Responsibilities

• Lead the development and execution of Jeeter's overall digital marketing strategy aligned with goals and brand identity.
• Follow and ensure alignment with the overall marketing calendar across all channels and campaigns.
• Be AI-savvy, putting AI and automation platforms to work to streamline digital programming and campaign execution, increasing output and efficiency without simply adding headcount.
• Stay ahead of an ever-changing cannabis landscape by identifying and testing new platforms and channels while continuously optimizing the ones we already use.
• Direct and optimize targeted B2B and B2C advertising efforts, ensuring campaigns effectively drive sales and engage the desired audience.
• Manage and optimize digital advertising campaigns with cannabis media partners, ensuring we resonate with the target customer base.
• Oversee the digital advertising budget, ensuring efficient resource allocation and maximizing ROI through data-driven decision making, automation, bid management, and creative testing.
• Lead online programming with key accounts, expanding digital engagement and reach with those that have a significant digital footprint
• Collaborate with the Visual Merchandising (VM) team to create in-store print and digital assets that support lead generation and customer engagement initiatives.
• Build a distribution-first approach to content, maximizing the reach and impact of every asset through repurposing and cross-platform amplification
• Drive organic and social growth through short-form video, creator partnerships, influencer collaborations, and platform-native content strategies.
• Amplify top-performing content across owned, earned, and paid channels, including SEO/AEO, syndication, programmatic media, and cross-channel distribution.
• Oversee and ensure consistent messaging across website , social media, email, SMS, and other digital channels .
• Partner with creative teams to manage website content, perform content audits, and maintain site functionality and accuracy.
• Ensure mobile-first design principles, website optimization, and search visibility best practices are consistently implemented .
• Utilize Google Analytics, Hotjar, and other digital analytics tools to monitor channel performance and identify optimization opportunities.
• Lead the development and execution of lifecycle marketing strategies, including drip campaigns, promotional emails, newsletters, and SMS marketing programs.
• Manage subscriber acquisition and retention strategies while ensuring personalized and segmented audience engagement.
• Develop and execute a comprehensive influencer marketing strategy that leverages brand ambassadors, budtenders, creators, and social influencers to increase awareness and engagement.
• Establish and manage strategic partnerships that support brand growth and market visibility from a cannabis marketing perspective
• Oversee the creation of digital and print materials that support ambassador programs, events, and lead generation efforts.
• Analyze performance metrics across all digital marketing channels to evaluate campaign effectiveness and identify opportunities for optimization.
• Leverage AI-driven and predictive analytics to generate insights and support strategic decision-making.
• Deliver actionable recommendations and performance updates to senior leadership that drive measurable business impact and return on investment.
• Manage relationships with external agencies and partners, including PR, advertising, email, media, and creative vendors.
• Ensure agency performance aligns with business objectives , brand standards, and strategic priorities

Requirements

• Minimum of 8 years of digital marketing experience with a proven track record of developing strategies, leading teams, and executing successful campaigns.
• Bachelor's degree or Higher required.
• AI-savvy and fluent in modern AI and automation platforms, including generative AI, AI-powered analytics, and marketing automation technologies.
• Demonstrated success in content distribution, content amplification, social growth, SEO/AEO strategy, influencer marketing, and paid media execution.
• Expertise in Google Analytics, SEO, media buying, website optimization, and content management systems.
• Strong experience managing email platforms, CRM systems, digital advertising programs, and audience segmentation strategies.
• Proven ability to lead cross-functional initiatives, manage agency relationships, and execute integrated marketing campaigns across multiple channels.
• Hands-on leadership style with the ability to develop strategy while actively contributing to execution.
• Exceptional communication, collaboration, and stakeholder management skills.
• Strong analytical and results-oriented mindset with a commitment to data-driven decision-making and continuous optimization.
• Passion for the cannabis industry and an understanding of its unique marketing landscape.