National Director of Trade Marketing and Advocacy

About the Role

Key Responsibilities

• Build and own the national trade marketing strategy —from regional field tactics to national-scale programs.
• Partner with Sales and Brand to identify channel-specific opportunities and customize strategies for priority markets (CA, IL, MA, NV).
• Lead quarterly and annual planning for shopper marketing, displays, and trade events.
• Set the vision and KPIs for budtender advocacy, loyalty, and training, rolling out national playbooks and field training materials.
• Partner with Sales Operations to build a high-performing trade marketing team, including field reps, coordinators, and agency partners.
• Oversee ideation, production and deployment of all retail and trade facing assets, including in-store displays, signage, merchandise and experiential toolkits.
• Manage trade marketing budget across display, print, sampling, and events—ensuring ROI and alignment to growth objectives.
• Own KANHA's shelf strategy —partner with Sales and Retail Ops to fight for share of shelf and maintain visual dominance in-store.
• Deploy scalable merchandising solutions and fixture programs to support sell-through at the store level.
• Lead field audits and compliance tracking to ensure trade standards are met and optimized.
• Develop compelling program decks and sell-in materials to support internal alignment and retail partner engagement.
• Launch and scale a budtender trade program, educational content platform, and incentive engine.
• Lead high-impact trainings, budtender events, contests, and field marketing activations across markets.
• Leverage feedback loops and performance data to constantly evolve messaging and field execution.
• Plan and execute trade shows, budtender mixers, and B2B/B2C activations that drive awareness, trial, and loyalty.
• Own logistics, execution, and post-event reporting—ensure every event reinforces KANHA's premium brand position.
• Develop and manage reporting dashboards to track program effectiveness across regions, channels, and campaigns.
• Analyze retail trends, sell-through data, and field intelligence to inform strategy and optimize spend.
• Deliver executive-level recaps, insights, and recommendations that guide future strategy.

Requirements

• 7-10 years in trade marketing, shopper marketing, or field marketing in CPG, cannabis, wine and spirits, or beauty.
• Proven success leading national or regional retail marketing strategies in a high-growth environment.
• Experience working cross-functionally with Sales, Brand, and Creative teams.
• Fluent in budtender culture, field marketing, and the mechanics of sell-in/sell-through.
• A strong eye for design and brand expression in retail spaces.
• Exceptional organizational and communication skills—you can brief creative, lead strategy, and mobilize teams.
• Comfortable using tools like Google Suite, Asana, and CRM Hubspot/Klaviyo, and trade education platforms (e.g., Sparkplug).

Nice to Have

• Experience with trade marketing in cannabis or related industries.
• Experience managing budgets and leading teams.

Qualifications

• Trade Marketing experience: 7 years (Preferred)

Benefits & Perks

• Competitive salary + bonus eligibility
• Medical, Dental & Vision Insurance
• 401(k) Retirement Plan
• Paid Time Off (Vacation, Sick, Holidays)
• Employee Assistance Program
• Opportunity to build a national trade engine at a brand defining the future of cannabis