• Evaluate end-to-end customer journeys and shopping experiences across our e-commerce sites. • Lead marketing-led website audits for new site launches, redesigns, and major updates. • Conduct ongoing competitor research across accessories, CBD, and cannabis retail markets. • Coordinate cross-functional digital marketing campaigns from brief through launch. • Act as the marketing quality control point for digital execution. • Monitor and review paid campaign performance post-launch. • Own monthly digital KPI recap decks covering campaign and paid media results. • Analyze survey results to uncover customer sentiment and recurring themes.

• Plan and run growth experiments to improve key business results (sign-ups, conversions, retention, revenue). • Create hypotheses and define what success looks like before launching each experiment. • Work closely with Marketing, Product, Design, and Engineering to launch and manage A/B tests. • Track experiment performance and analyze results to understand what worked and why. • Turn insights into clear recommendations and next actions (scale, iterate, or stop). • Build and maintain a structured experimentation roadmap and prioritize tests based on impact. • Document experiment learnings and share updates with relevant teams. • Continuously look for opportunities to optimize customer journeys and conversion funnels. • Other assigned tasks.

• Monitor and analyze performance for owned digital channels (e.g., email, webinars) and provide actionable insights to improve engagement and conversion • Support analysis of website traffic and conversion trends to inform optimization strategies • Contribute to regular performance inspection reviews, investigating strategic shifts and providing recommendations • Build and maintain dashboards and reports to track key performance metrics for marketing campaigns and channels • Collaborate with marketing teams to understand business objectives and deliver data-driven recommendations • Support A/B testing and additional optimization experiments to improve campaign effectiveness • Stay informed on digital marketing trends and analytics best practices to continuously improve reporting and insights

• Architect, develop and direct high-impact go-to-market strategies that drive incremental revenue • Generate strategic insights from a variety of sources to develop top-, mid-, and bottom-funnel content that engages our audience • Partner closely with copywriters and designers to iterate on ads and optimize media to drive conversions • Communicate campaign vision and lead buy-in from key internal and external stakeholders • Provide actionable SEO direction to the content team • Collaborate with partners to optimize all growth strategy components • Drive all campaigns with a test-and-learn approach • Deliver timely reporting on campaigns and provide recommendations for adjustments to improve performance • Lead and manage a team of marketing professionals to execute marketing strategy and initiatives.