Responsibilities

• Own lifecycle channels end-to-end: Build and manage email, SMS, and push notification marketing as an integrated system, ensuring consistent messaging and cadence across all three.
• Build and maintain automations: Design, launch, and continuously optimize automated flows across the customer lifecycle.
• Segment the customer base: Develop and refine segmentation strategies to ensure the right message reaches the right customer at the right time.
• Manage the full customer lifecycle: Map and optimize the journey from first-time visitor to acquisition, activation, retention, reactivation of lapsed customers, and ultimately evangelism/advocacy, identifying moments where targeted lifecycle marketing can shift behavior.
• Grow the loyalty program: Serve as the marketing team's point person for the loyalty program, partnering cross-functionally to grow enrollment, increase engagement with rewards, and identify new ways to make the program a retention driver.
• Test and optimize: Run A/B tests on digital communications and use results to continuously improve.
• Report on performance: Track and report on key lifecycle metrics and translate results into recommendations.
• Maintain list health and compliance: Ensure sending practices, opt-in/opt-out processes, and messaging comply with applicable regulations (including cannabis-industry-specific advertising restrictions) and platform/carrier best practices.
• Collaborate cross-functionally: Partner with the digital, brand/creative, and retail teams to align lifecycle campaigns with broader marketing calendars, promotions, and store-level priorities.
• Perform other duties as assigned.

Requirements

• Must be at least 21 years of age.
• Preferred BA/BS or equivalent with 5+ years of experience in lifecycle, CRM, retention, or email/SMS marketing, with direct hands-on ownership of campaigns and automations.
• Demonstrated experience building multi-step automated flows and segmentation strategies in a marketing automation or ESP platform.
• Experience managing SMS/text marketing programs, including compliance considerations.
• A track record of using data to drive decisions; comfortable pulling and interpreting performance metrics to support strategy.
• Strong project management skills; able to juggle multiple campaigns, automations, and stakeholders simultaneously.
• Comfortable working in a fast-paced, multi-state retail environment where priorities can shift quickly.
• Comfortable with ambiguity. This is an early-stage function where you'll refine existing automations and processes, while also building new ones.
• Proficiency in sales fulfillment software and Microsoft Office Suite (especially Excel).
• Ability to work independently and as part of a team in a fast-paced environment.