Director of Digital Marketing & Ecommerce

About the Role

Key Responsibilities

• Set KANHA's digital strategy and governance, including channel roles, content standards, compliance, and measurement.
• Build the martech roadmap and lead vendor selection and implementation for CRM, reviews/UGC, and loyalty programs.
• Define north-star metrics such as LTV, CAC, payback, and contribution margin, and develop quarterly experimentation plans and reporting.
• Own site health, UX, navigation, merchandising, PDPs/PLPs, and checkout performance on Shopify.
• Implement conversion rate optimization through A/B testing and performance SLAs.
• Lead state toggle, compliant routing, age-gating, and integrate store locator and retailer pathways.
• Design full-funnel lifecycle strategies including welcome, post-purchase, replenishment, cross-sell, win-back, and reviews/UGC.
• Partner on Club Bliss and integrate loyalty programs to increase LTV and repeat rate.
• Translate brand messaging into social/content strategies across platforms like IG, TikTok, YouTube, Reddit, and blogs.
• Build a high-cadence content calendar tied to launches, education, UGC, and community engagement.
• Establish social listening, community management, and escalation protocols.
• Own growth dashboards across GA4, Shopify, ESP/CRM, and ad platforms; automate reporting in Looker Studio.
• Present weekly/monthly performance insights, actions, and forecasts.
• Manage digital P&L including revenue targets, ROAS/CAC, contribution margin, and channel mix.
• Work with compliance team to ensure adherence to cannabis advertising restrictions, age-gating, claims guidance, and platform policies.
• Maintain TCPA/CAN-SPAM/CCPA compliant data practices and consent management.
• Manage team members, agencies, and freelancers; build a small in-house team as needed.
• Drive alignment with Brand, Sales/Trade, Retail/CX, Creative, Finance, and IT departments.

Requirements

• 7-10+ years in digital, ecommerce, or growth roles, preferably in CPG, wellness, or regulated categories, with proven ownership of DTC revenue.
• Hands-on experience with Shopify, GA4, Looker Studio, Meta/Google Ads, TikTok Ads, and either Klaviyo or HubSpot.
• Strong understanding of lifecycle marketing, segmentation, personalization, CRO, and creative testing.
• Experience integrating with marketplaces such as Weedmaps, Leafly, or Jane, and retailer-driven demand channels.
• Ability to own a P&L and perform forecasting with a mix of brand sensibility and analytical rigor.
• Excellent cross-functional leadership and vendor management skills.
• Must be 21+ years old.

Nice to Have

• Experience in the cannabis industry or regulated categories.
• Knowledge of compliance requirements related to cannabis advertising and data practices.

Qualifications

• Industry experience in digital/ecommerce/growth roles for 7-10+ years
• Proven ownership of DTC revenue
• Experience with Shopify, GA4, Looker Studio, Meta/Google Ads, TikTok Ads, Klaviyo or HubSpot
• Strong grasp of lifecycle, segmentation, personalization, CRO, and creative testing
• Experience with marketplace integrations and retailer demand channels
• Ability to manage P&L and forecast accurately

Benefits & Perks

• Health Insurance Coverage (medical, dental, vision)
• 401(k) Retirement Plan
• Paid Time-Off (vacation pay, sick pay, holiday pay)
• Employee Assistance Program (EAP)
• Paid holidays
• Catered lunches and team building activities
• Employee highlight incentives
• Opportunities for professional development and career growth