Marketing Manager

Description

**Job Objective:** We are seeking a DTC/e-commerce marketing operator with an aggressive business vision and strong execution discipline. GBCP is a cannabis derivatives operation focused on lifestyle, currently in a hyper-growth and build-out phase: you won’t be managing a well-oiled machine—you’ll be building it. Your mission is to transform the tactical B2C marketing operation into a measurable system—with processes, owners, and dashboards—so the business makes decisions based on data, not intuition. Brand voice and strategic launches remain under leadership’s purview; you will operationalize them, document them jointly with leadership, and execute them consistently across all channels. We operate in a regulated industry; regulatory compliance and responsible communication are led by the legal department, and you will execute your campaigns strictly within that framework. **Key Responsibilities** **Operations and Systems** · **Implement processes and pipelines:** structured briefs, campaign calendar approved at least 7 days in advance, and a ticketing system for design and content. · **Build and maintain measurement:** weekly marketing reports and dashboards for acquisition and lifecycle. · **Make daily tactical decisions:** which campaigns run, channel mix, budget allocation; approve routine copy against the brand guidelines. · **Document the brand voice jointly with leadership** (brand book, pillars, tone, and clear “do/don’t” guidelines) as the first deliverable—to eliminate piece-by-piece approval dependency. **Execution and Channels** · **E-commerce (Shopify):** conversion rate optimization (CRO) targeting cart abandonment and average order value; A/B testing on site. · **Lifecycle (Klaviyo):** owner of email and WhatsApp (campaigns, flows, and segments). · **Paid media (Meta):** active campaigns and continuous A/B testing, balancing awareness and performance. · **Organic:** create content that resonates with the ICP and cascade what works to other channels; oversee social (Instagram, TikTok, YouTube Shorts) and community. · **Activate existing digital assets:** reviews, attribution, and heatmaps to inform decisions. **Launches and Innovation** · **Lead Go-to-Market execution for new products:** from concept to cart and shelf, using a replicable checklist. · **Product Owner mindset:** ensure packaging, labeling, and product pages reflect the premium value of the brands. · Collaborate with R&D and Commercial on special editions from the consumer’s perspective. **Data and Decision-Making** · **Analyze key metrics:** CAC, LTV, LTV/CAC, ROAS, real attribution, and subscribers. · **Close avoidable attribution gaps:** implement UTMs, influencer codes, and API integrations. · Transform data from Shopify, Klaviyo, and web analytics into actionable decisions—not reports no one reads. **Management and Leadership** · Manage the marketing budget to optimize ROI. · Lead internal teams (design, video/social, CS) and external agencies or specialists. · Ensure on-time delivery, adherence to deliverables, and brand standards. · **Startup agility:** ability to execute quickly in a constantly changing environment with limited resources. · Collaborate closely with Sales to amplify commercial efforts. **Job Requirements** **Education** · Bachelor’s degree in Marketing, Business, Communications, or related field. **Experience** · 5+ years in marketing, with proven experience operating a DTC/e-commerce brand (not just agency work or branding-only roles). · Budget/P&L management and cross-functional team leadership. · Track record of building processes and measurement frameworks from scratch—not just managing existing ones. · Preferred experience in consumer goods, food, supplements, lifestyle, or regulated industries. **Technical Knowledge** · Shopify (operations and CRO), Klaviyo (email, flows, segments), and Meta Ads. · Dashboards and analytics tools (GA4, Search Console, attribution). · Email marketing, lifecycle, and automation. · Branding, storytelling, and functional-level content direction (brand voice defined by leadership; manager executes it). · Creative tools (Canva, Figma) at a functional level—for briefing and directing, not production. **Work Conditions** · Office-based role with flexibility for events, photo/video shoots, activations, and retail visits. · Simultaneous management of multiple projects under tight deadlines. · Hyper-growth environment with constrained resources: expectation is to build and execute—not manage an existing structure. **Knowledge, Skills, and Attitudes:** **Knowledge** · DTC, performance, and organic content marketing. · CRO, lifecycle (email and WhatsApp), and conversion funnels. · Market research, competitive analysis, and trend identification. · Functional-level branding, narrative, and brand tone. **Skills** · Data-driven decision-making (CAC, LTV, attribution). · Translating ideas into executable briefs and repeatable processes. · Orchestrating multiple parallel projects. · Leadership and team development. **Attitudes** · Execution and ownership over abstract vision. · Proactivity, energy, and bias toward action. · Adaptability to market shifts and changing priorities. · Professional ethics and responsibility. Aesthetic sensitivity and innovation orientation. Employment type: Full-time Salary: $35,000.00 per month Benefits: * Employee discount * Major medical expense insurance Workplace: On-site