The Role
Green Thumb Industries (GTI) is looking for a Performance Marketing Manager to oversee 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.
The media landscape for Cannabis is “tricky”, to put it mildly. There is a lot of grey area when it comes to variations in state-specific compliance and media inventory. Meticulous attention to detail is critical in creating campaigns that are efficient, effective, and compliant to a rapidly evolving industry.
This role will reside on the marketing team as part of the Revenue Organization, and report to the Senior Brand Manager, incredibles & Beboe.
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
- Collaborate with internal cross-functional teams, as well as external resources in the development of media campaigns
- 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
- Identify and test new channels to continue to meet or exceed established critical metrics
- Provide expertise on incremental paid channels such as Twitter, Twitch, and other platforms
- Manage relationships with external partners, agencies, or vendors involved in campaign execution.
- 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 sr. 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.
Qualifications
- Bachelor’s degree in Marketing, Business, or related field
- 3+ 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
- Experience in creating mutli-channel media plans in support of eCommerce objectives
- Hands-on experience with Tradedesk (or other RTB platforms), Google ads, tag management.
- Ability/interest in analyzing metrics/KPIs and transforming into compelling stories
- 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. and considerations to non-experts, and lead both internal and 3rd party status meetings.
- Individual must be energetic, highly motivated, a self-starter, and driven to succeed.
- A dynamic, intuitive, strategic thinker and strong team player is a must.
- Strong project management skills and ability to manage multiple campaigns simultaneously.
Preferred Qualifications
- 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.
Additional Requirements
- Must pass any required background checks
- Must be and remain compliant with all legal or company regulations for working in the industry
- Must possess valid driver’s license
- Must be a minimum of 21 years of age
