About the role

Aplyr's Quick Take

This role is about leading product marketing at Dutchie, focusing on how their cannabis technology products are positioned and communicated in the market. You'll be responsible for crafting narratives and ensuring consistency across various teams, while also leveraging AI tools to enhance marketing efforts. It's a senior, hands-on position that requires both strategic thinking and execution.

Good fit

Ideal candidates have significant experience in product marketing, particularly in tech or regulated industries. A strong background in storytelling and familiarity with AI in marketing will help you thrive here, along with a collaborative working style.

Worth noting

The role emphasizes the use of AI in product marketing, which is a unique aspect compared to traditional marketing roles. The company is well-funded and positioned in a rapidly growing industry, but the cannabis sector may not appeal to everyone.

About Dutchie

Founded in 2017, Dutchie is a comprehensive technology platform powering dispensary operations, while providing consumers with safe and easy access to cannabis. Dutchie aims to further support the positive societal change the cannabis industry brings to the world through wellness benefits, social justice, and empowering local communities through tax revenue. Powering thousands of dispensaries across 40+ markets throughout the United States and Canada, Dutchie is the leading technology company in the cannabis space and was named in Fast Company’s 10 Most Innovative Companies in North America and listed two years in a row on LinkedIn’s Top 50 Startups.

Dutchie has raised over $600M in funding to date, backed by D1 Capital Partners, Tiger Global, Dragoneer, DFJ Growth, Thrive Capital, Howard Schultz, Snoop Dogg’s Casa Verde Capital, Gron Ventures, members of the founding team at DoorDash, Kevin Durant’s Thirty Five Ventures, and other notable angel investors.

About Dutchie

At Dutchie, we power the technology that helps cannabis dispensaries and brands thrive. From point of sale and payments to e-commerce and supply chain, we’re building the backbone of a modern, compliant, and customer-friendly cannabis industry.

We’re looking for a Director of Product Marketing to own how our products - and our company - show up in the market. This is a senior, hands-on leadership role responsible for setting product marketing direction, shaping our narrative, and driving clarity and consistency across go-to-market efforts. The ideal candidate blends strategic storytelling, deep product fluency, and modern, AI-enabled workflows to accelerate impact while maintaining a high bar for quality and craft.

What You’ll Do…

Own Dutchie’s product and solution positioning end-to-end, setting clear, compelling, and differentiated narratives across marketing, sales, product, and executive communications.
Define and steward the company’s product story, ensuring consistency and clarity across launches, GTM motions, customer-facing materials, and internal alignment.
Set the standard for AI-enabled product marketing, using AI tools to accelerate research, insight generation, messaging iteration, and content creation while maintaining a high bar for quality and brand integrity.
Partner closely with Product leadership to influence roadmaps, ensure features are built with strong product-market fit, and translate product intent into customer-relevant value.
Lead competitive and market intelligence, synthesizing research, customer insights, and win/loss learnings into actionable guidance for Product, Marketing, and Sales.
Personally create and refine high-impact PMM assets (messaging frameworks, launch narratives, sales enablement, executive materials), while ensuring strategy translates cleanly into execution.
Act as a cross-functional PMM leader, aligning stakeholders and driving clarity where ambiguity exists, so positioning decisions stick and scale.

What You’ll Bring…

8-12+ years of experience across product marketing, product, strategy, or growth, with recent, hands-on ownership of core PMM responsibilities including positioning, launches, and narrative.
Proven ability to operate at both strategic and executional levels, knowing when to set direction and when to dive in.
Strong experience leveraging AI tools to materially increase PMM velocity and effectiveness, not just experimentation.
Deep fluency in modern PMM frameworks (e.g., Jobs-to-Be-Done, value-based positioning, category framing) and how to apply them in practice.
Exceptional product and brand storytelling skills — clear, compelling, and grounded in customer and market insight.
Track record of influencing product direction through insight, not authority.
B2B SaaS experience required; experience in regulated or complex markets strongly preferred.
Executive presence with the ability to deliver clear, compelling plans and effectively incorporate executive-level feedback.

What You’ll Get…

We are targeting a starting salary of $170,000 - $230,000 based on the intended level for this role.

In addition to cash compensation, our total rewards package includes:

Full medical benefits including dental and vision plans to ensure you always have the best care.
Equity packages in the form of stock options to all employees.
Technology (hardware, software, reading materials, etc..) allowance
Flexible vacation and sick days

At Dutchie, we’re committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law. Dutchie believes that diversity and inclusion among our teammates is critical to our success, and we seek to recruit, develop and retain the most talented people from a diverse candidate pool.

Skills & Tags

go ai product marketing sales

Aplyr's read

Dutchie leverages technology to revolutionize cannabis dispensaries, attracting tech-savvy professionals eager to innovate in a rapidly growing industry.
Synthesized from recent postings & public sources

What's promising

•Dutchie is at the forefront of the booming cannabis tech industry.
•The company offers diverse roles, from engineering to sales, appealing to various career paths.
•Dutchie's platform significantly enhances dispensary operations and customer experience.

What to watch

•The cannabis industry faces complex regulatory challenges that could impact operations.
•Dutchie's market is limited to regions where cannabis is legal, restricting expansion.
•Rapid industry growth may lead to increased competition from new entrants.

Why Dutchie

•Dutchie specializes exclusively in cannabis technology, a niche yet expanding market.
•The platform integrates online ordering with payment solutions tailored for dispensaries.
•Dutchie provides a comprehensive tech solution that streamlines dispensary operations.

Aplyr’s read is generated by AI from public sources. Was it useful?

About Dutchie

Dutchie

dutchie.com

View company

Dutchie is a technology platform that provides online ordering and payment solutions for cannabis dispensaries, enabling them to streamline their operations and enhance customer experience.