Senior Manager, Product Marketing & Retail Insights

JAWC LLC is hiring a Senior Manager to lead product marketing and retail insights from an onsite base in New Jersey. This role focuses on diagnosing why products perform on the shelf or stall at the point of purchase, then translating those findings into positioning, education, retail programs, and incentives across Oregon and New Jersey.

Working with Sales, Marketing, and Operations, you will build a practical feedback and sell-through system, run launch readiness, and oversee field marketing execution. The position also uses AI-enabled workflows to support insight analysis and reporting, with a strong emphasis on verifying outputs and protecting confidential information.

What you’ll do

• Build a system to gather feedback from consumers, budtenders, and dispensary buyers, then convert patterns into marketing decisions.
• Analyze sell-through data to identify underperforming products by account and state, and separate likely causes across consumer perception, budtender influence, shelf execution, pricing, and education.
• Run category reviews that support Sales in securing shelf space and improving menu placement.
• Share offer and product feedback with Sales, Marketing, and Operations to improve execution across teams.
• Create differentiated positioning and message maps for priority products.
• Own launch readiness for complete marketing materials and sales tools, and review each launch at 30, 60, and 90 days.
• Own the sell-in kit (deck, sell sheets, category story, slow-mover push kit) with Oregon and New Jersey versions.
• Own the creative brief standard and an approved messaging library, and approve briefs for launches, campaigns, and new messaging.
• Develop a standard new-account launch kit (display, budtender training, launch incentive, sell sheet) and deliver it to every new account in both states.
• Deliver the benefits promised within each tier of the retail partner program.
• Set display and in-store standards so the field team can install materials consistently in every store.
• Build and run Budtender Academy, using short, repeatable lessons with recertification designed for high staff turnover.
• Design one compliant strategy for vendor days, dispensary events, swag, and budtender or consumer spiffs.
• Track trade spend by program and account, then repeat, improve, or stop programs based on sales results.
• Lead and coach the Field Marketing Lead with clear priorities, standards, and scorecards across both states.
• Run AI-supported workflows for insight analysis, reporting, and training content, checking outputs and protecting confidential data.

What you bring

• Experience owning product positioning, trade or shopper marketing, or retail insights for products sold through retail, including results you can describe.
• A track record of translating positioning into clear messaging for sales teams, frontline staff, and consumers.
• Experience diagnosing why a product underperformed at retail using sales data and frontline feedback, then taking action.
• Experience using sales or category data to support recommendations for shelf space, placement, or reorders.
• Experience designing education or enablement programs for frontline sellers, ideally in environments with high turnover.
• Experience building incentive, promotion, or retailer programs under regulatory or retailer rules.
• People leadership experience with accountability for measurable results, ideally including someone who leads a field team.
• Cross-functional delivery across Sales, Operations, Creative, and field teams not directly reporting to you.
• Strong creative judgment to direct designers while not necessarily producing every asset.
• Regular use of AI tools in your work, with care for checking output and protecting confidential information.
• Comfort working with sales data and reporting and turning it into practical recommendations.
• Ability to work within cannabis marketing and product claim regulations.
• Must be 21 or older (legal requirement for working in cannabis).
• Ability to work onsite in Hamilton, NJ four days a week, with occasional travel to Oregon.
• Ability to lift up to 25 lb.

Compensation

USD 80,000 - 110,000 per year.

Benefits

• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

Schedule and travel

• Based in Hamilton, New Jersey, onsite four days a week.
• Light travel to Oregon.
• Standard weekday hours with some evening and weekend vendor days and events.

Physical requirements

• Visit dispensaries in New Jersey and Oregon and deliver in-person training and vendor days (standing for extended periods).
• Travel by air and car.
• Set up and move display materials up to 25 lb.
• Use a computer daily.

First 90 days

• Set up a diagnostic process using sell-through data.
• Agree separate priorities for New Jersey and Oregon.
• Approve positioning for priority products.
• Pilot budtender education.
• Put the new-account launch kit and first sell-in kit into use.
• Deliver one measured early win by day 60.

By 6 months

• Ensure every underperforming priority product has a diagnosis and action plan.
• Deliver launch kits on time to every new account.
• Meet education coverage targets in priority stores.
• Launch incentive programs and track performance.

Beyond

• Marketing actions measurably improve sell-through in both states.
• A repeatable insight-to-shelf system runs largely through the field team and AI workflows.

Nice to have

• Cannabis brand marketing experience with field leadership and sell-through results.
• Trade or shopper marketing experience in beverage alcohol or consumer packaged goods, including retailer incentive programs.
• Experience developing merchandising standards across multiple stores or markets.
• Experience building AI-enabled workflows that improve speed or quality for a team.
• Background in beauty, wellness, or other retail-driven categories where positioning and frontline education drive purchasing.