Job Application for Performance Marketing Manager at Green Thumb

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

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Performance Marketing Manager

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