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Role Description

The Director of Digital Marketing & Ecommerce is responsible for developing and executing a comprehensive digital marketing strategy to increase brand visibility, customer engagement, acquisition, retention, and revenue across C3 Industries and High Profile Cannabis Shops. This role oversees all digital touchpoints, including website management, SEO/SEM, paid media, social media, and e-commerce. A hands-on leader, this individual will manage a team and collaborate closely with cross-functional partners to deliver a best-in-class digital experience in a highly regulated and evolving industry.

Job Duties

• Serve as the primary strategist for all digital marketing initiatives, establishing KPIs, measurement frameworks, and attribution models across all channels.
• Oversee paid media strategy and performance across Meta and Google Ads, guiding vendors and internal teams on segmentation, testing frameworks, and conversion tracking to meet growth targets.
• Support and report on comprehensive analytics dashboards using Google Analytics 4, Meta Business Manager, Google Ads, and other platforms to track customer journey, ROAS, CAC, LTV, and attribution modeling.
• Conduct deep-dive performance analysis on paid media campaigns, identifying optimization opportunities through testing, cohort analysis, and predictive modeling.
• Lead the development and execution of a holistic, data-informed digital marketing strategy that drives measurable traffic to stores and websites while increasing customer engagement and revenue.
• Manage substantial paid media budgets across Meta and Google platforms, with responsibility for budget allocation, performance forecasting, and ROI optimization.
• Design and oversee execution of sophisticated A/B and multivariate testing programs across ad creative, landing pages, audience targeting, and campaign structures to build a culture of data-informed iteration and optimization.
• Partner with the Retail leadership team to support digital marketing for retail locations, using location-based data and local market insights to drive traffic and retention.
• Act as a strategic partner across marketing functions on inbound and outbound campaigns, ensuring all initiatives are measurable and data-supported.
• Lead e-commerce analytics and conversion rate optimization, including funnel analysis, user behavior tracking, cart abandonment analysis, and checkout optimization.
• Develop and oversee advanced e-commerce analytics frameworks, ensuring robust tracking of customer behavior, product performance, and segmentation to support personalization and conversion goals.
• Oversee SEO strategy execution in partnership with external SEO agency, with emphasis on technical SEO analytics and performance measurement.
• Provide strategic oversight for digital merchandising and content optimization on Dutchie, aligning platform performance with broader business objectives for customer acquisition and revenue growth.
• Own the digital experience roadmap in partnership with Retail and IT teams with focus on conversion tracking, user experience analytics, and mobile performance measurement.
• Ensure cannabis and data privacy compliance and regulations while maintaining robust analytics capabilities across all digital touchpoints.

Supervisory Responsibilities

• Directly manages Ecommerce Merchandising Manager, Digital Marketing Specialist, and Social Media Specialist.
• Leads key vendor relationships and partners closely with the Data & Analytics team.

Requirements

• Bachelor's degree in Marketing, Communications, Computer Science, or a related field.
• 5+ years of digital marketing experience, with at least 3 years in a leadership role.
• Cannabis industry experience preferred.
• Familiarity with cannabis-specific platforms (Weedmaps, Leafly, SpringBig, HubSpot, Leaf Logix) is highly desirable.
• Advanced proficiency in Google Analytics 4, Google Tag Manager, Meta Business Manager, and Google Ads platform.
• Deep understanding of digital marketing channels including SEO, SEM, paid social, and web UX.
• Excellent written and verbal communication skills.
• Strong analytical and project management abilities.
• Proactive, adaptable, and able to thrive in a dynamic, fast-paced, and highly regulated industry.
• A strategic thinker and collaborative leader who also enjoys rolling up their sleeves to execute.