Responsibilities

• Develop, execute, and optimize paid marketing strategies across key digital channels including Meta properties, Google Ads, and others.
• Ensure successful planning, execution, and optimization for key traffic KPIs via paid, organic & owned media channels.
• Identify and test new channels to continue to meet or exceed established critical metrics.
• Manage relationships with external partners, agencies, or vendors involved in campaign or tech stack development.
• Help manage advertising and loyalty budgets to maximize ROI and ensure efficiency in spending.
• Create, analyze, and report on performance metrics for campaigns and loyalty, identifying actionable insights to optimize future initiatives.

Requirements

• 10+ years as a consumer insights/strategist or a hybrid set of experiences in marketing/brand management, media/channel management, and consumer research/analytics at either a consumer products company or marketing agency.
• 5+ years in senior leadership.
• Bachelor's degree in Marketing, Decision-Science, or related field required; MBA Preferred.
• Strong background in digital marketing; understands the ecosystem of the Shopper Journey.
• Experience creating segmentation, audience profiles, and integrating data with Business Intelligence tools and platforms.
• In-depth understanding of the digital media landscape and ad types across SEM/PPC, display, video and native placements.
• In-depth understanding of SEM/PPC campaign creation and management.
• Experience in creating multi-channel media plans in support of eCommerce objectives.
• Adaptive and quickly fluent in the use of digital marketing tools and collaborative platforms (CRM, Sharepoint, AnnexCloud, Tableau, etc.).
• Thoughtful leader who knows how to effectively manage, cultivate, mentor and inspire a group of individuals to consistently produce their best work.

Preferred

• MBA Preferred.
• Knowledge of and/or experience with the Cannabis industry is a plus.