Director of Marketing Director of Marketing
Location: Easton, PA | Position Type: Full-Time | On-Site
Department: Marketing | Reports To: Executive Leadership
About Us
Famous Cigars, with roots as Famous Smoke Shop-PA, Inc., has been part of the premium cigar industry since 1939. What began as a small family business has grown into a respected name across retail, catalog, e-commerce, and hospitality.
Based in Easton, PA, we serve customers through multiple brands and channels, including our e-commerce websites, retail store, catalog, customer service team, Cigar Advisor, Cigar Monster, Cigar Auctioneer, and Leaf Restaurant & Cigar Bar. As we continue to grow, we are looking for a marketing leader who can bring structure, creativity, accountability, and strong execution to a fast-moving business.
Position Summary
The Director of Marketing is responsible for leading the Company's marketing strategy, planning, execution, and performance review. This role is both strategic and hands-on. The right person will be able to guide high-level marketing direction while also staying close to the details needed to move campaigns, projects, and team priorities forward.
This position will support customer acquisition, retention, repeat purchases, brand consistency, campaign execution, and revenue growth across our current and future e-commerce websites, customer-facing channels, and brand touchpoints.
The Director of Marketing will work closely with Executive Leadership, Purchasing, Merchandising, Analytics, IT, Customer Service/CEC, Finance, Compliance, Retail, Restaurant leadership, Warehouse, and other cross-functional partners to ensure marketing work is well-planned, accurate, compliant, timely, and aligned with business goals.
Key Responsibilities
Marketing Strategy and Revenue Growth
- Build and lead an omnichannel marketing strategy that supports e-commerce, catalog, retail, Leaf Restaurant & Cigar Bar, and other customer-facing channels.
- Develop marketing plans that support customer acquisition, repeat purchases, customer retention, loyalty, reactivation, and customer lifetime value.
- Partner with Executive Leadership, Finance, and Analytics to set campaign priorities, timelines, customer segments, budgets, channel strategies, and performance expectations.
- Use customer behavior, market trends, competitor activity, and performance data to improve marketing plans and identify revenue opportunities.
- Review campaign performance, ROI, sales impact, and margin considerations, and make recommendations based on results.
Brand, Creative, and Content Leadership
- Protect and strengthen the Famous brand voice across all customer-facing channels.
- Lead or provide strategic direction to creative, copy/content, email, SMS, social media, video, merchandising, and related marketing functions.
- Ensure design, copy, email, SMS, social, website, print, retail, video, and other customer-facing materials are accurate, consistent, and ready before launch.
- Improve the approval process for design, copy, promotional, and customer-facing materials so work moves clearly and efficiently.
- Review key creative assets, campaign messaging, promotions, layouts, and customer communications before launch.
Digital and Customer Marketing
- Oversee digital marketing strategy across email, SMS, social media, SEO, AEO/GEO, affiliate, browser notifications, reviews, loyalty, pop-ups, and other customer engagement channels.
- Support organic search visibility efforts, including SEO, AEO, and GEO, to improve how customers find and engage with Famous brands through search engines, AI-powered search tools, and answer-based platforms.
- Partner with Analytics to improve customer segmentation, personalization, lifecycle campaigns, retention programs, and customer reporting.
- Use tools such as GA4, DOMO, and other reporting platforms to review traffic, revenue, conversion, engagement, repeat purchase behavior, and campaign response.
- Partner with IT and e-commerce teams on website promotions, landing pages, navigation updates, banners, testing, tracking, and customer experience improvements.
- Identify ways to use automation, data, testing, and AI-supported tools to improve speed, targeting, personalization, and the customer experience.
Campaign, Project, and Workflow Management
- Lead the planning, execution, and post-campaign review of marketing campaigns from concept through launch.
- Manage marketing priorities, deadlines, task ownership, and follow-up through Jira or other project management tools.
- Coordinate campaign support for Famous Cigars, Cigar Monster, Cigar Auctioneer, Cigar Advisor, Leaf Restaurant & Cigar Bar, Retail, Loyalty, CEC/Call Center, and other business initiatives.
- Manage timelines for website promotions, homepage blocks, banners, emails, SMS messages, pop-ups, podcasts, radio, pack inserts, catalog/print, social, video, and other campaign deliverables.
- Work with internal teams and outside vendors to keep projects moving, reduce bottlenecks, and clarify ownership.
Cross-Functional Partnership and Compliance
- Work closely with Purchasing and Merchandising to support product launches, vendor campaigns, pricing, promotions, inventory needs, and customer offers.
- Partner with Warehouse, Call Center/CEC, Retail Store, and Leaf Restaurant & Cigar Bar teams when promotions, product availability, shipping issues, site issues, events, or customer communication needs may affect the customer experience.
