Director, Performance Marketing

Job Description

Key Responsibilities

• Own enterprise-wide RFM modeling and deep segmentation strategy
• Architect lifecycle journeys that materially increase retention and frequency
• Build and optimize loyalty economics to improve contribution margin
• Drive e-commerce conversion, AOV, and digital revenue performance
• Develop executive-ready dashboards and financial performance reporting
• Lead a high-performing digital team while remaining hands-on in execution
• Lead the design, execution, and ongoing refinement of enterprise RFM models
• Develop advanced segmentation frameworks
• Translate segmentation insights into executable lifecycle triggers and campaign logic
• Partner with Finance to align segmentation and loyalty strategy with margin and contribution objectives
• Build predictive frameworks to identify churn risk, reactivation opportunities, and upsell pathways
• Own lifecycle strategy across acquisition, onboarding, activation, retention, win-back, and VIP development
• Architect automated journeys using behavioral triggers and dynamic personalization
• Directly build and QA journeys, logic trees, and campaign flows when required
• Evaluate lifecycle performance using KPIs
• Define and execute digital growth strategies across e-commerce and owned digital channels
• Optimize conversion, AOV, and revenue through funnel analysis, A/B testing, checkout optimization, product merchandising logic, and personalized digital experiences
• Design structured testing roadmaps and ensure statistically valid measurement
• Deliver actionable insights to leadership on revenue impact and growth opportunities
• Own the strategy and performance of loyalty programs across banners
• Evaluate loyalty program ROI, discount penetration, redemption behavior, and incremental lift
• Optimize point economics and promotional levers to maximize frequency and profitability
• Develop differentiated strategies for high-value segments, occasional customers, at-risk cohorts, and discount-driven shoppers
• Directly manage the Loyalty & CRM Specialist and Marketing Technology Specialist
• Operate as a player-coach: set strategic direction, provide technical oversight, and roll up sleeves when needed
• Establish structured workflows, QA processes, and execution standards
• Develop team capability in data literacy, segmentation strategy, and performance analysis
• Create a culture of accountability around measurable growth impact

Requirements

• Strong experience in performance marketing, customer analytics, and segmentation
• Proven track record of driving growth through data-driven strategies
• Expertise in RFM modeling, lifecycle marketing, and loyalty economics
• Strong technical skills in marketing automation platforms, CRM, and data analysis tools
• Experience in leading and developing high-performing teams
• Strong communication and presentation skills
• Ability to work in a fast-paced, dynamic environment
• Strong analytical and problem-solving skills
• Experience in the cannabis industry is a plus

Benefits & Perks

• Competitive salary range: $115,000-$125,000
• Opportunity to work with a leading cannabis operator
• Comprehensive benefits package
• Opportunity for professional growth and development
• Collaborative and dynamic work environment
• Recognition and reward for outstanding performance
• Access to cutting-edge technology and tools
• Flexible work arrangements, including remote work options

Job Details