The Task At Hand:
This job has two functions: Shape the rules and help proactively understand the rules.
Hemp beverage policy is being written state by state, and the brands with the best advocates in the room will define what’s possible. This is a high-impact, externally facing role reporting to the CEO, working closely with the Board, and industry partners to advance advocacy efforts and unlock scalable growth.
If you thrive in ambiguity, enjoy shaping emerging policy state by state, and have a track record of winning advocacy battles in hemp, cannabis, or alcohol, then this role is for you
Who You Are:
Pragmatic and confident navigating complex, evolving state regulatory frameworks
Comfortable operating in ambiguity and energized by shaping hemp beverage policy in real time
Founder mindset - you move fast, think independently, and don't wait for a playbook to exist
Skilled at translating regulatory requirements into clear, actionable business guidance
Strong relationship builder with state regulators, legislators, and industry partners
Collaborative across compliance and business teams in a high-growth, fast-paced environment
What You'll Do:
Lead Government Affairs & Advocacy:
Shape policy outcomes: Proactively influence state and federal hemp beverage regulations before they're finalized - focusing on packaging standards, DTC frameworks, and market access
Drive advocacy campaigns: Represent Willie's in state-level advocacy, industry coalitions, trade associations, and regulatory working groups
Build strategic relationships: Cultivate relationships with state regulators, policymakers, legislative staff, and key stakeholders
Develop policy positions: Create regulatory comments, white papers, testimony, and advocacy materials that influence outcomes in priority markets
Monitor and analyze: Track legislative and regulatory developments across priority states and advice leadership on strategic response - anticipating shifts, not just reporting them
Maintain industry presence: actively participate in trade associations, industry events, and coalitions to stay ahead of political and commercial trends
Enable Market Growth & Strategic Guidance
Serve as internal expert on state hemp beverage frameworks across active and expansion markets
Guide market prioritization and entry strategies based on regulatory feasibility and advocacy opportunities
Partner with product, marketing, legal, and sales teams to integrate regulatory insight into go-to-market strategy and commercial decisions
Provide strategic direction to the compliance function to ensure execution aligns with markets you're opening
Other duties and areas of coverage may be assigned at the manager's discretion, consistent with the scope and level of this role
Must Haves:
21 years of age or older at the time of application
5-8 years of government affairs or regulatory advocacy experience in hemp, cannabis, alcohol or highly regulated CPG
Ability to travel 1-2 times per month
Strong understanding of state hemp beverage policy landscape and emerging regulatory trends, including market access and packaging considerations
Proven track record of influencing state-level regulations or legislation across multiple states
Experience partnering with executive leadership to inform strategic and commercial decisions
Comfortable making strategic recommendations and pushing back with hard truths when needed
Nice to Haves:
Existing relationships with state regulators, legislators, or industry advocacy organizations (NCIA, HIA, NBWA, WSWA, DISCUS, Beer Institute)
Experience working at or with alcohol or hemp trade associations
Experience with industry coalitions on multi-state policy campaigns
JD or formal legal/policy training
Familiarity with FDA, TTB, USDA, or state beverage control agencies
Background building government affairs functions in high-growth companies
Compensation, Perks + Benefits:
Compensation:
$160,000.00-$170,000.00 per year, plus eligibility for a discretionary performance bonus
The final offer will be based on several factors, including experience, skills, location and overall expertise
Perks + Benefits:
Unlimited Paid Time Off
Paid sick leave in accordance with state and local laws
Healthcare coverage: up to 90% company contribution for employees and 25% for dependents
Voluntary vision, dental, and accidental plans
401(k) with up to 4% company match, free financial coaching, student loan match support, and 529 education savings accounts
12 weeks of paid Equal Parental Leave, $500 Baby Bonding Bucks, and a sustainable baby gift
Dedicated parental leave support, including a personalized dashboard, full pay transparency, and a specialist to handle every logistical detail so you can focus on your family
Product and soft goods discounts & perks
And more!