Associate Manager, Performance Marketing

JOB SUMMARY

As the Associate Manager of Performance Marketing, you’ll support the strategic development and execution of initiatives to attract new customers and build loyalty with existing customers. You will flex your current channel expertise and grow into new areas as well, including advertising, email, and lead generation/acquisition. You’ll also leverage your industry interest and business acumen, to manage the execution of CRM, media and acquisition plays from development to implementation leading to achieve

the best business results. A natural collaborator, you’ll partner with internal teams and external teams to help achieve acquisition and retention retail goals. Create reporting and analyze data to continue to optimize our acquisition and retention strategies for all Sunnyside locations, nationwide in service of driving tickets, increasing basket size, attracting new customers and frequency of visits.

CORE JOB DUTIES 

• Execute paid media function for Sunnyside, Cresco Lab’s national retail brand, creating and executing traditional and digital ad campaigns to drive tickets and build baskets.
• Utilize external agencies on day-to-day management support of campaigns in-flight and in progress.
• Ensure execution of campaign launch timelines and media activation with the internal team, agencies, and vendors. From collaborating on a media recommendation to campaign launch, support internal and external stakeholders to stay on track to hit in-market launch dates.
• Implement and drive national & regional email and text marketing initiatives to increase tickets and lift ticket value. This includes list building initiatives, developing or enhancing automated campaigns, and collaborating the shape and reshape best practices to cascade to regional marketing teams.
• Manage the continued development of Sunnyside’s lead generation programs, including medical patient acquisition. Accountable to manage the existing vendors to enhance their pay-for-performance model and drive added value, while helping to source new opportunities for acquisition plays, including execution across multiple states to deliver measurable results.
• Compile data and insights for monthly/quarterly qualitative and quantitative reports on marketing performance. Collaborate with Marketing Analytics team to identify KPIs and continue to improve measurement framework and touchpoints.
• Collaborate with internal and external stakeholders on segmentation and targeting approach for Sunnyside marketing channels.
• Identify and evaluate performance marketing vendors. Keep informed of cannabis industry activities as well as new marketing approaches, resources, opportunities and best practices.
• Coordinate cross-functional partners and agency teams to ensure timely & quality creative asset delivery. Support creative process when media, email/text or lead generation is the focal point of creative execution.
• Responsible for tracking and updating of budget and spend changes. This also includes invoice management and reconciliation.
• Act as national subject matter expert for CRM, media and acquisition solutions while enhancing knowledge and skills of cross-functional partners.

REQUIRED EXPERIENCE, EDUCATION AND SKILLS 

• Bachelor’s degree in Marketing, Communications or related field
• 3+ years of experience in media planning/analysis
• 2+ years of experience in email/text marketing, workflow/customer journey experience is a plus
• Current channel expertise and experience in learning new methods of advertising, email, and lead generation/acquisition
• Retail + CPG experience preferred inclusive of experience with direct-to-consumer tactics
• Experience planning and/or managing traditional paid media channels (print, out-of-home, direct mail)
• Experience planning and directing digital media including a deep knowledge of the programmatic landscape
• Knowledge of digital marketing tools (e.g. Ad Servers, Google Analytics, Ad Words, etc.)
• Experience with email and text marketing platforms (Customer.io, Alpine IQ)
• Strong numerical and analytical skills required resulting in communication of insights to influence future actions and programs
• Strong communication skills are required to concisely convey ideas and drive collaboration amongst cross-functional partnerships to achieve clear strategies and seamless execution of programs (exceptional listening skills, persuasive and professional communicator)
• Ability to manage several concurrent activities and thrive in a fast-paced, entrepreneurial environment with a track record of supporting processes from start to finish
• Genuine interest in and passion for the cannabis industry is required

BENEFITS

Cresco Labs is proud to offer eligible employees a robust offering of benefits including, major medical, dental and vision insurance, a 401(K)-match program, FSA/HSA programs, LTD/STD options, life insurance and AD&D.  We also offer eligible employees paid holidays and paid time off.  Other rewards may include annual discretionary bonuses, stock options as well as participation in our employee discount program. Benefits eligibility for permanent positions may vary by full-time or part-time roles, location, or position.