Director of Marketing | Zenabis
Search Overview
Organization:
Zenabis
Sector:
Cannabis and Consumer Products
Location:
British Columbia, Canada
Mandate Type:
Executive Marketing Search
Leadership Function:
Director of Marketing
Search Scope:
National Leadership Search
Engagement Focus:
Brand and Marketing Leadership Expansion
Confidentiality:
Confidential Leadership Search Engagement
The Business Landscape
Zenabis engaged KIRAH to support the appointment of a Director of Marketing during a significant stage of organizational growth and brand expansion within the rapidly evolving cannabis industry.
Operating within one of Canada’s most competitive and highly regulated emerging sectors, the organization was focused on strengthening its consumer positioning, expanding brand visibility, and building greater sophistication across its marketing operations.
Leadership required a marketing executive capable of supporting the Chief Marketing Officer while helping scale marketing strategy, brand execution, campaign development, and cross functional collaboration across a dynamic and fast moving business environment.
The search carried strategic importance as the organization continued navigating a rapidly changing consumer market shaped by evolving regulations, increasing competition, and accelerated industry growth.
The Leadership Requirement
The role required a leader capable of operating effectively within both a highly entrepreneurial and highly regulated environment.
Zenabis needed a marketing executive who could balance creativity, operational discipline, brand strategy, and execution while supporting the organization’s broader commercial objectives.
The ideal candidate required strong experience across marketing leadership, consumer engagement, campaign management, and brand development within fast paced consumer oriented industries.
Equally important was the need for an individual capable of working closely with executive leadership while helping strengthen the company’s marketing infrastructure during a period of rapid organizational scaling.
The Search Mandate
KIRAH was retained to conduct a targeted executive search for the Director of Marketing role at Zenabis.
The assignment focused on identifying marketing leaders with experience operating within high growth consumer environments where brand positioning, market adaptability, and strategic marketing execution were critical to business success.
Rather than approaching the mandate as a traditional marketing placement, the process centered around identifying a leader capable of contributing strategically while supporting the broader vision and direction established by the Chief Marketing Officer.
The engagement involved targeted outreach, leadership evaluation, and extensive consultation with organizational leadership throughout the process.
The Search Strategy
KIRAH conducted focused outreach across consumer products, lifestyle brands, regulated industries, cannabis, retail, and high growth marketing environments throughout Canada.
The process emphasized identifying candidates with experience operating within evolving and competitive consumer markets.
Candidates were assessed beyond traditional marketing credentials alone.
The evaluation process focused heavily on leadership capability, brand thinking, campaign execution experience, collaborative working style, and the ability to operate effectively within fast paced and rapidly scaling organizations.
Particular emphasis was placed on identifying an executive capable of supporting both strategic marketing direction and operational execution.
The search process also prioritized alignment with Zenabis’ entrepreneurial environment, executive leadership structure, and evolving market positioning objectives.
Candidates were evaluated on adaptability, communication capability, cross functional partnership skills, and long term leadership potential.
The Appointment
The search resulted in the successful appointment of Zoe Patko as Director of Marketing for Zenabis.
Zoe brought a strong combination of marketing leadership capability, consumer brand understanding, and strategic execution experience aligned with the organization’s growth trajectory and evolving market presence.
Reporting directly in support of the Chief Marketing Officer, her appointment helped strengthen Zenabis’ marketing leadership infrastructure during a pivotal stage of organizational and industry expansion.
The placement represented an important addition to the company’s leadership team as Zenabis continued advancing its brand and consumer engagement initiatives within a highly competitive market.
The Outcome
Strengthened Marketing Leadership
Supported the appointment of a marketing leader capable of contributing strategically across brand growth and organizational expansion initiatives.
Enhanced Executive Marketing Support
Helped strengthen leadership support capabilities for the organization’s Chief Marketing Officer during a significant stage of growth.
Specialized Consumer Sector Search Execution
Delivered a targeted executive search process focused on marketing leadership within competitive and rapidly evolving consumer industries.
Brand and Growth Alignment
Identified leadership capability aligned with the organization’s long term brand development and market positioning objectives.
Key Search Metrics
Executive Marketing Search
Targeted outreach conducted across consumer products, cannabis, lifestyle, and high growth marketing sectors.
Strategic Brand Leadership Evaluation
Comprehensive assessment focused on leadership capability, brand strategy, operational execution, and organizational alignment.
High Growth Industry Focus
Search execution tailored to rapidly evolving and highly competitive consumer market environments.
Successful Leadership Placement
Completed the successful placement of Zoe Patko as Director of Marketing for Zenabis.