Director of Digital Marketing & Ecommerce

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. • Core duties and responsibilities include the following. • 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 • 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.