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CMO
CMO
Dept 123
Location 2
3/18/2018

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Private Equity backed Medical Marijuana Retailer seeks CMO to Build Major Lifestyle Brand (Southeastern USA)

SOUTHEAST USA - With more than 100 ecommerce searches each year, EcommerceRecruiter.com is the leading contingency-based executive search firm serving the Shop.org, Ad:Tech, and IR-500 communities. To opt-in to our popular "Ecommerce Job of the Day" email, click here. (Simply unsubscribe at the end of your job search.)

One of the coolest CMO jobs around!

HARRY'S COMMENTS: I've worked on more than 500 ecommerce searches in my 15 year recruiting career, and I've never seen a more promising role than this one. This is a ground level CMO role in a soon-to-explode category I wouldn't have touched five years ago --

Medical cannabis as a health and wellness lifestyle choice.

But times change, and frankly having lost an aunt to alcoholism, I can't help but think my aunt would be alive today had she had access to a relaxing alternative to hard liquor.

We all hurt. We all have stresses in our lives. We all need to unwind occasionally. And after having done a ton of homework on this industry, I am inclined to believe that legitimately grown cannabis does FAR less damage to a body than a pint of Old Crow.

This is to say nothing of the myriad ways medical cannabis can be used as a substitute for synthetic drugs.

Here's the deal.

There are basically three medical plants in the world: The poppy plant, the cocoa plant and the cannabis plant. The poppy and the cocoa plant each have a single acting molecule. Cannabis has over a hundred.

This client makes a full range of pharmaceutical drug replacements that are natural, grown from the earth and target those who want to empower their health and wellness. This company is a true pharmaceutical disruptor with products that have applications for pain management, arthritis, cancer, Alzheimer's, PTSD, epilepsy, and Parkinson's.

That's the good news.

But the good news comes with a kicker: Cannabis remains a heavily regulated market. Although 94% of American voters support legalizing medical cannabis – only 30 states and the District of Columbia currently have laws broadly legalizing cannabis in some form.

Nationally, here’s what’s happening with cannabis:

The medical and recreational cannabis industry, which includes stores that retail medical cannabis (by prescription only) and recreational cannabis, expanded dramatically over the five years to 2017. The 2016 election cycle, in particular, provided a boon for both medical and recreational cannabis retailers.

Consequently, legalization of cannabis for medical and/or recreational purposes and the growing acceptance of medical cannabis provided operators and investors with unprecedented opportunities. There has been no shortage of demand in recent years, and the cannabis industry has become one of the fastest-growing in the United States.

More recently, the legalization of recreational cannabis sales in eight states fueled revenue growth.

The licensing of commercial recreational cannabis retailers contributed to industry revenue growth of 35.5% in 2016, as new entrants flooded the market. Meanwhile, medical cannabis dispensaries continue to benefit from the steadily aging population. Chronic illnesses have become more prevalent as the population continues to age, driving demand for medical cannabis.

Additionally, the development of edible cannabis products helped attract consumers who are unfamiliar with cannabis products or averse to smoking. Edible products are projected to be a growth segment for the industry over the coming years. Which is why brands like Philip Morris, Heineken, and constellation Brands have entered the cannabis industry and begun laying the foundation for consolidation.

Over the five years to 2022, national revenue is projected to increase at an annualized rate of 28.3% to $28.2 billion. It’s expected that a growing number of medical cannabis patients and a burgeoning recreational cannabis legalization movement will spur demand for the industry. Rising demand is also forecast to widen profit margins, as is the success of for-profit recreational cannabis businesses in states with large consumer markets such as California, Colorado and Washington.

Against that backdrop ...

My client is building the premier consumer brand in medical cannabis with vertically integrated production licenses in ______ and ______, the two largest potential cannabis markets after California. Combined, those markets are estimated to be worth $2.6 billion by 2022, split along relatively few license holders.

The firm’s brand is founded on pharmaceutical grade quality and consistency. In one of its markets, the client leads the state in production capacity, capitalization, and early revenues via retail dispensaries and statewide home delivery. Its stores are smart, modern and attractive – like its brand.

But the company faces a unique marketing challenge:

  • How should the company convince a diverse population to adapt and embrace medical cannabis as a health and wellness lifestyle choice after 80 years and billions of dollars have been spent by pharmaceutical companies to convince them that it's dangerous?
  • How can it create a curated distribution network across brick and click that exudes health and wellness lifestyle brand instead of stigma?
  • How can it manage its brand through highly medically-focused early adopters through to the much larger blue ocean of health and wellness?

That’s where YOU come in.

We’re looking for a CMO to join this fast-moving startup (with 200+ employees) to help solve these challenges in an industry with once-in-a-generation growth.

As CMO, you will oversee all marketing operations while developing the firm’s marketing strategy and vision. You will lead a team of highly competent marketing pros while serving as the company’s brand steward. Your job is to carve out a niche in the market that is a mid-point between Bob Marley and Big Pharma.

Seriously.

