Director of Marketing (CMO Track)

About Bay Smokes

Bay Smokes is a leading ecommerce brand at the forefront of the cannabis industry, known for delivering high-quality products and bold brand innovation. With a growing network of distributors, celebrity collaborations, and multiple owned brands, we’re shaping the future of cannabis accessibility and culture in the U.S.

Our company is experiencing rapid growth, and we’re looking for visionary leadership to help us scale to 10–20x over the next three years.

About the Role

We’re seeking an experienced and data-driven Director of Marketing (CMO Track) to lead our marketing department and become a key player on our executive team. This is a strategic leadership role that will shape the vision and execution of all marketing initiatives across our portfolio of brands, including Bay Smokes, WHAM by Lil Baby, and others.

You’ll lead cross-functional teams to drive performance in paid media, creative, brand storytelling, influencer marketing, and customer experience across ecommerce, retail, and wholesale channels.

Key Responsibilities

Team Leadership & Development

• Build and manage a high-performing marketing team across creative, brand, growth, and ecommerce functions.
• Foster a collaborative, fast-paced environment that empowers creativity and innovation.
• Set performance KPIs, oversee career development, and encourage experimentation.

Marketing Strategy & Execution

• Develop and implement data-driven, multichannel strategies for customer acquisition, retention, and brand growth.
• Own the full marketing funnel — from creative to analytics to conversion.
• Oversee paid media across Meta, Twitter, YouTube, CTV, and OOH campaigns (experience with adult/restricted products is a plus).
• Align strategies with retail, product development, and wholesale initiatives.

Brand & Customer Experience

• Craft compelling, differentiated brand narratives that speak to various audiences.
• Ensure consistency in voice, tone, and visual identity across all customer touchpoints.
• Oversee influencer partnerships and content creation (email, social, SMS, etc.).

Analytics & Budget Oversight

• Own the marketing budget and drive high-ROI decision-making.
• Use analytics tools to monitor performance, optimize spend, and guide strategic pivots.
• Report regularly on KPIs to executive leadership and make data-informed recommendations.

What Success Looks Like

• Brand Growth: Increased awareness, engagement, and lifetime customer value.
• Ecommerce Excellence: Improved conversion rates, retention, and user experience.
• Team Impact: High-functioning, results-driven marketing team with low turnover.
• Marketing ROI: Positive returns across ad spend, campaigns, and strategic initiatives.
• Brand Differentiation: Strong brand equity and clear positioning in a competitive space.

Qualifications

Required:

• 6+ years in senior marketing roles, with deep ecommerce, paid media, and brand strategy experience.
• Proven track record managing $500k+ monthly ad budgets and high-performing marketing teams.
• Expertise in Meta, Twitter, YouTube Ads (CTV/OOH a strong plus).
• Strong analytical mindset — comfortable using data to guide creative and strategic decisions.
• Experience working in regulated/restricted industries is highly preferred.

Preferred:

• Experience leading internal creative, CRM, and marketing automation efforts.
• Hands-on with Shopify, Google Analytics, Klaviyo, and HubSpot or similar tools.
• Passion for cannabis culture and a deep understanding of evolving consumer behavior.

Why Join Bay Smokes?

• Play a key role in a hyper-growth company shaping the future of cannabis ecommerce.
• Work with a dynamic, fully remote team across innovative brand verticals.
• Enjoy a flexible schedule, high-impact leadership opportunity, and performance-based rewards.
• Collaborate on celebrity-backed brands and campaigns with nationwide reach.

Compensation & Benefits

• Competitive base salary: $175,000–$200,000
• Performance-based bonus structure
• 100% company-paid medical and dental coverage (BCBS and Principal)
• 401(k) plan launching by end of year
• Flexible remote schedule with minimal travel
• Exciting opportunity to lead in one of the fastest-growing spaces in ecommerce