Performance Marketing Manager

The Role
We are hiring a Performance Marketing Manager to oversee digital marketing efforts in support of our eCommerce organization. This role will be responsible for developing and managing campaigns across digital marketing channels, 3rd party affiliates and listing sites. 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 eCommerce team as part of the Revenue Organization, and report to the Sr Director, Digital Customer Experience.
Responsibilities

• Create and execute a strong annual performance marketing strategy
• 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
• Create A/B testing methodologies for messaging, calls to action, and conversion funnels, in alignment with business goals
• Manage GTI's paid and organic presence on 3rd party cannabis-specific marketplace websites
• Collaborate with UX/CX, SEO, CRM and analytics stakeholders to optimize funnels and customer journeys
• Balance state/local-specific campaigns and objectives with national brand awareness efforts
• 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 brand voice across media placements and 3rd party sites/channels
• Ensuring successful planning, execution, optimization for key traffic KPIs via paid, organic & own media channels
• Identifying and testing new channels to continue to meet or exceed established critical metrics

Qualifications

• 3+ years of experience in managing paid/performance media for marketing agencies or CPG/retail/ecommerce brands
• 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 mutli-channel media plans in support of eCommerce objectives at state/local and National levels
• Hands-on experience with Tradedesk (or other RTB platforms), Google ads, tag management. Experience with Liveramp is a plus.
• Ability/interest in analyzing metrics/KPIs and transforming into stories
• Understanding of and experience with A/B testing fundamentals and implementation, as well as A/B testing platforms like Optimizely and Google Optimize
• 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, ability to convey rigorous mathematical concepts 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.
• Knowledge of and/or experience with the Cannabis industry is a plus.

Additional Requirements

• Must pass any and all required background checks
• Must be and remain compliant with all legal or company regulations for working in the industry
• Must be a minimum of 21 years of age

GTI prefers all new hires to be fully vaccinated against COVID-19 and provide proof of vaccination at time of hire
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