Welcome to Altman Plants! The Director of Marketing will help lead the brand’s strategic evolution as we position a successful and award-winning organization for the next 50 years of success. This role needs an innovative, energetic leader who is willing to take risks, promote buy-in, assess results, and pivot to drive successful outcomes. This is a flexible, non-traditional environment where you’ll work with every level of the organization from the office to the greenhouse, to the top of “Mount Firesticks,” and use your drive to understand the market while leveraging every available tool to succeed. This high-impact role will be key for shaping the future brand for an established and growing organization. Join a team dedicated to sharing our passion for plants with customers and working collaboratively to sustain a culture of innovation and expertise.
About the Role
Reporting to the VP of Marketing, the Director of Marketing leads the full execution of Altman Plants’ marketing including leading the marketing team, digital and social channels, product and program marketing, brand management, and public relations. This role ensures all marketing activity is commercially grounded, operationally aligned, and tied to measurable business outcomes. The Director sets the team's direction, elevates omnichannel brand perception, and is a key cross-functional partner to Sales, Operations, and senior leadership. This role demands deep product understanding, compelling storytelling, disciplined execution, and the ability to lead a team through complex, cyclical, vigorous priorities.
Responsibilities
Team Leadership & Organizational Development
- Lead, coach, and develop a high-performing marketing team
- Define clear roles, expectations, and performance standards
- Build workflows around a culture of accountability and continuous improvement
- Champion AI tools across research, content creation, and workflow efficiency, while developing team competencies with emerging automation technologies
- Uphold high design standards and provide clear creative leadership
- Identify hiring needs and support organizational growth as the department scales
Marketing Strategy & Planning
- Develop and own annual marketing strategy aligned with OGSM goals
- Translate business objectives into integrated marketing plans with clear priorities and measurable outcomes
- Set and manage the marketing budget ensuring effective program, channel, and vendor allocations
- Track and report marketing performance, ROI, and key KPIs to senior leadership
- Identify trends, competitive dynamics, and consumer insights to inform strategy
Program Marketing
- Lead program marketing strategy across all brands and product lines
- Develop compelling product decks, tools, and go-to-market plans for the Sales team
- Translate product features into clear, persuasive consumer and retail benefits
- Craft differentiated narratives that elevate innovation, quality, and commercial appeal
- Align marketing programs with retailer, channel, and seasonal strategies
Brand Management & Campaign Development
- Own the Altman Plants master brand and all sub-brands—including positioning, identity, and long-term evolution in playbooks, packaging, and creative guidelines
- Lead new brand development and launch from concept through rollout
- Develop and execute integrated campaigns elevating brand perception
Social Media Content & Digital Ownership
- Set strategy and own execution across all social media and digital channels including omnichannel content creation
- Oversee content calendars, creative development, and publishing workflows
- Monitor channel performance and continuously optimize based on data
- Ensure the website is current and aligned with product and brand priorities
Public Relations
- Expand brand visibility and industry credibility by identifying and pursuing media opportunities across horticulture, lifestyle, retail, and trade publications
- Manage press releases, media outreach, and brand storytelling initiatives for product launches and brand campaigns
- Build and maintain relationships with editors, influencers, and industry partners
Cross Functional Leadership & Executive Partnership
- Participate in cross-functional initiatives with Sales, Operations, and Finance
- Reflect inventory, production timelines, and commercial priorities
- Partner with the VP of Marketing on strategic plans, board presentations, and organizational initiatives, along with contributing to company goal setting
Systems Vendors & Operational Excellence
- Own marketing project management systems, asset libraries, and infrastructure
- Ensure deliverables move efficiently from brief to execution
- Manage external agencies
Qualifications
- 8–12+ years’ progressive marketing experience, with at least 3 in a leadership role
- CPG, retail, or branded consumer products background preferred
- Proven experience leading and developing marketing teams
- Experience developing go-to-market plans, brand launches, and integrated campaigns
- Demonstrated ability to manage budgets and report ROI
- Experience with digital content and omnichannel strategies including influencer partnerships
- Familiarity with Adobe Creative, Microsoft Office, and excellent executive presentation skills
- Experience leveraging AI tools in marketing workflows
- Bilingual English/Spanish a plus
