National Director, Category Marketing

About the role

The National Director, Category Marketing – Vapes serves as the category's demand-generation leader, responsible for developing consumer and brand strategies that drive measurable revenue growth and category performance.

Responsibilities

• Lead the development and application of consumer insights, market intelligence, and brand positioning strategies for the vape category.
• Lead the development and execution of the category demand-creation strategy, including campaigns, product launches, promotions, retail activations, and annual activation calendars.
• Translate consumer insights into retailer, field marketing, and sales activation plans.
• Develop demand-lift forecasts and expected impact models for marketing initiatives.
• Develop measurement frameworks and monitor performance across campaigns, promotions, and activations.
• Conduct post-campaign analyses and performance reviews to validate demand creation and return on investment.
• Ensure brand consistency, messaging alignment, and execution within Jeeter's established brand architecture and standards.
• Develop category-specific marketing strategies that drive awareness, trial, loyalty, and repeat purchase behavior.
• Provide marketing leadership and support for innovation launches, product introductions, and category expansion opportunities.
• Deliver category demand-generation reporting, insights, and recommendations to executive leadership.
• Collaborate with the Senior National Director, Category Management to develop integrated category strategies, business recommendations, and growth initiatives that support revenue, market share, and profitability objectives.
• Collaborate with Sales Leadership and Key Account Teams to drive customer activation plans and execute retail programs.
• Partner with Demand Planning to align demand-generation strategies with forecast assumptions, volume projections, and marketplace expectations.
• Partner with Pricing and Revenue Growth Management (RGM) to develop promotional strategies, evaluate pricing initiatives, and assess promotion economics and demand impact.
• Partner with Product Development and Innovation Teams to support new hardware, product, and format launches.
• Partner with Field Marketing Teams to execute retail activations, events, and consumer engagement initiatives.
• Partner with Finance and FP&A to evaluate the business impact and financial performance of marketing investments.
• Serve as the category marketing leader and primary subject matter expert for the vape category, influencing cross-functional stakeholders across Marketing, Sales, Category Management, Product Development, Demand Planning, and Revenue Growth Management.

Requirements

• 8+ years of progressive experience in brand management, category marketing, shopper marketing, trade marketing, or integrated demand-creation roles within CPG, beverage, tobacco, alcohol, cannabis, or similarly regulated consumer products industries.
• Proven track record of developing and executing marketing campaigns, promotions, and activation programs that delivered measurable revenue growth, consumer acquisition, and retail sales lift.
• Demonstrated experience owning or influencing campaign, promotional, or commercial performance outcomes, including accountability for marketing investment effectiveness and return on spend.
• Strong understanding of consumer insights, shopper behavior, category trends, and brand strategy, with the ability to translate data into actionable growth opportunities.
• Advanced proficiency utilizing syndicated, retail, and market intelligence sources such as BDSA, Headset, Nielsen, IRI, POS reporting, consumer segmentation, and occasion-based demand analysis.
• Deep knowledge of retail activation, field marketing, trade marketing, and go-to-market execution across multiple channels and customer segments.
• Strong understanding of promotion economics, including demand lift analysis, promotional ROI, gross-to-net impacts, payback calculations, and incremental sales measurement.
• Experience partnering cross-functionally with Sales, Revenue Growth Management (RGM), Demand Planning, Product Development, Finance, and Operations teams to align commercial objectives and business outcomes.
• Expertise in developing marketing measurement frameworks, campaign scorecards, post-event analysis, and demand creation performance evaluations.
• Experience operating within structured commercial planning environments, including S&OP, demand reviews, forecast alignment meetings, and plan-versus-actual performance management processes.
• Ability to distinguish preliminary business results from finance-validated results and communicate performance accurately to senior leadership.
• Strong executive communication, presentation, and influencing skills with the ability to gain alignment across diverse stakeholder groups without relying on extensive direct-report structures.
• Demonstrated ability to lead complex cross-functional initiatives, influence stakeholders, manage multiple priorities, and drive execution in fast-paced, high-growth environments.
• Strong analytical, strategic thinking, project management, and decision-making capabilities.

Qualifications

• Bachelor's degree in Marketing, Business Administration, Economics, Communications, Consumer Insights, or a related field required.
• Minimum of 8 years of relevant experience in brand management, category management support, shopper marketing, trade marketing, or integrated demand-creation leadership roles.
• Experience within highly competitive, innovation-driven consumer product categories strongly preferred.

Preferred Qualifications

• 10+ years of progressive experience in category marketing, brand management, shopper marketing, trade marketing, or integrated demand-creation leadership roles within CPG, beverage, tobacco, alcohol, cannabis, or similarly regulated consumer products industries.
• Experience in vape, cannabis, tobacco, beverage, alcohol, or other highly regulated product categories.
• Leadership experience supporting new product, hardware, device, or format launches.
• MBA or advanced degree in Business, Marketing, Analytics, or a related discipline.
• Experience leading multi-state, multi-market, or multi-banner retail activation programs.
• Expertise in marketing effectiveness measurement methodologies, including Marketing Mix Modeling (MMM), incrementality testing, test-and-learn frameworks, attribution modeling, and consumer analytics.
• Experience supporting large-scale category growth initiatives, innovation pipelines, and commercialization programs.
• Formal training or certifications in consumer insights, category management, revenue growth management, advanced analytics, or digital marketing preferred.