Director, Digital Marketing

About the Role

Key Responsibilities

• Own and optimize the digital demand generation funnel to increase transactions, average order value, and margin.
• Develop and execute integrated campaigns across programmatic, display, paid social, email, SMS, SEO/SEM, and content channels.
• Align acquisition and retention strategies to lifecycle stages, purchase behaviors, and local market preferences.
• Grow and optimize loyalty programs to maximize lifetime value and retention.
• Deploy targeted, personalized offers and rewards based on purchase history and location data.
• Ensure loyalty marketing complies with cannabis marketing regulations.
• Lead strategy for cannabis e-commerce platforms (e.g., Dutchie, Jane, IHeartJane).
• Improve online merchandising, cart flow, promotions, and mobile user experience in partnership with retail and operations teams.
• Conduct A/B testing and leverage analytics to improve conversion rates.
• Oversee programmatic buying, targeting, and retargeting for high-intent cannabis consumers.
• Optimize ad spend and ROAS through agency or in-house collaboration.
• Launch geotargeted campaigns tied to store footprint, product availability, and real-time performance data.
• Define and monitor KPIs related to transactions, basket size, and product margin.
• Build and maintain dashboards to deliver actionable insights to leadership.
• Partner with retail operations to align digital campaigns with in-store initiatives and seasonal traffic patterns.
• Collaborate with merchandising and buying teams to support product selection, pricing, and promotional strategies based on digital performance data.
• Coordinate with compliance and legal teams to ensure campaigns meet cannabis marketing regulations.
• Work with IT to optimize platform integrations, troubleshoot issues, and implement new digital tools.
• Share customer insights across departments to inform business decisions.

Requirements

• Bachelor's degree in marketing, Business, Economics, or related field.
• Proven success in driving demand generation and e-commerce revenue.
• 6+ years of digital marketing experience, preferably in retail, CPG, or cannabis industries.
• Deep understanding of cannabis marketing regulations, consumer behavior, and omnichannel engagement.
• Experience with platforms like Alpine IQ, Surfside, Jane, Salesforce, Google, Meta or similar.
• Successful track record in launching and managing loyalty programs that improve customer engagement and store traffic.
• Experience using segmentation strategies and lifecycle marketing to drive acquisition and retention.
• Strong understanding of CRM/CDP platforms, loyalty engines, A/B testing, and omnichannel marketing tools.
• Strong analytical skills and comfort with data-driven decision making.
• Hands-on ability to implement marketing strategies.
• Exceptional leadership, collaboration, and communication skills.
• Ability to obtain and maintain an active Marijuana Enforcement Division (MED) Badge in Colorado.

Nice to Have

• Experience with A/B testing and analytics tools.
• Knowledge of digital marketing tools and platforms specific to the cannabis industry.
• Experience working in high-growth or startup environments.

Qualifications

• Bachelor's degree in marketing, Business, Economics, or related field
• 6+ years of digital marketing experience

Benefits & Perks

• 401(k) with employer match
• Medical, dental, and vision insurance
• Pet insurance
• Employee assistance program (EAP)
• Paid time off
• Paid parental leave
• Employee discount at Schwazze retail locations