Head of Brand & Retail Marketing

1906•New York, NY

6d•$175,000 - $200,000•Hybrid

About The Position

1906 makes fast-acting cannabis edibles and drink additives designed around one simple question: How do you want to feel? We combine plant medicine, real science, and sharp brand building to create a smarter alternative to alcohol and pharmaceuticals. We believe brands are built by ideas, by retail, and by how consumers experience you in the real world. Not by dashboards alone. This role reports to the CEO and serves as the brand steward of 1906 across 1,200+ dispensaries, liquor and brick-and-mortar retail (2 states today, 20+ by 2027), and all consumer-facing brand touchpoints. You will work in close partnership with our Head of Ecommerce & Growth, who owns performance marketing and digital revenue. You own how the brand shows up. They own how traffic converts. Together, you make the machine work. You'll lead a small internal team, manage agencies and freelancers, and ensure 1906 shows up correctly everywhere consumers encounter us. This is not a role where you manage from a distance. This is a role for someone who wants to: Walk stores and rethink shelves Build campaigns and write briefs that inspire real creative Create retail programs and fix POS Sit with sales and obsess over packaging Make the brand sharper, everywhere

Requirements

12+ years building brands in CPG, beverage, wellness, or adjacent categories
Deep experience with retail marketing and in-store execution
Proven ability to turn strategy into compelling creative and retail programs
Comfortable being hands-on across copy, briefs, POS, and creative feedback
Experience working with distributors and retail partners
Strong understanding of performance marketing, without needing to own it
Excellent writer, communicator, and creative thinker
Strong presentation skills

Responsibilities

Define positioning, messaging hierarchy, and how 1906 shows up across all channels
Translate our science into stories people remember
Write briefs that inspire real creative
Protect brand integrity across markets, retailers, and partners
Ensure consistency from packaging to POS to digital to field marketing
Build the playbook for what moves product: POS, education, merchandising, budtender engagement, promotions
Partner with sales teams in each market to ensure programs execute in store
Create scalable toolkits that work market to market
Spend real time in stores observing shopper behavior and refining programs
Define how THC beverages and drink additives should be merchandised, explained, and experienced at shelf
Build retail programs designed to increase velocity, not just awareness
Partner with alcohol/beverage distributors to win shelf placement, secondary displays, and retail visibility
Build relationships with key accounts like Total Wine and regional chains to develop co-marketing programs
Create the consumer education playbook for a category most liquor shoppers don't yet understand
Identify which markets to prioritize based on retail readiness and commercial opportunity
Build toolkits that scale market to market without losing effectiveness
Partner with the Head of Ecommerce & Growth to ensure brand and performance inform each other
Develop campaign moments that live across retail and digital
Support creative testing with strong brand thinking
Ensure DTC reflects the same brand standards as retail, without owning performance marketing
Lead a small, high-output team and external partners
Set clear priorities and define what great looks like
Work cross-functionally with sales, product, ops, and ecommerce
Build a team culture that is fast, creative, and accountable