Paid Marketing Manager

Summary

Join Green Thumb Industries (GTI) as a Paid Marketing Manager to lead digital marketing efforts for our expanding D2C brand. You will develop, implement, and optimize high-impact marketing campaigns across digital channels, focusing on driving conversions and customer acquisition. This role demands meticulous attention to detail due to the complexities of cannabis industry compliance. You will collaborate with cross-functional teams, analyze performance metrics, and report on campaign results to senior leadership. The ideal candidate possesses extensive experience in paid media management, data analysis, and a deep understanding of the digital marketing landscape. This is a remote position.

Requirements

• 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 multi-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
• 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

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

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

Benefits

• 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
• $85,000 — $100,000 USD
• #LI-REMOTE