Responsibilities

• Own paid media strategy and execution across key channels (Meta, Google Ads, CTV, and industry-specific partners), driving efficient customer acquisition and traffic growth. Continuously test and scale new channels to meet or exceed performance targets.
• Lead lifecycle marketing and loyalty strategy, including email, SMS, and push, by developing and executing the loyalty roadmap, campaign calendar, audience segmentation, and offer strategy to drive member acquisition, engagement, and retention
• Optimize CRM and marketing automation programs within the ESP and loyalty platform, implementing A/B testing and continuous experimentation.
• Drive customer growth and retention metrics, increasing repeat purchase rate, visit frequency, average order value, and lifetime value while reducing one-time purchasers.
• Leverage customer data and insights to inform targeting, personalization, and campaign strategy across paid and owned channels.
• Establish and manage performance measurement frameworks, including KPIs, attribution, dashboards, and reporting across paid media, CRM, and loyalty initiatives; translate insights into actionable optimizations.
• Monitor and ensure accurate tracking and attribution across platforms (e.g., GA4, pixels, and other tools) to support data-driven decision-making.
• Manage budgets across paid media and loyalty programs, ensuring efficient allocation of spend and strong return on investment.
• Collaborate cross-functionally with product, ecommerce, and other internal teams to enhance the customer experience, including account UX, navigation, and personalization opportunities.
• Manage external partners and agencies supporting media buying, technology, and campaign execution.

Requirements

• 5+ years of experience in lifecycle, CRM, digital marketing, or growth/performance marketing roles.
• Bachelor's degree in Marketing, Business, Analytics, or a related field preferred.
• Strong understanding of the digital marketing ecosystem, including customer journey, paid media (SEM/PPC, social, display, video), and multi-channel campaign strategy.
• Experience with customer segmentation and data-driven marketing, including working with CRM platforms and Business Intelligence tools to develop audiences and personalization strategies.
• Proficiency with marketing and analytics tools (e.g., CRM/ESP platforms, loyalty tools, Tableau or similar), with the ability to quickly learn new technologies.
• Proficiency with using AI to streamline workflows, processes, reporting outputs and more.
• Demonstrated leadership and cross-functional collaboration skills, with experience managing or mentoring team members and working across teams.
• Strong analytical thinking and problem-solving skills, with the ability to translate data into actionable insights.
• Excellent communication skills, with the ability to present clearly to stakeholders at all levels.
• Highly organized, self-motivated, and adaptable, with the ability to thrive in a fast-paced, evolving environment.

Preferred

• Cannabis industry experience or knowledge is a plus.