Marketing Manager
Planet 13 Holdings, Inc., Florida, NY, United States
Planet 13 is proud to be one of the largest, most advanced, and sustainable providers of medical cannabis in Florida. Our mission is to help our Florida friends and neighbors live their healthiest lives with our all-natural, sun-grown cannabis products.
The Marketing Manager is responsible for executing and managing day-to-day marketing operations for Planet 13’s Florida markets. This role serves as a hands‑on contributor and team leader, responsible for developing, implementing, and optimizing multi‑channel marketing campaigns across digital, in‑store, and community platforms. The position collaborates closely with retail leadership, store teams, and cross‑functional partners to ensure marketing initiatives are executed consistently, on time, and in alignment with business objectives. The ideal candidate is highly organized, detail‑oriented, and able to manage multiple projects while balancing both strategic requirements.
Essential Duties and Responsibilities
Plan, execute, and manage market‑specific marketing campaigns across digital, social media, email/SMS, in‑store promotions, and community initiatives.
Develop campaign timelines, briefs, and asset requirements, ensuring projects are completed accurately and on schedule.
Coordinate the creation and deployment of marketing content in collaboration with internal teams and external partners.
Ensure all marketing materials comply with company standards and Florida state cannabis regulations.
Manage multiple marketing projects simultaneously using project management tools, ensuring deadlines and deliverables are met.
Track marketing budgets, monitor vendor performance, and reconcile expenses against approved plans.
Identify and communicate budget variances and recommend cost‑effective solutions.
Support new store openings, promotions, and in‑store marketing initiatives.
Partner with retail and operations teams to align marketing efforts with store readiness and business needs.
Evaluate in‑store customer experience and provide recommendations for improvement.
Monitor and analyse campaign performance using available data and reporting tools.
Provide regular updates to leadership, including key performance metrics, insights, and recommendations.
Identify trends and opportunities to improve marketing effectiveness and return on investment.
Supervise and support a small marketing team, including assigning work, providing feedback, and supporting development.
Coordinate cross‑functional efforts to ensure alignment and execution of marketing initiatives.
Promote a high standard of organisation, accountability, and execution within the team.
Comply with all HR policies including confidentiality and non‑disclosure.
Assist with the implementation of company policies, standard operating procedures, and performance standards.
Maintain a clean and organised work environment.
Maintain daily compliance with company policies including but not limited to state/local regulation compliance, security protocols, access protocols, dress code, and work schedules.
Supervisory Responsibilities Oversee a team of 2+ employees. Responsibilities include interviewing, hiring, and training staff; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; and addressing complaints and resolving problems.
Benefits
Health, dental, and vision insurance
Paid time off (PTO)
Sick time
401(k) retirement plan
Employee discount
Early access to earned wages before payday
Cancer and critical illness insurance
Life insurance
Competencies
Analytical
– Synthesises complex or diverse information; collects and researches data; uses intuition and experience to complement data; designs workflows and procedures.
Continuous Learning
– Assesses own strengths and weaknesses; seeks feedback to improve performance; pursues training and development opportunities; strives to continuously build knowledge and skills; shares expertise with others.
Job Knowledge
– Competent in required job skills and knowledge; exhibits ability to learn and apply new skills; keeps abreast of current developments; requires minimal supervision; displays understanding of how job relates to others; uses resources effectively.
Use of Technology
– Demonstrates required skills; adapts to new technologies; troubleshoots technological problems; uses technology to increase productivity; keeps technical skills up to date.
Design
– Generates creative solutions; translates concepts and information into images; uses feedback to modify designs; applies design principles; demonstrates attention to detail.
Problem Solving
– Identifies and resolves problems in a timely manner; gathers and analyses information skillfully; develops alternative solutions; works well in group problem‑solving situations; uses reason even when dealing with emotional topics.
Customer Service
– Manages difficult or emotional customer situations; responds promptly to customer needs; solicits customer feedback to improve service; responds to requests for service and assistance; meets commitments.
Communications
– Expresses ideas and thoughts verbally and in written form; exhibits good listening and comprehension; keeps others adequately informed; selects and uses appropriate communication methods.
Cooperation
– Establishes and maintains effective relations; exhibits tact and consideration; offers assistance and support to co‑workers; works cooperatively in group situations; resolves conflicts actively.
Oral Communication
– Speaks clearly and persuasively; listens and gets clarification; responds well to questions; demonstrates presentation skills; participates in meetings.
