Green Thumb Industries (GTI)
Director, Events & Experiences
Green Thumb Industries (GTI), Chicago, Illinois, United States, 60290
The Director of Events & Experiences is a key role at GTI reflecting our growing business and focus on bringing our brands to life through experience-driven patient, customer, and industry events. The Events & Experiences team is the single source of procuring, planning and execution for all GTI partnerships across all brands, to generate impactful brand exposure and recognition.
This role will be an integral part of GTI’s experience-driven events in national and regional markets. The Director will be the lead point of contact for many partnerships and relationships, both internal and external, and will act as the primary decision-maker for larger-scale events GTI hosts. This includes managing planning, processes and SOPs for events such as Bud Ball (multi-markets) and Miracle in Mundelein, coordinating with external partners, regional commercial teams, and GTI’s functional teams (Retail Operations, CPG Operations, Creative, Brand and Commercial Marketing). The role will manage the overall event calendar and provide actuals-to-budget reporting to GTI leadership on a recurring basis.
Given varied regional support, this role will flex between shepherding events/sponsorships from inception through execution and coordinating locally executed events (e.g., local festival sponsorships, regional drops, etc.).
The Director will report to the VP – Brand Equity, with visibility to the CEO and Executive Leadership Team. This position requires a solution-focused creative problem solver, brand builder, organized executor, and on-the-ground leader with a passion for developing meaningful event-based experiences and fostering long-term brand partnerships.
Responsibilities
Develop and execute a comprehensive strategic vision for all company-sponsored events and experiential marketing initiatives, aligned with brand goals and industry trends. Lead and manage the in-house Events & Experiences team, fostering a creative and collaborative environment. Build and manage a national event and experiences calendar across markets, ensuring a robust cadence of activities to build brands and customer engagement. Communicate calendar notifications to cross-functional department leaders and teams (Sales, Brand, Procurement, etc.) to ensure alignment. Oversee large-scale event planning from inception through execution in-market for Bud Balls, Miracle at Mundelein, and other large-scale events, including overall event vision, timeline development, checklists, vendor coordination, partnership agreements, asset/swag ordering, and tactical execution. Partner with regional teams to assess and coordinate with local support. Supervise run of show and delegate tasks within and outside the team. Lead post mortems to deliver feedback to senior leadership for ongoing optimization. Create event and program budgets to maximize impact while tracking financials for after-action ROI reviews; adjust budgets in real-time as business goals evolve. Partner with CPG Brand and Retail Marketing teams to align on assets, POS, and merch, ensuring brand-led creative brief alignment. Support event executions live, including travel that may be short notice, as needed. Collaborate with CGMs and Regional Marketing Managers to identify priorities and national support opportunities. Coordinate with centralized teams to adjust calendars for timing requirements across functions. Analyze event performance metrics, attendee feedback, and industry data to improve future initiatives and ROI. Build and maintain relationships with industry partners, influencers, and vendors to enhance opportunities and brand visibility. Oversee influencer outreach initiatives and ongoing relationships with key brand partner talent. Coordinate external partner communications, timelines, and status updates to keep internal and external teams aligned. Identify potential opportunities by staying attuned to events and cultural moments in key markets against new partnerships and sponsorships. Assess event venues for opportunities to represent our brands in new partnerships. Partner with Creative for content planning and publishing timelines for social media; lead communications with external fabricators and lead design briefs and scope of work. Lead consumer event on-site sales initiatives, coordinating with hemp operations and DTC teams. Qualifications
High integrity with understanding of cannabis industry compliance and regulations as required by Green Thumb. 10+ years’ experience in events and experiential marketing. Ability to lead and train a full team, including part-time field ambassadors, in typically high-turnover markets. Strong organization, planning and project management skills with ability to communicate details to multiple partners. Passion for customer service and belief in the power of events to build brands and engage customers, patients, and trade partners. Proven track record of developing, planning, and executing impactful events from small to large scale. Understanding of consumer and trade marketing strategies and adapting programs to local needs. Strategic and creative thinking with ability to connect objectives to tactical program needs. Knowledge of local cannabis market regulations and statutes. Strong budget management skills and experience. Ability to understand target consumers and market trends. Compliance with safety requirements and guidelines. Strong written and verbal communication skills. Highly motivated, self-directed, innovative, and able to work independently or with teams. Adaptable to a demanding, fast-paced environment with sound judgment and professionalism. Demonstrates critical thinking and ability to handle confidential information securely. Must understand and comply with Green Thumb rules, regulations, policies, and procedures. Ability to travel out of market overnight up to 30% of the year. Additional Requirements
Must pass required background checks and stay compliant with legal/company regulations for the industry. Must possess a valid driver’s license and be at least 21 years of age. Must be approved by the state badging agency to work in the cannabis industry. The pay range is competitive and based on experience, qualifications, and/or location of the role. Positions may be eligible for a discretionary annual incentive program driven by organization and individual performance. Green Thumb Pay Range: $130,000 - $155,000 USD Green Thumb is an Equal Employment Opportunity employer. We do not discriminate on any protected basis. Green Thumb provides voluntary demographic information for government reporting purposes; responses are confidential and not used in hiring decisions.
