Responsibilities

• Own and administer the marketing automation / CRM platform end to end — configuration, journey architecture, triggers, and audience/segment management
• Build, deploy, and QA automated email and SMS journeys — welcome, nurture, win-back, abandoned-cart, and loyalty flows
• Own segmentation, list hygiene, deliverability, and A/B testing across email and SMS
• Build reporting and dashboards; define and monitor the metrics that measure channel performance (open, click, conversion, revenue per send, retention) and make data-driven optimization recommendations
• Own the integrations and clean data flow between CRM, e-commerce/web, and analytics platforms
• Build scalable, self-serve processes for digital customer communications to create leverage as we grow our footprint
• Manage all digital marketing channels, including websites, email, SMS, and digital advertising
• Build customer acquisition programs to grow the size of our addressable ecosystem
• Plan and execute digital campaigns for product launches, promotions, and brand/dispensary events
• Develop and execute digital growth strategies such as display, targeted programming, and co-marketing with 3rd-party dispensaries

Requirements

• 5+ years in digital marketing, marketing operations, or lifecycle/CRM marketing in a B2C retail, CPG, or DTC environment
• Hands-on experience owning a marketing automation / CRM platform (e.g., Klaviyo, Iterable, Braze, HubSpot, Alpine IQ, or similar) — building the automations and flows yourself, not briefing an agency
• Track record building infrastructure and repeatable process, not just running one-off campaigns
• Specific, hands-on experience with email (and ideally SMS) marketing — building, deploying, and optimizing based on performance
• Comfort with analytics tooling (GA4 or similar) and building your own reports; SQL a plus
• Experience with segmentation, deliverability, and A/B testing methodology
• Proven ability to develop strategic recommendations and present them to leadership
• Data-driven thinking and an affinity for numbers
• A mindset of Extreme Ownership — taking full responsibility for outcomes
• Strong communication skills and the ability to translate between technical detail and business outcomes

Preferred

• Content-creation ability is a plus, not a core requirement
• Experience with a cannabis-compliant SMS/CRM platform (e.g., Alpine IQ, SpringBig) is a plus but not required — platform fluency transfers, and we will train the cannabis-specific piece