Teamwork
– Balances team and individual responsibilities; exhibits openness to others' views; gives and welcomes feedback; builds positive team spirit; prioritises team success.
Written Communication
– Writes clearly and informatively; edits work for spelling and grammar; varies style to meet needs; presents numerical data effectively; reads and interprets written information.
Change Management
– Develops workable implementation plans; communicates changes effectively; builds commitment and overcomes resistance; supports affected employees; monitors transition and evaluates results.
Delegation
– Assigns work appropriately; gives authority to work independently; sets expectations and monitors delegated activities; recognises results.
Leadership
– Exhibits confidence in self and others; inspires and motivates performance; influences actions and opinions; accepts feedback; recognises others.
Managing People
– Includes staff in planning, decision‑making, process improvement; takes responsibility for subordinates; provides regular feedback; develops skills and encourages growth; promotes quality focus; continually improves supervisory skills.
Quality Management
– Seeks ways to improve and promote quality; demonstrates accuracy and thoroughness.
Business Acumen
– Understands business implications; displays orientation to profitability; demonstrates market knowledge; aligns work with strategic goals.
Conflict Resolution
– Encourages open communication; confronts difficult situations; maintains objectivity; uses negotiation skills to resolve conflicts.
Impact & Influence
– Wins support for ideas; influences key decision‑makers; achieves win‑win outcomes; uses authority appropriately.
Recruitment & Staffing
– Utilises recruitment sources; exhibits sound interviewing skills; presents realistic view; forecasts staffing needs; makes quality hiring decisions.
Cost Consciousness
– Works within approved budget; implements cost‑saving measures; contributes to profits; conserves resources.
Ethics
– Treats people with respect; promotes harassment‑free environment; keeps commitments; inspires trust; upholds values.
Strategic Thinking
– Develops strategies to achieve organisational goals; understands strengths and weaknesses; analyses competition; identifies external threats; adapts strategy.
Adaptability
– Adapts to changes; manages competing demands; changes approach to fit situation; deals with unexpected events.
Achievement Focus
– Sets and achieves challenging goals; demonstrates persistence; measures self; takes calculated risks.
Dependability
– Follows instructions, responds to direction; takes responsibility; keeps commitments; performs long hours when necessary; notifies when alternate plans are needed.
Initiative
– Volunteers; develops skills; seeks responsibilities; takes independent actions; offers help.
Innovation
– Displays original thinking; meets challenges with resourcefulness; suggests improvements; presents ideas attractively.
Judgement
– Makes decisions; exhibits sound judgment; explains reasoning; involves people; acts promptly.
Planning/Organising
– Prioritises and plans work; uses time efficiently; plans resources; sets clear goals; schedules tasks; creates realistic action plans.
Safety and Security
– Observes safety procedures; determines actions beyond guidelines; reports unsafe conditions; uses equipment properly.
Qualifications Education and/or Experience Bachelor’s degree from a four‑year college or university in Marketing, Communications, or a related field; or three to five years of marketing experience, preferably in a retail or consumer‑facing environment; or an equivalent combination of education and experience.
Experience managing multiple projects and priorities in a fast‑paced environment.
Prior experience in the cannabis industry or another regulated industry is preferred, but not required. Experience executing multi‑channel marketing campaigns is preferred.
Language Skills Ability to read, analyse, and interpret common scientific and technical journals, financial reports, and legal documents.
Ability to respond to common inquiries or complaints from customers, regulatory agencies, or members of the business community.
Ability to write speeches and articles for publication that conform to prescribed style and format.
Ability to effectively present information to top management, public groups, and/or boards of directors.
Mathematical Skills Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.
Reasoning Ability Ability to define problems, collect data, establish facts, and draw valid conclusions. Ability to interpret an extensive variety of technical instructions in mathematical or diagram form and deal with several abstract and concrete variables.
Computer Skills Proficient in Microsoft Office applications, including Outlook, Word, Excel, and PowerPoint, as well as industry‑specific software such as Monday.com, Smartsheet, and Trello.
Certificates, Licences, Registrations
Must be 21 years or older.
Valid driver licence.
Physical Demands Regularly uses hands to finger, handle, or feel and talk or hear. Frequently stands, walks, sits, reaches with hands and arms, and stoops, kneels, crouches, or crawls. Occasionally climbs or balances and tastes or smells. Occasionally lifts and/or moves up to 50 pounds. Requires good static, distance, peripheral, depth perception, and ability to adjust focus vision.
Work Environment Occasionally exposed to heat. Noise level usually moderate.
