Associate Manager, Performance Marketing

JOB SUMMARY

CORE JOB DUTIES

• Execute paid media function for Sunnyside, Cresco Lab's national retail brand, creating and executing traditional and digital ad campaigns to drive tickets and build baskets.
• Utilize external agencies on day-to-day management support of campaigns in-flight and in progress.
• Ensure execution of campaign launch timelines and media activation with the internal team, agencies, and vendors. From collaborating on a media recommendation to campaign launch, support internal and external stakeholders to stay on track to hit in-market launch dates.
• Implement and drive national & regional email and text marketing initiatives to increase tickets and lift ticket value. This includes list building initiatives, developing or enhancing automated campaigns, and collaborating the shape and reshape best practices to cascade to regional marketing teams.
• Manage the continued development of Sunnyside's lead generation programs, including medical patient acquisition. Accountable to manage the existing vendors to enhance their pay-for-performance model and drive added value, while helping to source new opportunities for acquisition plays, including execution across multiple states to deliver measurable results.
• Compile data and insights for monthly/quarterly qualitative and quantitative reports on marketing performance. Collaborate with Marketing Analytics team to identify KPIs and continue to improve measurement framework and touchpoints.
• Collaborate with internal and external stakeholders on segmentation and targeting approach for Sunnyside marketing channels.
• Identify and evaluate performance marketing vendors. Keep informed of cannabis industry activities as well as new marketing approaches, resources, opportunities and best practices.
• Coordinate cross-functional partners and agency teams to ensure timely & quality creative asset delivery. Support creative process when media, email/text or lead generation is the focal point of creative execution.
• Responsible for tracking and updating of budget and spend changes. This also includes invoice management and reconciliation.
• Act as national subject matter expert for CRM, media and acquisition solutions while enhancing knowledge and skills of cross-functional partners.

REQUIRED EXPERIENCE, EDUCATION AND SKILLS

• Bachelor's degree in Marketing, Communications or related field
• 3+ years of experience in media planning/analysis
• 2+ years of experience in email/text marketing, workflow/customer journey experience is a plus
• Current channel expertise and experience in learning new methods of advertising, email, and lead generation/acquisition
• Retail + CPG experience preferred inclusive of experience with direct-to-consumer tactics
• Experience planning and/or managing traditional paid media channels (print, out-of-home, direct mail)
• Experience planning and directing digital media including a deep knowledge of the programmatic landscape
• Knowledge of digital marketing tools (e.g. Ad Servers, Google Analytics, Ad Words, etc.)
• Experience with email and text marketing platforms (Customer.io, Alpine IQ)
• Strong numerical and analytical skills required resulting in communication of insights to influence future actions and programs
• Strong communication skills are required to concisely convey ideas and drive collaboration amongst cross-functional partnerships to achieve clear strategies and seamless execution of programs (exceptional listening skills, persuasive and professional communicator)
• Ability to manage several concurrent activities and thrive in a fast-paced, entrepreneurial environment with a track record of supporting processes from start to finish
• Genuine interest in and passion for the cannabis industry is required

BENEFITS

Cresco Labs is one of the largest public, vertically integrated, multistate operators in the cannabis industry. Our portfolio of in-house cultivated and manufactured brands features some of the highest quality, most awarded and most popular cannabis products in America. With dozens of locations nationwide, our owned and operated Sunnyside® dispensaries provide a welcoming, positive, judgement-free place to shop for anyone at any point on their cannabis journey. Founded in 2013, Cresco Labs’ mission is to normalize and professionalize cannabis through our passionate employees. As stewards of the cannabis industry, our teams are constantly focused on supporting the needs of our fellow colleagues, consumers, customers, and communities alike. With a focus on Social Equity and Educational Development, our SEED initiative ensures that our company reflects the communities in which we serve, ensuring equal opportunity for all in cannabis. At Cresco Labs, we aim to revolutionize and lead the nation’s cannabis industry with a focus on quality and consistency of product, and to bring legitimacy to the industry with the highest level of integrity and professionalism.