SEO Manager at Green Thumb (Chicago, IL)

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The Role
As the SEO Manager, you will lead all SEO-related activities and resources for GTI's Ecommerce organization. You are the company's lead advocate for SEO best practices, strategy and opportunities. You are responsible for building GTI's SEO team. As our SEO Manager you will oversee all available in-house and contractual resources in the execution of our comprehensive Ecommerce strategy. You and your team will be responsible for all day-to-day SEO activities and strategy across the primary RISE website, other retail brand websites, all Google My Business listings, outreach and backlink solicitation, and all other organic listings. The overall goal of this position is to build and manage a team that can handle the SEO needs of a billion-dollar company, delivering the highest caliber of excellence.
This role will reside on the Ecom team as part of the Revenue Organization, and report to the Sr Director, Digital Customer Experience. You will be responsible for collaborating with internal brand marketing teams, internal data analysts, content strategy partners, digital partners/web developers, and creative teams to help identify and capitalize on opportunities.

  • Oversee the day-to-day tasks and responsibilities of both internal and external SEO resources
  • Develop and implement a strategic plan for the development of GTI's current SEO team members
  • Define and execute GTI's overarching SEO strategy, in accordance with our Ecommerce vision
  • Identify SEO opportunities across paid, owned and earned channels
  • Create and implement action plans for how to capitalize on SEO opportunities at scale
  • Provide regular updates on SEO performance, activities and long term initiatives
  • Manage SEO resources in the execution of SEO tasks including, but not limited to:
    • Identify and socialize all on-page and off-page SEO needs, guidance on keyword selection, and SEO best practices so that insights can be executed upon
    • On-page optimization tasks, such as coordination with copywriters, web design and development teams
    • Technical website audits
    • Competitor analysis reports
    • Off-page optimization tasks, such as coordination with the content strategists
    • Keyword research using existing client data and 3rd Party data (Search Console, AdWords Query Reports, SEMRush, Moz, Google Keyword Planner, STAT, etc)
  • Create and manage influencer outreach lists
  • Manage and execute day to day tasks of SEO campaigns including keyword research and mapping, on-page optimization recommendations, development brief creation for technical website updates, and campaign reporting
  • While this is a manager position, this role is expected to be hands-on in the execution of any and all SEO tasks


  • 6+ years of experience as an SEO practitioner with a track record of success
  • Deep cannabis knowledge, and passion for the cultural potential of cannabis preferred over business academics
  • Corporate background working for or with large business entities with a nation-wide presence, both agencies and in-house within a brand
  • Experience in retail environments; the ability to understand overarching retail brand tenets alongside the importance hyper-local strategies
  • Be willing to share specific successes starting from how you researched, applied, and reported on SEO efforts including visits, conversions and revenue growth
  • Experience with migrating large websites to new domains or site rebuilds/redirects
  • Must be willing to play a supportive role in the optimization of similar verticals, such as social media optimization (SMO), c o nversion rate optimization (CRO), reporting and analytics
  • Must be able to work and be trusted in an unsupervised manner; comfortable in high paced environment; self-starter who is able to initiate what needs to be done before being asked
  • Must be able to work on cross-functional teams
  • Must understand and comply with the rules, regulations, policies, and procedures of GTI
  • Bachelor's Degree or greater with a major in Marketing and/or Information Technology preferred but not required

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


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Technology we use

  • Engineering
  • Product
  • Sales & Marketing
    • JavascriptLanguages
    • PythonLanguages
    • SqlLanguages
    • ReactLibraries
    • Node.jsFrameworks
    • ServerlessFrameworks
    • PostgreSQLDatabases
    • DynamoDBDatabases
    • Aurora ServerlessDatabases
    • Google AnalyticsAnalytics
    • TableauAnalytics
    • SnowplowAnalytics
    • AmplifyAnalytics
    • CanvaDesign
    • FigmaDesign
    • IllustratorDesign
    • PhotoshopDesign
    • BynderDesign
    • ConfluenceManagement
    • JIRAManagement
    • ContentfulCMS
    • SalesforceCRM
    • AWS Pinpoint / SESEmail


Green Thumb is located in River North, a short walk from the Chicago Brown Line, near the Ohio expressway entrance, and close to many major bus routes. Or Green Thumb may be a living room or home office! HQ remains open, giving our teammates options to choose what suits each individual & team best.

An Insider's view of Green Thumb

What projects are you most excited about?

I enjoy supporting initiatives that help people impacted by the War on Drugs, like our Good Green movement. I'm excited about what we’re doing to support expungement, cancer, employment, & education organizations nationwide. Giving back is core to Green Thumb’s DNA, and it’s truly a company value that runs through all of us.


Director, Social Impact

How has your career grown since starting at the company?

Since my first day at Green Thumb, the leadership team quickly empowered me to help drive the business. My scope has rapidly increased, & I now manage a large team that significantly influences the company’s strategy & operations. I’ve been able to sharpen my leadership skills while learning about the cannabis category, learning lessons every day!


Head of Merchandising

What is your vision for the company?

We believe in the positivity of cannabis and the viability of this industry in the U.S. Our mission is to promote well-being through the power of cannabis while giving back to the communities we serve. Americans are choosing cannabis and it’s an exciting dynamic to be part of a leading company in a brand-new industry, forging new ground.


CEO and Founder

What kinds of technical challenges do you and your team face?

We operate across multiple states nationwide, so the biggest technical challenge can be the lack of clarity on what can and cannot be done. Each state requires different technological, both hardware and software, needs. This requires complete flexibility and communication between all parties involved.


IT Analyst

What are Green Thumb Perks + Benefits

Volunteer in local community
Partners with nonprofits
Open door policy
OKR operational model
Team based strategic planning
Open office floor plan
Dedicated diversity and inclusion staff
Highly diverse management team
Mandated unconscious bias training
Hiring practices that promote diversity
Health Insurance & Wellness Benefits
Disability insurance
Dental insurance
Vision insurance
Health insurance
Life insurance
Wellness programs
Mental health benefits
Financial & Retirement
Company equity
Performance bonus
Child Care & Parental Leave Benefits
Generous parental leave
Vacation & Time Off Benefits
Unlimited vacation policy
Generous PTO
Paid holidays
Paid sick days
Office Perks
Commuter benefits
GTI offers pre-tax commuter benefits for all employees to be used on transit and ride sharing apps!
Company-sponsored outings
Free snacks and drinks
Some meals provided
Company-sponsored happy hours
GTI has a 420 Happy Hour which occurs on a monthly basis hosted by rotating team members who create a theme-based event.
Professional Development Benefits
Lunch and learns
Promote from within

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