Director, Retail Marketing

THE COMPANY PAX is a leading global cannabis brand on a mission to enhance people’s lives, delivering well-being through pure products, unique experiences, and an unparalleled passion for the plant. For more than a decade, PAX has provided products that are simple, enjoyable, and trusted by millions. PAX has been recognized for its brand, culture and products by The New York Times’ Wirecutter, TIME, Fast Company, GQ, Gear Patrol, mg Magazine, High Times, and many more. PAX is committed to making a positive impact through PEACE BY PAX, its purpose-driven platform supporting social reform, safe access and sustainability. We are incredibly excited about the progress of the movement, the tremendous growth of the industry, and inspired every day by our opportunity to help change lives through cannabis. Our culture is focused on putting people at the center of everything we do, making an impact together, and having fun along the way. Our team has an unparalleled passion for the plant and has helped build business at the forefront of consumer experience and well-being, including Apple, Google, Uber, Fitbit, Constellation, Honest Company, Beauty Counter, Eaze, Curaleaf, Wyld and more. PAX has raised over $430MM in capital from leading consumer and technology investors and is available for sale in some capacity in more than 40 countries around the world. Location: Remote – U.S., with ~30% national and occasional international travel Department: Marketing Status: Full-time, Exempt Reports to: VP, Marketing SUMMARY PAX is seeking a Director of Retail Marketing to transform how our brand shows up and performs at retail across U.S. cannabis dispensaries and global wholesale channels. This leader will define our retail marketing strategy, build a distinctive and scalable visual merchandising experience, and develop shopper marketing programs that drive awareness, conversion, and repeat purchase. Equal parts creative and commercial, the ideal candidate brings deep expertise in physical retail, a strong understanding of shopper behavior, and a proven ability to translate brand strategy into measurable sales growth. They'll lead a team and collaborate closely with Sales, Creative, Product Marketing, and external partners to bring a more cohesive, effective PAX retail experience to life. ROLE AND RESPONSIBILITIES Retail Strategy & Commercial Performance - Develop and lead PAX's retail marketing strategy across U.S. dispensaries and global wholesale channels, aligning brand priorities, product launches, distribution growth, and revenue objectives. - Establish channel and retailer segmentation strategies, defining differentiated levels of merchandising, marketing investment, and activation based on commercial opportunity and performance. - Partner with Sales leadership to develop programs that accelerate sell-through, improve productivity per door, strengthen retail relationships, and drive profitable growth. - Own retail marketing planning, budgets, resource allocation, and performance measurement, ensuring investments deliver measurable commercial returns. Visual Merchandising & Retail Experience - Lead PAX's visual merchandising strategy, creating a distinctive, premium, and consistent brand experience across dispensaries, smoke shops, and specialty retail environments. - Develop scalable merchandising systems, including fixtures, displays, product glorifiers, signage, POS materials, and planograms tailored to different channels, store formats, and retailer tiers. - Partner with Creative, Product Marketing, and external agencies to translate brand strategy and product innovation into compelling physical retail experiences that drive shopper engagement and conversion. - Oversee merchandising development, production, deployment, and optimization, balancing creative excellence with cost efficiency, scalability, and measurable impact. Shopper Marketing & Retail Activation - Develop and oversee national retail promotional strategies spanning seasonal campaigns, product launches, evergreen offers, and strategic account programs. - Establish promotional frameworks and guardrails in partnership with Sales and Finance, balancing incremental sales growth, profitability, and brand positioning. - Lead retail education and advocacy strategies, including product training, sales enablement, budtender engagement, and retailer-facing content that strengthens product knowledge and recommendation. - Direct field marketing, brand ambassador, and retail activation programs, ensuring consistent execution, strategic deployment, and measurable results. - Partner with eCommerce, CRM, and Brand Marketing to develop retail-driven consumer engagement and retention initiatives that encourage trial, repeat purchase, and loyalty. Leadership, Insights & Operational Excellence - Lead and develop the retail marketing team and external partners, establishing clear priorities, accountability, and execution standards. - Build a retail marketing performance framework measuring merchandising penetration, promotional effectiveness, retail execution, sell-through, and return on investment. - Leverage sales data, shopper insights, field feedback, and competitive intelligence to continuously optimize programs and investment decisions. - Establish scalable processes and cross-functional workflows that enable consistent execution across markets while ensuring compliance with applicable regulations. QUALIFICATIONS - 10+ years of progressive experience in retail, shopper, trade, or channel marketing, including significant leadership responsibility. - Deep expertise in visual merchandising and physical retail brand development, with hands-on experience creating fixtures, displays, POS materials, and scalable merchandising systems. - Proven success developing shopper marketing, promotional, and retail activation programs that drive measurable sales growth and return on investment. - Experience building retail education, advocacy, and sales enablement programs that influence shopper conversion and retail associate recommendations. - Background in premium consumer brands with third-party retail distribution, ideally within consumer electronics, beauty, beverage, lifestyle, CPG, or cannabis. - Exceptional creative judgment, with the ability to translate brand strategy into compelling and commercially effective retail experiences. - Strong analytical and financial acumen, including experience managing budgets, evaluating promotional effectiveness, and optimizing marketing investments. - Demonstrated ability to lead teams, agencies, and complex cross-functional initiatives in fast-paced, multi-market environments. - Willingness to travel approximately 30%, with occasional international travel. PAX LABS PERKS & BENEFITS - Competitive compensation, equity & bi-annual performance reviews - Fully funded comprehensive medical, dental, and vision coverage - 401K plan - Generous PTO policy - Paid Parental Leave - Monthly wellness reimbursement - Cell Phone reimbursement - Employee Purchase Program for discounted PAX devices - Weekly catered lunch, endless snacks and beverages - Dog Friendly HQ in the Mission District of San Francisco - Employee Assistance Program including access to online legal support COMPENSATION In addition to the benefits above, this role has a proposed base salary range of $160,000-200,000 per year, plus equity, subject to internal compensation review. The final salary offer will be determined based on a variety of factors including, but not limited to, depth of experience, geographic location, and relevant education/training. This job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation. PAX VALUES Put Consumers First - We are here to enhance their lives. We put their needs first in everything we do. We work together to deliver unique solutions for their benefit. Build a Community - We are active and beneficial builders of a global community. We collaborate together to support sustainability, well-being and social equity efforts—both internally and externally—to establish cannabis as a force for good. Innovate with Passion - We are passionate about enhancing the cannabis experience by making it positive, accessible and intuitive. We set the standards, innovate for consumers and find the yes as a team. Be the Solution and Collaborate - We work as a team to achieve winning outcomes, knowing we each individually are the solution, but can only succeed together. Lead with Humility and Transparency - We stay open and humble in everything we do. We value learning from each other, and cultivate transparency in our culture and products.