Senior Director, Growth

Summary

Join Weedmaps as a Senior Director, Growth and lead the SEO, Paid Media, and Lifecycle Marketing teams. You will develop and own the company-wide growth strategy, manage multi-million dollar budgets, and collaborate cross-functionally. This senior leadership role requires managing a team, establishing KPIs, conducting market research, and defining key growth metrics. You will collaborate with various teams to align strategies and optimize the customer journey. The position also involves managing the department's budget, identifying strategic partnerships, and fostering an innovative team culture. You will leverage data analytics, monitor competitor movements, and ensure compliance with relevant laws and regulations.

Requirements

• Bachelor's degree in Marketing, Digital Marketing, Business Administration,or a related field
• 7-10 years of a proven track record of successfully establishing and managing strategic partnerships that have driven business growth. Proven experience in full stack SEO, CRO, Content, Lifecycle, and analytics
• 3+ years in a senior leadership role
• Strong analytical mindset; expert in marketing attribution, funnel analysis, cohort tracking, and LTV/CAC modeling
• Excellent project management skills, with the ability to manage multiple projects simultaneously, meet deadlines, and stay within budget
• Strong sense of operational excellence: has the ability to drive performance in line with strategy, strong leadership and engagement skills, cultural fluency, vision, expertise in continuous improvement, knowledge of process transformation, and risk management
• Exceptional leadership and team management abilities, with a track record of building and motivating high-performing teams
• Strong communication and interpersonal skills, with the ability to influence and collaborate effectively with internal and external stakeholders
• In-depth knowledge of the cannabis industry, including regulatory frameworks, market trends, and key players
• Strong negotiation, communication, and interpersonal skills
• Exceptional analytical and problem-solving abilities
• Ability to work collaboratively across departments and levels of the organization
• Demonstrated leadership skills and experience managing a team, with a strong business acumen and strategic thinking
• Proficiency in Microsoft Office Suite and CRM software

Responsibilities

• Develop and own the company-wide growth strategy, including SEO, paid digital advertising (search, display, social), and lifecycle marketing (email, SMS, push, in-app)
• Manage agencies - both digital marketing and creative
• Establish KPIs and forecast growth across user acquisition, engagement, and retention
• Translate company goals into team OKRs and campaign plans with clear ownership and timelines
• Conduct market research to identify new opportunities for growth, including new markets, growth areas, trends, customers, partnerships, products, and services
• Define, measure, and analyze key growth metrics to evaluate the success of growth strategies and initiatives. This includes Orders, Order GMV, REgistered Users and App Downloads as the core metrics for growth
• Collaborate with marketing and sales teams to ensure strategies and goals are aligned, optimizing the customer acquisition process and user journey
• Work closely with the product development team to ensure product offerings meet market needs to support growth
• Develop and oversee campaigns aimed at acquiring new customers and retaining existing ones, utilizing various channels such as digital marketing, content marketing, SEO, and social media
• Manage the growth department's budget, ensuring resources are allocated effectively to support strategic initiatives
• Identify and establish strategic partnerships and relationships that can fuel growth and expand market reach
• Foster an innovative culture within the team, encouraging experimentation, adoption of new growth tactics and technology
• Leverage data analytics tools and platforms to monitor growth efforts, providing regular reports to the VP and Sr. VP with insights and recommendations for optimization
• Keep abreast of competitor movements and strategies, adapting growth plans to maintain competitive advantage
• Work across departments to ensure a cohesive approach to growth, aligning product, marketing, sales, and customer service efforts
• Ensure all growth activities comply with relevant laws, regulations, and ethical standards, assessing and mitigating risks associated with growth strategies
• Oversee campaign strategy, execution, & optimization across platforms (Google Ads, Meta, TikTok, programmatic DSPs)
• Ensure efficient CAC, strong ROAS, and proper attribution modeling in place and in alignment with the rest of the org
• Collaborate with analytics and finance to forecast media spend and revenue contribution
• Guide long-term organic growth strategy in partnership with content, engineering, and product teams
• Ensure best-in-class technical SEO practices and continuously identify new growth opportunities
• Monitor SERP performance, keyword trends, and content expansion strategies
• Own full-funnel lifecycle communications, including onboarding flows, engagement campaigns, and win-back strategies
• Collaborate with product, data, and CX teams to deliver personalized and automated communications to increase LTV
• Manage segmentation, campaign testing, and performance reporting across CRM channels
• Work with product, engineering, data science, creative, and sales to align growth initiatives with overall business strategy
• Advocate for growth in company planning meetings and represent marketing performance to leadership and board-level stakeholders
• Lead and manage the Growth team by providing guidance, support, and mentorship to help them develop their skills and achieve their goals
• Lead and inspire a team (estimated span of control 10 employees, plus dotted line employees), providing guidance, mentorship, and performance feedback
• Foster a collaborative and inclusive work environment that encourages creativity, innovation, and professional growth
• Develop and manage departmental budgets, ensuring optimal resource allocation
• Stay informed about industry trends, regulations, and best practices in event production and the cannabis industry, actively participating in industry conferences and networking events

Preferred Qualifications

Previous leadership roles in cannabis

Benefits

• Physical Health benefits: Medical, Dental & Vision: Employee - employer paid premium 100%
• Company contribution to a HSA when electing the High Deductible Health Plan
• For plans that offer coverage to your dependents, you pay a small contribution
• Mental Health benefits: Free access to CALM app for employees and dependents
• Employee Training
• Mental Health seminars and Q&A sessions
• Basic Life & AD&D - employer paid 1x salary up to $250,000
• 401(k) Retirement Plan (with employer match contribution)
• Generous PTO, Paid Sick Leave, and Company Holidays
• Supplemental, voluntary benefits
• Student Loan Repayment/529 Education Savings - including a company contribution
• FSA (Medical, Dependent, Transit and Parking)
• Voluntary Life and AD&D Insurance
• Critical Illness Insurance
• Accident Insurance
• Short- and Long-term Disability Insurance
• Pet Insurance
• Family planning/fertility
• Identity theft protection
• Legal access to a network of attorneys
• Paid parental leave