Marketing Manager

About the Role:

The Marketing Manager is responsible for executing and optimizing integrated marketing initiatives that support brand growth, customer engagement, and revenue generation. This role owns the development and execution of CRM lifecycle marketing through Alpine IQ, oversees the management and optimization of the Fine Fettle mobile app, and manages marketing performance reporting to guide data-driven decision-making. The Marketing Manager also supports the execution of integrated marketing campaigns across digital channels. Working cross-functionally with internal teams and external partners, the Marketing Manager ensures marketing campaigns, brand communications, mobile app experiences, and customer engagement initiatives are executed consistently and effectively across all touchpoints.

Primary Responsibilities Include, but Are Not Limited To:

This role encompasses the following key areas of responsibility, supporting the seamless execution and organization of Fine Fettle’s marketing and commercial initiatives across the business. Key responsibilities include:

CRM:

Own the Alpine IQ CRM platform, including audience segmentation, lifecycle campaign development (email, SMS, and push notifications), loyalty program management, and campaign performance reporting.
Develop, execute, and optimize lifecycle marketing campaigns aligned with promotions, retail initiatives, and product launches.
Analyze customer behavior and campaign performance across CRM channels (email, SMS, push notifications, loyalty, and web) to optimize engagement, retention, and conversion.
Manage CRM troubleshooting and technical support requests, including identifying and documenting platform issues, submitting and tracking support tickets with Alpine IQ, coordinating resolutions, and ensuring timely follow-up through completion.

Mobile App Management:

Own the day-to-day management and optimization of the Fine Fettle mobile app, ensuring functionality, accuracy, and a seamless customer experience.
Serve as the primary point of contact for Digital Awesome, the external app development partner, managing ongoing communications, troubleshooting, platform updates, and development requests.
Own and manage the Dispensary Mate platform, including app configuration, content updates, and ongoing maintenance.
Manage the mobile app functionality within Alpine IQ, including push notifications, audience segmentation, and app-related customer engagement campaigns.
Monitor, analyze, and report on mobile app performance using Dispensary Mate, Mixpanel, and Alpine IQ, tracking key metrics related to app engagement, customer behavior, conversions, and revenue.
Own mobile app troubleshooting and ticket management, including investigating reported issues, documenting bugs and functionality concerns, submitting and tracking development and support tickets, coordinating with Digital Awesome and other platform partners, and following issues through resolution.
Collaborate with internal teams and external partners to identify opportunities to improve app functionality, customer engagement, and overall performance.

Marketing Reporting/Data:

Develop and maintain marketing performance reporting across CRM, website, paid media, social media, mobile app, and campaign initiatives to measure effectiveness and inform marketing strategy.
Regularly analyze and report on campaign performance using tools such as Google Analytics.
Monitor KPIs and provide actionable insights to optimize ROI and improve customer engagement.

Creative Support (Preferred, Not Required):

Experience using Canva to create, edit, and adapt marketing assets for digital communications, including email, SMS, and mobile app campaigns, is a plus.
Ability to work within established brand guidelines and utilize existing creative templates to support marketing campaign execution is preferred.
Collaborate with internal teams and external creative partners to coordinate creative asset needs and ensure marketing materials align with campaign objectives and brand standards.

Campaign Management:

Oversee the execution and coordination of integrated marketing campaigns across paid, owned, and earned channels.
Track campaign timelines, deliverables, and performance metrics to ensure initiatives are completed on schedule and aligned with marketing goals.

Content Management:

Manage marketing communications across digital channels, including website, CRM campaigns, and marketing collateral, to ensure brand consistency and message alignment.
Develop and manage evolving corporate voice and communications across consumer, B2B, wholesale, investor, and internal audiences.
Manage the marketing content calendar across CRM, website, email, SMS, and app channels to ensure consistent and coordinated campaign execution.
Collaborate with internal teams and agency partners to support website updates and SEO initiatives that drive organic traffic and improve search visibility.
Monitor competitor activity and industry trends to inform marketing strategy, campaign development, and brand positioning.
Oversee and support PR communications, including pitches, copyediting, and relevant interviews.
Manage the production of engaging content for the website, blog, and sponsored media content.
Oversee and support online customer communications, cannabis directories, and review platforms.
Support the collection and analysis of consumer insights through surveys, website behavior data, competitor research, and customer feedback to inform marketing strategy.

Agency and Vendor Management:

Support the management of external agencies, vendors, and creative partners to ensure projects are executed efficiently and deliverables are completed on time.

Cross-departmental Communications:

Serve as a liaison between Marketing and internal teams, including Retail, Wholesale, and Production, to ensure alignment on marketing initiatives, product launches, and promotional campaigns.

Website Management:

Help maintain and update website content, ensuring accurate and current product information.
Collaborate with the web development team to test and implement digital assets, ensuring a seamless user experience across platforms.

Skills and Qualifications:

Required: Bachelor's degree in Marketing, Business, or a related field.
Required: Minimum of 5 years of marketing experience, with at least 3 years in a cannabis-specific role.
Proven success in developing and executing multifaceted marketing strategies in the cannabis industry.
Hands-on experience managing marketing CRM platforms, including building, scheduling, deploying, and optimizing email, SMS, and push notification campaigns. Experience with Alpine IQ is preferred; experience with comparable platforms such as Klaviyo or HubSpot is also valuable.
Strong analytical skills with experience interpreting marketing performance data, developing reports, and translating insights into actionable recommendations.
Experience managing mobile app platforms, coordinating with external development partners, and analyzing app performance through platforms such as Mixpanel, Dispensary Mate, or comparable analytics tools is preferred.
Experience troubleshooting marketing technology platforms, managing technical support tickets, and coordinating issue resolution with external vendors is preferred.
Exceptional communication and interpersonal skills.
Strong analytical and financial skills to measure success effectively, manage budgets, and make data-driven decisions.
Ability to thrive in a fast-paced environment while managing multiple projects with tight deadlines.
Collaborative mindset with the ability to work effectively across diverse teams and departments.
Experience using Canva to create and modify digital marketing assets for email, SMS, and mobile app campaigns is preferred but not required.
Strong understanding of market dynamics and consumer behavior within the cannabis industry.
Exceptional leadership qualities, with experience managing teams directly or indirectly.
Ability to work collaboratively across different departments and effectively communicate with various stakeholders.
Proficiency in using Asana or similar project management software is a plus.
Familiarity with OKRs and their application in driving project success is a plus.
Knowledge of cannabis products, strains, and consumption methods is advantageous. 
Ability to pass a Federal Background Check with no felony convictions

Critical Competencies:

Strategic Thinking: Demonstrated ability to develop state-specific marketing strategies that align with overall company objectives.
Collaboration: Strong interpersonal skills and a knack for building positive relationships across teams to ensure alignment and effective execution of marketing plans.
Team Leadership: Skilled in directly managing marketing associates, fostering a culture of open communication, and supporting the team's growth and performance.
Project Management: Exceptional organizational skills with the ability to manage multiple projects with tight deadlines effectively.
Communication: Strong written and verbal communication skills, capable of conveying complex information in a straightforward, compelling manner to a variety of stakeholders.
Analytical Skills: Strong ability to analyze data to track performance, identify trends, and inform future strategies.
Adaptability: Ability to respond quickly to changing priorities and market conditions, while maintaining a high standard of work.