For those people considering medical marijuana, the client’s early consumer research has shown that the driver is taking back control of their health care. The strongest reaction people have when talking about medical marijuana is an intensely negative reaction geared around big pharma and synthetic drugs. The approval rate of the pharmaceutical industry is actually lower than that of congress, while medical marijuana has an 80+ percent support approval rating.

Meanwhile, you can walk into one of my client’s stores (which create a kitchen-like family orientation) and enjoy a wide, safe selection of products (transdermal patches, vaporizors, tinctures, soft gels, etc) that range from non-psychoactive (they don't have any negative or intoxicating effects), to products that are very high in THC (which may have intoxicating effects).

The whole brand experience is designed to bring medicine to the patient in a way that’s earthy, natural, and organic.

The company wants to accomplish the same magnitude of shift in the pharma space going from the synthetic drugs to all natural products as Americans saw in the food space when our society transitioned from Big Agriculture to the whole foods, organically grown, locally sourced movement. That movement represented a several hundred billion dollar shift in consumer spending.

So, why is this a confidential search?

I decided to market this role in confidence in order to be more transparent about my client’s business. I also wanted more control over the recruiting process. It’s quite possible that my client’s new CMO will end up well-off financially.

Therefore, I'm expecting a ton of great applicants.

Truly: If you think you have what it takes to do this job, I would encourage you to apply. But please understand that this search spec is extremely tight, and my client just raised its Series C round. There’s a lot of money on the line, and with that comes great responsibility. We are going to be extremely selective here.

Anyway. You won't believe how much we know about this search ...

We spent a ton of time on the phone with this client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things we can share with highly qualified candidates include ...

  1. The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
  2. The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every job has these — and this one's no different.
  3. What your average day / week will look like in this role. There’s what you read in the standard job posting ... then there’s reality. We’ve got the reality.
  4. The leading and lagging KPI’s that will determine your success in this role. In a nutshell: How you keep score.
  5. The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this job.

We have a massive amount of proprietary intel to share with qualified candidates. Our industry research for this CMO job exceeds 60 pages! Be sure to TEXT Harry Joiner at (404) 281-2025 for this info. Or simply use the email link when you apply for the role below.

View Harry Joiner's LinkedIn profileView Harry Joiner's profile

CORE JOB DUTIES AND RESPONSIBILITIES

  • Creating a clear marketing strategy that encompasses all marketing segments across all channels of distribution, including but not limited to retail systems, vehicle-based delivery, eCommerce, and the underlying interface between those channels of distribution
  • Developing the company’s mid to long-term strategic and annual business plans in conjunction with the CEO and CFO
  • Analyzing current marketing strategies and implementing changes; tracking strategies of competitors
  • Measuring the success of marketing and creative campaigns across the business; getting as close to pure ROI measurement as possible
  • Selection of marketing agency partners and reviewing their activities
  • Overseeing all marketing activities across the full marketing mix
  • Keeping up to date with industry and technological changes that impact the business; partnering with our Technology group to build a data-driven marketing organization
  • Developing and overseeing the company’s loyalty program and CRM activities to build a low-churn, repeat customer and patient base with allegiance to the firm's Brand. Ensuring CRM systems and all multi-channel marketing software is up to date and fit for scaling goals
  • Setting KPI’s for marketing activities across the business, including the physician sales marketing initiatives and general physician outreach
  • Working closely with Board members on Company plans
  • Listening to the trends of the market and directing the market research efforts to drive the most progressive product development function in the industry
  • Liaising with other departments to guide a unified approach to customer service, distribution etc. that meets market demands. The company must build a best-in-class customer service function to properly build its brand
  • Defining marketing strategies to support the company’s overall strategies and objectives, rolling up your sleeves and implementing the plan on a day to day basis. Directly planning and organizing marketing functions and operations (product development, branding, communications etc.), and ensure they project the company’s unique voice
  • Designing and coordinating promotional campaigns, PR and other marketing efforts across channels (digital, press etc.)
  • Build a highly efficient team of marketing, product development, and communications professionals across the Company in multiple states
  • Create a solid network of strategic partnerships and contribute to enterprise-level selling relationships
  • Assist CEO with federal lobbying initiatives related to combatting opioid abuse and advancing the agenda of the Company’s patients

JOB SKILLS AND REQUIREMENTS

  • Advanced analytical and problem-solving skills
  • Experienced at operating at board level within similar organizations
  • Highly strategic outlook and a natural marketing ability
  • Well-connected at a senior level within the industry
  • Proven experience as chief marketing officer or similar role
  • Demonstrable experience in developing efficient strategies and business plans for all marketing aspects (branding, product promotion etc.)
  • Solid understanding of market research and data analysis methods
  • Ability to apply marketing techniques over digital (e.g. social media) and non-digital (e.g. press) channels
  • Understanding of different business disciplines (IT, finance etc.)
  • Proficient in MS Office and business software (e.g. CRM)
  • A leader with both creative and analytical capabilities
  • Outstanding communication (written and verbal) and interpersonal abilities
  • BS/BA in business administration, marketing, communications or relevant field; MS/MA/MBA will be a plus

Applications for this Miami ecommerce job are being coordinated by Harry Joiner. To apply, CLICK HERE.  Candidates, please be sure to email Harry for additional information that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.

 

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