Ecommerce & Performance Marketing Director

5 days ago

Chicago, Illinois, United States Green Thumb Industries INC Full time
Job Title: Ecommerce & Performance Marketing Director

Green Thumb Industries (GTI) is seeking a highly skilled Ecommerce & Performance Marketing Director to lead our digital marketing efforts in support of our growing D2C brand presence.

This role will be responsible for developing, implementing, and optimizing high-impact marketing campaigns across digital channels to drive customer acquisition, engagement, and retention, with a focus on driving conversion.

This role involves hands-on management of paid media channels, deep analysis of performance metrics, and close collaboration with cross-functional teams to achieve business growth objectives.

Key Responsibilities:
  • Create and execute a strong annual performance marketing strategy in tandem with Sr. Brand Manager
  • Define and measure KPIs in alignment with eCommerce goals and GTI brand objectives
  • Develop and manage digital prospecting and remarketing campaigns
  • Develop and implement A/B and multivariate testing methodologies for messaging, calls to action, and conversion funnels, with a focus on improving conversion rates and aligning with business goals
  • Collaborate with UX/CX, SEO, CRM and analytics stakeholders to optimize funnels and customer journeys
  • Balance national brand awareness efforts with conversion-specific campaigns down the funnel
  • Synthesize data from various sources and deliver actionable insights, based on both qualitative and quantitative sources
  • Assist in managing budgets and campaigns across all digital channels to drive strong return on investment and efficient customer acquisition costs
  • Provide ongoing/weekly/monthly insights and reporting to all stakeholders through an in-depth analysis regarding campaign results and recommendations for continued optimization
  • Maintain consistent brand voice across media placements and 3rd party sites/channels
  • Ensure successful planning, execution, optimization for key traffic KPIs via paid, organic & own media channels
  • Provide expertise on incremental paid channels such as Twitter, Twitch, and other platforms
  • Develop, execute, and optimize paid marketing strategies across key digital channels including Meta properties, Google Ads, and others
  • Help manage advertising budgets to maximize ROI and ensure efficiency in spending
  • Create, analyze, and report on performance metrics for campaigns, identifying actionable insights to optimize future initiatives
  • Ability to present to senior leadership, translating data and results succinctly and effectively
  • Collaborate with brand manager, creative, D2C and agency teams to develop compelling ad creatives, landing pages, and conversion funnels
  • Stay current on industry trends and competitor strategies to ensure cutting-edge marketing techniques are used
  • Continuously explore new growth opportunities through emerging platforms, tools, and technologies
  • Monitor and ensure proper attribution and tracking through tools like Google Analytics, Facebook Pixel, and other marketing attribution platforms
  • Develop weekly and monthly performance reports and present findings and recommendations to senior leadership

Requirements:

  • Bachelor's degree in Marketing, Business, or related field
  • ~3-5 years of experience in managing paid/performance media for marketing agencies or CPG/retail/ecommerce brands
  • ~ Proven experience managing large-scale digital campaigns across various platforms (Google, Meta, etc.)
  • ~ Proficiency in tools like Google Analytics, Google Ads, Facebook Business Manager, and other ad 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
  • ~ Hands-on experience with Tradedesk (or other RTB platforms), Google ads, tag management
  • ~ Strong understanding and experience with A/B testing fundamentals, implementation, and platforms like Optimizely and Google Optimize, along with expertise in conversion rate optimization and attribution models
  • ~ Hands-on experience with Unbounce landing page creation, or comparable platform
  • ~ Advanced knowledge of Google Analytics, Google Tag Manager and/or comparable analytics and tag management platforms
  • ~ Experience with creating audience segmentation based on 1st and 3rd party data
  • ~ Superior verbal and written communication skills with the ability to convey complex data and concepts to non-experts
  • ~ Lead internal and external meetings and translate analysis into actionable plans. Strong project management skills and ability to manage multiple campaigns simultaneously
  • Experience in affiliate marketing, programmatic buying, or other digital marketing channels
  • Certifications in Google Ads, Facebook Blueprint, or similar platforms
  • Knowledge of SQL, Excel, or other data analysis tools is a plus
  • Knowledge of and/or experience with the Cannabis industry is a plus
  • Must be and remain compliant with all legal or company regulations for working in the industry

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