CEO Legal Cannabis Industry Fully Remote – Live anywhere in the world. Please only apply if you have experience in the legal cannabis industry and have experience scaling a D2C brand. You will not be considered otherwise. Knowledge/experiance in D2C Marketing / E-commerce is also essential for this position. Company Overview Our client is one of the most recognizable cannabis lifestyle brands in the world. The brand was founded in 2021 by a legendary cannabis entrepreneur, best known for creating what is widely regarded as the most well-known cannabis brand globally. What began as a passion project— a premium rolling paper company — quickly exploded into one of the most well-known rolling paper brands worldwide. By 2022, the company had expanded into a full cannabis lifestyle brand, offering clothing and smoking accessories alongside rolling papers . Recently, the brand was acquired by another cannabis pioneer — a serial entrepreneur and marketing expert, who built one of the first and largest cannabis technology platforms in the world. Together, these two industry leaders(titans) are now preparing to relaunch the brand globally with new products, bold initiatives, and a new, ambitious digital expansion strategy. Although the brand has global reach and is a household name, it operates with the agility of a start-up. Historically managed within larger organizations and driven by a distributor model, the core team today remains lean — fewer than half a dozen employees excluding investors. The current structure includes a Marketing Director,Head of Sales, Account Manager, and Logistics Manager, while manufacturing takes place in France and the Dominican Republic before products are distributed worldwide. This is a rare opportunity to lead a brand with deep cultural credibility, iconic founders, and already a leading brand in the cannabis space, whilst having the resources to further scale globally. Although the company is a global company, its main markets are North America, Europe, and South America, with Asia also growing steadily. Role Overview Our client seeks a visionary Chief Executive Officer to lead the transformation from direct-to-distributor operations to a cutting-edge direct-to-consumer business model. The new owner of the company wants to leverage the global brand to create and scale a D2C business model. Currently operating through traditional distributor channels, the company is positioned for significant growth in the $3.1B rolling papers market (projected to reach $5.2B by 2033). This represents an unprecedented opportunity to capture greater value through direct customer relationships and fully leverage the company’s global brand. The CEO will lead a comprehensive business model transformation that moves beyond wholesale distributor relationships to embrace digital technologies, data analytics, and modern consumer engagement strategies. This is not just a channel shift — it is a fundamental reimagining of how the company connects with and serves customers while capturing greater margins and lifetime value. For this reason, the search is focused on leaders with a marketing/e-commerce background and/or proven experience scaling a D2C business. This is a transformational opportunity for an experienced leader to lead a premium cannabis lifestyle brand through critical digital evolution in a rapidly growing market. Key Responsibilities Digital Transformation Leadership • Architect and champion the transition from distributor-dependent to direct-to-consumer operations • Develop a comprehensive digital transformation roadmap addressing technology, organizational capabilities, and change management • Make critical technology investment decisions (e-commerce platforms, CRM, marketing automation, analytics) Tech-First Marketing Strategy • Implement data-driven marketing capabilities leveraging AI and marketing automation • Build sophisticated marketing technology stacks for real-time personalization • Develop content strategies that resonate with digital-native consumers while maintaining premiumbrand positioning Distribution Network Transformation • Design new fulfillment and logistics capabilities independent of distributor infrastructure • Develop omnichannel strategies balancing D2C with selective partnerships • Implement sophisticated inventory planning and demand forecasting Distributor Relationship Management • Strategically manage the transition away from traditional wholesale relationships • Navigate potential channel conflicts with existing retail partners • Leverage distributor insights to inform D2C strategies Required Background and Qualifications • You must have experience in the Cannabis sector, and you must have experience in scaling a D2C business. • Extensive experience in senior leadership roles. The client is open to Chief Marketing Officers, VPS, and Directors looking to make the step up. • Proven success leading digital transformation initiatives • You must have experience/background in D2C marketing or e-commerce, or have been heavily involved in managing and creating marketing strategies for D2C businesses. • Experience managing $5M–$100M revenue businesses through rapid growth D2C E-commerce Expertise • Deep hands-on experience building and scaling direct-to-consumer businesses • Comprehensive understanding of e-commerce platforms, customer acquisition strategies, and retention optimization • Experience with marketing automation, CRM systems, and data analytics tools • You should be a D2C expert. Technology Marketing Leadership • Understanding of modern marketing technology stacks and emerging technologies (AI/ML applications) • Data-driven marketing experience with advanced analytics and attribution modeling • Omnichannel marketing strategy implementation across multiple touchpoints Industry Knowledge • Understanding of regulated consumer cannabis markets, and consumer markets and compliance requirements • Brand marketing experience with community building and influencer partnerships • Knowledge of current consumer behaviour trends, particularly among younger demographics within the legal cannabis industry & consumer goods industry What We Offer • $200,000 - $300,000 DOE Base Salary • Up to 5% equity DOE • Performance-based Bonus for milestones being met. • Comprehensive benefits package including health, dental, vision, and life insurance • Professional development allowances and work from anywhere in the world. Company Culture The client values entrepreneurial thinking, innovation, and quality craftsmanship. The ideal candidate will thrive in an environment that encourages experimentation and rapid learning, while maintaining our commitment to premium products and authentic customer relationships. How to Apply If this role sounds interesting and you would like more information, please apply through this website or email me your CV to aj.mishra@luminorecruit.com. We also offer referral fees.