Director, Digital Marketing & Ecommerce

JOB SUMMARY:

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.
• Architect reporting requirements, in conjunction with data insights team, needed to evaluate digital marketing and ecommerce performance
• Support and report on comprehensive analytics 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 and digital PR 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:

JOB 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 (Dutchie, AIQ, Weedmaps, Leafly) is 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.
• A driver, able to move with urgency, properly scope and manage projects to timelines, manage and hit commitments to deliver results

C3 Industries is led by a passionate, creative, and hardworking team of cannabis cultivation and processing experts. We produce the highest quality, indoor cannabis flower, and extracted products at our state-of-the-art facilities in Oregon and Michigan.

At C3I our product is cannabis, but our most important asset is our people. We believe in hiring locally, offering competitive compensation packages, and giving our employees an opportunity to learn and grow. As a company, we are committed to being active corporate citizens and community members and celebrate diversity and inclusion.