Performance Marketing Manager

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

Preferred Qualifications

Additional Requirements

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

85,000-$100,000 USD

Salary : $85,000 - $100,000