<p>Who We Are: Schwazze (SHHwahZZ) is a purpose-driven, vertically integrated cannabis operator. We are building a leading seed-to-sale company with best-in-class dispensaries and exceptional cultivation capabilities. Driven by a high-performance culture, we combine customer focus and data-driven insights to unlock the plant's full potential and improve the human condition.</p> <p>At Schwazze, you are not just an employee-you are part of a purpose-centered, performance-driven team where your contributions matter, your growth is supported, and your potential is limitless. We lead with integrity, connection, engagement, excellence, and empowerment, fostering a culture where people thrive, communities flourish, and the industry moves forward. These values define our commitment to creating a supportive, positive workplace while delivering exceptional customer experiences.</p> <p>For more information, please visit our website: www.schwazze.com</p> <p>Job Title: Director, Digital Marketing</p> <p>Salary Range: $115,000-$125,000</p> <p>Type: Full-Time, Exempt</p> <p>Location: Denver, Colorado (Main Office) | Boulder, CO (Satellite Office)</p> <p>Position Objective</p> <p>The Director, Digital Marketing is the strategic and technical owner of Schwazze's digital growth engine. This role is responsible for architecting and executing the data-driven customer acquisition, segmentation, lifecycle, and loyalty strategy across all banners and markets.</p> <p>This is a player-coach leadership role. The Director, Digital Marketing will lead and develop a small, specialized team while remaining deeply hands-on in RFM modeling, advanced customer segmentation, lifecycle design, marketing technology optimization, and performance analysis. This individual must be equally comfortable building executive strategy decks and personally constructing segmentation logic inside CRM and data platforms.</p> <p>The Director, Digital Marketing is accountable for measurable growth in customer lifetime value, frequency, retention, basket size, margin optimization, and digital conversion across e-commerce and owned channels in a highly regulated, multi-state environment.</p> <p>This role partners closely with Marketing, Retail Operations, Merchandising, Finance, IT, and Compliance to ensure that digital marketing is not just creative execution, but a precision growth system powered by analytics and operational rigor.</p> <p>Core Accountability</p> <ul> <li>Own enterprise-wide RFM modeling and deep segmentation strategy </li><li>Architect lifecycle journeys that materially increase retention and frequency </li><li>Build and optimize loyalty economics to improve contribution margin </li><li>Drive e-commerce conversion, AOV, and digital revenue performance </li><li>Develop executive-ready dashboards and financial performance reporting </li><li>Lead a high-performing digital team while remaining hands-on in execution </li></ul> <p>Essential Functions</p> <p>Customer Analytics, RFM & Segmentation (30%)</p> <ul> <li>Lead the design, execution, and ongoing refinement of enterprise RFM models across all banners. </li><li>Develop advanced segmentation frameworks beyond basic RFM, including: </li><li>Frequency decay modeling </li><li>Cohort analysis </li><li>LTV modeling </li><li>Discount sensitivity segmentation </li><li>Behavioral clustering </li><li>High-value customer identification </li><li>Translate segmentation insights into executable lifecycle triggers and campaign logic. </li><li>Partner with Finance to align segmentation and loyalty strategy with margin and contribution objectives. </li><li>Build predictive frameworks to identify churn risk, reactivation opportunities, and upsell pathways. </li><li>Continuously evaluate and refine segmentation logic based on performance data. </li></ul> <p>Lifecycle Marketing & CRM Architecture (25%)</p> <ul> <li>Own lifecycle strategy across acquisition, onboarding, activation, retention, win-back, and VIP development. </li><li>Architect automated journeys using behavioral triggers and dynamic personalization. </li><li>Ensure segmentation logic is properly implemented within CRM and marketing automation platforms. </li><li>Directly build and QA journeys, logic trees, and campaign flows when required. </li><li>Evaluate lifecycle performance using KPIs such as: </li><li>Repeat rate </li><li>Time between visits </li><li>Revenue per customer </li><li>Churn rate </li><li>Campaign lift vs. control </li><li>Continuously optimize for incremental lift and ROI. </li></ul> <p>Digital Strategy & E-Commerce Performance (20%)</p> <ul> <li>Define and execute digital growth strategies across e-commerce and owned digital channels. </li><li>Optimize conversion, AOV, and revenue through: </li><li>Funnel analysis </li><li>A/B testing </li><li>Checkout optimization </li><li>Product merchandising logic </li><li>Personalized digital experiences </li><li>Design structured testing roadmaps and ensure statistically valid measurement. </li><li>Deliver actionable insights to leadership on revenue impact and growth opportunities. </li></ul> <p>Loyalty Economics & Monetization Strategy (15%)</p> <ul> <li>Own the strategy and performance of loyalty programs across banners. </li><li>Evaluate loyalty program ROI, discount penetration, redemption behavior, and incremental lift. </li><li>Optimize point economics and promotional levers to maximize frequency and profitability. </li><li>Develop differentiated strategies for: </li><li>High-value segments </li><li>Occasional customers </li><li>At-risk cohorts </li><li>Discount-driven shoppers </li><li>Ensure loyalty is a financial growth driver, not only a rewards program. </li></ul> <p>Team Leadership & Operational Oversight (10%)</p> <ul> <li>Directly manage the Loyalty & CRM Specialist and Marketing Technology Specialist. </li><li>Operate as a player-coach: </li><li>Set strategic direction </li><li>Provide technical oversight </li><li>Roll up sleeves when needed </li><li>Establish structured workflows, QA processes, and execution standards. </li><li>Develop team capability in data literacy, segmentation strategy, and performance analysis. </li><li>Create a culture of accountability around measurable growth impact. </li></ul> <p>Please note that the percentage allocations are a general estimate and may vary based on business needs and priorities.</p>