- Partner with Finance, Analytics, and Executive Leadership to review campaign spend, sales impact, margin concerns, customer trends, and marketing priorities.
- Work with IT to support website functionality, data needs, marketing tools, campaign tracking, ticket prioritization, and technology-related issues affecting campaigns or customer experience.
- Work with Legal, Compliance, and Operations to help ensure marketing follows company standards and applicable laws, including requirements tied to regulated products, state restrictions, consumer data, PCI, privacy, and advertising channels.
- Ensure customer-facing messages are accurate, approved, compliant, and sent to the correct audience.
Team Leadership
- Lead, coach, and develop the marketing team and related functions, which may include merchandising, creative, copy/content, email, SMS, social media, video, and related roles.
- Set clear expectations, priorities, deadlines, and standards of work for direct reports and assigned functions.
- Hold regular one-on-one meetings and team check-ins to review workload, performance, roadblocks, priorities, and development goals.
- Create practical coverage plans for PTO, holidays, urgent projects, and time-sensitive campaign needs.
- Build a culture of accountability, follow-through, communication, quality, and teamwork.
- Provide direct feedback and coaching when work quality, timing, communication, or professionalism needs to improve.
Analytics, Reporting, and Continuous Improvement
- Monitor marketing performance and report results, risks, and recommendations to leadership in a clear and timely way.
- Track key metrics such as revenue, margin, conversion rate, traffic, campaign ROI, customer engagement, repeat purchase rate, list growth, customer lifetime value, and campaign profitability.
- Use data to recommend changes to campaigns, offers, customer segments, channel strategy, and marketing spend.
- Review completed campaigns to identify what worked, what did not work, and what should change next time.
- Create processes, documentation, dashboards, and recaps that improve visibility, accountability, and follow-through.
Qualifications
- Bachelor's degree in marketing, business, communications, or a related field preferred.
- 8 to 10 years of marketing experience required.
- At least 3 years of marketing leadership experience required.
- Experience in e-commerce, retail, catalog, consumer goods, lifestyle brands, hospitality, or luxury products preferred.
- Experience in the premium cigar, tobacco, or another regulated industry is a plus.
- Experience managing omnichannel campaigns across email, SMS, SEO, AEO/GEO, social media, print, catalog, retail, web channels, and other customer-facing channels.
- Experience leading a small team while staying hands-on with key projects and deadlines.
- Experience working with executive leadership, vendors, creative teams, technical teams, and cross-functional business partners.
Skills and Abilities
- Strong understanding of brand strategy, merchandising support, customer acquisition, customer retention, and lifecycle marketing.
- Working knowledge of digital marketing channels, including email, SMS, organic search visibility, SEO, AEO, GEO, social media, affiliate marketing, reviews, loyalty, web promotions, and customer engagement tools.
- Ability to review marketing reports, identify performance trends, and turn data into clear recommendations.
- Strong project management skills with the ability to manage several campaigns, deadlines, and business priorities at one time.
- Strong leadership skills with the ability to coach employees, address performance or workflow issues, and create structure for a lean team.
- Strong communication skills with the ability to present plans, results, risks, and recommendations to executive leadership.
- Strong creative judgment with the ability to review copy, design, layout, messaging, promotions, and customer experience.
- Comfort working in a family-owned or entrepreneurial environment where priorities may shift and hands-on support is often needed.
- Familiarity with tools such as Jira, Confluence, Microsoft Office, Adobe Creative Cloud, Magento 2/Adobe Commerce, Webflow, GA4, Dotdigital, SimilarWeb, Hootsuite, Klevu, SiteVibes, WisePops, DOMO, affiliate platforms, and similar tools is helpful.
Work Location and Schedule
This position is on-site Monday through Friday at our Easton, PA headquarters. Regular in-person collaboration is required to meet production schedules, coordinate cross-functional execution, and manage time-sensitive launches.
Remote work is not standard for this position and may only be approved under special circumstances in accordance with applicable law and company policy.
Physical Requirements
- Ability to work in an office setting for extended periods.
- Ability to occasionally lift and carry up to 10 pounds, such as marketing samples, print materials, or presentation items.
- Ability to attend meetings, company events, retail events, or vendor meetings as needed.
- Availability to support urgent marketing or customer communication needs outside of normal business hours when necessary.
Equal Employment Opportunity Statement
Famous Smoke Shop, LLC and Cigar Works, LLC are equal-opportunity employers. We are committed to creating a diverse and inclusive workplace and do not discriminate based on race, color, religion, sex, pregnancy, gender identity, sexual orientation, national origin, age, disability, genetic information, veteran status, or any other legally protected status.
We comply with all applicable federal, state, and local laws governing nondiscrimination in employment and encourage individuals from all backgrounds and experiences to apply.
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