Marketing Operations Manager

Company Description 

AYR Wellness is a publicly traded, multi-state cannabis company with more than 85 dispensaries. We are one of the largest scale producers of high-quality cannabis in the U.S., and our purpose is to be a force for good. People are at the heart of everything we do, and we are passionate about bringing progress and positive changes to our communities, our industry, and our world.  

Our talented and reliable team members are the foundation of our business and investing in exceptional talent is paramount to our success. The key to building a culture where everyone can thrive starts and ends with our teams. Their collective courage and kyndness sets AYR apart. Your career growth at AYR is limitless, and we believe in creating an environment where everyone can flourish and win together. 

Job Summary 

We are searching for a Regional Marketing Operations Manager to lead our retail, wholesale, print media, localization, and corporate social responsibility efforts. Reporting to the Director of Marketing, this individual will be responsible for driving marketing initiatives with a focus on creativity, strategic planning, and operational excellence. The ideal candidate will play a key role in enhancing brand presence and ensuring seamless execution across all channels.

Retail Marketing 

• Develop and implement retail marketing campaigns to drive in-store traffic, increase sales, and improve customer engagement.  Collaborate with store managers to execute promotions, events, and new product launches that are aligned with store-specific goals and customer preferences.
• Oversee the execution of in-store signage, promotional materials, and product displays to ensure they meet brand guidelines.
• Collaborate with third-party vendor brands to plan and execute their marketing campaigns within AYR dispensaries, ensuring proper implementation of promotional materials, product placement, and brand messaging to drive sales goals.
• Oversee the creation, scheduling, and publishing of content across dispensary social media platforms to build brand awareness and engage with customers.

Wholesale Marketing 

• Collaborate with the wholesale team to create marketing strategies that support wholesale growth.
• Manage the development of sales materials, product catalogs, and digital marketing assets for wholesale clients and ensure wholesale dispensary partners are provided with all necessary marketing assets.
• Develop and implement comprehensive brand campaigns for wholesale dispensary partners to launch, ensuring alignment with the overall brand strategy and goals.
• Collaborate with the creative and marketing teams to design co-branded materials that help wholesale partners promote AYR products effectively.
• Regularly communicate with wholesale partners to gather feedback on the effectiveness of marketing assets and identify areas for improvement.

Corporate Social Responsibility 

• Lead the local execution of CSR initiatives that align with AYR Wellness’s mission and values, focusing on community engagement and social impact.
• Identify and establish partnerships with local organizations that align with AYR Wellness’s values, mission, and CSR goals.
• Lead the development and execution of CSR campaigns that engage both customers and retail staff, driving awareness and participation in key initiatives.
• Collaborate with retail teams to integrate CSR efforts into in-store experiences, encouraging customers to contribute to social causes through donations, events, or product-based campaigns.
• Create and manage multi-channel campaigns (social media, in-store, email) that highlight AYR’s CSR initiatives, fostering a sense of community and shared responsibility.

Localization Efforts 

• Work to develop localized marketing campaigns tailored to the unique preferences, regulations, and demographics of the market.
• Customize promotional materials and messaging for individual dispensaries, ensuring they reflect local culture and customer needs.
• Identify local organizations, events, and activities to partner with for targeted campaigns, increasing customer loyalty and brand relevance in specific areas.
• Monitor the performance of localized campaigns and adjust tactics based on data insights and regional feedback. 

Print Media

• Oversee the planning, design, and execution of billboard advertising campaigns, ensuring messaging aligns with overall brand strategy and resonates with target audiences, while adhering to local regulations and cannabis industry guidelines.
• Identify other advertising opportunities such as print ads or direct mail campaigns to effectively communicate key product offerings and promotions.

Qualifications

• 5+ years of experience in marketing operations, with retail and wholesale focus.
• Proven experience managing end-to-end marketing campaigns across multiple channels (print, media, retail, etc.).
• Experience in process optimization, marketing automation, and data-driven decision-making.

• Strong proficiency in marketing tools like CRM platforms marketing automation systems, and project management tools
• Advanced knowledge of analytics tools (Google Analytics, Tableau) to track performance and ROI.
• Understanding of digital and print marketing, and experience with content management systems.

• Excellent project management skills with experience managing cross-functional teams and coordinating large-scale marketing projects.
• Ability to manage timelines, budgets, and resources effectively while ensuring alignment with business goals.

• Strong creative problem-solving ability with a focus on innovation and operational efficiency.
• Analytical mindset with a proven ability to interpret data and derive actionable insights for marketing strategy.

• Excellent communication and collaboration skills, with the ability to work effectively across teams (sales, product, creative, etc.).
• Experience leading teams and mentoring junior staff in a fast-paced, evolving industry.

• Knowledge of industry trends, regulations, and best practices, particularly within cannabis or other highly regulated industries.

• Demonstrated ability to thrive in a fast-paced, high-growth environment, with the flexibility to adapt to changing priorities.

• Bachelor’s degree in Marketing, Business, Communications, or a related field.

Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time.   

At AYR Wellness, our vision is to be a force for good in all we do and to bring lasting positive change to our communities, our industry, and our world. And it wouldn’t be possible without our exceptionally talented team. We’re proud to be an equal opportunity employer that celebrates the uniqueness of each employee and supports their individual journey in finding their genius and pursuing their passion.  

AYR Wellness is committed to the policy that all persons have equal access to employment. We strongly encourage applications from people of color, persons with disabilities, women, and the LGBTQ+ community, regardless of age, gender, religion, marital or veterans’ status.