Director of Brand & Growth

The Hemp Collect is a vertically integrated, self-funded hemp company with brands including Modern Herb Co., Black Sheep, and Happy Human. We are looking for a Director of Growth and Brand who can understand our customers deeply and turn that understanding into the acquisition, retention, and brand strategy our team executes. You will do your own analysis to find the next opportunity rather than making decisions from reports someone else prepares.

What You'll Do

• Define the cohorts that matter most based on value, margin, and repeat behavior, not just size.
• Map each cohort's journey from first touch to first purchase, repeat purchase, subscription, and churn.
• Learn what each cohort buys first, buys next, and buys together.
• Build your own reporting views and run ongoing research through surveys, reviews, support ticket themes, and customer conversations.

Own Retention, Subscription & Offers

• Own churn diagnosis, save offers, and win-back.
• Design upsell, cross-sell, and bundle strategy, including next-best-product logic for each cohort.
• Own the promotional calendar and set offer strategy with margin as the guardrail.
• Grow customer lifetime value, average order value, and attach rates across priority cohorts.

Set Channel Roadmaps & Testing Priorities

• Build the improvement roadmap for each channel: email and SMS signup and flows, subscription, site journey, and paid messaging.
• Design separate journeys where cohorts behave differently.
• Set monthly testing priorities in every channel, ranked by expected impact.
• Hand the Marketing Manager clear roadmaps and test briefs with a hypothesis, success metric, review date, and examples of what good looks like.

Direct Acquisition & Budget

• Set acquisition strategy, including target cohorts, messaging, offers, and CAC and efficiency targets.
• Direct the strategy of our media buyers, who own day-to-day buying and platform execution.
• Allocate the marketing budget within the approved total to the channels and cohorts that bring in our most valuable customers.

Lead Brand, Messaging & Launches

• Own the brand voice and messaging strategy for each cohort across ads, email, site, and subscription.
• Write, edit, and guide conversion copy based on what you learn about each cohort.
• Lead go-to-market for new products, including positioning, target cohorts, and the launch plan.
• Keep all messaging within advertising and claims rules for hemp-derived products.

Lead the Team & Partner Across the Business

• Direct and develop the Marketing Manager, who leads a marketing coordinator and designers, and help hire the team as it grows.
• Direct the strategy of our creative, email, and paid media vendors.
• Partner with the Director of Sales to support wholesale growth, and with the Web and Ecommerce team on site priorities.
• Deliver a weekly update and a monthly strategy review to the CEO with your recommendation attached, and escalate early when something is at risk.

What You Bring

• Provable experience owning growth or retention strategy for a DTC brand, ideally a subscription-based one.
• Provable experience directly managing at least one marketing manager or equivalent direct report.
• The ability to read, interpret, and pull growth and retention data yourself from GA4 or an equivalent, ecommerce platform data, and email or SMS platform data.
• Working knowledge of paid acquisition, email and SMS, site, and subscription, including each channel's key levers and what strong performance looks like.
• Strong conversion copywriting and editing skills.
• Recent hands-on work, including the ability to name what has changed in retention, tracking, and platform tactics in the last year and how you adapted.
• Sound judgment on claims in a restricted product category. Wholesale or B2B marketing, supplements, wellness, or hemp experience, Shopify, and daily use of AI tools such as Claude are a plus.

Why Work With Us?

The Hemp Collect is building a company around high standards, quality products, ownership, and people who care about doing exceptional work.

We are a growing business in an evolving industry, which means there is meaningful work to do and real opportunity to make an impact. We give strong performers autonomy, trust, and room to grow, while investing in people who want to build something rather than simply maintain it.

This role offers

• Direct access to the CEO’s and real ownership of growth strategy.
• Competitive compensation and performance-based upside.
• Cigna health insurance through Gusto.
• Human Interest 401(k).
• PTO and sick leave accrual.
• Paid Holidays.
• Employee product discount.

Location

Remote (in-office in Canton, NC preferred, not required)

Reports To

CEO

Employment Type

Full-time

*IHC Investments, Inc. is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, or any other protected characteristic.*

Pay: From $115,000.00 per year

Benefits

• 401(k)
• Health insurance
• Unlimited paid time off

Application Question(s)

• Have you directly managed at least one marketing manager or equivalent direct report?
• How many years have you owned growth or retention strategy for an online DTC brand? Online DTC experience required (physical retail does not qualify, since the digital environment is much different).
• Which do you have expertise in (you know what masterclass looks like, you can lead strategy, messaging, and interpret the data): Subscriptions, Email, SEO, Brand Messaging, Cohort Strategy, Digital Advertising, E-Comm UX/UI/CRO.

Work Location: Remote