Sr. Retail Marketing & Farm Content Manager

The Sr. Retail Marketing and Farm Content Manager divides responsibilities equally between Retail Support (50%) and Farm Support (50%). The role develops and executes retail marketing initiatives that drive customer engagement, brand visibility, store traffic, and sales, while supporting the Creative Director in producing farm videos for SOP implementation, onboarding, and workforce training.

Essential Duties and Responsibilities:

Retail Support (50%): Develop and execute marketing strategies across multiple GHR dispensary locations, connecting campaign planning with store-level execution and customer experience.

· Plan and execute promotions, in-store activations, retail events, seasonal campaigns, limited-time offers, and product launches. Coordinate with Glass House Farms, PLUS Products, and other retail brand partners to align initiatives with retail objectives.

· Visit stores to evaluate visual merchandising, signage, promotional standards, customer flow, engagement, and the overall retail experience. Identify opportunities to improve traffic, conversion, and sales.

· Work with store managers and budtenders to gather feedback on customer behavior, product performance, and store needs; support campaign execution and provide merchandising, signage, promotional materials, and marketing tools.

· Develop partnerships with brands, creators, influencers, event partners, and local businesses to strengthen community engagement and drive store traffic.

· Develop experiential events, creative content, and social media concepts. Capture staff features, in-store moments, and event recaps for retail social channels; distribute swag and promotional items for staff sales incentives.

· Analyze sales data, campaign results, and store feedback to evaluate promotion effectiveness and improve marketing return on investment.

Farm Support (50%): Support the Creative Director in developing clear, engaging videos that translate farm operational needs into effective employee training.

· Work under the direction of the Creative Director to plan, film, edit, and deliver farm video content aligned with business priorities and creative standards.

· Collaborate with Quality Assurance (QA) and department subject matter experts to translate approved SOPs into visual demonstrations of farm processes and work practices.

· Partner with farm department leaders to understand video needs and capture the processes, tasks, and operational information employees need to perform their work.

· Work with Human Resources to produce onboarding and training videos for employees and Farm Labor Contractor (FLC) workers.

· Coordinate filming schedules, locations, equipment, and participant availability with farm teams.

· Ensure technical content is reviewed by QA and appropriate department leaders for accuracy before final production.

· Incorporate captions, translations, and other visual elements as needed to make videos accessible to the farm workforce.

· Organize video assets and update existing content as procedures, equipment, or business needs change.

Qualifications and Experience
• Bachelor’s degree in marketing, communications, film, media production, or a related field, or an equivalent combination of education and relevant experience.
• Five or more years of relevant experience in retail marketing, content production, or a combination of both, with demonstrated ownership of projects from planning through execution.
• Demonstrated experience supporting multiple retail locations, promotions, events, merchandising, and campaign performance analysis.
• Hands-on experience filming and editing video, including camera operation, lighting, audio capture, and post-production. A portfolio demonstrating relevant marketing and video work is required.
• Experience producing instructional, operational, or onboarding content preferred; cannabis retail, agriculture, manufacturing, or other regulated industry experience preferred.

Knowledge Skills and Abilities
• Proficiency with professional video editing and creative software, such as Adobe Premiere Pro, After Effects, Photoshop, Illustrator, or comparable tools.
• Ability to translate technical information into clear visual content while preserving the accuracy of approved procedures.
• Strong understanding of retail customer experience, merchandising, brand standards, social content, and campaign measurement.
• Strong project management, organizational, and communication skills, with the ability to balance competing priorities and meet deadlines across multiple locations.
• Ability to manage assigned budgets, coordinate vendors, and use sales and campaign data to recommend improvements.
• Ability to work independently in a remote setting and collaborate effectively with teams onsite.
• Ability to work with a diverse workforce and coordinate multilingual content; Spanish proficiency preferred.
• Sound judgment when handling confidential information, employee images, internal procedures, and public-facing content.

Work Environment and Travel
This position is remote with regular onsite work at retail dispensaries and farm facilities for store visits, events, filming, and stakeholder collaboration. Travel between company locations is required. Occasional evening or weekend work may be necessary to support retail events and production schedules.
Work may occur in office, retail, greenhouse, production, and outdoor environments, with varying temperatures, humidity, noise, and odors. The employee must follow all applicable company policies, site access requirements, and safety procedures.

Physical Requirements
The role involves extended computer work and the use of cameras, editing equipment, and other production tools. Onsite activities may require standing and walking for extended periods, bending, reaching, and moving or positioning filming equipment and promotional materials. Essential functions may be performed with or without reasonable accommodation.