Director, RISE Lifecycle Marketing & Loyalty

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The Role

Green Thumb Industries (GTI) is looking for an experienced Digital Marketing and CRM leader to be responsible for building, 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, Brand Equity to align the digital marketing and rewards program goals with the broader business objectives, while ensuring an on-brand experience for RISE consumers. 

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

Responsibilities

 *Customer Acquisition and Retention Activations* 

• Develop, execute, and optimize paid marketing strategies across key digital channels including Meta properties, Google Ads, and others.
• Ensure successful planning, execution, and optimization for key traffic KPIs via paid, organic & owned media channels.
• Identify and test new channels to continue to meet or exceed established critical metrics.
• Manage relationships with external partners, agencies, or vendors involved in campaign or tech stack development.
• Help manage advertising and loyalty budgets to maximize ROI and ensure efficiency in spending.
• Create, analyze, and report on performance metrics for campaigns and loyalty, identifying actionable insights to optimize future initiatives.
• Ability to present to senior leadership, translating data and results succinctly and effectively.
• Drive segmentation and dynamic content strategies to target new consumers for reward member enrollment, as well as existing shoppers based on behavior, preferences and lifecycle stages.
• Monitor and ensure proper attribution and tracking through tools like Google Analytics, Facebook Pixel, and other marketing attribution platforms.
• Continuously explore new growth opportunities through emerging paid channels.
• Collaborate with the product team to optimize account navigation, product recommendations, and overall user experience within the account through customer data analysis.
• Increase repeat rate among database of loyalty members to eliminate “one and done” behavior. Deliver profitable, organic revenue growth by driving repeat visits and frequency of 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 provide recommendations for offer management, testing & personalization opportunities, new segment builds and behavioral-based campaigns for email (triggers), that will increase loyalty enrollments, activation, engagement, retention, conversion rate, average order value, customer lifetime value, and other KPIs.

*RISE Customer Data Management* 

• Develop and lead the overall customer data strategy in concert with technology team, ensuring data is effectively captured, processed, and translated into actionable insights.
• Oversee data collection across digital channels, ensuring integration and uniformity in data management.
• Collaborate with data science, analytics, and business intelligence teams to segment and target customers for personalized marketing strategies.
• Gain a deep understanding of our customer data to develop personalized customer messaging flows that drive business and positive customer outcomes.
• Implement tools and systems that support real-time customer data insights and attribution modeling.
• Ensure the highest standards of data governance and privacy compliance (e.g., GDPR, CCPA).
• Collaborate with central Business Intelligence team to understand the current fan journey. Identify and prioritize consumers with the highest potential to re-engage/repeat or purchase additional offerings (up/cross-sell) and appropriately build strategies to grow Customer Lifetime Value (LTV) and meet or exceed financial targets. Lean into broadly understood “personas” as well as creating granular segments/cohorts (that may change seasonally) to shape strategies & tactics across platforms.
• Leverage customer analytics to assist business partners with making the best decisions regarding the loyalty activities of the company and recommend loyalty strategies based on that data.

Qualifications

• 10+ years as a consumer insights/strategist or a hybrid set of experiences in marketing/brand management, media/channel management, and consumer research/analytics at either a consumer products company or marketing agency. 5+ years in senior leadership.
• Bachelor’s degree in Marketing, Decision-Science, or related field required; MBA Preferred.
• Strong background in digital marketing; understands the ecosystem of the Shopper Journey.
• Experience creating segmentation, audience profiles, and integrating data with Business Intelligence tools and 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 multi-channel media plans in support of eCommerce objectives.
• Adaptive and quickly fluent in the use of digital marketing tools and collaborative platforms (CRM, Sharepoint, AnnexCloud, Tableau, etc.).
• Thoughtful leader who knows how to effectively manage, cultivate, mentor and inspire a group of individuals to consistently produce their best work.
• Highly motivated, self-directed, innovative and able to work independently or among teams with keen judgement, common sense and resourcefulness.
• Adapts and thrives in a demanding, scaling, fast-paced environment.
• Possesses a high level of critical thinking.
• Operates with a high level of professionalism and integrity, including dealing with confidential information.
• Must understand and comply with the rules, regulations, policies, and procedures of GTI
• Can effectively communicate, both verbally and written, to all levels in the organization.
• Knowledge of and/or experience with the Cannabis industry is a plus.

 Additional Requirements 

• Must pass any and all 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
• Must be approved by state badging agency to work in cannabis industry

#LI-HYBRID

The pay range is competitive and based on experience, qualifications, and/or location of the role. Positions may be eligible for a discretionary annual incentive program driven by organization and individual performance.

Green Thumb Pay Range

$150,000—$180,000 USD