This job position may involve exposure to cannabis, cannabis odors, and cannabis smoke, which is a Schedule I controlled substance under federal law.
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The Marketing Manager is responsible for executing and managing day-to-day marketing operations for Planet 13’s Florida markets. This role serves as a hands‑on contributor and team leader, responsible for developing, implementing, and optimizing multi‑channel marketing campaigns across digital, in‑store, and community platforms. The position collaborates closely with retail leadership, store teams, and cross‑functional partners to ensure marketing initiatives are executed consistently, on time, and in alignment with business objectives. The ideal candidate is highly organized, detail‑oriented, and able to manage multiple projects while balancing both strategic requirements.
Essential Duties and Responsibilities
Plan, execute, and manage market‑specific marketing campaigns across digital, social media, email/SMS, in‑store promotions, and community initiatives.
Develop campaign timelines, briefs, and asset requirements, ensuring projects are completed accurately and on schedule.
Coordinate the creation and deployment of marketing content in collaboration with internal teams and external partners.
Ensure all marketing materials comply with company standards and Florida state cannabis regulations.
Manage multiple marketing projects simultaneously using project management tools, ensuring deadlines and deliverables are met.
Track marketing budgets, monitor vendor performance, and reconcile expenses against approved plans.
Identify and communicate budget variances and recommend cost‑effective solutions.
Support new store openings, promotions, and in‑store marketing initiatives.
Partner with retail and operations teams to align marketing efforts with store readiness and business needs.
Evaluate in‑store customer experience and provide recommendations for improvement.
Monitor and analyse campaign performance using available data and reporting tools.
Provide regular updates to leadership, including key performance metrics, insights, and recommendations.
Identify trends and opportunities to improve marketing effectiveness and return on investment.
Supervise and support a small marketing team, including assigning work, providing feedback, and supporting development.
Coordinate cross‑functional efforts to ensure alignment and execution of marketing initiatives.
Promote a high standard of organisation, accountability, and execution within the team.
Comply with all HR policies including confidentiality and non‑disclosure.
Assist with the implementation of company policies, standard operating procedures, and performance standards.
Maintain a clean and organised work environment.
Maintain daily compliance with company policies including but not limited to state/local regulation compliance, security protocols, access protocols, dress code, and work schedules.
Supervisory Responsibilities Oversee a team of 2+ employees. Responsibilities include interviewing, hiring, and training staff; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; and addressing complaints and resolving problems.
Benefits
Health, dental, and vision insurance
Paid time off (PTO)
Sick time
401(k) retirement plan
Employee discount
Early access to earned wages before payday
Cancer and critical illness insurance
Life insurance
Competencies
Analytical
– Synthesises complex or diverse information; collects and researches data; uses intuition and experience to complement data; designs workflows and procedures.
Continuous Learning
– Assesses own strengths and weaknesses; seeks feedback to improve performance; pursues training and development opportunities; strives to continuously build knowledge and skills; shares expertise with others.
Job Knowledge
– Competent in required job skills and knowledge; exhibits ability to learn and apply new skills; keeps abreast of current developments; requires minimal supervision; displays understanding of how job relates to others; uses resources effectively.
Use of Technology
– Demonstrates required skills; adapts to new technologies; troubleshoots technological problems; uses technology to increase productivity; keeps technical skills up to date.
Design
– Generates creative solutions; translates concepts and information into images; uses feedback to modify designs; applies design principles; demonstrates attention to detail.
Problem Solving
– Identifies and resolves problems in a timely manner; gathers and analyses information skillfully; develops alternative solutions; works well in group problem‑solving situations; uses reason even when dealing with emotional topics.
Customer Service
– Manages difficult or emotional customer situations; responds promptly to customer needs; solicits customer feedback to improve service; responds to requests for service and assistance; meets commitments.
Communications
– Expresses ideas and thoughts verbally and in written form; exhibits good listening and comprehension; keeps others adequately informed; selects and uses appropriate communication methods.
Cooperation
– Establishes and maintains effective relations; exhibits tact and consideration; offers assistance and support to co‑workers; works cooperatively in group situations; resolves conflicts actively.
Oral Communication
– Speaks clearly and persuasively; listens and gets clarification; responds well to questions; demonstrates presentation skills; participates in meetings.
Teamwork
– Balances team and individual responsibilities; exhibits openness to others' views; gives and welcomes feedback; builds positive team spirit; prioritises team success.
