Senior Manager, RISE Lifecycle Marketing & Loyalty

The Role

Green Thumb Industries (GTI) is looking for an experienced Sr. Manager, Lifecycle Marketing to be responsible for building, executing, and leading comprehensive customer acquisition and retention programs. The goal is to drive strong and consistent growth of RISE customers through Digital Activation channels that include Paid Social, and Paid Media, as well as strengthen relationships with returning customers (and rewards members) through strong owned channel communication strategies (email, & loyalty rewards).

This is a highly collaborative role, working closely with others in marketing, product, analytics, design, and more. You will gain and drive a deep understanding of our audience & customer data, optimize processes and frameworks for managing program execution, and own the lifecycle marketing strategy to increase core business KPIs, while being at the forefront of growing the relationship with RISE’s customers.

This is a hybrid role requiring 2 days in office at our Chicago HQ (River North).

Responsibilities

Customer Acquisition and Retention Activations

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• Own paid media strategy and execution across key channels (Meta, Google Ads, CTV, and industry-specific partners), driving efficient customer acquisition and traffic growth. Continuously test and scale new channels to meet or exceed performance targets.

• Lead lifecycle marketing and loyalty strategy, including email, SMS, and push, by developing and executing the loyalty roadmap, campaign calendar, audience segmentation, and offer strategy to drive member acquisition, engagement, and retention

• Optimize CRM and marketing automation programs within the ESP and loyalty platform, implementing A/B testing and continuous experimentation.

• Drive customer growth and retention metrics, increasing repeat purchase rate, visit frequency, average order value, and lifetime value while reducing one-time purchasers.

• Leverage customer data and insights to inform targeting, personalization, and campaign strategy across paid and owned channels.

• Establish and manage performance measurement frameworks, including KPIs, attribution, dashboards, and reporting across paid media, CRM, and loyalty initiatives; translate insights into actionable optimizations.

• Monitor and ensure accurate tracking and attribution across platforms (e.g., GA4, pixels, and other tools) to support data-driven decision-making.

• Manage budgets across paid media and loyalty programs, ensuring efficient allocation of spend and strong return on investment.

• Collaborate cross-functionally with product, ecommerce, and other internal teams to enhance the customer experience, including account UX, navigation, and personalization opportunities.

• Manage external partners and agencies supporting media buying, technology, and campaign execution.

• Present performance, insights, and strategic recommendations to senior leadership in a clear, concise, and actionable manner.

RISE Customer Data Management

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• Lead customer data strategy in partnership with technology, ensuring data is effectively captured, integrated across channels, and translated into actionable insights.

• Oversee data infrastructure and tools, including data collection, integration, and systems that enable real-time insights and attribution modeling.

• Partner with data science, analytics, and BI teams to develop customer segmentation, personas, and dynamic cohorts that inform targeted marketing and personalization strategies.

• Leverage customer data to drive lifecycle marketing and loyalty strategies, including personalized messaging, journey development, and initiatives that increase engagement, retention, and customer lifetime value.

• Identify high-value customer opportunities (e.g., re-engagement, repeat purchase, cross-sell/upsell) and build data-driven strategies to maximize revenue and meet business targets.

• Provide data-driven insights and recommendations to inform loyalty programming and broader marketing decisions.

• Ensure data governance, accuracy, and compliance with all relevant privacy regulations (e.g., GDPR, CCPA).

Qualifications

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5+ years of experience in lifecycle, CRM, digital marketing, or growth/performance marketing roles.

• Bachelor’s degree in Marketing, Business, Analytics, or a related field preferred.

• Strong understanding of the digital marketing ecosystem, including customer journey, paid media (SEM/PPC, social, display, video), and multi-channel campaign strategy.

• Experience with customer segmentation and data-driven marketing, including working with CRM platforms and Business Intelligence tools to develop audiences and personalization strategies.

• Proficiency with marketing and analytics tools (e.g., CRM/ESP platforms, loyalty tools, Tableau or similar), with the ability to quickly learn new technologies.

• Proficiency with using AI to streamline workflows, processes, reporting outputs and more.

• Demonstrated leadership and cross-functional collaboration skills, with experience managing or mentoring team members and working across teams.

• Strong analytical thinking and problem-solving skills, with the ability to translate data into actionable insights.

• Excellent communication skills, with the ability to present clearly to stakeholders at all levels.

• Highly organized, self-motivated, and adaptable, with the ability to thrive in a fast-paced, evolving environment.

• High level of professionalism and integrity, including handling confidential information and adhering to company policies.

• Cannabis industry experience or knowledge is a plus.

Additional Requirements

• Must pass any and all required background checks

• Must be and remain compliant with all legal or company regulations for working in the industry

• Must possess valid driver’s license

• Must be a minimum of 21 years of age

• Must be approved by state badging agency to work in cannabis industry

#LI-HYBRID

The pay range is competitive and based on experience, qualifications, and/or location of the role. Positions may be eligible for a discretionary annual incentive program driven by organization and individual performance.

Green Thumb Pay Range
$125,000—$145,000 USD