Digital Marketing Manager

Digital Marketing Manager
Reports To: Director of Marketing
FLSA Status: Exempt

SUMMARY: Drives revenue growth by developing, executing and optimizing digital strategies. Analyzes traffic, conversion rates, and ROI to improve the user experience, increase brand visibility and maximize revenue through the Company’s ecommerce channel.

DUTIES AND RESPONSIBILITIES:

• Develops and executes comprehensive growth strategies focused on scaling the company’s ecommerce direct to consumer channel.
• Optimizes eCommerce website to improve customer experience, product page, navigation, and conversion funnels to maximize sales.
• Develops, implements, and manages comprehensive digital marketing campaigns to drive measurable ecommerce revenue, coordinating across paid, owed, and earned channels.
• Manages, optimizes, and reports on ROI for paid social campaigns and searches, affiliate and influencer partnerships, SEO and content marketing, email and retention marketing and strategic partnerships and digital collaborations.
• Manage relationships with external agency partners responsible for marketplaces such as Amazon, ensuring strong performance, brand alignment, and revenue growth without direct day-to-day platform management.
• Develops and implements SEO strategies to grow organic traffic and improve search visibility across key product and category terms.
• Coordinates with internal teams using tools such as HubSpot or similar platforms to develop lifecycle marketing programs that increase repeat purchases, customer retention, and customer lifetime value.
• Provides actionable insights and regular reporting to leadership to inform marketing and business strategy.
• Collaborates closely with the creative, social media, product, and sales teams to ensure digital initiatives align with broader brand and business objectives.
• Ensures all digital marketing initiatives comply with industry regulations and platform policies related to cannabis-adjacent products.
• Performs all other duties as assigned.

QUALIFICATIONS:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

• Education and/or Experience - Bachelor’s degree in Marketing, Business or related field; Five or more years digital marketing with a strong focus in ecommerce growth; Proven experience improving conversion rates and scaling ecommerce revenue; Prior experience managing agency partner and external vendor relationships; Prior experience managing WooCommerce or similar ecommerce platforms; Strong knowledge of CRO, paid media, SEO, email marketing and analytics; Prior experience managing WooCommerce or similar ecommerce platforms; or equivalent combination of education and experience.
• Language Skills – Ability to read, analyze, and interpret common internal and external documents. Ability to respond to emails, written publications, and sales/business-specific verbiage. Ability to communicate complex technical concepts clearly and concisely to non-technical stakeholders, including owners, senior management, and sales teams. Delivers clear, concise information quickly to keep teams aligned in rapidly shifting situations. Ability to interact clearly and effectively, in both written and oral communication, with supervisors, customers, staff, vendors, etc.
• Mathematical Skills – Ability to apply concepts such as excellent mathematical, analytical, and problem-solving skills to practical situations. This role requires the use of quantitative and analytical skills to prepare budgets, financial forecasting, and variance analysis.
• Data Analysis and Interpretation Skills - The ability to utilize statistical models and data analysis techniques; ability to evaluate large amounts of data, identify marketing trends, measure campaign effectiveness (ROI), and translate numerical insights into actionable business strategies.
• Computer Skills - To perform this job successfully, an individual should be proficient in personal computer skills including electronic mail, record keeping, routine database activity, word processing, spreadsheet, graphics, etc. This role requires an above-average knowledge of Microsoft Office. Must be familiar with the use of Google Analytics, HubSpot, Klaviyo, Meta Ads manager, Google Ads, and ecommerce analytical tools.
• Other – Knowledge of cannabis industry regulations a plus.

COMPETENCIES:

• Analysis & Reasoning – Examines data to grasp issues, draw conclusions, and solve problems. Has the ability to break down complex information into component parts. Sorts and groups data and applies causal relationships. Sees underlying principles, patterns, or themes in an array of related information. Translates complex findings into clear, actionable insights for stakeholders.
• Adaptability & Agility – The ability to pivot, adjust approaches, and embrace new ways of working, including mental, people and change agility. Proactively acquires new skills and knowledge to keep pace with industry changes rather than relying on past experience.
• Creative & Innovative Thinking – Sees ahead clearly. Can anticipate future consequences and trends accurately. Has broad knowledge and perspective. Is future oriented, can articulately paint credible pictures and visions of possibilities and likelihoods. Can create competitive and breakthrough strategies and plans. Can define operational frameworks to scale marketing efforts to support business goals.
• Project Management – Establishes and maintains processes and systems for successful project execution. Structures and directs others’ work on projects or programs.
• Collaboration – Builds constructive working relationships characterized by a high level of acceptance, cooperation, and mutual respect.

PHYSICAL DEMANDS:

While performing the duties of this job, the individual must be able to remain in a stationary position for 90 percent of the time while operating their computer and performing office work. The individual needs to occasionally move about inside the office. They constantly operate a computer and other office productivity machinery, such as a calculator, telephone, copy machine, fax machine, and computer printer. They must be able to exchange accurate information with customers and others in the office while interacting. The employee must regularly move up to 15 pounds and occasionally up to 25 pounds. The individual must be capable of reviewing their work for errors and make adjustments as necessary.

WORK ENVIRONMENT:

While performing the duties of this Job, the individual is occasionally exposed to moving mechanical parts. The noise level in the work environment is usually low to moderate. The individual frequently works in a controlled climate.

Job Type: Full-time

Pay: $85,000.00 - $105,000.00 per year

Benefits:

• Dental insurance
• Employee discount
• Health insurance
• Life insurance
• Paid time off
• Vision insurance

Schedule:

• Monday to Friday

People with a criminal record are encouraged to apply

Work Location: In person