Director, eCommerce

Green Thumb Industries (GTI) is looking for a dynamic and seasoned eCommerce leader for the role of Director of eCommerce to lead the website growth strategy for RISE Cannabis across all markets. If you have a passion for managing complex eCommerce ecosystems that deliver strong revenue growth, customer engagement, and a seamless user experience, we want to hear from you! As Director of eCommerce, you will be responsible for driving sustainable growth of the online channel. Managing a high-performing team of managers and specialists, you will be responsible for expanding our audience through proven onsite strategies, including SEO and site merchandising, and achieving profitable growth while maintaining a world-class user experience. Focus areas include leveraging data to drive continuous improvement of the site’s navigation, user interface, and overall user experience; optimizing site performance through a superior customer journey based on relevant and increasingly personalized content; and ultimately driving preorder conversions and channel revenue. You will oversee all analytics and be comfortable reporting the channel performance to the executive team on a regular basis. This position will also work closely with the VP of eCommerce to align the e-commerce goals with the broader business objectives, while ensuring a premium brand experience for RISE Cannabis.

This is a remote role. Travel to Chicago HQ may be required a few times per year to meet with the team. 

Responsibilities 

Strategic Leadership & Growth 

• Design and implement comprehensive ecommerce strategies to accelerate market share and revenue growth. 
• Lead the digital roadmap development in partnership with product and engineering teams.
• Drive online business strategy across markets, partnering closely with external teams to leverage pricing and promotions in our digital activations. 
• Ongoing optimization of end-to-end website experience. 

Online Customer Experience

• Responsible for overall online experience strategy, including site functionality, navigation, hierarchy, search and browse, new product on-boarding. 
• Develop mobile-first shopping experiences and continuously optimize by leveraging eCommerce and retail best practices to drive customer engagement and online conversions. 
• Partner closely with the Sr. Director of Digital Marketing Activations and Rewards to understand and leverage the impact of paid media strategy across SEM, Social, and Display channels, as well as email, to drive online sales. Help guide campaign content, cadence, and site landing pages to deliver the optimal online experience and impact conversions. 
• Collaborate heavily and often with the Director of Product Management and IT partners to execute the business roadmaps to drive performance.

Website Operations & Analytics 

• Oversee website merchandising, content strategy, and SEO across desktop and mobile (and later the mobile app) to ensure the successful execution of all tactical website merchandising plans that will help meet and/or exceed company revenue and profitability goals. 
• Manage KPIs including website traffic, conversion rates, website revenue, average order value, customer lifetime value, and retention metrics. 
• Identify key trend forecasts and lead data-driven decision-making through advanced analytics and reporting. 
• Monitor site health and performance through analytics and key metrics – provide strategic insights to internal stakeholders and well-thought-out strategies to act on insights. 

Team & Vendor Management 

• Coach and mentor a high-performing ecommerce team. o Foster innovative, results-driven, and continuous improvement culture. 
• Manage relationships with external agencies and vendors relevant to the website. 
• Collaborate with cross functional teams including product, marketing, creative, finance, and store operations to drive business for RISE retail. 

Qualifications  

• 10+ years of progressive successful ecommerce experience, with 5+ years in senior leadership. 
• Bachelor's degree required; MBA a plus. 
• Proven track record of driving growth within a high-volume DTC/ecommerce business. 
• Deep understanding of and experience with leading ecommerce platforms and tools (e.g., Salesforce Commerce, WebSphere Commerce, Magento, Drupal, Frontastic, etc.) 
• Advanced knowledge of Google Analytics, Adobe Analytics, and/or comparable analytics platforms. 
• Strong analytical skills with expertise in data-driven decision making. 
• Experience managing and developing high-performing teams. 
• Has the ability to see the big picture and drive long term plans and growth. 
• Strong understanding of digital marketing, CRM to optimize partnership with marketing team to optimize website results.  
• Process driven, detail-oriented, and highly organized. 
• Can effectively communicate, both verbally and written, to all levels in the organization. •
• Knowledge of and/or experience with the Cannabis industry 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 be a minimum of 21 years of age 

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