VP of Marketing

We'reSweed - the leading challenger brand in the Cannabis Retail POS space, and the innovator pushing the industry forward. We have a plan for achieving the dominant market share in this space over the next three years. We are in the process of rebranding our company and offering a completely new and unique packaging across the cannabis industry - a retail ‘Dispensary Operating System’ (DOS), and we are looking for a strategic and experienced VP of Marketing to lead this strategic launch effort; the rebrand, the repositioning, and help us build the strategy & execution that will enable us to win in this space.

About Us

At Sweed, we’re reimagining how cannabis retailers operate. Our DOS platform combines POS, eCommerce, Marketing, Analytics and Inventory Management into a single, seamless solution—eliminating the need for multiple third-party tools.

We believe in simplicity, efficiency, and innovation. That’s why we build for scalability and performance, making life easier for cannabis retailers while driving real business growth.

Why We’re Doing This

At Sweed, we believe in the medicinal potential of cannabis. It has been shown to help with chronic pain, anxiety, depression, and many other conditions. Despite the lingering stigma, we see cannabis as a powerful tool for improving lives.

The industry is evolving rapidly, and we’re here to drive that transformation—making cannabis retail more efficient, accessible, and customer-friendly.

Where We Are Now

We’ve been on the market for 7 years, continuously growing and refining our product.

Our focus is on earning customer trust, which means constantly improving our delivery processes and rolling out new features. At the same time, we navigate the complex legal landscape of the cannabis industry, ensuring our platform remains compliant and future-proof.

Team Structure

Our total team size is over 230 people:

The development team is distributed globally and organized into cross-functional product teams. These teams typically consist of 8–12 members, including front-end and back-end developers, QA specialists, and analysts.
Each team is led by a Team Lead and a Product Owner, ensuring effective collaboration and clear direction.
Meanwhile, our CEO, account managers, and customer success team are based in the USA, working closely with us to align product development with business and user needs.

Role Summary

This isn’t a static VPM role: We’re looking for a strategic operator who can help us to create the narrative for our rebrand, and connect the dots between what we build, why it matters, and how to package the SWEED/DOS story so that it drives market share growth. You’ll sit at the strategy table with the CEO, CRO, and CFO, influencing product direction, driving go-to-market excellence, and building the story that helps Sweed win.

You’ll be:

• Senior enough to manage the full range of our marketing activities and drive GTM alignment

• Deep enough to own narrative, launches, enablement, and lifecycle marketing

• Evangelist enough to represent Sweed to the market — and bring the market to us!

This role isn’t just about messaging features, it’s about defining and amplifying the value of the Sweed platform, arming every function with clarity, and building the category-defining story that elevates us above Dutchie, Treez, Blaze, and others.

What you will do:

• Own Sweed’s positioning and narrative, grounded in our dispensary Operaing System, Revenue Optimization Engine and Six Strategic Pillars, ensuring consistency across web, sales, events, and media

• Lead go-to-market for all launches, from strategy and messaging to internal enablement and adoption

• Ensure every new feature has a clear “why now”, a strong value proposition, and full readiness to drive adoption

• Build and deliver sales & CS enablement tools — battlecards, ROI calculators, and feature playbooks

• Drive adoption and retention with lifecycle marketing, onboarding flows, and in-app communications

• Run win/loss interviews and competitive intelligence, turning insights into strategy and sharing them across teams

• Represent Sweed in the market through thought leadership, events, and category storytelling

• Mentor and grow the marketing team into a high-performing GTM engine

What professional skills are important for us?

• Proven experience in strategic marketing, GTM strategy, or related leadership roles

• Ability to translate product features into clear commercial value outcomes (revenue, efficiency, compliance)

• Strong skills in narrative development, positioning, and messaging architecture

• Track record of leading cross-functional launches and driving measurable adoption

• Expertise in sales and customer success enablement (ROI tools, playbooks, training)

• Comfortable with market research, competitive analysis, and turning insights into action

• Confident communicator and evangelist, able to represent the company externally

• Coaching mindset — capable of mentoring marketers and scaling a team

Deliverables You Can Expect

• A living messaging framework aligned to our Flywheel, updated with product changes, and used org-wide

• Competitive playbooks and proof-based positioning

• A tiered GTM launch system ensuring every feature lands with purpose and power

• A central product marketing hub with features, messaging, proof, and sales tools

• Regular market intelligence briefings for leadership, product, and GTM teams

Compensation & Benefits

• Competitive base + variable structure tied to regional door and ARR targets

• Remote-first flexibility and company-sponsored travel.

• Health, dental, vision, life, and short-term disability insurance.

• Generous PTO, holidays, and remote-first flexibility