Written Communication
– Writes clearly and informatively; edits work for spelling and grammar; varies style to meet needs; presents numerical data effectively; reads and interprets written information.
Change Management
– Develops workable implementation plans; communicates changes effectively; builds commitment and overcomes resistance; supports affected employees; monitors transition and evaluates results.
Delegation
– Assigns work appropriately; gives authority to work independently; sets expectations and monitors delegated activities; recognises results.
Leadership
– Exhibits confidence in self and others; inspires and motivates performance; influences actions and opinions; accepts feedback; recognises others.
Managing People
– Includes staff in planning, decision‑making, process improvement; takes responsibility for subordinates; provides regular feedback; develops skills and encourages growth; promotes quality focus; continually improves supervisory skills.
Quality Management
– Seeks ways to improve and promote quality; demonstrates accuracy and thoroughness.
Business Acumen
– Understands business implications; displays orientation to profitability; demonstrates market knowledge; aligns work with strategic goals.
Conflict Resolution
– Encourages open communication; confronts difficult situations; maintains objectivity; uses negotiation skills to resolve conflicts.
Impact & Influence
– Wins support for ideas; influences key decision‑makers; achieves win‑win outcomes; uses authority appropriately.
Recruitment & Staffing
– Utilises recruitment sources; exhibits sound interviewing skills; presents realistic view; forecasts staffing needs; makes quality hiring decisions.
Cost Consciousness
– Works within approved budget; implements cost‑saving measures; contributes to profits; conserves resources.
Ethics
– Treats people with respect; promotes harassment‑free environment; keeps commitments; inspires trust; upholds values.
Strategic Thinking
– Develops strategies to achieve organisational goals; understands strengths and weaknesses; analyses competition; identifies external threats; adapts strategy.
Adaptability
– Adapts to changes; manages competing demands; changes approach to fit situation; deals with unexpected events.
Achievement Focus
– Sets and achieves challenging goals; demonstrates persistence; measures self; takes calculated risks.
Dependability
– Follows instructions, responds to direction; takes responsibility; keeps commitments; performs long hours when necessary; notifies when alternate plans are needed.
Initiative
– Volunteers; develops skills; seeks responsibilities; takes independent actions; offers help.
Innovation
– Displays original thinking; meets challenges with resourcefulness; suggests improvements; presents ideas attractively.
Judgement
– Makes decisions; exhibits sound judgment; explains reasoning; involves people; acts promptly.
Planning/Organising
– Prioritises and plans work; uses time efficiently; plans resources; sets clear goals; schedules tasks; creates realistic action plans.
Safety and Security
– Observes safety procedures; determines actions beyond guidelines; reports unsafe conditions; uses equipment properly.
Qualifications Education and/or Experience Bachelor’s degree from a four‑year college or university in Marketing, Communications, or a related field; or three to five years of marketing experience, preferably in a retail or consumer‑facing environment; or an equivalent combination of education and experience.
Experience managing multiple projects and priorities in a fast‑paced environment.
Prior experience in the cannabis industry or another regulated industry is preferred, but not required. Experience executing multi‑channel marketing campaigns is preferred.
Language Skills Ability to read, analyse, and interpret common scientific and technical journals, financial reports, and legal documents.
Ability to respond to common inquiries or complaints from customers, regulatory agencies, or members of the business community.
Ability to write speeches and articles for publication that conform to prescribed style and format.
Ability to effectively present information to top management, public groups, and/or boards of directors.
Mathematical Skills Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.
Reasoning Ability Ability to define problems, collect data, establish facts, and draw valid conclusions. Ability to interpret an extensive variety of technical instructions in mathematical or diagram form and deal with several abstract and concrete variables.
Computer Skills Proficient in Microsoft Office applications, including Outlook, Word, Excel, and PowerPoint, as well as industry‑specific software such as Monday.com, Smartsheet, and Trello.
Certificates, Licences, Registrations
Must be 21 years or older.
Valid driver licence.
Physical Demands Regularly uses hands to finger, handle, or feel and talk or hear. Frequently stands, walks, sits, reaches with hands and arms, and stoops, kneels, crouches, or crawls. Occasionally climbs or balances and tastes or smells. Occasionally lifts and/or moves up to 50 pounds. Requires good static, distance, peripheral, depth perception, and ability to adjust focus vision.
Work Environment Occasionally exposed to heat. Noise level usually moderate.
This job position may involve exposure to cannabis, cannabis odors, and cannabis smoke, which is a Schedule I controlled substance under federal law.
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