Director, RISE Lifecycle Marketing & Loyalty

Green Thumb Industries (GTI) is looking for an experiencedDigitalMarketing and CRM leader tobe responsible forbuilding, executing, and leading comprehensive customer acquisition and retention programs. The goal is to drive strong and consistent growth of RISE customers through Digital Activation channels that include Paid Social, and Paid Media, as well as strengthen relationships with returning customers (and rewards members) through strong owned channel communication strategies(email, rewards).

This is a highly collaborative role, working closely with others in marketing, product,ecomm,analytics, design, and more. You will gain and drive a deep understanding of our audience & customer data, develop processes and frameworks for managing program execution, and own the lifecycle marketing strategy to increase core business KPIs, while being at the forefront of growing the relationship with RISE's customers. This position will also work closely with the VP, BrandEquityto align the digital marketing and rewards program goals with the broader businessobjectives, while ensuring an on-brand experience for RISEconsumers.

This is a hybrid role requiring 2 days in office at our Chicago HQ (River North).

Customer Acquisition and Retention Activations

• Develop,execute,andoptimizepaidmarketingstrategiesacrosskeydigitalchannels including Meta properties, Google Ads, and others.
• Ensuresuccessfulplanning,execution,andoptimizationforkeytrafficKPIsviapaid,organic & owned media channels.
• Identifyandtestnewchannelstocontinuetomeetorexceedestablishedcriticalmetrics.
• Managerelationshipswithexternalpartners,agencies,orvendorsinvolvedincampaignor tech stack development.
• Helpmanageadvertisingand loyaltybudgetstomaximizeROIandensureefficiencyinspending.
• Create,analyze,andreportonperformancemetricsforcampaignsand loyalty,identifyingactionable insights tooptimizefuture initiatives.
• Abilitytopresenttoseniorleadership,translatingdataandresultssuccinctlyandeffectively.
• Drivesegmentationanddynamiccontentstrategiestotargetnewconsumersforreward member enrollment, as well as existing shoppers based on behavior,preferencesand lifecycle stages.
• MonitorandensureproperattributionandtrackingthroughtoolslikeGoogleAnalytics, Facebook Pixel, and other marketing attribution platforms.
• Continuouslyexplorenewgrowthopportunitiesthroughemergingpaidchannels.
• Collaboratewiththeproductteamtooptimizeaccountnavigation,productrecommendations, and overall user experience within the account through customer data analysis.
• Increase repeat rate amongdatabase ofloyalty members to eliminate "one and done" behavior.Deliverprofitable,organicrevenuegrowthbydrivingrepeatvisitsandfrequencyof visits (reduce days between orders) and increasing average order value. Work cross- functionally to champion and enhance user journeys and deliver more relevant personalization, at scale.
• Build, communicate, and manage implementation of loyalty roadmap and calendar across media channels and CRM automated journeys (offers, segments, email, push, and SMS). Roadmap will include on-going tests, audience/segment creation, offer creation & management and loyalty activation plans that align with marketing calendars.
• Lead and manage the strategy for media, email marketing, and loyalty campaigns leveraging customer data and segmentation.
• Lead CRM automation and personalization and testing/learning within the loyalty platform and ESP.
• Leverage customer data and analytics to refine lifecycle strategies, optimize performance, and develop a culture of experimentation & A/B testing.
• Set KPIs and develop comprehensive dashboards to monitor and report on media and email marketing outcomes, ensuring that campaigns are continually optimized for maximum ROI.
• Leverage deep expertise in Loyalty/CRM (and ideally omnichannel) customer journeys to providerecommendationsforoffermanagement,testing&personalizationopportunities,new segmentbuildsandbehavioral-basedcampaignsforemail(triggers),thatwillincreaseloyalty enrollments, activation, engagement, retention, conversion rate, average order value, customer lifetime value, and other KPIs.

RISE Customer Data Management

• Developandleadtheoverallcustomerdatastrategyin concert withtechnologyteam,ensuringdataiseffectivelycaptured, processed, and translated into actionable insights.
• Overseedatacollectionacrossdigitalchannels,ensuringintegrationanduniformityindatamanagement.
• Collaboratewithdatascience,analytics,andbusinessintelligenceteamstosegmentand target customers for personalized marketing strategies.
• Gainadeepunderstandingofourcustomerdatatodeveloppersonalizedcustomer messaging flows that drive business and positive customer outcomes.
• Implementtoolsandsystemsthatsupportreal-timecustomerdatainsightsandattributionmodeling.
• Ensurethehigheststandardsofdatagovernanceandprivacycompliance(e.g.,GDPR,CCPA).
• Collaborate withcentralBusiness Intelligence team to understand the currentfanjourney.Identifyandprioritizeconsumerswiththehighestpotentialtore-engage/repeatorpurchaseadditionalofferings (up/cross-sell) and appropriately build strategies to grow Customer Lifetime Value (LTV) and meet or exceed financial targets. Lean intobroadly understood"personas" as well as creating granular segments/cohorts (that may change seasonally) to shape strategies & tactics across platforms.
• Leverage customer analytics toassistbusiness partners with making the best decisionsregardingtheloyaltyactivitiesofthecompanyandrecommendloyaltystrategiesbasedon that data.

• 10+ years as a consumer insights/strategist or a hybrid set of experiences in marketing/brand management,media/channelmanagement,andconsumerresearch/analyticsateitheraconsumer products company or marketing agency. 5+ yearsinsenior leadership.
• Bachelor'sdegreeinMarketing,Decision-Science,orrelatedfieldrequired;MBAPreferred.
• Strongbackgroundindigitalmarketing;understandstheecosystemoftheShopperJourney.
• Experiencecreatingsegmentation,audienceprofiles,andintegratingdatawithBusinessIntelligence tools and platforms.
• In-depthunderstandingofthedigitalmedialandscapeandadtypesacrossSEM/PPC,display,videoand native placements.
• In-depthunderstandingofSEM/PPCcampaigncreationandmanagement.
• Experienceincreatingmulti-channelmediaplansinsupportofeCommerceobjectives.
• Adaptiveandquicklyfluentintheuseofdigitalmarketingtoolsandcollaborativeplatforms(CRM,Sharepoint,AnnexCloud, Tableau, etc.).
• Thoughtfulleaderwhoknowshowtoeffectivelymanage,cultivate,mentorandinspireagroupof individuals to consistently produce their best work.
• Highlymotivated,self-directed,innovativeandabletoworkindependentlyoramongteamswith keen judgement, commonsenseand resourcefulness.
• Adaptsandthrivesinademanding,scaling,fast-pacedenvironment.
• Possessesahighlevelofcriticalthinking.
• Operateswithahighlevelofprofessionalismandintegrity,includingdealingwithconfidentialinformation.
• Mustunderstandandcomplywiththerules,regulations,policies,andproceduresofGTI
• Caneffectivelycommunicate,bothverballyandwritten,toalllevelsintheorganization.
• Knowledgeofand/orexperiencewiththeCannabisindustryisaplus.

Additional Requirements

• Must passany and allrequired 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
• Must be approved by state badging agency to work in cannabis industry

#LI-HYBRID