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Develop and execute a comprehensive strategic vision for all company-sponsored events and experiential marketing initiatives, aligned with brand goals and industry trends. Lead and manage the in-house Events & Experiences team, fostering a creative and collaborative environment. Build and manage a national event and experiences calendar across markets, ensuring a robust cadence of activities to build brands and customer engagement. Communicate calendar notifications to cross-functional department leaders and teams (Sales, Brand, Procurement, etc.) to ensure alignment. Oversee large-scale event planning from inception through execution in-market for Bud Balls, Miracle at Mundelein, and other large-scale events, including overall event vision, timeline development, checklists, vendor coordination, partnership agreements, asset/swag ordering, and tactical execution. Partner with regional teams to assess and coordinate with local support. Supervise run of show and delegate tasks within and outside the team. Lead post mortems to deliver feedback to senior leadership for ongoing optimization. Create event and program budgets to maximize impact while tracking financials for after-action ROI reviews; adjust budgets in real-time as business goals evolve. Partner with CPG Brand and Retail Marketing teams to align on assets, POS, and merch, ensuring brand-led creative brief alignment. Support event executions live, including travel that may be short notice, as needed. Collaborate with CGMs and Regional Marketing Managers to identify priorities and national support opportunities. Coordinate with centralized teams to adjust calendars for timing requirements across functions. Analyze event performance metrics, attendee feedback, and industry data to improve future initiatives and ROI. Build and maintain relationships with industry partners, influencers, and vendors to enhance opportunities and brand visibility. Oversee influencer outreach initiatives and ongoing relationships with key brand partner talent. Coordinate external partner communications, timelines, and status updates to keep internal and external teams aligned. Identify potential opportunities by staying attuned to events and cultural moments in key markets against new partnerships and sponsorships. Assess event venues for opportunities to represent our brands in new partnerships. Partner with Creative for content planning and publishing timelines for social media; lead communications with external fabricators and lead design briefs and scope of work. Lead consumer event on-site sales initiatives, coordinating with hemp operations and DTC teams. Qualifications
High integrity with understanding of cannabis industry compliance and regulations as required by Green Thumb. 10+ years’ experience in events and experiential marketing. Ability to lead and train a full team, including part-time field ambassadors, in typically high-turnover markets. Strong organization, planning and project management skills with ability to communicate details to multiple partners. Passion for customer service and belief in the power of events to build brands and engage customers, patients, and trade partners. Proven track record of developing, planning, and executing impactful events from small to large scale. Understanding of consumer and trade marketing strategies and adapting programs to local needs. Strategic and creative thinking with ability to connect objectives to tactical program needs. Knowledge of local cannabis market regulations and statutes. Strong budget management skills and experience. Ability to understand target consumers and market trends. Compliance with safety requirements and guidelines. Strong written and verbal communication skills. Highly motivated, self-directed, innovative, and able to work independently or with teams. Adaptable to a demanding, fast-paced environment with sound judgment and professionalism. Demonstrates critical thinking and ability to handle confidential information securely. Must understand and comply with Green Thumb rules, regulations, policies, and procedures. Ability to travel out of market overnight up to 30% of the year. Additional Requirements
Must pass required background checks and stay compliant with legal/company regulations for the industry. Must possess a valid driver’s license and be at least 21 years of age. Must be approved by the state badging agency to work in the cannabis industry. The pay range is competitive and based on experience, qualifications, and/or location of the role. Positions may be eligible for a discretionary annual incentive program driven by organization and individual performance. Green Thumb Pay Range: $130,000 - $155,000 USD Green Thumb is an Equal Employment Opportunity employer. We do not discriminate on any protected basis. Green Thumb provides voluntary demographic information for government reporting purposes; responses are confidential and not used in hiring decisions.
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