit, and publish content for TikTok, Instagram, Pinterest, and maybe Myspace if it makes a comeback
Build Detour’s TikTok and Instagram presence from the ground up
Understand platform best practices including hooks, pacing, sound, captions, and trends
See content opportunities constantly and act on them
If you see it, you shoot it. If it feels right, you post it. Then you move on
Keep content on brand without overthinking it
Understand that content comes and goes and momentum matters
Understand and Protect the Brand
Fully understand Detour and it’s Product’s brand strategy and brand voice
Create content that is unmistakably Detour across all brands
Know when to push creatively and when to pull back
Protect brand integrity while still moving fast
Be On Camera
Appear in content regularly and comfortably
Help launch and star in original Detour content series focused on people, places, education, and cannabis culture
Turn everyday moments into stories people care to watch
Hit the Road Across Michigan
Travel statewide visiting dispensaries and retail partners
Create recurring road-based content highlighting stores, budtenders, and communities
Capture authentic moments without making content feel like an ad
Talk to People in the Real World
Walk up to budtenders, customers, store owners, and everyday people
Ask real questions in a natural and respectful way
Turn conversations into engaging content
You are not a street interviewer. You are a person talking to people with a camera rolling and asking questions people want to answer
Merchandise and Represent the Brand
Act as a Detour brand ambassador in retail locations
Ensure Detour brands are merchandised correctly
Check signage, displays, and in store marketing
Flag issues, fix what you can, and leave stores better than you found them
THE LAB IS YOUR PLAYGROUND Detour operates one of the largest cannabis labs in Michigan with some of the best people in the industry working inside it.
You will be expected to:
Spend at least one day a week at the lab
Treat the lab as a creative playground
Capture content around people, process, culture, and craftsmanship
Experiment, have fun, and create content that makes people care about what happens behind the scenes
This is not a sterile environment.
It is a place to play, learn, and create.
YOU DO NOT NEED CANNABIS EXPERIENCE We are open to candidates from outside the cannabis industry.
What you do need to understand:
Cannabis has platform, legal, and regulatory constraints
There are things you can and cannot show online
We respect those guardrails and use them creatively
The opportunity is much bigger than product shots
This role is about people, culture, education, and storytelling
If you think cannabis content is limited, this role will change your mind.
WHO THIS ROLE IS FOR You will thrive here if you:
Can shoot, edit, and post content without constant direction
Have real experience doing this and can prove it with your work
Understand TikTok and Instagram deeply, not just how to post but why content works
Are comfortable being on camera and behind it
Are curious about people, culture, and storytelling
Can walk up to strangers and start conversations without making it awkward
Respect brand strategy and brand voice as essential to great creative
Move fast and do not get precious about content
See opportunity everywhere and act on it
BONUS POINTS
Experience in lifestyle, retail, culture, or entertainment brands
Content you have made that people actually share
Strong storytelling instincts and creative taste
Comfort working independently and on the road
WHY THIS ROLE IS DIFFERENT
You are trusted to create
You are not stuck behind a desk
You help shape how a growing brand shows up in culture
You work with talented people who care deeply about what they are building
Your work will be seen, shared, and remembered
This is a role for someone who wants momentum, stories, and creative ownership.
READY TO TAKE THE DETOUR Apply with resume and examples of your work including video, social, reels, TikToks, or anything that shows how you think and create.
Tell us in a video why you want to work here.
#J-18808-Ljbffr