Job Opportunity: Director of Marketing

Position Title: Director of Marketing
Organization: CalFlowers
Location:  Remote / U.S.-based (travel required)
Reports To:  President, CalFlowers
Employment Type: Full-time, Exempt

About CalFlowers

CalFlowers is a national floral trade association representing growers, wholesalers, retailers, importers, suppliers, and industry partners. Founded in 1941 and now serving over 900 members across 48 states, CalFlowers is undertaking a comprehensive rebrand and entering a new era focused on industry growth and unification.

This is not a continuation of the same association in larger form. CalFlowers is investing in next-generation leadership to expand consumer marketing, grow membership, build supply-chain partnerships, and engage in the policy and advocacy work that will shape the U.S. floral industry's next decade.

Position Overview

CalFlowers is seeking a Director of Marketing to serve as the senior marketing leader for the association. As CalFlowers' principal marketing executive, the Director of Marketing will lead the development and execution of the association's marketing strategy across consumer, member, and industry audiences, and will play a central role in the rebrand.

The successful candidate is a hands-on leader who is willing to roll up their sleeves and execute. They possess a strong work ethic, are pragmatic in their approach, and are driven by measurable results. The ideal candidate combines strategic thinking with operational excellence and has the ability to translate vision into action while working effectively in a collaborative, fast-paced environment.

Reporting & Structure

The Director of marketing reports to the President. The role staffs the Board's Marketing Committee and supports rebrand work. The Director will build and manage the marketing function, including direct reports, contractors, and agency partners as the function grows.

Travel expected for board meetings, industry events, and partner engagements (estimated 20–30%).

Key Responsibilities

Marketing Leadership

• Lead CalFlowers' marketing strategy across consumer, member, and industry audiences
• Lead the marketing execution of the rebrand, identity development, messaging architecture, and launch sequencing
• Build and manage the marketing function, including team, agencies, and budget
• Establish performance metrics and ensure marketing investments deliver measurable results

Consumer Marketing & Demand Generation

• Develop and execute national campaigns that strengthen the connection between consumers and flowers
• Identify and pursue opportunities to expand floral demand beyond traditional holiday peaks
• Oversee agency relationships, content development, digital marketing, and public relations

Qualifications

• 8+ years of progressive marketing experience, including 5+ years in senior leadership
• Demonstrated success leading national consumer campaigns and brand-development work
• Experience leading major brand initiatives
• Experience building and managing marketing campaigns, agencies, and budgets
• Strong analytical fluency with modern marketing tools, measurement, and CRM systems
• Experience with boards, trade associations, or member-governed organizations strongly preferred
• Bachelor's degree required
• Excellent written and verbal communication, including external representation
• Floral industry, horticulture, or specialty agriculture experience is required

Compensation & Benefits

Salary range: $135,000 – $170,000, commensurate with experience and reflective of comparable senior marketing leadership roles in trade associations of similar scope and national reach. CalFlowers offers a competitive benefits package including [health insurance, retirement match, paid time off, professional development].

This position is open to candidates based anywhere in the U.S.

Why This Role Matters

CalFlowers is at a defining moment. The association is rebranding for its national future, the U.S. floral industry is reshaping how it engages consumers, and the partnership and policy landscape is evolving quickly. The Director of Marketing will help define how CalFlowers leads the industry into its next chapter and will leave a lasting mark on both the association and the industry it serves.

To Apply

Please submit your resume and a brief statement (no more than two pages) addressing your vision for increasing flower consumption in the U.S. and your approach to leading marketing and strategy through a major organizational rebrand.

Applications reviewed on a rolling basis through July 30. CalFlowers is an equal opportunity employer.

Send your resume and brief statement to: lane@cafgs.org